New digital technology initiatives and a detailed review of the 2018 product range were highlights of the dealer meeting held by Landini and McCormick distributor AgriArgo UK and Ireland.
It was the first time that dealers in the two separate networks attended the same event.
Dealers gathered at the AgriArgo meeting
“It was just a matter of convenience," says Ray Spinks, AgriArgo managing director. “We had a lot of information to get through that wasn’t brand specific, so it made sense to bring everyone together.
“Our general policy of individual dealer networks for the two brands still holds good to exploit differences in brand character, perception and customer base.”
While acknowledging a disappointing headline market share figure in 2016, Ray Spinks emphasised the positive market share trends and strong shares of up to 13% achieved by the combined Argo Tractors brands in several power categories.
“It shows we have products farmers like - we just have to be more effective at telling them about the merits of the range as a whole,” he says.
Poor dealer coverage in some areas is another factor having a major impact on sales figures.
“We have significant areas - in Britain particularly - with no representation or service support for either of our brands, and others where dealers are not very active on sales,” Mr Spinks explains.
“We intend making greater efforts to establish better coverage, beginning by offering opportunities to existing dealers wanting to expand their territories and then by seeking out new dealers for our network.”
Janet Schooling of Newman Enterprises, Royal Wootton Bassett
One of the key members of the family that owns the tractor-making group had an up-beat message on the potential for independent dealers handling Landini or McCormick.
“We want to be your tractor specialist; building tractors for use on farms around the world is what we do best,” said Simeone Morra, corporate business director for Argo distribution branches and affiliates.
“Unlike other manufacturers who tie you down to their full product lines - so dealers become increasingly dependent on their major supplier - we champion the independent dealer, free to make their own decisions on what else to sell to complement the Landini or McCormick products.”
Mr Morra reported that group turnover in 2017 increased by 15% to around €500 million as the group benefited from significant market share gains in all major geographical markets except North America. Sales world-wide increased 16.7% compared with 3.6% for the industry as a whole.
Argo’s international market involvement expanded with a new manufacturing and assembly partnership for 50-110hp tractors in Turkey.
Anthony Wilkes of P&D Engeering, Bredon, Glos gets the low-down on the McCormick X7 Series tractor from AgriArgo UK & Ireland service technician Chris Hall
Closer to home, dealers also heard details of new projects covering digital sales and marketing resources, which were revealed by Franco Artoni, director of business development, and a new global agreement with Topcon Agriculture.
In Britain, the agreement gives AgriArgo dealers access to LH Agro sales, installation and after-sales support for the supply of Topcon guidance products and GPS correction signal packages for the higher horsepower tractors now coming from the factory fully GPS-ready. A similar arrangement is being sought in Ireland.
