The first corner stone has been laid for the new site of Argo France, long-standing French branch of Argo Tractors, to be established in Vaulx-Milieu, in the Isère department, south-east of Lyon and destined to reinforce the presence of McCormick and Landini brands in France. The ceremony was held on Tuesday 4 December, in the Technology Park near the Chamber of Commerce and Industry of Nord-Isère, attended by the top management of Argo Tractors and the local French authorities, first and foremost the local mayor, Mr. Dominique Berger. Mr. Jean Luc Fernandez, General Manager of Argo France since last August, did the honours as host.
“The Group has invested a lot in this project”, declared Fernandez, “for the establishment of this branch, which will play an important role in French agri-business. The goal for the next 5 years is to achieve 70% cover over the country, thanks also to a 20% expansion of the existing network. We aim to achieve a market share of 5%, establish a presence in the orchard and vineyard tractors segment, increase sales of medium and high power tractors, and reach a turnover of more than 70 million euros”.
The new Argo France site will be a national training centre, with the technological know-how to provide support services for the network of dealerships and their customers. They aim to establish new partnerships and can rely on a dedicated sales team that is soon to be reinforced. Customer satisfaction, the importance of the company and dealer image, along with “Company 4.0” digital transformation are well established elements in Jean Luc Fernandez projects: “The digital and marketing challenges are the focus of the Argo France strategy, which also strives to ensure their own dealerships maximum support”.
“We are a big family group, growing fast and with a significant international presence. We can be proud of our excellent range of tractors and we constantly invest in new tractors and processes“, stated Simeone Morra, Corporate Business Director of Argo Tractors, during the press conference, “At Vaulx-Milieu we will strive to continue this expansion, establishing a fully operational site with offices, showrooms, training centre, and tractor test fields, taking our example from the excellent work demonstrated in the development of the Spanish branch in Villamarciel, inaugurated last year and now fully up and running”.
An enhanced presence on the market with the opening of new branches and new commercial agreements with strategic partners are part of the development plans of Argo Tractors, which has been increasing its key numbers in recent times.
The Italian group is now focused on markets in which the Landini, McCormick, and Valpadana brands have potential for growth, which means countries like Russia, India, China, and even Africa using our consolidated Johannesburg branch as a jumping off point where we can focus on new investments and increase sales resources.
“The means for achieving these objectives are many“, continued Morra, “the action plan foresees investment of resources to create a more extensive and competitive sales team, implementing a distribution network based on new partnerships, but also pursuing a strategy of marketing and communication within the framework of Digital Transformation and Company 4.0. Obviously, to get established in new markets we must offer competitive products, and proof in this respect emerges clearly in the prizes awarded to our tractors by international panels of judges”.
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