The industry's year kicked off in earnest this week with the LAMMA agricultural machinery exhibition returning to its traditional January slot at the NEC.

By all accounts it was a well-attended and buzzy couple of days in Birmingham. I saw many exhibitors and attendees posting positive messages about their experiences across social media (including our own Team TAP - pictured below) - and you can read the thoughts of Service Dealer's agricultural machinery editor, Martin Rickatson, here.

Interestingly, Martin says that despite continued absence by some big name agricultural machinery manufacturers, the show seemed to draw a more substantial crowd than last year's Covid-delayed event. He says, attendance appeared to be very strong " . . and there were plenty of visitors still present well into late afternoon, in marked contrast to previous shows where crowds have thinned out noticeably by mid-afternoon on day one."

This must have been a relief to the LAMMA people and encouraging news for organisers of all the other national events scheduled in the industry's calendar this year (including BTME in a week and a bit's time). There must have been genuine concerns that with the pressures on budgets that all are experiencing, that a trip away from the business to an exhibition to look at new, expensive machinery, might not have been at the top of agendas this January.

Also it's hopefully more evidence that there's a returned appetite in general for the public to attend events in-person. This seemed to me to be a definite trend that built throughout last year and hopefully will continue throughout 2023. And not just at events. We've heard from many dealers with positive tales of healthy footfall into their showrooms.

Real-life or virtual?

Big corporations however, are still looking at means to capture each and every potential customer, including those who for whatever reason choose not to visit bricks and mortar businesses. There's more evidence of this in today's news with the story that New Holland last week showed off what they described as a "metaverse immersive experience" at the Consumer Electronics Show in Las Vegas.

Now I can't claim to be an expert in the metaverse. I'm still getting the hang of email. But New Holland, offer the following flowery description of how they feel it could benefit dealers, saying, "The Touchcast platform lets vehicle manufacturers reimagine the customer journey by creating a photorealistic digital twin of their showroom and displaying their vehicles in real-time 3D. Potential customers can then browse, customise, and purchase their desired vehicle inside the interactive virtual showroom directly from their browser, with no VR headset or specialised software required."

Whilst on first read the above sounds pretty science fiction-y, I suppose what we're essentially talking about here is a fancy website. A few years ago I suspect many reading this wouldn't have thought they'd sell anything from their dealership to people who didn't physically walk through their doors - and now have an e-store as an integral part of their business. So perhaps this metaverse concept will gradually seep into our everyday lives?

For now though, and I suspect for many years into the future, the nature of the products that our readers deal in will mean that in-person interactions will continue to be favoured by customers. Interestingly, this story on the BBC this week backs up the idea that consumers are preferring real-life transactions, with Sainsbury's saying they have seen more people shopping in their stores. 

This preference over online, the retailer is putting down to customers being extra careful with the money that they are spending right now, and therefore are wanting to see for themselves what's on offer before parting with cash.

If this is the prevailing consumer attitude, habits like this should hopefully play right into the specialised service hands that our dealer readers offer to their domestic and commercial customers.

But what are your recent experiences? Are you seeing a decent level of footfall through your doors? Is the pendulum swinging back from the dominance of online sales that naturally took hold during the pandemic?

Let us know in the comments below.

“Throwing it down and freezing cold - ideal!” So went the words of one happy exhibitor at this week’s LAMMA, which - now it is well-established as an indoor event at Birmingham’s NEC - seemed to draw much better crowds than the last covid-delayed show, which had been moved from the traditional January slot to May, when many farmers are busy with spraying and silage-making, with attendances down noticeably as a result. 

LAMMA opened on Tuesday this week

Now back to its usual timing, and with weather that meant the only alternative for many farmers was a day in the office or the workshop, it was clear without counting that attendance when LAMMA 2023 opened on Tuesday this week was very strong, and there were plenty of visitors still present well into late afternoon, in marked contrast to previous shows where crowds have thinned out noticeably by mid-afternoon on day one. 

Some big names continue to stay away - John Deere, Claas, New Holland - and others appear to have decided to withdraw after the last show - AgriArgo UK (McCormick/Landini), Kuhn - but companies including AGCO, Same Deutz-Fahr, Kubota, and the majority of the major sprayer, cultivation and drill manufacturers - many of them British - had a significant presence. Many had clearly spent more on presentation, and a lot of the stands looked a little more like the smart Smithfield ones of old. 

That said, it’s hard to see some of the big names returning - Claas, for example, has invested in a demonstration facility at its completely revamped Suffolk UK HQ, and has made no secret that it has chosen to divert some of its show marketing budget into this. And now it has settled into its new home, the show could perhaps do with a rebrand - it’s a long time since it consisted only of Lincolnshire agricultural machinery manufacturers - and a little reorganisation - there seems to be no sort of form to how manufacturers and machinery types are organised throughout the linear hall arrangement.

