Steyr, a brand of CNH Industrial, has welcomed Peter Friis as the head of commercial operations in Europe.

Peter Friis replaces Thierry Panadero, head of CNH Industrial Agricultural Commercial Operations Europe. This appointment is part of a wider reorganisation of CNH Industrial Agricultural brands in Europe and supports the commitment of the group with regards to the Stery brand.

Peter Friis joined the company in 1984 in Copenhagen and counts over 30 years of experience within CNH Industrial. He covered positions in marketing and commercial departments in the UK & ROI, Denmark and Nordics and Baltics, before being appointed as head of commercial marketing and network development for Case IH and Stery Europe in 2017.

“I am really excited to take on this new challenge. Being part of the Steyr team with a full dedication to the brand will enable us to unfold the potential of Steyr, ensuring a steady growth in the years to come. This role is also an opportunity to work closer with our existing and new business partners and ensure premium service and support to our customers.” says Peter Friis.

“Peter has held positions of increasing responsibility in our organisation, across various markets and at European level. He brings significant experience in sales, marketing and network development and has steered the Steyr project in the last years. I am convinced that his background and leadership will help growing Steyr Europe.” adds Thierry Panadero.