YEAR V

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YEAR V

JANUARY-FEBRUARY 2005

The harvesting specialist’s journal

THE ITALIAN RECORD AND SITUATION

page 3

BRITAIN, LAVERDA’S BACK

page 4

THE “REDS” TOUR STARTS OFF IN FRANCE

page 7

SPARE PARTS, A SNAPPY SERVICE

page 11

“EUROPEAN” CONVENTION IN A COUNTRY HOME

pages 12/13

Gruppo Industriale ARGO

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The situation

Our best wishes looking ahead at 2005 We’ve now reached the fifth Christmas of the third millennium! It’s frightening how time marches relentlessly on and that there’s nothing anyone can do to stop it. It’s also rather worrying to realize that when you plan medium-long term projects, you’re actually thinking of 3-5 years as a long time, then you look back and it seems like yesterday. How can you explain how much we are affected, every day, by fleeting time? Yes, because time escapes us, we never have enough of it. We’ll certainly not attempt to do so, neither in these pages nor anywhere else. We at Laverda just know that all the projects we embarked upon exactly at the beginning of this century have been turned into satisfying successes for our customers, our colleagues and their families.

Since June 2000, when the Gruppo Industriale Argo (of which I have been part since its beginnings) entrusted me with the task of relaunching Laverda, I have been able to appreciate how the notion of time is as dense and charged with plea-

sant meaning as it is rich in activities and commitment, just like what happens every day in the Breganze plant. The goals which, at the end of this 2004, I am proud to present, are the result of the on-going and generous commitment of all the members of the great Laverda team.

Along with myself and my closest colleagues, each person, through is own individual tasks, has experienced an adventure that never fails to surprise us all.

Almost 800 combine-harvesters have been produced, boosting employment as a consequence along with our sales record in Italy as we now hold 40% of the market, something that had not occurred for 15 years. There has been a further increase in our portion of the European market and we hold the sales record in certain countries where the competition is strong. Moreover, we have drawn up an agreement for supplying combines to the Agco group. All this merely confirms how valid our machines are and how efficient our assistance and spares service is.

Aldo I. Dian director general

Our products are being renewed all the time. Our commitment knows no reserves when it comes to planning. Our marketing division is dynamic in its communication actions and in all those events that have helped towards spreading the image of Laverda and of Argo, the group to which Laverda belongs. We strongly believe in all this for our future successes.

Thus, my hope is that we’ll be able to experience time’s helterskelter flight forwards with equal enthusiasm during the coming year, because this will mean that all’s well in our company and with all those who work for it.

I’d like to link these aspects with the positive opinions expressed by the many direct and indirect declarations made by our customers after their lengthy harvesting campaigns.

Sincere and gratifying expressions of their satisfaction for having chosen Laverda.

Along with my thanks for your preference, please therefore let me extend my very best wishes for the new year, 2005.

The harvesting specialist’s journal Year V, n. 1, january-february 2005 Quarterly periodical Registered with the Court of Vicenza N° 1017 of 5 March 2002

publishing management Aldo I. Dian Angelo Benedetti editing office Simonetta Lambrocco technical consultant Pietro Dal Santo art work Andrea Rosset Piergiorgio Laverda director in charge Claudio Strati the following persons collaborated: Federico Bassan parts for Italy

Lucia Civarelli sales administration

Andrea Freddoni export area manager

Rémy Hugueny Laverda France technical manager

Piergiorgio Laverda Andres Moradas Lopez Laverda Spain sales manager

photographs Archivio Laverda spa “Pietro Laverda” Historic Archive © by Laverda spa 36042 Breganze (VI) Italy via F. Laverda, 15/17 tel. +39.0445.385311 fax +39.0445.873355 www.laverdaworld.com webmaster@laverdaworld.com Printed by Tipografia Campisi V.le dell’Industria 13 - 36057 Arcugnano (VI) Literary rights reserved. Articles and pictures may only be duplicated if source is cited.

To all journal subscribers NOTIFICATION AS PER ART. 13 of Decree Law D. LGS. 30.6.2003, N° 196 Your identification data have been acquired by Laverda S.p.A. from either you yourselves or from public lists and registers, thus from documents accessible to anyone, for our marketing activities in the future.

Laverda S.p.A. will deal with these data on paper and/or by computerised or telematic media. The information will solely be used in our company or by auxiliary bodies authorised by our company for postal purposes, in relation to our need to acquire new customers by sending commercial proposals, also in the future.

Laverda S.p.A. guarantees that the data will be treated in the most confidential way and that, upon your request, your data may be cancelled (or corrected) from our archives free of charge. You are therefore entitled to exercise all the rights established by art. 7 of Decree Law D.Lgs.vo N° 196/2003 and in particular, to wholly or partly refuse to allow the data to be used.

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Italy

di Vincenzo Zaghi

In the Peninsula no one’s better than Laverda We’re the leaders in the domestic market with a 40% share.

No one would have betted on Laverda’s ability to climb back to the top of Italy’s combine-harvester market. The dark years experienced by this historic and famous brand led most people to believe that the modern Breganze plant was destined to close down and that that was the best solution. In actual fact, the only ones who really knew the situation were the employees who did all they could to maintain Laverda’s high prestige. The result achieved this year is therefore due to the commitment, dedication and perseverance of the men and women who believed and continue to believe in the Gruppo Industriale Argo to which Laverda has belonged since June 2000.

Laverda had sold a hefty 245 combines by the end of September 2004. Set against an Italian market estimated at 620 machines, this means that Laverda holds 40% of the market share. You need to go back at least 16 years (1988) to find Laverda at the same market share level. But market volumes were much different at that time: 1437 combines were sold then and, of these, as many as 572 were Laverda machines. This means that, after 16 years in the back seat, the Italian customers still appreciate and are still loyal to the combine-harvesters of Breganze, recognizing the performances they are able to provide, how comfortable and reliable they are, and their exclusive design.

