Service Dealer recently held another of our regular video calls with a selection of representatives of major industry manufacturers and suppliers.

These sessions have now evolved from when we instigated them during the height of Covid, to be formed of smaller, more compact groups. The hope with making this change is to generate increasingly open and frank discussions regarding current and future industry issues. To help engender this candour, we shall be keeping who specifically joined in on each call anonymous. 

To those who gave up their time and candidly contributed to the debate, we offer our genuine thanks.

Stock

We began as we have many times over the past year or so, by hearing the thoughts of our panel regarding the current stocking situation - and it'll be no surprise to any dealer reading this today to learn that it's still far from ideal!

In terms of any bright points gleaned, we did hear that perhaps the domestic end of the market is seeing some improvements. Although this was clarified by noting that whilst some increased domestic machinery production is taking place in factories around the world, the movement of this stock through ports, customs and transportation logistics, is still just as hard.

Unfortunately we were told that this production optimism isn't quite the same when it comes to commercial machinery, with the more complex nature of those goods leading to increased hold ups. Agricultural machinery meanwhile, is partly suffering from a major issue with microchips in Asia that means that some supply that was expected to arrive on these shores this year, will now not appear at all.

There was concern expressed that this prolonged period of shortages could have led to the market over-ordering. The fear amongst suppliers appears to be that the extraordinarily high level of customer orders placed with dealers could end up being fruitless and cancelled if alternative purchases can be sourced from anywhere. This could eventually lead to warehouses full of ordered, produced, but ultimately unwanted stock. Whilst we're clearly a way off this situation becoming a reality, it is the dark cloud on the horizon that manufacturers are giving serious consideration to.

A theory was proposed to deal with this out of control demand, that may sound counterintuitive, but was argued to be necessary to take the wind out of a maxed out market - a recession.

It was said that what we're seeing at the moment is far different to normal supply and demand. Currently, demand is far outstripping any capacity that any producer is able to match - a ballpark figure was suggested of something like 140% of normal levels. To deal with this, a dramatic change such as a recession needs to happen it was proposed, in order for the market to re-set and reveal 'normal' levels of demand.

Whilst this is perhaps an occurrence that most people do not want to hear, from a manufacturer's perspective who simply cannot meet the current unrealistic clamour for machinery, it's a logical solution to an almost impossible situation.

Changing customer trends?

The conversation progressed to consider whether the events of the past couple of years has or will lead to markedly different customer buying trends?

Whilst this is of course the million-dollar question, one area where the panel did think that change would be seen amongst consumers is in increased forward purchase planning. Customers it was felt, now realise that buying off the shelf is not an option. Therefore improved advanced purchase scheduling would be required - and that should be helpful for dealers and manufacturers alike.

However, would this extra planning in turn lead to an end of the 'just in time' manufacturing philosophy? Frankly, no. Manufacturers are still beholden to shareholders and to maximising profits, so if anything the process would become even slicker.

In the short-term, customer buying habits might also shift more towards repairs rather than buying new it was proposed. This, of course, can be hampered by a lack of spare parts availability. How long this will continue is hard to say, because no one is sure what a 'normal' season is these days. Since 2018 we've had drought, then Covid, and now supply issues - therefore predicting market conditions for what might be considered a regular season, is extremely tricky.

Dealership offerings

One thing agreed upon to keep customers coming back, was that dealers need to be offering exemplary service and a unique experience.

It was felt that dealers should give serious consideration to who their customers are though. It was said that for garden machinery dealers, the wealthy would likely wish to continue buying high-end, big ticket items in person. But perhaps the lower end, domestic machinery sales might naturally migrate to online retailers. So stocking the right brands that offer decent margin and attract the right customers would be key.

It was also felt that there would be a continuation in the rationalisation of dealerships that the network has seen over recent years - with mergers and buy-outs continuing apace. It's clear to everyone that some of the bigger manufacturers desire fewer and larger dealer groups representing their brands.

Smaller, independent dealerships it was said, will need a strong point of difference and a clear identity to continue into a future that will more closely resemble the U.S model of corporatised dealer groups.

A customer value proposition, where a quality online presence is essential, will be vital to ensure survival.

Russells has acquired neighbouring dealership RES Ltd.

Based in Malton in North Yorkshire with nine current New Holland Agriculture depots across Yorkshire, Derbyshire, Notts and Northamptonshire, Russells plan to integrate RES into their agricultural business with the retention of the Harby depot near Melton Mowbray.

