Versatile has gone back in time introducing its new line of red tractors that carry only the Versatile name and a number denoting the horsepower of the tractor.
In a bold move to capitalize on its previous international recognition Buhler Versatile is going back to the red color it was known for in its early years, when the company led the market in affordable reliable four wheel drive tractors. The company is dropping the Buhler name from its tractors and going back to identifying the model by a number that indicates the horsepower of the tractor. The move seems somewhat radical in today’s market of four digit numbers and space age names but it was the practice of early tractor builders to identify their models with a number indicating the horsepower of the machine. Versatile will do that again with its new models that were unveiled to dealers last month.
“We have not had a dealer meeting of this magnitude before,” said Adam Reid of the company’s PR department. “It is a new time for Versatile and an exciting time for our dealers.” The one day event brought in 250 dealer principles from across the continent, and they were happy with what they saw.
The company also announced that the new machines would be powered by a Cummins diesel engine instead of the European model that was used in Genesis tractors.
Rick Klein of Cummins was on hand for the event and outlined a program that would recognize Versatile dealers as credited sources for work on the Cummins engine and a program that would allow the dealership to expand its level of recognition over years.
President of the company Dimitri Lubimov said it was a great beginning for the company that plans to make a serious impact in the tractor market internationally.
He said the parent company had a combine manufacturing facility in eastern Europe and the Winnipeg facility would be a great compliment to the combine line. He did not rule out the company marketing Russian built combines in North America in the next few years.
The company currently has the lion’s share of the combine market in the former Soviet Union where farm machinery was in drastic need of updating. That is happening and the dealers present were treated to a video presentation of the state of the art combine manufacturing facility before heading out to tour the tractor plant in south Winnipeg.
Eric Allison, Director of Sales for Versatile, says that his experience tells him there is little difference between the needs of a farmer on the Russian steppes or the Canadian prairies.
“When you are out in the field with a farmer, they want a reliable tractor that they can afford,” he says. “They want something they can count on to do the job, and that is what we aim to provide for them, in any market.”
