Product line and dealership support attract variety of businesses
Massey Ferguson, a global brand of AGCO Corporation (NYSE:AGCO), welcomed 20 dealerships to the Massey Ferguson compact and utility equipment (CUE) distribution network in 2016. The businesses will service and sell the full line of Massey Ferguson compact and utility tractors and attachments as well as conventional hay products.
The surge in new CUE dealerships is the largest one-year increase in recent Massey Ferguson history. Dealers are signing on for a variety of reasons, from the product line to brand reputation and dealership service, as well as programs geared for smaller businesses.
In the case of Low Country Machinery in Pooler, Ga., market demand and a life-long passion for Massey Ferguson fueled owners Chris and Jessica Shea’s decision to add the Massey Ferguson CUE line to their construction equipment business. They plan to locate Grid-Iron LLC, their Massey Ferguson dealership in Springfield, Ga., where there are many potential customers and strong brand loyalty for Massey Ferguson but no dealer currently.
“Growing up, I developed a passion for equipment of all types, and I loved going to the Springfield Massey Ferguson dealership with my dad,” remembers Chris Shea. “So many people in this area had similar experiences and remember the 135, 165 or 185 tractors that their granddad owned or that they grew up on. People here want to buy Massey Ferguson equipment. We’re excited about the market potential in this area and growing our business.
“It’s also been great to work with AGCO, because they’re as excited about the potential here as we are. They’ve been very responsive and great to work with through the entire process,” Shea adds.
Customer demand and brand reputation also were factors that drove Dustin Fussnecker to contact Massey Ferguson about dealership opportunities.
“Even though some of our customers think of us as only a lawnmower store, many were asking when we were going to start selling tractors again,” says Dustin Fussnecker. Dustin is the owner of the Fussnecker & Sons Tractor Sales in Ripley, Ohio, a six-year-old business which began as an FFA project. “We had a bad experience with a previous CUE tractor dealership, but were looking around for an opportunity. Earlier this year I made a half-hearted inquiry with Massey Ferguson, thinking there was no way they would consider us because of our size and scope.
“Little did I know, they actually have a program for dealers like us, geared toward smaller compact tractors,” Fussnecker explains. “It’s working out well. Customers got excited when the first tractors showed up in early November. The support to get us up and running has been overwhelming. We get the benefit of a legendary brand and quality products, and our dealership fills a void in this area because customers no longer have to drive two hours for AGCO parts.”
Just as businesses such as Fussnecker & Sons are cautious and selective about their choices for product lines, AGCO is looking for dealers with a track record of success, connection to their community and professionalism.
“AGCO is very strategic about the dealers we add,” says Dennis Heinecke, vice president of Dealer Network Optimization. “New dealers must have the desire to provide value to their customers. We don’t want a network of dealers every 20 miles. We want the best dealers, because we know our success is directly tied to our dealers’ success, and we have the tools and systems in place to fully support them.”
All new dealers benefit from Massey Ferguson’s comprehensive and competitively priced product lineup, along with AGCO’s strong offering of dealer support tools including parts sales; product service; sales and marketing materials; assistance with inventory management and ordering; distribution management; dealer systems support; staff training, and financing through AGCO Finance. Onboarding takes as little as 30 to 90 days, depending on the dealership’s preference. Each dealership also receives ongoing, on-site support from a Business Development specialist.
“The brand equity offered by Massey Ferguson, as well as the comprehensive line of tractors from 22.5 to 120 engine horsepower are very attractive for businesses who want to expand their current offering of lawn and garden or utility vehicles to attract more rural lifestyle customers,” says Anthony Burkes, director, Distribution Development and Strategy at AGCO. “These 20 businesses enhance our distribution coverage, and we’re pleased they have chosen Massey Ferguson.”
The businesses that became Massey Ferguson dealers in 2016 include:
- Somerset Outdoor Equipment, Somerset, Pa.
- WRI Tractors, Bryan, Texas
- Gridiron, LLC, Pooler, Ga.
- Bruno’s Powersports LLC, Cabot, Ark.
- Crawford’s Equipment, Inc., Cambridge, Minn.
- Southern Trailer Works, LLC, Thibodaux, La.
- Aldrich Tractor, Inc., Verndale, Minn.
- United Farmers’ Cooperative Farm Supply, Waconia, Minn.
- Cecil C. Elliott Farm Equipment, Carleton, Pembroke, Ontario
- Iron Horse Sales & Service, Eunice, La.
- Powell Tractor, Inc., Westminster, S.C.
- Maple Leaf Tractors and Equipment, Berry Hills, New Brunswick, Canada
- Foster’s Work & Play, Livingston, Texas
- Canary Outdoor Power Equipment, Crothersville, Ind.
- Crossville Tractor, Crossville, Tenn.
- Fussnecker & Sons Tractor Sales, LLC, Ripley, Ohio
- Gene & Matt Tractor Sales, Inc., Winder, Ga.
- Midwest Equipment Rental & Sales, LLC, Green Forrest, Ark.
- Bobcat of Olean, Olean, New York
- Belle Meade Garage, Belle Mead, N.J.