The new M series, launched during the 2003 campaign with a single model, the M 306, had already allowed Laverda to achieve new goals. Thus, the range was subsequently completed with the M 305, 304 and 303 models so as to face the 2004 season with the ideal solution for the different needs expressed by farmers and farm contractors. With two models featuring 6 straw walkers and two with 5 straw walkers, Laverda has now reached the top when it comes to the combines on offer at European level. Despite strong competition in the specific market segment that needs machines for flat ground, it shares this leadership with manufacturers of world-wide importance and fame.

Laverda also proposed two completely new self-levelling models

for the 2004 campaign. These were the 184 AL (one with four straw walkers able to provide performances superior to all expectations, and one with five straw walkers) and the 255 AL 4 WD model, ideal for farm contractors who work on slopes that are sometimes even beyond the acceptable limits.

Since Laverda is the only manufacturer that builds self-levelling combines in its actual factory, it certainly can’t avoid producing machines that exactly comply with the customer’s requirements.

And confirmation is given by the statistics once again.

When it comes to the self-levelling segment which, in Italy, has represented 35-40% of the total combine-harvester market for several years, the unrivalled record belongs to Laverda. Rounding off the figures, 250 was the total volume of self-levelling machines sold in 2004: 150 of these were Laverda machines, while the remaining ones were divided amongst three competitors. Thus the difference between the Breganze brand and the second company in the classification was at least 110 machines. And the scenario doesn’t change when one examines the market total. The numbers vary slightly, but the difference between Laverda in first place and the second in the classification is still more than 80 combine-harvesters.

Anyone who knows the men and women of Breganze knows that Laverda’s managers, and much less those of the Gruppo Industriale Argo, are not used to underscoring their successes. But it’s still worthwhile highlighting these statistics to give credit where credit is due, to rightly praise a product that’s “made in Italy” and that’s not afraid to stand up to competitors of world-wide fame.

Moreover, our thanks also go to everyone who, by trusting in Laverda, has contributed towards this success by preferring an Italian product. Without forgetting the policies of the Breganze company where the emphasis is on customer satisfaction as prime target of its quality system.

Angelo Benedetti

Angelo Benedetti at Maragnole during a field trial.

40%

30%

2003 season

2004 season

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The markets

by Simonetta Lambrocco

Laverda, back to Britain The Italian brand’s been back on the British market since last summer.

Laverda finally went back to being a protagonist on the British market last summer with its products and fame, through the McCormick UK distribution network.

Two ultra-new models from the M Levelling System series (an M306 and an M304) crossed the length and breadth of the English countryside from July to September arousing great interest and lots of positive comments.

After becoming part of the Argo group, Laverda’s products have always reached Britain with the name of McCormick. All this changed this summer. Laverda made its comeback in Britain.

The machines chosen for the various demos were two Levelling System models which, owing to their nature and technical specifications, are ideal for the environmental conditions in Britain. In a country where it’s easy to find hilly areas divided by beautiful forests and woods, these two Laverda machines are the best choice for people who want machines that are unique when it comes to performances and superior quality.

The two machines worked all over the countryside despite the fact that bad weather often interrupted the demos.

They were tried out on all possible types of ground and with various crops: wheat, barley, oats…, always making an excellent impression and with practical results beyond everyone’s expectations.

As new area manager for Britain, I personally consider this practical experience a lovely idea and very useful, also thanks

to the help of our technician, Mario Zolin.

With the aid and assistance of the British team formed by various dealers, area managers and technicians, the demo schedule aroused a lot of interest and positive comments. For example, in a field of oats and at the maximum of its levelling powers, the M 306 Levelling System model can easily work at a speed of about 6-7 kph with the driver enthusiastic over the quality of Laverda’s side levelling system which allows the machine to climb slopes exceeding 20%.

In actual fact, everyone was struck by the performances provided by our GSA (ground self alignment) system, the PFR (prepare and feeding roller) along with our drum and MCS (multi crop separator).

The British experience will remain stamped in my memory for another two reasons. Firstly, I actually drove a combineharvester for the very first time in an immense wheat field, right in the middle of the beautiful, uncontaminated countryside. It was a truly emotional and unforgettable moment. Then, I was able to see how Laverda’s straw walkers never lose anything … even Mario’s glasses which we thought were gone forever!

After the positive results of the demos, Laverda is certain to be a success in the sales area as well.

Andrea Freddoni Freddoni is Laverda’s new area manager for the British market. After a very stimulating educational curriculum (two high school diplomas in the USA and Italy, university studies in Italy and Australia, six months in Spain to learn the language), Freddoni worked in the banking sector and, as export manager, in a company that produced machines for the goldsmiths’ trade. He has always loved to travel, learn languages and get to know different people and cultures.

Andrea Freddoni

TWO

DVDS ABOUT THE WORLD OF THE

“RED” MACHINES

Communication becomes an increasingly more strategic factor for spreading information about product lines and letting people know about the prerogatives of the company. Laverda has always been very active in this particular field and has developed various initiatives with a view to boosting its image and increasing the quality of its products as perceived by customers and business-men in the sector.

“We’re convinced that good communication is one of the most efficacious tools for achieving this important goal,” explains Simonetta Lambrocco, Laverda’s public relations manager. “And as well as the many other tools that back the Laverda brand and products, we have also produced two Dvds to be distributed amongst our customers.

