Western Canadian presence | Manufacturer strikes out in new direction after Kramer leaves business
Claas had to adjust quickly after Kramer Ltd.’s decision last spring to get out of the agriculture business.
Kramer had sold and supported Claas’s Lexion combine for 15 years, and there are customers who still need sales and service support across the Prairies.
A new retail location, Tingley’s Harvest Centre in North Battleford, Sask., was established, and now another dealership is opening: Canada West Harvest Centre near Regina.
Jan-Hendrik Mohr, worldwide sales director at Claas, said the world’s fourth biggest machinery manufacturer needed to expand its distribution and service network in the area to increase its presence in Canada.
“We are convinced that this is the right way to move forward with Claas, and now we have to convince customers,” Mohr said.
“But it starts with us because when you are yourself convinced, you are also convincing.”
This is the task given to Doug Tibben, general manager of Canada West Harvest Centre.
“Our intention is that when Kramer transitions out, we ramp up and transition in,” Tibben said.
“Our No. 1 objective is that we service the product, service the customers and keep it flowing smooth.”
Tibben said his biggest challenge will be to provide the right support to back the product.
“The Claas products are known as world class, they are incredibly good products,” he said.
“The biggest challenge will be to have the support mechanism behind it for producers so when they buy the product, they will get looked after.”
It is why the first people Tibben hired were service techs.
“I’m trying to build a ratio of how many service techs it takes to look after a sales rep. I’m making sure that ratio stays balanced so we don’t sell more than we can look after,” Tibben said.
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The new retail and service facility will be supported by a wholesale parts facility that Claas already operates in Regina.
Claas plans on expanding further on the Prairies.
“I’ll be establishing the second and third stores as we grow,” Tibben said.
“So as general manager, one of my key roles is the attraction and retention of the staff, quality staff, and bring them together to look after customers and grow the business.”
Mohr said Claas also hopes to work with private dealers who can carry multiple brands.
“We do not have a conflict with other brands, like for instance, Seed Master or Bourgault or Seed Hawk or Miller,” he said.
“These brands would all be very complementary, and hopefully one or two or three or four of them will get to be with us in our own retail operations.”
Mohr said the model works well for Claas at the Nebraska Harvest Centre, which is a company-owned retail operation that also carries tillage and seeding equipment from Vaderstad and Seed Hawk.
“The big farms here usually have a big tractor, a big air seeder and a big combine. Sometimes more, but that is what you have to have as a dealer,” Mohr said.
“I hope that in one or two years we are including some other complementary brands.”
The Regina area centre is starting with Lexion combines but will also carry all of the equipment Claas offers in North America, such as Xerion tractors and the hay and forgers lineup.
“Claas is continually introducing more and more products into the North American markets, and as they introduce them we will be taking them on and representing them as well,” Mohr said.