It’s not on a par with major European international shows such as Germany’s Agritechnica, France’s SIMA or Italy’s EIMA, but on the evidence of this week, LAMMA is heading in the right direction when it comes to creating a UK farm machinery showcase of which the industry can be proud. The proof of the pudding, of course, will be in how many serious enquiries there were, and how many translate into firm orders to dealers. The spiraling costs of raw materials and finished products, plus continued supply issues and some caution about lower farm profit margins going into 2023 as input costs remain high, means the optimism of LAMMA 2023 was tempered with a little caution. But there were lots of smiling faces, and that alone made it feel like a successful show.

A full show report from Martin Rickatson will appear in the next issue of Service Dealer magazine

A re-shuffle of their regional partners in North and East Scotland has seen Redexim UK appoint HRN Tractors - suppliers of groundcare, agriculture and plant equipment.

L-R: Ewan Littlejohn, HRN commercial manager and Redexim’s Ian Lauder

Effective from 1st January 2023, HRN are responsible for the full Redexim portfolio of products, offering sales and support to new and existing customers across Tayside, Angus, Grampian and the Highlands and Islands. 

HRN was founded by the Barclay family in 1980 and has gone on to become one of the largest dealerships in Scotland, operating out of eight depots across the country.

Commenting on the appointment, groundcare manager for HRN, Wilson Morrison, said, “A great fit alongside our other franchises, we can now provide customers a one-stop shop for turf maintenance machinery and look forward to growing our market share and reaching new customers across our regional area.”

Ian Lauder, northern regional territory manager for Redexim UK added, “HRN have built a fantastic reputation on providing established products with excellent customer service. With so many years of experience and know-how under their belts, we look forward to working together with them to offer a more localised service across this area.”

Redexim say existing warranties relating to their equipment sold by previous regional partners Gammies Groundcare and MacGregor Forest and Groundcare will continue to be supported

Run1000 is back for a third year and is supporting five fantastic charities!

Service Dealer' owner Duncan Murray-Clarke has once again taken up the challenge and is running for Team England.

Duncan Murray-Clarke and Tim Henman who he bumped into whilst plogging!

Duncan said, "Despite the wind and rain, hundreds of us have all been out running, walking or cycling for #run1000. I have been running for Team England which is supporting Farming Community Network and have been managing to fit some plogging in also (litter picking whilst running). In fact I was invited onto the Hawkesbee and Jacobs show on Talksport on Wednesday to chat about plogging.

"The very next day I also bumped into Tim Henman whilst out running and he was a real gent. So who knows where a run will get you?

"If you want to sneak in for the last few days and support #run1000 and the amazing charities supporting rural mental heal it’s not too late.  And if you want to feel doubly virtuous then pick up some litter whilst you are at it!"

You can support Duncan and Team England here.

ABA Groundcare based in the South West of England have expanded once again with another new depot opened recently on Woodward Road, Tiverton.

The team, plus Iseki's md David Withers, at the new ABA Groundcare depot in Tiverton

Following the closure of MST's former Devon agricultural dealership in 2022 due to cash flow issues, Jamie Hutchings, the owner of ABA Groundcare says he seized the opportunity to expand his business and opened up a branch in Tiverton.  

Jamie said, “We established the business in 2014 in Dorchester. We built up in that region and then looked to expand. I got to know Scott Struthers from MST and dealt and traded with him regularly. I offered him a job many times, but he always said no. Then we heard what was happening with MST and stepped in and offered five former members of the staff including Scott, a job at our new premises in Tiverton, totalling over 200 years experience.”

He added that employing skilled staff was an issue in every trade, and he was thankful that he could find five skilled new members willing to carry on working together.

“It was an easy decision to make,” he said. “They wanted to stay together working and very quickly decided they were happy to join my company."

The Tiverton branch now offers servicing and parts, supply of garden machinery, agricultural vehicles, and quad bikes from the likes of Stihl, Yamaha, Husqvarna and Stiga, alongside specialist ISEKI ground care kit.

According to data released by the AEA, the number of agricultural tractors registered in the UK in December dipped back below the level in the same month of 2021.

A total of 628 machines was logged during the month, which was 29% fewer than a year before and was also below the seasonal average.

Agricultural economist at the Association, Stephen Howarth, said, "December's figures can be inflated by upcoming regulatory changes, though, and this year's monthly number was well within the range seen in recent years."

The latest registrations brought the total for the whole of 2022 to 11,580 machines. That is 4% fewer than in 2021 but in line with the average for the previous five years.

Stephen added, "Strong growth in the previous two months meant that registrations in the final quarter of 2022 were higher than a year earlier."

