Re: the farmall name is back

Posted by Dan Robertson on February 28, 2003 at 06:53:07 from (66.244.83.74):

In Reply to: the farmall name is back posted by jakee on February 27, 2003 at 20:20:21:

Here is more info. I saved from another website
Dan Robertson
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Everything Old is New Again
Willie Vogt

Trade names for tractors have always been part of history. And there's a familiar trade name that's returning - Farmall. Case IH is rolling out a brand new line of compact tractors this fall into a very competitive market, but to give it a leg up, the company will use the well-known brand.

"It's something I've been thinking about for a number of years," says Jim Irwin, who heads up the Case IH North American marketing effort. "We've been waiting for the right line and timing and this new compact series we're bringing out this fall will carry the brand."

The new Farmall line will range from 18 to 45 horsepower, although Irwin says exact horsepower levels have yet to be set. It's the most competitive marketplace and the highest-selling segment with more than 100,000 tractors sold last year alone.

Farmall, which got its start as a brand name in 1923, gets a fresh start on its 80th birthday with the announcement. Cynics among our readers will note that another vintage name - McCormick - has been revived in a new tractor line. For Case IH, Irwin says the Farmall name carries even more consumer recognition.

"We tested the Farmall name against seven or eight other names around the world and the Farmall name tested the best," Irwin says. He adds that the name tested especially well with non-farm folks, which is good since a good portion of these tractors are sold to non-ag buyers.

And without giving out too many details, Irwin says the new tractors will carry a few attributes of those vintage workhorses:

Versatility - the 20 to 45 horsepower class of tractors gets used for a lot of different jobs.

Attachment availability - the line will be offered with a range of Case IH-branded attachments.

Styling - during its first life, the Farmall line was an early user of "styled" tractor looks, which will continue in the new line. "The Farmall series will match the family line that includes Maxxima, Maxxum, Magnum and Steiger," Irwin notes.

Visibility - the Farmall had good visibility and Irwin says engineers and designers are continuing that too.

Irwin adds that this will be a totally different line from the compact tractors offered from New Holland. The Farmall line will be built in the CNH facility in Dublin, Ga., and will be on the same line as the New Holland Boomer series. "The parts will come from Japan, but the tractors will be assembled at the Dublin facility," Irwin says.

If success of a line is due in part to dealer loyalty, Irwin may have a winner. He says that when the new name announcement was made in Orlando, Fla., to dealers recently, the response was overwhelming. "When the Farmall name went up on the screen, I didn't expect the reception it would get," Irwin reports. Dealers let out a cheer when they saw the brand.

We'll keep you posted on the new line as it nears its fall selling date.

©2003 Farm Progress Companies

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