SAME Group Establishes US Subsidiary.

SAME Deutz-Fahr has responded to its North American dealers and customers who wanted a direct line of communication with the manufacturer, more access to parts and greater service, by establishing a subsidiary that is headquartered in Houston, Texas.

SAME Deutz-Fahr Group has recently reorganized its North American operation in order to provide products and services to the company s dealers and end-users, according to Dan Chiru, the national sales manager for North America. In an interview with Implement & Tractor, Chiru told us how the newly-formed subsidiary will operate.

I&T: How does the establishment of the new SAME operation differ from the previous distribution system?

Chiru: Since the SAME Deutz-Fahr Group achieved a level of maturity, which allowed the export of 78 percent of its production, the decision to change from a distributor to direct representation in North America was natural. North America is, after all, one of the most important markets for any manufacturer in the world.

With this reason in mind, the group decided to open its own subsidiary, SAME Deutz-Fahr North America, and dedicate 100 percent of its efforts exclusively to the promotion of the group's products. This means the lines of communication are now directly with the manufacturer. Thus, both dealers and end users will benefit from greater service and product knowledge.

I&T: What products will be available in North America?

Chiru: SAME Deutz-Fahr North America will first concentrate on promoting its pioneer line -- SAME. Aside from these models -- Frutteto, Explorer II Top, Low Profile, Vigneron, Golden and Mudder -- which are already well known in the vineyard, orchard and vegetable markets, we will introduce the Solaris and Silver tractor models and the crawler models Rock C and Explorer C to North America.

In parallel, the Lamborghini Runner line of compact tractors will be offered to the US market. We will consider introducing the Deutz-Fahr line in the near future, depending on market developments.

I&T: Where do you foresee these models fitting into the ag production picture?

Chiru: Initially, we will be concentrating in the vineyard, orchard and vegetable markets, with expansion into general markets in the near future. Part of our strategy is to constantly introduce more models, and this will determine the specific area of representation. The Frutteto and Low Profile models will be of special interest for use in orchards, the Silver models for general applications. The Vigneron and Golden models were designed for vineyards, and the Mudder was designed for vegetable fields. The Rock Series of crawler tractors will work well in those areas with minimal soil compaction, while the Explorer crawlers have the power and comfort to address soil preparation on hillsides and row-crop fields.

I&T: What about representation; do you have a dealer network set up?

Chiru: We have a very strong dealer network in California, and we're looking to expand both inside and outside the state of California. Our intention is to establish a dealer network as large as possible to fit the market area we intend to penetrate. Right now, we are actively seeking representation in those areas we have identified as having potential in the market. We are in the process of seeking new dealers and also reps that can best represent our interest in North America.

I&T: What criteria do you look for in a dealer?

Chiru: Aside from the commitment to properly promote our lines of products, we look for dealers that can offer a high level of service to their customer base. Part of our program is to properly support our dealers with service, replacement parts and training at all levels.

I&T: How will parts and service for SAME and the other tractor brands be handled?

Chiru: Houston will be the central distribution for parts. We'll have a full line of parts so orders can be filled very quickly, and we'll have a service help line with knowledgeable people at our headquarters in Houston. Factory technicians will be available for in-field technical training and service assistance wherever it is needed.

I&T: What type of technical reputation does SAME bring with it?

Chiru: The company started in 1927 when Francesco Cassani, SAME's founder, designed and built the first full diesel agricultural tractor in the world, the Cassani 40HP. Since then, various features which were SAME designs have become accepted reference points in the industry: the introduction, on an industrial scale, of the four wheel drive system in 1951, the first automatic linkage control with sensing on the lower arms in 1958 and the first four-wheel braking system for tractors in 1980.

I&T: How does SAME maintain its reputation for high technology?

Chiru: Most SAME tractors have such features as oil-immersed brakes on all four wheels, reverse driving stations and factory-installed front PTO and three-point hitch. The SAME Deutz-Fahr Group has continued to receive acknowledgments for the innovative features of its tractors -- the electronic engine regulator was awarded a gold medal at France's SIMA in 1990, and the PowerShift transmission with electronic control was awarded a gold medal at SIMA in 1991. More recently, the Agrotron tractor won a gold medal for industrial design excellence from the Industrial Design Society of America. The Group's Sequential Drive System, the S.D.S., won another gold medal at SIMA last February.

I&T: How did the SAME and Deutz-Fahr group come about?

Chiru: SAME purchased Trattori Lamborghini in 1972 and Hurlimann Tracktoren in 1977 to form the SLH group. In 1995, the SLH group purchased the Tractor and Agricultural Division of KHD, which had the Deutz-Fahr line. This new structure is now known as the SAME Deutz-Fahr Group. During these years, some of the tractors have been represented in North America through AGCO, under the AGCO Allis, White, or SAME brands.

Today, SAME Deutz-Fahr Group has 15 percent of the European market and 32 percent of the Italian market. It has become the fifth largest manufacturer of agricultural tractors and harvesting machines in the world.

Editor's note: Dealers and end-users wanting more information about SAME and Lamborghini tractors should contact:

Dan Chiru, National Sales Manager SAME Deutz-Fahr North America Inc. 6911 Breen St., Bldg. "B" Houston, TX 77086 Phone [phone]; fax: [phone].