They say the RES territory will complement their territories around the area and will provide continuity of service to the customers of RES. Bob Skinner, owner of RES Ltd and his team at the RES, Harby branch will all move to the Russells team.

Paul Russell, CEO of Russell’s, commented, “We are looking forward to the challenge and opportunities the new territory provides whilst maintaining an excellent level of service to the existing customer base. Russells is a family business, and we place customer care at the core of everything we do. We are delighted to welcome Bob and all the other experienced staff from RES to Russells and we all look forward to growing our business in the new area together with New Holland.”

Bob Skinner, said, “Whilst these decisions are always difficult, myself and my family, and all of the fantastic team of people at RES, are confident that the integration of the RES business into Russells will strengthen the service we provide and ensure we continue to serve the Leicestershire farming community for many more years to come. It will be business as usual at Harby and we look forward to working with Paul Russell and his team”.

Pat Smith, New Holland business director UK & ROI, added, “We congratulate Paul and all of his team on this announcement which once again demonstrates the continued growth and strength of our dealer network to meet the challenges of the future in our business. We would also like to extend our thanks to Bob Skinner and his family and all the staff, present and past, who have represented New Holland and RES over many years. It is particularly pleasing that those current staff will continue to represent New Holland with Russells in the future.

"We look forward to supporting Russells in growing our business in the area and continuing to support all New Holland customers in the area.”

Following the death of former colleague, Peter Britton, Service Dealer founder, Chris Biddle writes in a personal capacity.

"In 1988, and after working in a dealership for over 25 years, I decided to ‘follow my dream’ and start my own industry magazine.

Armed with a huge bundle of A4 typewritten sheets, photographs, advertising copy and cuttings from various magazines I descended on a local printer, Salisbury Printing, who immediately pointed me in the direction of their Studio Manager, Peter Britton.

'Can you turn this into a magazine?' I asked. This was pre-computer, pre-internet, with everything done manually. Unfazed, Peter said, 'We'll see what we can do'. Four days later he presented me with a sheaf of galley proofs, typeset artwork for me to go home, cut up into a page layout to give back to them for final make-up.

That original magazine was 24 pages, black and white throughout with a splash of spot-colour red on the cover.  And so the embryo of today’s Service Dealer emerged.

This relationship continued for two or three years, each issue attempting to be an improvement on the last. Throughout, Peter maintained a cheerful disposition dealing with someone who had loads of ideas, but only a sketchy knowledge on how they could be translated into the world of design and magazine production.

Writing in the 10th Anniversary issue of the magazine in 1998, Peter said 'One of the biggest problems was the quality of the photographs that Chris presented to us, taken on a camera only one step up from a Kodak Box Brownie. We did our best to improve the quality, but thereafter the team at Salisbury Printing referred to any poor image we received as a Biddlograph!',

In the early 1990s, I had bought my first desk-top publishing computer and gradually took over the typesetting. Never reaching Peter’s skills, he did write that my purchase of the new system ‘was accompanied by Chris’s own peculiar brand of spelling’!

Salisbury Printing continued as our printer for a few years but by 1994 the magazine had outgrown their capability to handle four-colour printing and we moved to another local printer with enhanced colour printing capabilities.

Also in 1994, Peter left Salisbury Printing and moved to a new role with a giftware company but after a short while was made redundant. In 1996, quite by chance he spotted our advert for a sales role with the magazine and was reunited with the title.

His early experience of the workings of the magazine and many of the contacts proved invaluable and he soon made a huge impact on our advertising sales, which also coincided with our launch of Turf Professional as an additional title in 1998.

By this time, Peter was also writing features for the magazines. In 2002, to commemorate the Queen’s Golden Jubilee we decided to feature a reader’s business on the most northerly and the most southerly island in the UK. Peter and I tossed a coin to decide which direction we would head. Peter got the ‘southerly’ feature and went off to visit Andy Troliac in Guernsey, whilst I trekked north to meet up with Bobby Flett, the (then) John Deere dealer in Orkney.

Working on a turf magazine was just up Peter’s street. We shared a passion for sport, particularly cricket and golf, and we often held ‘planning meetings' when a walking the fairways of Rushmore Golf Club in Dorset, which was also to be the venue for three extremely successful charity golf days we organised between 2003-2005.

