Bonhill Marketing is set to distribute Steyr tractor range
By Ian Marshall
BONHILL Marketing has taken over the UK distribution of Steyr tractors. The company, created from the ashes of Bonhill Engineering, replaces Maurice Corfield, Telford, Salop, which has sold Steyr for the past decade.
The reason for the change, effective June 1, is to raise Steyrs profile in the niche, higher-priced quality, sector of the market where it will take on the likes of AGCOs Fendt models, previously sold by Bonhill Engineering.
Case, which bought Steyr in 1996, said then its aim was to market the tractors in their own right. This new arrangement continues that commitment.
"Bonhill will not sell Steyr to Case dealers," says Bonhill Marketing managing director Paul Bassett, whose first objective is to establish a nationwide dealer network, which Maurice Corfield does not have.
Bonhill does not intend to lose Corfields groundwork and experience. Its first appointment is Maurice Corfield, which wants to continue as a Steyr dealer.
Mr Bassett also plans to work with Steyrs three other established dealers, which handle Devon, Cornwall, sections of Cumbria and mid-Scotland. But the crucial markets are the arable areas, such as East Anglia. To cover them it is more than likely that Mr Bassett will approach initially the 12 or so of the 27 ex-Bonhill Fendt dealers who did not go with AGCO.
Steyr sales with Corfield have been a constant 60-70 tractors a year, split 30%:70% between low and high horsepower. Bonhill Marketings aim is to increase that to 100 in year one, with a target of 220-250 in year four.
To tempt dealers and users, Bonhill intends to introduce dealer stocking terms and 0% finance deals.
Prices of the current range of tractors, which spans the 68-150hp bracket, are "to stay more or less the same" at £25,930-£55810.
Future plans include introduction of two new models below 68hp, a front suspension system, to be ready by Smithfield, and, in early January, a CVT constant transmission similar to Fendts Vario on 100-150hp models.
Steyrs new distributor is aiming for the higher priced sector.