Marketing initiative keeps tractor sales up

A new management and marketing strategy has doubled tractor sales in the last three years at Same Deutz-Fahr UK.

Last year, for example, sales exceeded 1000 units for the first time and year-to-date figures reveal that the company is on line for yet another record year in 2007.

Such success has not gone unnoticed by parent company, the SDF Group based at Treviglio, Italy, which is now looking to use the UK branch’s marketing expertise to improve sales in parts of Europe where it considers performance to be below par.

“Our market share in Western Europe is about 16% overall,” explains Steve Beasley, who heads up the new marketing initiative.

“However, there are areas where the market share is as low as 6% and this is not where we want to be.”

As a result, Warwickshire-based Same Deutz-Fahr UK will now become the business centre for the UK, Ireland and what is loosely described by SDF as the Nordic countries – Scandinavia, the Baltic and the Benelux countries.

From this base, the marketing strategy in these regions will be implemented and controlled. New staff – sales managers, sales support, parts and service personnel – are now being recruited.

“Sales of all tractor makes in these areas total about 40,000 units and we are aiming to increase our market share by as much 5%,” explains Mr Beasley.

The new initiative could see annual volumes and turnover increase at Same Deutz-Fahr UK’s Warwickshire base to the tune of 3000 tractors and E90m.