They have been made with the most advanced techniques and have a menu where the language can be selected.” Anyone who’s interested can contact the Parts Division (tel. + 39 0445 385310, fax +39 0445 385303).

The two Dvds are entitled: “The infinite horizons of Laverda” and “Laverda’s M Series combine-harvesters”.

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Bavarian technologies and aplomb in the fields Fella’s impeccable demo and convention in Feucht, despite the rain.

The countryside changes considerably along the 600 km of road that separates Laverda’s plant in Breganze from Fella Werke in Feucht. From the hillsides that surround Breganze, you drive through Valsugana, through the splendid countryside of the Trent area with its mountains and streams, passing across Austria and part of Bavaria until you reach Feucht, near Nuremberg, where tall trees adorn the avenues, the countryside opens out and the plains roll on for hundreds of kilometres.

The air becomes cooler, the temperature drops and numerous generators powered by wind energy, with their enormous propellers, give us an insight into the potential of a territory so different from ours, yet so near.

The Fella factory is immersed in the fields and the company’s extensive fleet of machines allows us to make a very natural mental link between that boundless expanse and those increasingly more technological haymaking implements. Industrial research focused on nature: the farmer, protagonist of one of the most ancient jobs in the world, has now become the protagonist of a sector that’s ever more demanding from the technological point of view.

During almost 100 years in the business, Fella has created an absolutely functional, hard-wearing and solidly built range of haymaking products, tending towards the specific and specialized implement to an increasingly greater extent, i.e. one able to satisfy the peculiar needs of both the land and the farmers.

From the time that Fella was taken over

by Laverda, there have certainly been lots of chances for the two enterprises to face up to each other and at two weeks from the opening of Fella’s new 2004/2005 campaign, a two-day convention was held in Berg (a town about twenty kilometres from Feucht). During the first day, Aldo. I. Dian, Laverda’s director general and managing director of Fella, presented the Argo Group’s organization and structure to the entire Fella team, emphasizing how important it was for Fella to have become part of the world’s fourth largest group in this particular sector.

The second day of the convention was dedicated to field demos.

It was cold and drizzly, but Fella’s men, used to working in these weather conditions, donned their windcheaters and, brandishing umbrellas, directed an exciting demo for hours and hours.

And machines of every type took part in the demo: mowers and mower-conditioners with 4, 5, 6 and 8 discs, with drums, flails, tines, tillers, without tillers, with a fixed three-point hitch, swinging, mounted at the front, rear, overturning upwards in the transport position; rear mowers with side hitches, single or in double combination with the Turbolift, i.e. a hydraulic device with a lightening effect that absorbs the shocks created by the weight of the machine on the soil by controlling the way these are discharged towards the ground.

Thanks to these precious implements hitched to tractors of different sizes and capacities, the forage crop was completely cut in just a few minutes.

Then it was the turn of the tedding-

Lucia Civarelli, with a degree in sociology and a long stay in Germany where she studied, has the task of facilitating the relations between Laverda and its subsidiary Fella.

machines.

These are also produced in various sizes and widths, with rear three-point hitch or side movement. Lightweight but solidly built and precise, they seemed to float over the soil, shifting the hay, overturning it and setting it down like an evenly spread cover.

The last operation before the arrival of the balers, brought the windrowers on to the fields. With 12 tine arms each, a vast selection of these machines is always available.

After the windrowers had done their work, the field was orderly and almost geometrically marked by long grass windrows.

Laverda’s round balers and big balers, now distributed under the Fella trademark, now completed the job.

As a novice, experiencing all this for the very first time, I observed both the place and the people with keen interest.

Fella’s men seemed to be practical and unaffected, absolutely willing to explain to me, an Italian who had ventured into the fields in high heels, about their products and their uses. Standing in the rain, clad in a windcheater I’d been loaned by Fella along with a pair of rubber boots, even I began to enjoy myself as I walked over the field to check the way the grass had been cut, how precise the windrows were and to see the teddingmachines sway and open-out as though they were peacock’s tails.

Lucia Civarelli

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Over one thousand hours a year on the combine Spanish farm contractor Fierro explains why he chose Laverda’s machines.

The enterprise of farm contractor Gerardo Fierro di Leòn, in Spain, is now about to celebrate its 25th anniversary in the business but he still likes to think of it as a young company, considering the enthusiasm and energy that circulate.

“Grain crops, corn and sunflowers are the main crops in our region, and are certainly amongst the most important cultivations in Spain,” explains Fierro. “So anyone who uses his machines for over one thousand hours a year necessarily ends up by being a demanding customer. We chose Laverda for this very reason, as we couldn’t accept any compromises.

First and foremost, our work is targeted on productivity, and we certainly get this from our Laverda machines. But since we have to spend so many hours in our machines, we’re also looking for the utmost in comfort, with cabs designed down to the smallest detail.

At the end of the year, when we draw our conclusions about the season, we certainly appreciate the advantage of being able to count on very reliable machines that allow us to keep the servicing costs down and reduce down times to the very minimum. When you add all these things together, you understand while we’re going to be Laverda customers for a very long time”.

Fierro works 4,000 hectares and owing to the size and characteristics of the land, he often operates on irregular ground. But Laverda’s GSA system has completely won over the Spanish contractor, resolving the difficulties in an intelligent manner and gua-

ranteeing the even cut that is one of the most important features of the M306 model.

“Easy harvesting in even particular conditions is part of a general simplification of our work, also thanks to the simple way the machine can be converted”.

“When it comes to feeding” continues Fierro, “I’m certainly not saying anything new if I tell you how efficient the PFR system is and how regularly it does the threshing job. As a further advantage, I’d like to add the savings on consumptions and the longer lasting transmission, which reduces the servicing costs as a consequence. All this means that the quality of the threshed product, the profitability of our work and our control of running costs all point in the same direction. In short, it’s the company’s profit that enjoys the biggest advantage”.

