A new “brand strategy” at farm equipment maker Buhler Industries will see all its equipment marketed under either the Farm King or Versatile brands.
The strategy, announced last week, follows the Winnipeg company’s decision in October 2008 to rebrand all its tractor lines under the Versatile name, which Buhler bought from CNH after the merger of Case IH and New Holland in 2000.
That rebranding, according to Buhler marketing manager Adam Reid, “was exceptionally well received by our dealers, farmers and the industry in general.”
Buhler’s short-line products, including its grain augers, grain vacs, hay tools, and crop application equipment such as pull-type high clearance sprayers will now carry the Farm King brand name, the company said.
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“Like Versatile, the Farm King brand has been around for decades and is still closely associated with our auger and snowblower lines, which was a major factor in our product brand planning,” Reid said in a release.
“We also needed to keep the heritage Allied brand name, which will now be prominently featured as ‘Allied by Farm King’ on our front-end loaders and commercial equipment such as rear blades and Triplex mowers.”
Buhler has also launched two new websites as part of the rebranding, including a retooled corporate website for Buhler Industries and a separate site for the Farm King brand, along with the new Versatile site the company launched last year.
Buhler Industries stems from Standard Gas Engine Works, an ag equipment company dating back to 1932. Manitoba businessman John Buhler bought that company in 1969, later acquiring other equipment makers and developing a brand portfolio that included Allied and Inland as well as Farm King, Buhler and Versatile.
The company now operates seven manufacturing plants at Winnipeg, Morden, Man. and Fargo, N.D., as well as nine distribution centres across Canada and the U.S.
John Buhler sold his majority stake in the company in 2007 to Combine Factory Rostselmash, a Russian ag equipment manufacturer.