Lemken and the South African company Equalizer have reached an acquisition agreement.

L-R: Lemken CEO Anthony van der Ley, owner Nicola Lemken and Equalizer managing director Gideon Schreuder

As a result, the German agricultural machinery specialist say they will be significantly expanding their product portfolio in seeding technology.

With a focus on minimal ground disturbance to no-till farming, the Equalizer product range includes precision planters with up to 36 rows and seed drills with a working width of up to 24 metres. The acquisition is expected to be completed by spring 2023, once regulatory approvals have been obtained.

Lemken CEO Anthony van der Ley says he believes that the Equalizer portfolio complements their seed drill segment and constitutes an important building block for further growth.

“There is no overlap in our portfolios. Equalizer offers solutions for customers and markets that Lemken has not been able to serve so far. In terms of our growth strategy, the Equalizer planters and seeders - also in combination with air carts - close a current gap in our product range.”

Equalizer seed drill with Air Cart

An additional, benefit arises for Lemken precision seeding technology, as the Delta-Row technology developed by themselves is complemented by single-row technology established by Equalizer.

Equalizer, which is also a family business, was founded in Cape Town in 2000 and currently employs 180 people. The company serves not only its South African home market, where it is the market leader in precision seeding, but also Australia as its most important export market.

Gideon Schreuder, Equalizer’s founder and managing director, added, “We see great potential for new products with Lemken on our side, and we look forward to our future collaboration. At the same time, we are proud that this agreement reaffirms the success and hard work of the entire Equalizer team and our local dealers over the past 22 years."

The first definite project is the expansion of spare parts logistics in 2023. All of Equalizer’s experienced local staff will be retained. Equalizer will continue to be led as an independent subsidiary by its current management, and the brand name will be preserved. 

New Holland Agriculture recently reached beyond its core farming audience to show the wider world what they are doing in terms of innovation and technology.

Last week, from January 5th to 8th, saw the company attend the Consumer Electronics Show 2023 in Las Vegas, USA with Touchcast and Microsoft, showing off a powerful simulation of a commercial customer experience in the metaverse featuring its T4 Electric Power tractor prototype.

Visitors at the event were able to see the tractor due to Touchcast, a company who create immersive experiences in the metaverse, with technology powered by the Microsoft Cloud.

New Holland say the Touchcast platform lets vehicle manufacturers reimagine the customer journey by creating a photorealistic digital twin of their showroom and displaying their vehicles in real-time 3D. Potential customers can then browse, customise, and purchase their desired vehicle inside the interactive virtual showroom directly from their browser, with no VR headset or specialized software required.

Consumers can interact with a real adviser, ask questions, explore new features, take a virtual test drive, buy their vehicle, and return anytime for post sales support.

New Holland, Touchcast and Microsoft ran live demos at the show, featuring a large LED wall creating a simulation of this metaverse experience and connecting consumers with the brands featured.

Carlo Lambro, brand president New Holland Agriculture said of their display, “It’s a new way of experiencing the personal touch of a human dealer without having to physically travel to a showroom and it opens endless possibilities for us and for the farmers."

Silvia Candiani, general manager Microsoft Italy said, “Industrial Metaverse offers unique opportunities for companies to reimagine the entire customer journey and combine a digital-first experience with the personal touch of a human concierge, all at a fraction of the cost of a physical showroom. It’s exciting to see New Holland Agriculture with the contribution of Touchcast, creating a new experience to its customer, showcasing its cutting-edge electric tractor in an innovative way.” 

Discover more about Kubota's range of machinery solutions for golf and groundcare - from high-performance and efficient professional mowers and agile and powerful compact tractors to highly versatile RTV utility vehicles. Plus, see the latest line-up from Kubota’s show partner Baroness.

 
See Kubota’s latest innovations including the FC range of Centre Collect Front Mowers (CCFM) from the Kubota Gianni Ferrari S.R.L division. For cut and collect around the course, such as roughs or heather management, the new 50hp FC4-501 on display features a 155cm 'floating' out-front flail deck for undulating ground. The FC-501 the CCFM is the 'big brother' to the smaller 25hp FC3-261 version debuted at SALTEX.
 
Also on display are Kubota’s top selling, powerful and versatile RTV-X1110 featuring a dedicated golf cage kit for ultimate efficiency and safety for tasks on the driving range. See the latest addition to RTV portfolio that’s ideal for the golf market – the compact RTV520 featuring an easy-access, heavy-duty cargo bed and lightweight overall footprint. 
 
Kubota’s technical team will be on hand to discuss the complete compact tractor, mower and utility vehicle range, as well as Kubota’s aftersales programme including the innovative 5-year extended-warranty - Kubota Care.
 
For more information on the Kubota Range visit www.kubota.co.uk

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