Machinery News

  • Written by: Farmers Guide
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Claas partnership increases customer appeal

Late November’s Midlands Machinery Show provided the ideal occasion to announce a strategic partnership involving three premium brands. David Williams reports. 

Claas main dealer Claas Eastern looks after customers in Lincolnshire, Yorkshire, Nottinghamshire and most of Derbyshire from its eight branches. Carefully selected brands complement the main Claas product offering, allowing the dealer to cater for the needs of a diverse farm customer base across the eastern region.

The latest addition to its brand portfolio is Horsch, and although the dealer’s representation doesn’t commence officially until the 1st January 2019, the popular show was chosen to announce news of the appointment. 

Quality range

The partnership covers all Horsch cultivation and seeding machinery, as well as trailed and self-propelled sprayers. The company’s range of cultivation equipment, seed drills and trailed and self-propelled sprayers are developed on the Horsch family’s own farms to suit professional farmers. With their own farm, the Horsch family understands the needs of farmers and strives to help them increase productivity in a sustainable manner. A diverse product portfolio focuses on performance and reliability and includes the very latest Terrano GX cultivator, Pronto NT drill and entry-level Leeb 4 AX trailed sprayer. 

“Many visitors to the stand had already heard about the new partnership,” said Horsch UK general manager Stephen Burcham. “The reaction was very positive, including from current Horsch users who are delighted that such great service and parts support will be available through Claas Eastern. Superb back up during the busy harvest period requires professional teams of highly trained engineers and our product line-up fits perfectly, with these workshop teams available to support cultivators, drills and sprayers.”

Stephen said Claas Eastern has already committed to a large investment in product and parts stock. “There is a determination to hit the ground running,” he explained. “Claas dealers know the importance of being able to supply what is needed at short notice to keep machines working.”

Back up assured

Claas Eastern third party franchise manager and media manager Richard Sharman confirmed that dealer teams are equipped to provide full back up from the start. “Sales, service and parts teams have already attended Horsch training in the UK and in February there will be intensive product training at Horsch Germany. We are investing in machinery for demonstrations and many popular models will be held in stock between our branches.

“We have a superb relationship with Lemken having taken on the franchise two years ago,” he continued, “and the Midlands Machinery Show, at which products from both brands were on the stand, demonstrated perfectly how well Horsch and Lemken ranges complement each other. Each offers products not available from the other and, for customers, the new agreement allows us to offer exactly what is needed – from Lemken ploughs and specialist cultivation equipment to Horsch tine drills and self-propelled sprayers. Our other main brands; KRM and Samson also offer premium quality non-competing products and, whatever the size or type of agricultural business we can supply and support almost any size or type of machine.” 

The positive reaction from customers to Claas Eastern’s appointment means sales teams already have many requests for demonstrations in early 2019. 

Products are available to order from Claas Eastern now and, by the time this magazine was dispatched in mid-December, two of the latest Horsch AX trailed sprayers and a number of cultivators and drills had already been ordered from the dealer. 

Regional exclusivity comes into effect from 1st January 2019, when Claas Eastern joins Claas Western and Manns dealers in offering both Claas and Horsch machinery. 

“Each Claas dealer across the UK operates as an independent business unit, selecting brands that best serve its customers locally and that complement the Claas offering. Claas and Horsch are working very well together,” says Claas UK retail director Richard Vaughan.


  • Written by: Farmers Guide
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