Traction for global growth SAME DEUTZ-FAHR

TRACTION FOR GLOBAL GROWTH

The SAME DEUTZ-FAHR group is one of the world’s leading makers of tractors and combine harvesters. New products and global investments are powering the company’s growth, as Julia Snow reports.

Headquartered in Treviglio, northern Italy, the company is known for the globally renowned brands SAME, DEUTZ-FAHR, LAMBORGHINI, HÜRLIMANN and GRÉGOIRE. In 2010, the company employed some 2450 people worldwide and recorded sales turnover of €855 million. The group holds a 26.7 per cent stake in DEUTZ AG, an independent and world-leading manufacturer of diesel engines, listed on the Frankfurt Stock Exchange.

The acquisition of the French Grégoire SAS at the end of last year completes an outstanding offering for the specialist range, providing solutions for the most demanding wine and oil producers.

From a workshop in Italy to a global group

The company has developed dynamically since Francesco and Eugenio Cassani built the first diesel engine specifically for tractors in 1927. SAME was founded in 1942 and ten years later the world’s first four-wheel-drive tractor left the Treviglio workshop. In 1971 SAME acquired Lamborghini Trattori, followed by the purchase of Hürlimann in 1979. The group began operations in Poland in 1992, and acquired DEUTZ-FAHR, the agricultural division of Kloeckner-Humbolt-Deutz in 1995, changing its name to SAME DEUTZ-FAHR (SDF). 1996 brought the market entry in India through a joint venture, which was turned into a fully owned subsidiary, SAME DEUTZ-FAHR INDIA, in 2002. Activity in Eastern Europe came with the acquisition of a Croatian company in 2005, which is known as SAME DEUTZ-FAHR COMBINES.

Internationalisation and innovations

The company pursues a dedicated internationalisation strategy, combining decentralised production with a sales and service network providing extensive coverage of all key markets. Sales, after-sales service and parts distribution are handled by 14 subsidiaries, 141 importers, and 3000 dealers located in all parts of the world.

Currently the company’s production is based in four plants in Europe (Italy, Germany,

Plastic materials moulding and mould manufacturing

ALFAPLAST S.p.A. started its activity in 1983 and its legal and operational site is located in Via 1° Maggio n. 4, in the industrial area of Missaglia (Lecco).

ALFAPLAST S.p.A. occupies an overall area of 34,000 m2, with a covered area of 25,500 m2 , which includes 3,500 m2 for thermoplastic moulding of small and medium components, 1,200 m2 for assembling and pad printing, and a new 5,800 m2 site for the moulding of large components. Moreover, Alfaplast has a 15,000 m2 department for Telene painting and moulding.

ALFAPLAST S.p.A. is able to carry out co-design projects, developing projects for making moulds suitable for the manufacture of both thermoplastic and Telene components and is able to directly supply subgroups assembled according to client’s requests.

ALFAPLAST S.p.A. has a machine fl eet for thermoplastic moulding ranging from 40 tonnes to 3,150 tonnes with associated accessories, and a staff of 50 employees. The Telene painting and moulding department employs 45 people. We have a diversified production in several sectors: tractors, motorbikes, cars, household appliances, heating, pharmaceutical, furniture, and others.

We are ISO-9001:2008 and ISO /TS 16949:2009 certified. We are expanding our quality system, working towards UNI EN ISO 14001:2004.

France and Croatia), plus locations in India, Russia and China. In Bandirma, Turkey, SDF produces tractors from 50 to 70 h.p. in cooperation with a local partner.

In 2006, SDF opened a dedicated R&D centre, focused on key areas including transmissions, system electronics, ergonomics and exhaust emissions. Cooperation with leading universities and international supply partners contribute to the high levels of innovation and excellence. A significant success was the in-house development of the special CVT transmission for SDF’s mid-range tractors. The current tractor range with CVT transmissions goes from 100 to 260 h.p. and will be extended up to 440 HP in the next two years.

SAME DEUTZ-FAHR produces eight different classes, including tractors with a power range from 30 – 270 h.p. as well as combine harvesters from 120 – 400 h.p. and various custom built versions. This is most comprehensive range of special and standard tractors available in the market today, including compact tractors, openfield tractors,vineyards and orchard tractors and crawler tractors as well as complementary products such as telehandlers or frontloaders.

A whole field of product innovations

At the Cereals 2011 Exhibition Deutz-Fahr launched their new Agrotron TTV 4 cylinder range, which now completes the TTV range from 100 to 260 h.p. The 6040 combine ideally suits the smaller farmer wanting the benefits of a new machine but needing a smaller more manageable capacity, together with performance, reliability and efficiency.

SAME’s top-selling Iron 220 tractor received some significant updates, including the S-Class cab which sets new standards in operator comfort. Equipped with the new Deutz six-cylinder turbo-diesel commonrail engine and a maximum output of 220 h.p./162 kW, high constant torque and low fuel consumption, the engine is a showcase of innovative Deutz manufacturing.

Joining the SAME Silver series are two CVT models – the Silver 100 and 110 Continuo, both equipped with the exclusive CVT-gearbox. SAME’s FRUTTETO orchard tractors have undergone a complete redesign with a number of added innovations and powered by SDF TIER III engines. They are offered in three- and four-cylinder turbo and turbo intercooled versions, and combined with the electronic engine management.

At the Agritechnica in late 2011 Lamborghini introduced three new models to its R6 VRT continuous variable transmission range, which will expand the range to include models from 120 h.p. up to 222 h.p., all eqipped with the latest fuel efficient 4-cylinder Deutz-turbo-diesel engines from the Series 2012. Earlier this year Lamborghini completely redesigned its range of orchard and vineyard tractors, enhancing performance and efficiency. The new RV, RS and RF range reveals a brand new look and provides fruit farmers and wine growers with a selection of compact models for performing row-crop work with precision. Each model is available in three different track widths. The RV/RS/RF series offers a minimum track width at the rear axle from 880mm (RV) up to a minimum track width of 1.05m (RF).

Investing in China

Following the dynamics of the global economy and the emergence of new markets, SDF is currently investing heavily in Russia, India and – most recently, in China.

A joint venture in the Linyi/Shangdong province was announced last October, representing an investment of €60 million. The newly-formed company Shandong Changlin DEUTZ-FAHR Machinery CO., Ltd will manufacture and distribute tractors ranging from 25 to110 h.p. under the SH DEUTZ-FAHR brand and from 110 to 300 h.p. under the DEUTZ-FAHR. The Joint Venture will utilise the existing Changlin network of 490 dealerships, and aims to sell over 30,000 units on the Chinese market in 2015, all produced in the new factory that will be built on a total area of 260,000 m2, providing a capacity of 50,000 units annually. n