New range from SDF fills hole in performance gap

Same Deutz Fahr – SDF, the company that owns Same, Deutz Fahr, Lamborghini and Hurlimann brands, has launched a 176hp tractor to fill a gap in its line-up.

In Same livery it will be tagged as the Iron 180.7, as the R6 180.7 in Lamborgini silver and as the Agrotron 180.7 in Deutz colours.

Following a policy that the company is pushing out across the board, all versions will be virtually identical.

However SDF’s management is adamant the potential internal competition will not prove damaging to dealer sales.

“We have to pursue a common-platform strategy to achieve cost savings,” says SDF CEO Mossimo Bordi.

“There is no opportunity to differentiate product between brands in anything other than colour.

Each of our brands has is own popularity in different areas.

For example, Lamborghini is very popular in eastern Europe where people like to be associated with the famous racing brand.”

The new 176hp model offers a number of advantages over existing models aside from its greater power.

The same Deutz engine employed in smaller models is used in the 180.7 but its uprated fuel injection system provides increased torque back-up.

Linkage lift capacity rises to 9.2t and a bigger, more sophisticated cab is fitted.

With this comes a number of gadgets designed to make the operator’s job easier.

An arm-rest mounted joystick plays host to transmission, hydraulic, shuttle and linkage controls.

These are all integrated into a programmable automated headland management system to make the turnaround procedure that little bit less tedious.


SDF UK Performance

SDF UK claims to have shifted 672 tractors last year – an increase of 8% over 2004 and approximately 5% of the UK market.

Over 40% of these were sold in orange Same livery, with Lamborghini and Hurlimann taking a third.

The remaining 24% were Deutz Fahr machines.

UK general manager Ken Hamilton points out that much of this is down to the company’s increasing efforts in supporting its dealers.

“We’ve got 67 UK and Irish dealers, 27 of who are doing an excellent job,” he points out.

“We need to develop the weaker underperformers and take on other stronger outlets, so that each branch is shifting at least 20 tractors a year.”

He reports that many of the firm’s new dealers have come to SDF as a result of the uncertainty and turmoil within the industry over the past few years.

This group is made up of ex-Renault, Case, McCormick and Massey Ferguson retailers.


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