09 March 1999
Deere’s man plots a course in Europe

GIANT US farm machinery maker Deere is making plans to grab a bigger share of the European market, reports the Financial Times.

The paper interviews Robert Lane, head of the groups European operations on his plans.

He outlines plans to grab market share – in a market currently on hold.

But Mr Lane believes Deere has a manufacturing edge on its rivals.

Deeres tractors are based on six “families” of machine which means that different engines and transmission systems can be customised to suit individual markets.

Deere is putting many of its 1000 dealers in Europe through training courses to improve their knowledge of the products and financing arrangements.