Ambitious plans for the expansion of Argo Tractors operations in France will be underpinned by a new, modern headquarters facility south-east of Lyon.

Construction got underway when the first corner stones were laid for the new Argo France base at Vaulx-Milieu to support the distribution of Argo’s Landini and McCormick tractors in the country.

The new Argo France site will be a national training centre, with the technological resources and know-how to support dealers and their customers.

The foundation stone-laying ceremony was attended by top management of the family-owned Argo Tractors business and the local French authorities, including the local mayor, Mr Dominique Berger.

Laying the cornerstone of the new Argo France development (from left) local mayor Dominique Berger and Simeone Morra, corporate business director, Argo Tractors; Jean Luc Fernandez, general manager, Argo France; Franco Artoni, strategic projects global coordinator and Antonio Salvaterra, marketing director, Argo Tractors

Jean Luc Fernandez, general manager of Argo France, said: “The Argo Tractors group has invested a great deal to establish this branch, which will play an important role in French agri-business, with the goal for the next five years of enlarging the dealer network by 20% to achieve 70% representation across the country. We aim to achieve a market share of 5%, establish a presence in the orchard and vineyard tractors segment, increase sales of medium and high power tractors, and reach a turnover of more than 70 million euros.”

An enlarged dedicated sales team will work to establish new dealer partnerships, while customer satisfaction, the importance of the company and dealer image, and the group’s 'Company 4.0' digital transformation are well established elements of the branch’s approach.

“The digital and marketing challenges are the focus of the Argo France strategy, which also strives to ensure maximum support for the Landini and McCormick dealerships,” said Jean Luc Fernandez.

The new site will feature offices, showrooms, training centre and tractor test fields.

An enhanced presence on the market with the opening of new branches and new commercial agreements with strategic partners are part of the development plans of Argo Tractors, which has been increasing its key numbers in recent times.

The Italian group is also focused on markets in which the Landini, McCormick, and Valpadana brands have potential for growth, such as Russia, India, China, and Africa, using the group’s South Africa branch in Johannesburg as a jumping off point to markets where new investments and increased sales resources can be focused.