So we’re talking about allround satisfaction. “And don’t forget that we Spanish are well known as “red devils”, a definition that perfectly matches the colour and character of our Laverda machines”.

MAKE

WAY FOR THE

Gerardo Fierro with his M 306.

2005

CALENDARS

Laverda’s 2005 calendar is now ready, true to a consolidated tradition. It’s a wall calendar with our logo, something that’s particularly useful for boosting our company’s image with customers and dealers, and making it more well known.

The 2005 edition features very attractive art-work that strongly underscores the corporate and style that characterizes Laverda’s advertising campaign. There’s a page dedicated to each month.

The special net price of each calendar for the public, dealers and dealer network is 6 Euro + VAT. Anyone who’s interested in receiving copies should contact the Parts Division (tel. + 39 0445 385310, fax +39 0445 385303).

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Champagne and the Loire meet the M 305 and Rev machines And Laverda France will be embarking upon the 17-stage “Tour des Grandes Rouges” this winter.

This winter’s innovation is the Big Red Machines’ Tour of France, i.e. the “Tour de France des Grandes Rouges”.

It’s a real tour divided into 17 stages that will allow French farmers and entrepreneurs from all areas to discover Laverda’s exclusive 2005 innovations at their local dealers, but also to meet the sales and technical staff of Laverda France and get a close view of how they work.

Laverda France is embarking upon this new initiative after having taken part in two important trade fairs during the second half of the year: these were the fair of Châlons in the Champagne area and the Innov-Agri trade fair of Outarville, in the Loire area.

The Châlons event is the big French agricultural exhibition. Held this year from 28th August until 7th September, it traditionally unites the entrepreneurs from all over the north-eastern part of France as well as from the neighbouring countries (Germany and Belgium).

On that occasion, Laverda presented an M 305 with a cutting header 6 m in width. This 275 HP model with 6 straw walkers perfectly meets the needs of the extensive grain cultivations in eastern France.

The fact that Laverda took part in the exhibition reassured owners of previously produced “red” machines of Laverda’s ability to provide technical assistance and spare parts. It also encouraged the local dealers to apply for Laverda dealership in the Marne area. Laverda France is actually revolutionizing and improving its distribution network, transmitting its philosophy to both the dealers and resellers: service and the utmost attention towards customer satisfaction.

The other trade fair in which Laverda France took part was Innov-Agri, which was held in Outarville, in the Loire region, on 8th and 9th September. More than 90 thousand visitors flocked to this fair in just two

days. Innov-Agri’s success is due to the fact that the customers can get to know the new implements, see them at work thanks to the field trials and study their technical-statistical performances in a very thorough way.

Laverda presented the new REV series combines for the very first time in France at Innov-Agri. Two combines from the 2005 range were at the visitors’ disposal in Laverda’s 250 square meter stand. These models were the M 304 LS 4WD (a model with 5 straw walkers equipped with a device that levels the machine 20% in the crosswise direction and 8% longitudinally, plus a cutting header 6 meters wide that represents the top segment of the range) and the new 255 REV with its 5.4 meter cutting bar designed for the intermediate segment for customers who are very much aware of the economic aspect of their investments and who choose to purchase a reliable, efficient, competitive and all-purpose machine.

A big event like Innov-Agri is the best occasion for launching a new range, because the visitors are able to get first-hand knowledge of the product.

They can observe and analyse the machines down to their tiniest details, question the Laverda staff members in the stand, appreciate the innovation and simple design of the products.

And after having got a close-up of the new REV series, many of these business-men will also be taking part in the “Tour de France des Grandes Rouges”.

Remi Hugueny

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The products

by Angelo Benedetti

Argo protagonist on the Eima scene Measuring about 2300 square meters, the industrial Group’s stand was the largest in the Bolognese event.

Seven prestigious brands all together for the very first time.

Eima 2004 will be remembered as an event that heralded change.

As everyone knows, the Bolognese trade fair is organized into commodity categories. And this policy is so strictly and drastically applied, that full and longliner manufacturers have often remarked how their products are divided amongst several halls, with an enormous commitment in resources and money, often without there being enough time to meet the visitors in an adequate way.

To change this custom could have represented a hazard when it came to the way Eima was run.

It’s always difficult to overcome people’s resistance to change but luckily, after due consideration, Unacoma decided to dialogue with its associates and meet the requests of the majority of the manufacturers, thus coming up with the new formula: respect the division of commodity categories while allowing brands to group together.

What better opportunity for the Argo Industrial Group to repeat what had already occurred in

France and Germany for the international trade fairs of Paris and Hannover?

This is why all the brands belonging to the great Italian group were on show under the Argo’s roof at the Eima trade fair.

The stand measured an awesome 2300 square meters and was the largest at the Bolognese fair. The scenario was a stupendous play of lights and colours. This was where the historic trademarks of the Group: Laverda with its powerful combine-harvesters, Landini with a wide range of tractors, McCormick with powerful, hightechnology tractors, Fella, the German haymaking specialist, specialist tractors again from Valpadana, Sep garden tractors and Pegoraro’s soil working implements, were all on show.

In short, a full range of farming machines and implements able to meet the demands of both the modern distribution spheres and the end customer.

If we draw conclusions about Eima 2004, we can truly say that innovations are always welcome when they bring so many visitors

and business-men to the fairs. But above all, it’s decisions like these, made with common sense and rationality that save time in favour of fuller and more comprehensive information about the opportunities an active and dynamic Italian industrial group like Argo can offer.

