AGCO buys remaining 50% of Laverda

[kevanos]

So as of Nov. 2010, AGCO now owns 100% of Laverda. This gives it 7 brands of combine harvesters around the world!

AGCO-Allis (Brazil), Challenger, Fendt, Gleaner, Laverda, Massey Ferguson and Valtra!

I anticipate AGCO-Allis to disappear very soon, replaced by Valtra.

Is there reason to continue with all of the others? I guess if it is just badge-engineering, then maybe not a problem....

<url>http://www.vancouversun.com/business/AGCO+Grows+Harvesting+Business+with+Acquisition+Remaining+Share+Laverda/3769200/story.html</url>

[eppie]

I never understood why they had to start with Challenger and Fendt combines anyways... These brand names never had any kind of reputation in combines so they could just call them all Valtra and let the customer pick any Valtra colour...

[kevanos]

Challenger made a little more sense as they were making their "new" brand a full-line brand. Fendt never made sense to me. Valtra doesn't make much sense to me, though, either.

[Bernhard]

Onliest brands which make sense are Laverda, MF and Gleaner.

[kevanos]

I can understand why they do it, though. No additional investment, just paint existing product a different color, slap on different decals, and your short-line dealer can expand his offering.

You can find "Hesston" products under AGCO, Massey Ferguson, AGCO-Allis (in Argentina), Valtra (Argentina), etc.... for example.