Buhler Industries has announced that the historic Versatile brand name will become the sole name on all Versatile tractors.
The Buhler name now carried on these tractors will be gone.
The new logo is a version of the double-wing V logo from the 1980s.
“We recognize the history that is tied to the Versatile name,” said company president Dmitry Lyubimov. “There are still many older Versatile tractors at work on farms around the world.
“The name stands for well-built tractors that are powerful, simple and easy to maintain. It is the same philosophy we use today and we are proud of that heritage.”
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Lyubimov announced the change in Winnipeg at the first-ever annual meeting of Versatile dealers. The introduction of an annual meeting for dealers is part of a reorganization intended to put the company in closer touch with farmers.
Lyubimov became president of Buhler Industries last year when the Russian company Combine Factory Rostselmash acquired 80 percent of the common shares of Buhler Industries.
Lyubimov has initiated changes aimed at restoring the recognizable Versatile name.
The name was only one change announced at the dealership meeting.
One of the biggest is the warranty program. All Versatile tractors now carry a three year, 3,000 hour warranty that covers major components, such as engine, transmission, axles and differentials.
The previous Genesis 2180 and 2210 front-wheel assist tractors have been replaced by the Versatile 250 and 280 models.
These tractors have 250 and 280 horsepower respectively, and fall into line with the new policy of designating Versatile tractors strictly by their horsepower rating.
The new 250 and 280 tractors are powered by the Cummins QSC 8.3 litre engine.
With this change, all Versatile tractors have Cummins engines.
The company has also undergone significant internal changes in the past year, adding more than 100 employees in Winnipeg. These include engineers to conduct research and development, as well as additional quality control positions.
“We strive to position Versatile tractors as a valuable investment for farmers,” said Lyubimov.
He said the Russian Rostelmash parent company commands 60 percent of the combine market in that part of the world and 17 percent globally, primarily because of its reputation for building reliable, easy-to-fix combines.
He said those are the characteristics that attracted Rostelmash to Versatile and he hinted that its less-complex combine lines might be rolling down the assembly line in Winnipeg in the not-too-distant future.
The name change does not affect Farm King, Allied or Inland products.
