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Post by Laapa on Jan 5, 2002 18:18:33 GMT 1
How come CNH choses to keep the STEYR brand (at least it seems so for now). I know it is a very strong name in some regions (Austria), but largely unkown elsewhere.
After all, CIH dropped the Steiger-name (for a while) and color and NH (Ford) the red-yellow-black color of Versatile.
CIH also dropped the green color of Concorde airseeders as well as the MDW and Mengele european brands.
Is really STEYR that much of a stronger brand name?
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Post by Woodbeef on Jan 6, 2002 2:03:45 GMT 1
Steyr is a very well respected cutting edge tractor manufacturer,which CIH did,and hopefully CNH Global will leave seperate.
In the old days companies (for probably ego stroking reasons)were stuck on making sure that they had only their name on the products of the buy-out's products. Since then they(or at least some) have learned that it causes loss of market share in certain areas. Just look at how many badge-engineered brands survive today,most for no reason but to keep market share in selected areas.
Then you can also look at it another way. Look at the parent company of Valtra,they do not overtly advertise their name over the Valtra brand.
When I first came to Canada and started looking into farming for real. I kept hearing from the European farmers that there were three tractor brands known for there technollogy and durability that surpassed the other brands,even Deere. I had never heard of these three brands myself prior to 1992 or so. Until then I had thought Deere made the best,and Ford M/F Case,IH,White were good too. Then one day I had an ephiny,and took off my green colored glasses,and have never looked back since.
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Post by AgMachinery on Jan 6, 2002 11:20:48 GMT 1
Woodbeef, you're right. CNH has learned from the past. Chairman Jean-Pierre Rosso said about a year ago that CNH, read Fiat, wouldn't make the same mistake as they did years ago with Fiatagri and Ford. By loosing two brands they didn't gain as much marketshare as they thought they would. Second; with three brands it is possible to differentiate more. That is where Steyr comes in. CNH needs an A-brand and Steyr can be just that. A innovative brand like Fendt. Didn't Steyr have the S-matic first?
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