Amazone has taken another step in expanding its market share in North America.
WHY IT MATTERS: Increased market share for the brand will mean more dealers and better parts support, giving farmers more choices when it comes to equipment purchases.
The German-based brand has been a player in the market here since the 1970s, offering implements under the New Idea brand name.
In 2016, it founded a subsidiary in Canada, opening a distribution and assembly facility in Quebec.
However, the company is now making a move to strengthen its position in North America by increasing its efforts in the U.S. market, opening another facility in El Dorado, Kansas, to service U.S. customers directly.
The new 30,000 sq. foot Kansas facility is located on 6.5 acres and will handle parts distribution and implement assembly for machines shipped from Germany heading directly into the United States.
“We had a temporary one in the U.S., through a dealer.” says Marc Heater, director of sales and marketing in the U.S.
“This is our first true Amazone warehouse (in the U.S.). It won’t effect the Quebec facility at all. They’ll both support each other.”
Marketing and distribution efforts in both countries will act as one team, but with each facility serving customers in its home country.
Amazone will be offering four lines of equipment in Canada: fertilizer spreaders, tillage implements, sprayers and seeders.
Like several of the European implement manufacturers that have broken into the Canadian marketplace in the past few decades, Amazone was started as a family business. Heinrich Dreyer created the brand in 1883, building a simple seed cleaner. The company remains a family business .
It is thought the name, Amazone, meaning the heroine, was a reference to Dreyer’s wife.
Establishing the new U.S. distribution centre was necessary to handle the brand’s growth in the North American market, says Heater.
“This (new warehouse) is to handle the growth we’ve had and also handle the growth we expect in the future.”
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