Yanmar Corporate Call

[Dundertaker]

Got a call from a Corporate Yanmar rep. They're surveying customers. Basic questions: how satisfied are you with your tractor? Would you recommend us to a friend? Have you contacted Yanmar and were they responsive?

I took the opportunity to discuss the dealer network needing to be built out faster! Parts availability at my specific dealer, etc....

I bought it knowing I was with a "new" dealer with almost zero infrastructure based on the quality of the tractor. I'm also mechanical and will do most of the maintenance myself. I even went the extra step and called Georgia Corporate to ask, "What if this dealer doesn't make it? Who will do the warranty work?" etc...there are lots of Yanmar shops...just not "tractor" specific...and I assume any major issue I can't handle would likely be Motor internals, etc. The price hooked me...gambling on an old brand expanding into a new market.

I will say their online forum seems to be very responsive to comments for help, and that's mostly what I'd need if I called a dealer. So far so good. Fingers Crossed for the next 9.5 years of warranty.

 

[Yander]

Curious, what did they say to your comment about needing more dealer network?

 

[aesanders]

If Yanmar did a handful of things, they could really be a major player. I really believe their quality is second to none. What they lack is a good sound dealer network ,and a few more models.

They are strong on the smaller compact range, but really lack choices in the midrange.

Most companies top sellers are the 25-35 hp models that compare in size to the YT235. I like the YT235, but Yanmar needs to really offer a few different engine sizes here, and specifically a 25hp machine and probably a 40 or 40+ machine. And redo the loader so it has a higher lift say mid 90 inches. All others in this size tractor have that mid 90 lift height. Yanmar needs that.

YM could use a standard hydro option, not the i-HMT that scares people away at the price of the larger YT series. Build the dealer network, get some more popular choices, and watch sales boom. Then the larger YT models with the deluxe I-HMT will get more popular as people get more familiar and comfortable spending higher amounts on a product they know will be around.

 

[CloverKnollFarms]

Yeah, their dealer network is one of the worst. They don't seem real committed to the US market

 

[5030]

Too many players, the pie slices are getting smaller, the economy is shrinking, dollar is getting tight, inflation is roaring, only the strong survive.

You decide who plays and stays and who don't.

 

[CloverKnollFarms]

You sound like Neil Messick

 

[Yander]

They need to fire their entire marketing organization and rehire as many as they can pull from John Deere and Kubota.

In addition to that, do a lot of things that @aesanders mentioned. Although, the next tractor I buy will have that i-hmt transmission.

Oh, and make some damn stickers that don't wash off with a little bit of gasoline and a hood that doesn't crack if you open it with your mouth the wrong way.

 

[Torvy]

You sound like Neil Messick

Kubota is worried. Solid manufacturers are moving in using the same strategy they did in the 70s-80s. As economy worsens, they will lose market share to lower priced competitors. As those competitors stick around, more and more people will realize they have been over paying for marketing hype. The only real question is 'which ones stick around'?

Yanmar probably makes the best CUT sold in the US. They have some growing to do in this market, but as they grow dealers, it will eat away at JD and Kubota.

 

[Hay Dude]

Kubota is worried. Solid manufacturers are moving in using the same strategy they did in the 70s-80s. As economy worsens, they will lose market share to lower priced competitors. As those competitors stick around, more and more people will realize they have been over paying for marketing hype. The only real question is 'which ones stick around'?

Yanmar probably makes the best CUT sold in the US. They have some growing to do in this market, but as they grow dealers, it will eat away at JD and Kubota.

And they make some of JD’s tractors so that’s kind of ironic.
Their engineering is terrific, but their marketing is weak.

 

[2manyrocks]

In some ways, my 1980s YM226d seems better built than my 2022 L2501. If Yanmar hadn't pulled out of the US market back then, they could have been in Kubota's market position today. I don't understand why Yanmar has held itself back all these years when they make quality tractors?

 

[careyo63]

What was told to me of what happened yrs. ago of why Yanmar pulled out of the US. market was liability!! IMHO. I'm from Oh. back then. My mother knew the kid in the rollover. County bus driver. Father worked for Ford Credit etc.. And it gets better. What was told to me why they couldn't get that Tractor shut down sure seems to be true! "Highest Respect for Yanmar" Way up on my list. Large format graphic equipment is how I made my living so I knew it was true. SMDH..

 

[ptsg]

Yeah, their dealer network is one of the worst. They don't seem real committed to the US market

They don't seem committed to the European market either.

Very little dealers and very little tractors sold. I can get exact numbers for my country when I get home but between January and September, I doubt they sold more than 20 or 30 tractors.

I suppose they are more committed to the construction equipment side of things and the engines they sell for just about every market, Ag, construction, boats, etc.

 

[Torvy]

^that

For Yanmar, tractors are more of a side hustle. At their heart, they are a diesel engine company.

If they saw enough ROI in their projections, they would be jumping all over the market. Ultimately, they must make better ROI on other parts of their business.

 

[2manyrocks]

If they limit their sales to diesel engines, I suppose that lessens their liability for any tractor rollover. But why would they make and sell their own tractors for the US market if liability avoidance was their goal?

 

[careyo63]

Liability was taken care of. They put a customs band that model from entering the US.. Basically trashed them. I believe it eventually went. Which was a easy problem to fix and avoid the way they made it. Then came the roll over UTDA etc. etc, etc,,,, They had no choice and being a small world wide Co. it was best for them to remove themselves.

 

[Torvy]

The diesel engine thing is way bigger than tractor engines.

 

[2manyrocks]

So why would they even bother making tractors?

 

[Rustyiron]

Yanmar bought ASV skid steers, CTL's and is also marketing their own new SS-CTL's here. Their excavators have been "here" pretty steady for years.
I'd bet this is where you'd end up for warranty work. Other than a possible distance inconvenience, I wouldn't worry about this.

 

[tacticalturnip]

You'd think every old Cub Cadet CUT dealer would have just rolled right into Yanmar. It's weird knowing Yanmar doesn't have a very good dealer network, as I've got an excellent dealer 5 minutes away.

They're on the short list when I one day buy a cab tractor; though that is a long time from now.

 

[tacticalturnip]

Too many players, the pie slices are getting smaller, the economy is shrinking, dollar is getting tight, inflation is roaring, only the strong survive.

You decide who plays and stays and who don't.

Just remember, for a lot of companies this is just one of many industries they're involved in. They can afford to take a loss if they believe it will work out in the long term.

Yanmar sells engines, Daedong sells metal and castings, Kubota has it's hands in everything. I think where you'll see the disappearing act will be with brands that contract out; RK and Bad Boy are good examples. How long will they hold out?

Bobcat and LS Mtron will be curious cases to watch. Will Bobcat ever come out with their own line of compact tractors? Will LS continue to stay independent in the next decade? I'd wonder if CNH might gobble them up.

That's entirely speculation on my part, however.