Peter Britton with Richard Smith and Keith Christian at the Service Dealer Charity Golf Day in 2003

Peter left us in 2006 for pastures new, taking over a similar role at Pitchcare which was starting to make its mark in the turfcare magazine sector. I like to think that the considerable skills that Peter brought to my magazine in its formative days, he would provide a similar influence with another growing title.

I sold the magazines to the present owner, Duncan Murray-Clarke a few years ago, since when they have gone from strength to strength. 

But I look back on those early, often chaotic, 'seat-of-the-pants' days when we produced issues without any of the technology available today, and will always be grateful to Peter for his support and guidance without which my dreams could well have remained unfulfilled.

Thank you Peter. RIP."      

Husqvarna Group’s largest division, Husqvarna Forest & Garden, is now joining the Power for All Alliance with selected products.

The alliance, founded by Bosch and Husqvarna Group through its Gardena division in 2020, is described as one of the world's largest cross-brand battery alliances, enabling consumers to use the same battery for multiple devices in and around their home and garden.

Husqvarna develops and manufactures 36V and 94V batteries in-house. The Group is now expanding their collaboration with the Power for All Alliance by adding selected products from the Husqvarna brand to their Gardena and Flymo brands that are already part of the association.

A spokesperson said, "With a focus on consumer smart, cost-efficient battery solutions, Husqvarna is looking to launch a whole new range for garden owners within the coming year, which will be compatible with the Power for All battery system."

The Power for all Alliance is based on a common 18V battery system (produced by Bosch) for all brands affiliated with the alliance, enabling consumers to use the same battery and charger for multiple devices, regardless of manufacturer. The Alliance was founded by Bosch and Gardena in 2020 and now includes ten well-known manufacturers of battery-driven products for use in the home and garden. There are an installed base of around 25 million of these batteries on the market.

Husqvarna Group says they have the ambition to electrify 67% of its motorised products by 2026.

Alan Snow Agricultural Engineers Ltd are this year celebrating 30 years as a Fendt dealer. 

Alan and Di Snow accept the award to celebrate 30 years as a Fendt dealer from Martin Hamer, national sales manager, Fendt, NL, UK & Ireland

The dealership that covers the whole of Devon and Cornwall selling the full range of Fendt machinery, received a special presentation marking the occasion at the recent Royal Cornwall Show.

Alan says the dealership’s expansion over the years has been down to the hard work and commitment of his staff and shows the customer base in these areas that the business is there to support them.

“We have a loyal and strong team. Some of our service engineers have been with us for 25 years and our Fendt sales manager and parts manager for over 15. A lot of the wider team have been here for well over a decade, too.

“We really value this as a business. It is not only good for us, but it is great for our customers to see familiar faces turn up on their farm. It offers reassurance and guarantees them a level of service they have come to expect."

Alan continued, "We’ve recently employed extra sales people to add strength to the team. I believe that to be a key part of the longevity, and is one of the reasons why we have been able to work closely with Fendt for 30 years. It comes down to the service we offer and doing a good job on behalf of Fendt.”

Alan Snow Agricultural Engineers team with Martin Hamer, national sales manager for Fendt

Alan started as a mobile agricultural service mechanic offering servicing and maintenance to Fendt tractors in Devon and Cornwall in 1986, on behalf of importer Bill Bennett Engineering.

However, in 1992, Alan Snow Agricultural Engineers Ltd was awarded the full sales and service franchise for Fendt in Devon and Cornwall by importer Bonhill Engineering, and the brand has grown in strength across the two regions since then.

“I started out as apprentice agricultural engineer and my passion is still service and aftersales which is where I spend a lot of my time these days. I still get great joy from seeing a quality machine being operated properly and the sound of a tractor working hard, especially if we’ve supplied it.”

The dealership began life from a small workshop in Thornbury. In 1989 Alan, Di & daughter Becky moved the business to a new workshop in Sutcombe near Holsworthy. A second depot was opened in Truro in 2007. This depot was outgrown and a purpose built premises in Tolvaddon, Camborne was
opened in 2020. 

“I’m excited for what the next 30 years working with Fendt holds," Alan concluded. "With our excellent team, we are ready to offer what our loyal customer base wants.”

Toro U.K. Limited have opened a visitor centre at their Spellbrook factory in Hertfordshire.  

After significant investment, the company have converted an old agricultural building based by their test fields into a multi-functional visitor centre, that includes a kitchen, toilets, Wi-Fi and full audio visual facilities.

