A Little Marketing Please

Farmer Iron

Equipment makers do a great job of positioning their products and here's one idea of interest.

Published on: February 19, 2010

In the car business selling the sizzle is almost as valuable as selling the steak. Not every "hot car" is actually a well-built, reliable machine; but that doesn't mean it can't be popular. It's all in how you spin it.

In a End of an Era we explored Agco's decision to retire the Agco brand, along with the well-known orange color. While many farmers will miss the orange, it's a decision that makes sense for the company.

However, we ran across something interesting at the National Farm Machinery Show. The Agco DT machine in the exhibit stand carried some extra labeling. Below you'll find two images. The top one is the "Legacy" decal that adorns the door of the DT tractor. Below that is the medallion on the front grill of the machine.




That medallion acknowledges the many brands that have rolled up over the past few decades into the Agco brand including White, Oliver, Cockshutt and Minneapolis-Moline. That's a strong heritage of design and innovation.

While the orange line may carry that legacy badge, those brands and that heritage move to Challenger and Massey-Ferguson for the future. It's an illustrious past, but as those other brands (and colors) have faded from the scene, their legacy apparently lives on.

Oh, that new Agco tractor has a three-year warranty and some other incentives too. Might be a potential buying opportunity too.