Is the customer aware that both brands belong to CNH?

For example, about 10 years ago, Case IH had something called a Quad Track, a four-wheel-drive tractor on tracks instead of wheels. Deere didn't have that, so many producers liked the Quad Track for its footprint on the ground and pulling capacity. They would buy the Case IH Quad Track and have the rest of their farm in John Deere. John Deere came out with their four-wheel-drive Quad Track about eight years ago, and since then, those customers have migrated to John Deere. Not necessarily because it was a better tractor, but because it kept their farm pure and improved their buying power with better discounts due to volume purchases.

Is there not a mandate?

There is nothing stopping a New Holland dealer from selling a product for less than a Case IH dealer would. It has been that way for years. Most New Holland branches or dealerships have a decent following with their customers based on the combine because it was unique. It was a twin rotor and performed well, particularly in Western Canada. Case IH had the single rotor, and there is only so much productivity a single rotor combine can achieve.