Two shots of the Argo Group’s big stand at Eima, ready to welcome the crowds of visitors.

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Laverda, a wealth of news about combines, balers and round balers Once again this year, the numerous visitors to Eima discovered lots of surprises in Laverda’s stand. On the other hand, the dynamic planning abilities of the Breganze company have accustomed the clients to a never-ending wealth of innovations in the halls of the important Bolognese trade fair.

Re-vamped design for the 184 AL and 255 AL 4WD self-levelling combines

The new REV series combines The main innovation was the new range of REV combines, the series of machines with 5 and 6 straw walkers designed to be highly profitable, efficient and reliable.

In addition to the performances of the already established classic threshing components, Laverda presented the advantages of a newly designed system for these models: the REV module. This comprises a REV drum after the classic drum, and a segment in addition to the concave, i.e. the REV segment. This can be set in 3 different positions.

A 20% increase in the separation area plus a winding angle increased to 120° together with the delicate way the straw is conveyed to the long straw walkers are factors that determine the versatility, allpurpose characteristics and consequent profitability of the new 225, 255 and 256 REV series combines.

Besides the innovative REV module, the machines benefit from all the advantages obtained through use of extensively tried-and-tested components: the cutting headers with Terra Control system, the grain pan with its exclusive, high-performance sieves and the long straw walkers with their steep, active surface steps, besides the unrivalled straw chopper. And when it comes to all-purpose use, the advantages are of great interest since the REV module and straw chopper work with either wheat or corn without needing to be converted.

The powerful Iveco common rail Nef series engines, frugal in consumptions but generous in performances, the Elegance cab rich in comfortable accessories and provided with a full set of instruments (even electrically controlled and heated rear view mirrors), easy access for maintenance that’s reduced to the bare minimum: these are the features that contribute towards making this new range of Laverda combine-harvesters appreciated by the market.

Innovations for the M series combines The M series combine harvesters also featured certain evolutive innovations that will contribute towards increasing the sales success already obtained during the first year in which they were marketed.

For the 2005 campaign, the two top models, with 6 and 5 straw walkers, i.e. models M 306 and M 304 respectively, have been fitted with a new grain tank whose cover opens by means of an electromechanical system: everything is controlled by sitting comfortably in the driver’s seat.

Moreover, the entire M series has been renewed as to comfort since the Commodore cab now offers a fully automatic air conditioning system as part of the standard outfit.

Along with the innovations described above, the tried-and-tested automatic adjustment system for the cutting header, GSA (Ground Self Alignment), the PFR feeding device (Prepare and Feeding Roller), plus the exclusive MCS threshing mechanism (Multi Crop Separator) form the innovative components of the M series.

The productive series for the 2005 campaign has been given a new design. Generously sized openable side casings give full access to all the components so as to make routine maintenance work and daily inspections both simple and fast. All the more convenient for the operator, but all this also results in considerable time savings during the frenetic days of the harvesting campaign. And what it all boils down to is further advantages from the financial aspect.

Big balers and round balers Laverda didn’t just present combine harvesters at Eima, but also big balers and round balers to herald the 2004/2005 campaign. The success enjoyed by the FB series fixed chamber round balers during the past season encourages us to be hopeful for the 2005 campaign as well.

The models produced in the Breganze plant are the FB 215 L with its 1.50 m. diameter 1.20 m width stuffer chamber, and models FB 212 and FB 212 L featuring a 1.20 m diameter 1.20 m width stuffer chamber.

Laverda’s FB series round balers are equipped with twine binding mechanism as part of the standard outfit. Net wrapping can be obtained on request. All these operations are conveniently controlled by a computer that also helps to control the main operating functions. Designed for animal breeding farms that want to excel in the haymaking process, Laverda’s FB balers are toughly built and simple in structure, thus able to satisfy the needs of farm contractors who work on behalf of the breeders, or medium sized farms.

For different requirements and heavier duty uses, the optimum answer is Laverda’s VB 218 and 218 CS variable chamber round balers: one single model in two different versions, with or without chopping system (CS), capable of forming 0.70 to 1.80 m diameter 1.20 m width bales.

These extremely strong machines have been designed to be as versatile as possible. This means that they can be used to process all baleable crops, including corn stalks. All functions are controlled by a computer, including binding. The VB 218 versions are all equipped with a system that monitors the stuffing density in 4 different stages, a feature that allows them to produce the ideal bales, particularly those used in forage crop drying systems.

When it comes to the LB series big balers, Laverda proposes three different models, the LB 170, LB 270 and the LB 285, which suit all modern farming needs.

Models LB 270 and 285 are available with the CS Cutter System which optimises crop harvests for ensiled products and obtains the maximum density when it comes to stuffing the straw. Reliable, with strongly built transmissions and simple to use, Laverda’s LB 270 and 285 big balers feature self-steering tandem axles, automatic lubrication and cleaning fans for the binding mechanism as part of the standard outfit.

A specialists’ choice for professional haymakers.

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Fella, the haymaking specialist For the very first time under the aegis of Argo, Fella took part in Eima as a haymaking specialist and partner of harvesting professionals.

Fella is one of the world’s most well known manufacturers when it comes to techniques for harvesting forage crops. For more than 80 years, Fella’s machines have been developed by considering the experience acquired by farmers throughout the world as an irreplaceable contribution towards providing the customers with the best proposals.

Several examples of Fella’s production range were on show at Eima.

In particular:

Turbo tedding-machine TH 800 D Hydro.

Designed for haymaking specialist, this machine provides excellent performances on any type of ground. Amongst its salient features: 6 rotors, each with 6 tine arms, a swinging hitch with a low centre of gravity and a hydraulic device that lifts the outer rotors in a synchronized way. The working width is a remarkable 7.70 meters.

