Branson Tractors’ leadership team told dealers at its recent national meeting in Rome, Ga., that it is delivering what they have been asking for: a 25-horsepower tractor with a larger frame, online warranty portal, better parts support and a national advertising campaign.
“My resolution is that we will back up Branson dealers by providing quality products and better service to enhance growth. With close cooperation, I am confident that we will no longer be a market follower, but a market leader within 5 years,” says Day-Yong Lee, Branson Tractors President.
The company has signed on industry veteran John Mickel as its dealer development manager and hired its first marketing agency, Wilhite Media Group of Branson, Mo. It is also partnering with the Oak Ridge Boys to be national spokespersons.
“We continue to put our best efforts into investing more in marketing and advertising to enhance our brand awareness and reach out to potential markets nationally and regionally through farm shows and TV commercials,” Lee says.
Lee says the company had been struggling with parts supply, but improvements were made last year. The online warranty portal is expected to be available in mid-April.
New Products
Dealers viewed prototypes for the 2505H model, a 24 horsepower tractor with a Hydro-Max transmission, independent PTO and loader options of the BL100 and BL100S SL. The tractor’s size fits between the company’s current 1905 series (19 horsepower) and its 2400 series (24 horsepower).
Cody Brock highlights features of Branson Tractors' 2505 model, which is expected to be available later this year.
Prototypes for the new 2515H and 2515R (25 horsepower) series were also on display. These models feature 4-range transmission on both the hydrostatic and gear drive units, providing additional functionality over many of the competitor’s 3-range transmissions. They also are built on a larger frame and can compete directly against competitor’s models for size and features. The models are expected to be available in the second half of 2019.
Branson introduced cabs for its 1905H, 3515 and 4015 series. Cabs will be available for its 4815 series in June.
Self-leveling loaders are also now available for the BL200Sl and BL 450SL loaders, with availability on other models expected later.
Branson Tractors introduced several models of self-leveling loaders, with more expected.
Expanding Awareness
Branson Tractor entered the U.S. market in 1998 and five dealerships were recognized as charter dealers: North Georgia Equipment sales (Rock Spring and Summerville, Ga.) and Cottrell Farm Equipment (Simpsonville, Ky.) were both established in 2000; Hodges Farm Equipment, established in 2001; Bonney’s Ag and Auto Repair, established in 2002; and Hobby Tractors was established in 2003.
Cottrell Farm Equipment of Simpsonville, Ky., was recognized as a charter dealer at Branson Tractors 2019 National Dealer Meeting. Pictured from left is Branson Tractors President D.Y. Lee; Mike Cottrell and Bob Cottrell of Cottrell Farm Equipment and Youngkyun Jean, President of Kukje Machinery Co. Branson is Kukje Machinery’s tractor brand.
Ken Bonney of Bonney’s Ag & Tractor says they added the Branson line because of its heavy and strong tractor. “They’ve always had my back,” Bonney says. The dealership also earned Cub Cadet Retailer of the Year in 2017.
Expanding the Dealer Network
Branson is not saying what their goals are regarding expanding the dealer network, other than that will be a focus for the company.
Mickel, the company’s first dealer development manager, says he came out of retirement for Branson, and had turned down offers from other manufacturers. “Branson is becoming more of a market-driven and retail-driven company to support existing dealers and to attract new dealers. Existing dealers have been very supportive to younger dealers in offering assistance and support to grow their businesses,” Mickel says.
John Mickel is Branson Tractors’ new dealer development manager.
He also says that Branson doesn’t overwhelm its dealers in terms of inventory requirements and dealers seemed more relaxed and comfortable communicating with Branson, more so than he’s seen with other manufacturers.
The dealer meeting included a question-and-answer session where dealers raised issues and requests and Branson leaders responded or took notes for future discussion.