Described by the company as capable of holding small intimate meetings to large events, the building will give them the opportunity to welcome more groups to the site, including customers and dealers from both the UK and Europe.

In honour of the founder of Hayter mowers, the building has been named the 'Douglas Hayter Visitor Centre' and various nods to the site's history have been added in the form of a history wall, display cabinets and some heritage and special edition machines.

Toro UK combined the launch of the visitor centre with a celebration for staff of the Queens Platinum Jubilee.

Craig Hoare, sales & marketing manager, Toro U.K. said, "This visitor centre provides Toro with a really useful space to host and interact with our dealers and customers. From training to new product development, this visitor centre will be vital to growing our business in the UK.

"There was only ever one choice when it came to naming the building and I am so pleased we have been able to honour Doug Hayter, the man who started it all and to be able to bring some of our history into the building.”
 
The first official customer event to be held in the new Visitor Centre will be the Toro UK Dealer Days in September, where dealers will get to tour the factory and see the new ranges for the 2023 season. Those interested in attending can contact sales.uk@toro.com

Kubota UK have been announced as another sponsor of this year's Service Dealer Conference & Awards.

Taking place on Thursday 24th November 2022 once again at the Double Tree by Hilton Oxford Belfry Hotel, Thame, Oxfordshire, the theme for this year's event is Sustaining Dealerships.

Kubota have been confirmed as a Gold Sponsor of the event.

Rob Edwards, marketing manager of Kubota UK said, “Kubota are delighted to again be sponsor at the Service Dealer Conference and Awards.

"We are committed to supporting young talent and look forward to attending in November. The awards give the industry a chance to celebrate together and to award dealer excellence."

Additional details regarding the Service Dealer Conference & Awards, including further sponsors and a full speaker line-up, will be announced soon.

Husqvarna UK has been announced as a sponsor of this year's Service Dealer Conference & Awards.

Taking place on Thursday 24th November 2022 once again at the Double Tree by Hilton Oxford Belfry Hotel, Thame, Oxfordshire, the theme for this year's event is Sustaining Dealerships.

The company has been confirmed as a Gold Sponsor of the event.

Stephen Irvine, Husqvarna UK dealer sales manager said, "Husqvarna UK are very pleased to be supporting the Service Dealer Conference 2022.

"The conference and awards are an investment into our industry and we are delighted to be part of this event."

Additional details regarding the Service Dealer Conference & Awards, including further sponsors and a full speaker line-up, will be announced soon.

Reesink UK has rebranded its irrigation division to "reflect increasing market diversity and provide water solutions for all locations."

Reesink Hydro-Scapes encapsulates the Toro irrigation systems, controllers, sprinklers and soil sensors. But, says the company, better represents the growing Otterbine pond and lake aerator business; SRC wall-mounted controllers; Biral lightning detectors and quick-replace Franklin pump systems too. 

The move represents the company’s support to its existing brands and growth strategy for the future says Robert Jackson who heads up the division: “In recent years the range and breadth of water solutions we offer our customers has expanded exponentially and there’s a focus to grow that even further. 

“We’ve built our team to six to encompass sales and marketing, support and backup, technical training and customer relations - all with a specialism in supplying and installing effective and efficient water-based solutions.”

Reesink Hydro-Scapes joins the Reesink UK portfolio which includes Reesink Turfcare, Reesink Agriculture and Reesink e-Vehicles.

Robert continues, “Water is a fundamental part of the matrix in the business we’re all in - caring for the landscape - and as a commodity, its value and importance cannot be overlooked. We’re well aware of the future challenges in managing this precious resource in a sustainable way and providing options for our customers. That has been as much of a driver in launching this new division as anything else.”

The recently launched electric Merlo eWorker telescopic handler has been awarded a Silver medal by the Royal Highland and Agricultural Society of Scotland (RHASS) in their annual Technical Innovation Awards.

The fully electric telescopic handler, with a run time of eight hours, offers a 2.5 tonne lift capacity and a 5m maximum lift height. It is available in either a 2 or 4 wheel drive configurations.

Shaun Groom, general manager of Merlo UK, said, “It’s a real honour to receive this prestigious award from RHASS.

"We were particularly pleased that the judges recognised the innovative and sustainable nature of the eWorker. Its zero emissions and fully recyclable battery means you will not find a greener alternative in the telescopic handler sector.”

The judges noted the versatility of potential applications of the eWorker, as well as commending its run time, focus on sustainability and usability.

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