AGCO to pare down to MF, Challenger and Gleaner
Allis Chalmers fans — yes, they still exist and they even have a website — are upset by AGCO's plan to end its orange AGCO-brand line of equipment. In a letter to AGCO North America dealers, the company shared its plan to go forward with Massey Ferguson, Challenger and Gleaner brands only. To anyone but blindly loyal orange fans, this seems like a wise move. The company was offering three brands with minor differences in their actual product line, particularly for tractors and haying equipment. You will still be able to get the same tractors, balers, etc., but only in red or yellow.
I plan to talk with an AGCO rep on Thursday or Friday this week, once the announcement is "official." If you have a question you'd like me to ask, please send to me by email.
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Well Well Well, it has been a full quarter since this no-brainer brillant move by AGCO that would
only tick off "blind" Orange followers...
NA sales down 30%!
Lesson 1: Brand matters. "New Coke" anyone?
Lesson 2: Dont try shoving down your customers throat a brand they dont like. Just because MF is popular in Europe doesnt mean it will be popular in NA. KNOW YOUR CUSTOMER!
Lesson 3: Dont insult the custmers who have stood by you thru the years by calling them "blind" as demonstrated here, or say they wouldnt buy AGCO anyway like Ritchenhagen said
Lesson 4:Dont change marketing strategies more often than you change your underwear. What happened to the "ROY" strategy..
Look for Q2 NA numbers to suck as well...