The latest Lexion combines rolled out by Claas of America Inc. at the Farm Progress Show in September not only featured a new cab, new control features, upgraded hydraulics and high- speed suspension tracks, but also the “Claas” name for the first time.
The new model launch provided a timely opportunity to finally exchange the large “Cat” logo for Lexion’s own identity.
According to T.C. Truesdell, marketing coordinator at the Omaha, Neb., headquarters of Claas in North America, “We’ve been educating Lexion customers in preparation for bringing the ‘Claas’ name out of the shadows on these machines. But the market is not yet ready for an all-new identity so we retained the familiar yellow and black color scheme rather than switching to Claas green.”
Several factors make this a timely change. It is now 6 years since Caterpillar exited the agricultural equipment market and sold its 50% share in the Omaha operation to Claas.
Caterpillar is no longer the exclusive engine supplier for Lexion combines now that top models use MTU Mercedes power units. And Caterpillar dealers are no longer the only ones selling the combines as Claas develops its own distribution network.
“Lexion combines are sold primarily through Cat dealers but not exclusively these days,” notes Truesdell. “We have a handful of independent dealer outlets in areas where the Cat dealership has chosen not to be involved in the ag market.”
Claas has also adopted new worldwide model numbering for the range, which more logically identifies all straw walker machines as 600 series and all rotary separation machines as 700 series.