AGCO orchestrates Lely purchase to grab lions share of hay equipment sales

Massey Ferguson and Lely combine to offer an unrivalled range of hay gear – seen here cementing the push in Australia are AGCO’S Warwick McCormick (left) and Lely’s Country Manager Mark Smyth

AGCO’s deal to purchase the forage division of the Dutch-based Lely Group back in March 2017 kicked into full operation here from October 1 2017.

The Lely badge will be replaced by Massey Ferguson but essentially all current Lely product will be retained, as will the current dealer network.

The combined Massey Ferguson and Lely built hay gear gives AGCO a stronghold on market share both here and in many world markets.

AGCO’s Managing Director for ANZ, Warwick McCormick, says the acquisition adds Lely’s respected products to AGCO’s existing hay range under the Massey Ferguson brand that includes mowers, rakes, tedders and balers.

“Our dealers and customers will now be able to benefit from one of the best hay and forage product lines in the industry and a very experienced and professional support team.”

Following the consolidation, AGCO has created a special division expected to operate from Lely’s old HQ in Rochester Vic. This division will become a specialist operation dedicated to hay and forage machines, and will transform into AGCO’s Green Harvesting Centre of Excellence over the next few years.

“We will combine our current hay products and resources and integrate them with the Lely division to create a dedicated and experienced team that will offer an unrivalled range of hay gear,” Warwick McCormick said.

“Our goal is to offer the best range of products for the hay industry that covers all stages of the growing and handling cycle and all types of hay and forage applications plus offer our customers the best possible support from an extensive and experienced dealer network,” says Warwick.

Lely’s country manager, Mark Smyth, stated the 2017 hay season will be “business as usual” with customers being able to choose from the same extensive Lely product lines from their current local dealer.

“The integration of the two groups is an exciting opportunity as we join forces with one of the world’s largest agricultural machinery companies,” says Mark.

AGCO has a strong history of product innovation and invests heavily in research and development which will benefit the products that we’ll be able to offer our dealers and customers,” stated Mark.

Contact AGCO for more details of the combined Massey Ferguson and Lely built hay gear on tel: 03 9313 1313.

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