The implement folds down for transport purposes to a mere 2.98 m in width, 3.67 m in height and 2.25 m in length. The power required is 60 kW/81 HP.

Turbo disc mower SM 310 Trans RC. Equipped with a rubber roller conditioner, this is the ideal machine for all-purpose use. Some of the main technical features of this mower are its large working width, about 3 meters, and the ideal power draw, which is approximately 66 kW/90 HP.

Double side-delivery rake TS 880.

Towed, with central windrow deposit, this has steering rear wheels so as to keep in line with the tractor. The working width is 7.40 to 8.20 m, while the transport measurements are 2.98 m in width, 5.20 m in length and 3.60 m in height (with the arms disassembled). The power required by this implement is 35 kW/48 HP.

The Group’s other brands Besides Laverda and Fella, Argo’s maxi-stand naturally also included the Group’s other prestigious brands. Each company was presented autonomously, with its own productive and sales force.

Landini tractors Lots of innovations were on show. The range was even more complete thanks to use of the hydraulic reverse shuttle on the Powerfarm and Alpine versions. The Powerfarm Series also offers the Hi-Lo, Declutch, the hydraulic PTO and Spring-on engagement of the 4WD. Everything is controlled by a "DSP" digital control unit able to process the data 10 times faster than the microprocessors used hitherto in the tractor industry. The Alpine Series features the front power lift and front PTO designed and produced by Landini itself. The Rex Series has an independent hydraulic circuit that supplies the control valves installed in front of the platform, controlled by a joystick and electrohydraulic buttons. The electronic power lift is available for the cab versions. The Vision Series is equipped with a new hydraulic power lift called ELS - Ergonomic Lift System – featuring optimised controls and functions similar to those of an electronic power lift. Moreover, a system with active front suspensions developed by Landini for the Legend family and introduced in 2004 for the 125 and 135 models, is now available for the entire range, i.e. models 145, 165 and 185.

McCormick tractors There was a world preview of the VTX Series.

These 170 to 190 HP tractors are equipped with the CVT continuous transmission created in collaboration with ZF. Thanks to the new gearbox, McCormick will become one of the tractor manufacturers that uses this type of transmission, synonym of high technology. Besides the CVT transmission, the VTX range also features common-rail engines and a new type of cab with active suspensions. The front axle of the MC 115 version has independent suspensions, similar to the higher powered McCormick ranges.

The new C-Max family was also presented.

This belongs to the 60 to 100 HP utility

family and features a platform and synchronized reverse shuttle. The CX-L series is McCormick’s agile, versatile and comfortable range with specifications well up to those of the rest of McCormick’s products since it is equipped with hydraulic reverse shuttle, Hi-Lo and hydraulic PTO. The Valpadana/Sep machines The historic trademark that stands for isodiametric technology presented the 65’’ Series with removable cab, now complete and available in the isodiametric and variant, steering and articulated, oneway and reversible versions. The range is completed by the new family of 11 to 16 HP mini-tractors called 1000 Series, which will also be available in Sep’s colours and called Junior.

Pegoraro’s machines The Pegoraro has been optimised to an even greater extent from the technical and hydraulics aspects, with important advantages when it comes to versatility, performance and long life.

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The services

Let each do his own part (well) Assistance and delivery terms are improved in the Parts department.

Users and dealers called upon to program maintenance and assistance.

Laverda is already preparing to face the next threshing campaign.

Anyone who works with a combineharvester is well aware of the characteristics of a campaign: the machines are used for a rather short (usually 2/3 weeks) but absolutely intense period!

During the whole of this time, the combine works day and night. It’s subjected to continuous service so as to guarantee that the wheat is harvested within the established times.

The farmers and farm contractors must do all they can to prevent problems from occurring and stopping the machine from operating, as this would result in a fatal waste of time when it came to the productivity of the combine.

To ensure that everything proceeds in the best possible way, the direct protagonists of the campaign must prepare everything very carefully.

First and foremost, the owner of the combine-harvester must be aware that his machine will only operate correctly during the campaign period if it is well cared for. Adequate maintenance and, particularly, an overhaul to be carried out during another period of the year (between January and March perhaps) will allow the machine owners to face the “hot” times with relative peace of mind.

Dealers and mechanics must always be ready and willing during the threshing period. This means that a prompt and unfailing assistance service must be provided without underestimating or neglecting even the tiniest problem.

You need to be ready to understand which could be the causes that led to a given breakdown. And it’s certainly no less important to have the relative spare part available!

But, as always, the Laverda Parts division has organized itself so as to sustain and back the end customer, to help him overcome the difficulties that arise if a part breaks during the campaign.

These are the strong points of the

parts division’s organization: • the sales network has been boosted with the addition of new parts experts specialized in the supply of spares; • the time it takes for the company to fulfil the orders has been considerably shortened by optimising the logistics aspects of the warehouse, developing new methods for order picking and fulfilment; • the manned assistance period has been confirmed: there will be a hotline for all needs and emergencies during all weekends of the May/October period; • new agreements with our haulage contractors have been reached for fast and prompt shipments and deliveries, a service that covers the entire Italian territory, including the islands.

If this is not sufficient, “dedicated” transport, i.e. exclusive deliveries, are available for exceptional cases.

A perfect synergy amongst the elements that come into play during the “hot” periods of use of the machines is of fundamental importance.

The Laverda Parts division is strongly committed towards doing its part.

It’s now up to you.

Federico Bassan

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The events

a cura di Simonetta Lambrocco

Guests of Palladio from all over Europe The big convention with the press and sales partners took place in the splendid setting of the Godi Malinverni villa where the ultra-new REV series was launched.

