Tractor firm adds multi branch dealer to franchise 

• Family firm to offer Deutz-Fahr across three branches spanning area from London to Birmingham 

• Boosts dealership’s tractor offering with models up to 340hp for all customer requirements 

• All other franchises unaffected and neighbouring dealerships remain  

DEUTZ-FAHR 5D TTV – Reaching new heights. 

George Browns Ltd, one of the UK’s longest-established family agricultural machinery dealerships, with roots stretching back to 1830, is adding Deutz-Fahr to its list of farm equipment franchises. The move is designed to underscore its commitment to farming and expand its product offering to match the needs of large-scale arable farmers and contractors who operate high-output equipment of the type available from Browns’ other suppliers. Three of George Browns’ branches, stretching across territory from London to Birmingham, are covered by the agreement with Deutz-Fahr parent business SDF UK, and the company’s existing franchises are unaffected.  

According to Steve Brown, the firm’s managing director, pairing with Deutz-Fahr underlines George Browns’ intention to grow its agricultural business and strengthen its support for its farmer customers.   

“Our other franchises offer our customers four-cylinder tractors of 170hp and below, plus a full line of implements, but as the latter includes a wide selection of high-output equipment suited to high-horsepower six-cylinder tractors, we had been considering options that would give us access to the sector above 200hp, and serve our region’s large arable farms in particular,” says Steve. 

“The Deutz-Fahr range is an ideal fit, giving us models with twice the maximum power output we currently offer, at up to 340hp with the Deutz-Fahr 9 Series. With the top-end 6 Series models, plus the 7 Series and the 8 series, we also gain a strong suite of six-cylinder models in the important 200-300hp bracket, enabling us to provide the power farmers and contractors need in a key sector of the market across our region of mid-England, and complementing our top-end arable and forage equipment offerings. We can also offer a wider choice to customers seeking tractors below 200hp.” 

Deutz-Fahr to benefit from multi-branch distribution and support across mid-England 

The appointment marks the first time for several years that Deutz-Fahr tractors have been marketed through a multi-branch dealer in the UK, points out Steve, a factor he believes underscores both parties’ trust and ambition in the agreement. 

“Despite operating four depots, though, we remain very much a family business, with family ownership and management. We span a wide geographical area, and have reshaped our business of late into a ‘new style’ George Browns, focusing on our four depots at Chesham in Buckinghamshire, Daventry in Northamptonshire, Dunmow in Essex and our newest site at Witney in Oxfordshire, but we don’t consider ourselves a ‘super dealer’ in terms of philosophy, or in the way such businesses are often dictated to in which franchises they can hold. Each branch is managed on the same family basis. Farmers, contractors and other customers depend on us for the personal service and support expected from a family business in which all our team are invested. 

“Just as we have developed our branch network, we were assured by Deutz-Fahr parent SDF’s recent significant investments in its own facilities, with its main factory in Germany built new in 2017, and having moved into a new UK HQ in 2022. The quality of the products we sell, and the support behind them, is especially important to us, which is why this level of commitment by a supplier particularly impressed us. Deutz-Fahr’s strong European market share – which underlines farmers’ belief in its product quality – and its advanced but easy-to-use telematics technology – something particularly important to today’s larger farm businesses – were also defining factors in our decision to take on the franchise. It fits well alongside our existing tractor, telehandler and implement brands, and I think we can help grow the Deutz-Fahr business just as Deutz-Fahr can help grow ours, with the customer as the core focus. 

“Farming and the farm machinery market are undoubtedly changing, but the ability to manage change allows innovation to happen, and that’s why we are making this change, maintaining our connection with customers through independence, choice and support. We recognise the wide variation in farm business types across our region, and that customers cannot be pigeonholed.” 

SDF UK, the parent business subsidiary behind Deutz-Fahr, believes adding a dealer business of the stature of George Browns underlines its intentions to develop its network despite the challenging circumstances under which both farmers and dealers are currently working, says Graham Barnwell, SDF UK country manager.   

“The addition of a company of George Browns’ standing is a clear illustration of our intentions to bolster Deutz-Fahr’s UK dealer network and build on our market share progress, in spite of the tough times being faced by the industry. 

“This is a really important appointment for Deutz-Fahr in the UK, and fits well with the successful established dealers neighbouring the territory granted to George Browns. Our initial work together on service training, parts support and demonstration machines clearly underlines both companies’ commitment.”   

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