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JLG Will Focus on Ag Through Cat & Deutz-Fahr Brands
Access platform and materials handling specialist JLG Industries is withdrawing its JLG-branded products from the agricultural market — but it’s not exiting the sector.
Instead, the McConnellsburg, Penn., group’s activities in farming will focus on two supply deals — one with Caterpillar and one with Same Deutz-Fahr Group. The latter partnership is being extended by another 10 years.
“JLG has invested time and effort into the development of brand recognition and a dealer network in the agricultural sector in certain regions of the world,” notes Jonathan Dawson, director of sales and customer support for JLG Industries in Europe. “Upon mutual reflection, we have decided that focusing on the world-renown Deutz-Fahr brand and having access to the global Deutz-Fahr dealer network will provide JLG with the best opportunity to market into this sector.”
The two partners first announced their intention to work together in March 2004. Twelve months later, the Deutz-Fahr Agrovector handlers built in JLG’s Maasmechelen factory in Belgium were launched at the spring ag machinery show in Paris.
Later in 2005, JLG announced the acquisition of Caterpillar’s telehandler intellectual property and a global agreement to supply Cat dealers with a range of full-size and compact telescopic handlers.
The two deals were seen as complementary because Deutz-Fahr is an ag-only brand while Caterpillar’s main interest is with construction, although its JLG-built machines are also marketed to the farming sector.
The new deal with SDF is a more comprehensive package than before, notes Dawson. “Under the new agreement, customers will see a more cooperative involvement of local JLG product specialists working directly with Deutz-Fahr sales companies, distributors and dealers in the promotion, sales and after-sales support for the range.”
JLG currently manufactures 5 Agrovector models from 2900-4000 kg capacity, all powered by Deutz engines. The 10-year deal, adds Dawson, will allow JLG to plan a product development strategy aligned with market needs and emissions regulations and to expand the range over the next 24 months.