It took an intensive and frenetic period of organizational work to prepare for the event, but the fateful 8th of July finally arrived.

When I opened the windows at home that morning, my thoughts immediately flew to the splendid park of the Godi Malinverni Villa, to those extensive lawns where, thanks to the unparalleled work done by Luciano Parise and Gianni Fontana, our machines (the REV 256 combine, self-levelling model 255 AL 4WD, big baler 270 TCS, variable chamber round baler VB 218 CS, fixed chamber round baler FB 215 L and some of Fella’s implements, such as windrower TS 800, tedding-machine TH 800 and disc mower SM 210) were skilfully arranged so as to be seen, photographed and touched by our guests, journalists and partners.

But it was raining. The weather was overcast and gloomy.

Judging by the sky, it could have even been November. I called Marina in the office, the colleague who shared with me the intensive work dedicated to the event: I consoled myself with the thought “it’s July, it’s bound to stop raining!”

When you dedicate all your efforts with such commitment and enthusiasm, to organizing a two-day event which includes an international press conference, a meeting with the domestic and foreign sales network, a gala dinner and a practical demonstration of the machines at work, you’re not about to accept the fact that its success could be jeopardized by bad weather …

Just early morning thoughts, I tried to convince myself. The sun was bound to come out. And there I was at the Godi Malinverni Villa, the location we had chosen for the event, checking out the last details and directing the various engagements scheduled for the first day, while Marina provides her precious collaboration from the office.

The villa of Lugo Vicentino is lovely as only the Palladian villas can be, majestic yet welcoming. It dates back to 1542 and is the first one designed and built by Andrea

Palladio, the architect famous throughout the world for having scattered precious architectural works all over the province of Veneto, and the Vicenza area in particular; works that hint of the splendours of the pleasure-loving aristocracy of the Sixteenth century Venetian Republic.

At the top of the hill, immersed in a centuries-old park, the villa faces a marvellous Italian-style garden which extends to a hanging garden in front of the right wing of the villa and links to the actual park itself.

Dr. Malinverni and his gracious wife are exquisite hosts and actually allow us to use a wing of the residence normally closed to the public for our press conference. This was the Salle d’armes, skilfully frescoed by Veronese, and the private dining room.

The sun finally made its appearance and, after having visited the museum of vintage Laverda machines at the headquarters of Breganze, our journalist friends from Italy, France, Germany and Spain, began to arrive.

The press conference got off to a good start. Mine was the task of welcoming everyone and introducing the speakers: Aldo I. Dian, Angelo Benedetti and Vincenzo Zaghi. The main subject of the day was launching the REV series combine-harvesters, but there were also other subjects on the agenda, such as acquisition of the German company Fella by the Argo Industrial Group through Laverda (which thus became the head of the harvesting machine division within the group), dealership strategies in Italy and abroad and Laverda’s results for the first part of the season.

Once the press conference had drawn to a close and after the usual group photograph on the veranda staircase, not without Dr. Malinverni having shown us around the villa, with its halls already prepared for the gala dinner in the company of the sales network, we set off to the park to see the machines on show. The journalists examined them carefully, took snaps and asked about technical details. Once their curio-

sity had been satisfied, we returned to the villa to enjoy an aperitif in the Italian garden, after which we all gathered in the hall of the ancient kitchens for lunch.

It all took place in a very friendly atmosphere, also thanks to the warm and welcoming surroundings, with high vaulted ceiling, large fireplace (although there was naturally no fire since it was July) and the impeccable service provided by Chalet Banqueting.

The first appointment drew to a positive close and our journalist friends departed for Breganze, where they were to visit the production plant.

Our Italian and foreign partners now began to arrive at the Godi Malinverni villa. The true conference was scheduled for late afternoon, so everyone had the chance to carefully examine the machines and to appreciate the splendid park, along whose lanes refreshment stop-offs were certainly not lacking. There were lots of people, more than two hundred.

During the meeting, director general Aldo I. Dian informed those present about Laverda’s industrial developments and results achieved. Angelo Benedetti, the marketing and sales director, presented the new REV series with its features and peculiarities.

My task was to analyse the com-

Simonetta Lambrocco public relations manager

Top, the group of journalists from Materiel Agricole, La France Agricole, Reussir, Entraid, Terre Net, Le Bettravier, Allgäuer Bauernblatt, Profi, Eilbote, B & H, Il Contoterzista, Terra e Vita, Macchine e Motori Agricoli, Macchine Trattori, Trattori, Agricoltura, Mad, L’Informatore Agrario, Mondo Agricolo, Agricoltura Nuova and Il Gazzettino.

Alongside, during the convention and field trials.

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13 munication activities carried out during the last period, underscoring the importance of the brand and the targets of the different tools and communication methods. Vincenzo Zaghi, sales director for Italy, outlined the domestic market situation in brief, informing those present how Laverda had become the absolute leader this season and highlighting the important value of the team work carried out.

He thanked everyone, area managers, in-company staff members and dealers for their diligent commitment.

Similarly to the way harmony is achieved when each individual musician in an orchestra plays to perfection in tune with all the others, thus results are obtained thanks to the commitment and work of everyone, in syntony and collaboration with all. Just as was expressed by the film clip we had produced for launching the REV series in a perfect synthesis of images and sounds, and that marked the conclusion of the works: the combine-harvesters moved and threshed to the rhythm of Stravinsky’s Spring symphony, reaching a final crescendo with Verdi’s Il Trovatore.

It’s really true, Laverda makes music with combines!

There was thundering applause in the conference hall. You could sense the bonding force, the sensation of being part of a stimulating challenge.

