Retargeted Approach for McCormick Tractors

October 20, 2010 06:15 AM
Retargeted Approach for McCormick Tractors

The new CEO at McCormick USA wants to understand the tractor company’s constituents.

“Walking in our dealers’and customers’ shoes will drive our business,” Doug Rehor says.

Since being named CEO in May, Rehor has been facing the company’s challenges head-on.

“We need to start from a product service perspective and work our way back to the point where our tractor is delivered to the dealer,” he says.

Prior to joining McCormick, Rehor held positions in engineering, product management, marketing and business improvement leadership at CNH and AGCO. Currently, McCormick has 250 dealers in 47 states, split between the agriculture and lifestyle markets. McCormick’s product lineup includes more than 60 tractor models ranging from 23 to 213 hp in the compact, utility and row-crop market segments.

Owned by Argo, an Italian tractor company, McCormick USA is based in Duluth, Ga., with a 120,000-sq.-ft. facility for offices, parts warehouse and tractor assembly area.

“We can’t rely on history. We need to inject a little technology and highlight good, old-fashioned customer service,” Rehor says. “The evolution of our manufacturing [England to Italy] and sourcing [Asia] is understood, our engineering is world-class and our products are competitive.”

McCormick   TMAX ImageNew to the company’s tractor line is the T-Max S ries, with three models: T90 Max, T100 Max and T110 Max, offering 70.5 to 86.5 PTO horsepower (83 to 102 engine horsepower.) The series is powered by four-cylinder Perkins 1104D Tier 3–compliant diesel engines, and a forward-tilting hood provides easy access for service and maintenance. A standard 12F/12R transmission offers a mechanical reverse shuttle. Transmission options include a factory-installed creeper or power-shuttle transmission. The hydraulic system provides a total flow of 21.7 gpm with up to four auxiliary outlets. The series features a lift capacity of 9,590 lb. and draft control function on the lower links. Customers can choose a two- or four-wheel-drive front axle. A 540 or 1,000 rpm PTO is standard. T-Max tractors are available in open-station or cab models.

Rehor hopes to report progress and new initiatives at the company’s national dealer meeting in January, which will be held at Ag Connect Expo in Atlanta, Ga.

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