The gala dinner concluded the evening with the usual toasts and the guests were again able to admire the park of villa Godi, illuminated by suggestive Roman torches.

Weather permitting, the appointment with everyone was for tomorrow, for a country festival with the machines at work in the vast fields of Maragnole, not far from Laverda’s Breganze plant.

The stars peeped out from under the clouds. Tomorrow would be a splendid day of sunshine. And in actual fact, the 9th of July concluded the two-day event in the best possible way, thanks to a generous sun which, along with the country music, accompanied the swift and efficient work of the “red” machines.

Simonetta Lambrocco

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14 Agco presents the new combines made in Breganze A week dedicated to the European dealers so as to launch the machines.

To confirm how valid was Agco’s strategic decision to produce Massey Ferguson, Challenger and Fendt combines for the European, African and Middle Eastern markets from the 2005 campaign onwards at the Laverda plant, Agco’s management decided to launch the Massey Ferguson combines in the ideal surroundings, the Breganze plant.

The participants were able to examine the products first hand, see how they were created and how the manufacturing process proceeded along the assembly lines, personally ascertaining the care taken in the choice of materials and the utmost attention paid to all production phases, which take place according to the strict quality control procedures in force in the Laverda plant and which govern the work in all its aspects: all this considerably motivated our guests, testifying to the benefits provided by Laverda’s combineharvesters. And everyone was moved by Italian inventiveness, good music and by the elegance and pleasures of the good food provided.

We had set up a 600 square meter tent structure in the yard in front of the office block. It was outfitted with a grandstand for the public adorned by plants and decorated inside with Agco and Massey Ferguson banners and standards. MF dealers from all over Europe took turns throughout the entire week, from 19th to 22nd October, in order to witness the launching of Laverda’s new combines sporting the MF colours and trademark.

The most exciting part of each day was undoubtedly when the

combines made a surprise entry to the triumphant strains of Stravinsky’s Rite of Spring symphony and Verdi’s Il Trovatore di Verdi, from the two opposite sides of the tent structure.

The two combine-harvesters seemed to materialize out of the blue and, skillfully orchestrated

by Gianni and Gieffri Fontana, they met, one facing the other, right in front of the dealers, stopping with their cutting headers raised to the Verdi’s last notes, to the sound of thunderous applause.

The show-stopping scenic effect aroused the interest of the participants to an even greater degree and focused their attention on the technical explanation which followed.

Lunch in the company restaurant concluded each day in the best of ways, as always thanks to our insuperable Paolo and his staff.

Simonetta Lambrocco

The MF dealers’ grandstand and below, during the meeting.

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The album

Former employees return to “their” factory 250 met to celebrate in Breganze. And now they want to found a club.

Meet again, run into old friends, personages, expressions bound to years of life experienced together during one’s daily commitment in the factory; exchange information, sensations, memories. It was certainly an occasion that couldn’t be missed, this meeting amongst Laverda’s former employees who, after five years, had arranged to meet each other again for a day of celebrations.

Five years ago, in 1999, Comm. G. Battista Laverda, “el paron Battista”, had been present and the celebrations were for his ninety years mostly passed at the helm of the family’s company. But the day had been spent far from the place of work and life together, veiled by the awareness that the situation experienced by those who still worked in the company was difficult.

This time however, last 9th October, the meeting was held inside the factory and also celebrated Laverda’s swaggering return to the world of agricultural machines. 250 former employees replied to the invitations sent by the organizing group, coordinated by engineer Antonio Guadagnin.

Under the auspices of Laverda’s management, the day was organized in a complete and interesting way. The participants were first welcomed to the factory and then set off for a visit to the museum of farming machinery recently set up in the old farmhouse adjacent to the plant. And here, memories and comments knew no bounds at the sight of the machines that had been the strong points of bygone years. After this, Laverda’s current situation and future plans were presented by marketing director Angelo Benedetti, assisted by Simonetta Lambrocco. The link that binds the past experience of Laverda’s former employees with the present day productive situation and the great professional skills possessed by the company was thus appropriately underscored.

A series of promotional film clips rich in hark-backs to Laverda’s glorious past introduced the guest to lunch, organized in an excellent way in the company’s restaurant.

Lastly, in the afternoon, the guests went on a guided tour of the production plants where they were able to compare the present day situation with their memories of the old factory and the different methods of work in use twenty or even fifty years ago.

Many of the participants expressed a desire to hold these meetings more frequently and are now toying with the idea of creating a club of Laverda “veterans” which, as Benedetti suggested, could be involved in other activities, such as care of the agricultural machine museum, for example.

Piergiorgio Laverda

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M Series Combine-harvesters

There’s nothing to beat Laverda’s M Series Combine-harvesters when it comes to performances, reliability and economic running. But Laverda has also added brains to muscle by introducing exclusive technologies like the GSA, which automatically adapts the cutting header to gradients of as much as 8%. Then there’s the PFR, which optimises the flow of crops to the threshing components, and the MCS, with its two efficient separation systems. And what’s more comfortable and convenient for the operator than the Commodore Cab, not to mention Laverda Service: this, too, is a mechanism that’s always evolving thanks over 130 years of practical experience.

All-round productivity.

Leaders in the field for over 130 years.

Gruppo Industriale ARGO

Laverda S.p.A. - via F.Laverda, 15/17 - 36042 Breganze (VI) Italy - Tel. +39 0445 385311 - Fax +39 0445 873355 - webmaster@laverdaworld.com - www.laverdaworld.com

Laverda S.p.A. via F. Laverda, 15/17 - 36042 Breganze [VI] Italy t. +39.0445.385311 f. +39.0445.873355 webmaster@laverdaworld.com www.laverdaworld.com

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