Quebec, Canada, has been chosen as the initial sales territory for a German manufacturer of small size wheeled loaders and telehandlers as its toe-in-the-water entry into North America. Weidemann is a company of the Wacker Neuson Group, which is already active in North America with Wacker Neuson and Kramer brand light building, construction and earth moving equipment.
Some 23% of group revenues are generated in the Americas and in recognition of North America accounting for around 70% of the world market for skid steer loaders, production of Wacker Neuson’s range has been transferred from Austria to a group factory in Menomonee Falls, near Milwaukee, Wis. Managers expect to see North American skid steer loader sales growing from 81,000 units in 2016 and 89,000 units last year, to 91,000 units in 2020.
Weidemann and Kramer are the group’s agricultural brands, with Weidemann specializing in articulated wheeled loaders ranging in operating weights from 3,500-23,600 pounds, while also producing mini four-wheel steer telescopic handlers with lift capacities from 1,760-6,000 pounds.
For its entry into Canada, Weidemann has tapped into the existing Wacker Neuson dealer network with five outlets signed initially in areas with potential for farm loader sales. “These dealers are now expanding their portfolio with the Weidemann brand for agriculture,” notes commercial director Bernd Apfelbeck. “We are positioning ourselves as an interesting provider with a highly specialized product concept.”
Market development manager Manuel Meyer adds, “Our first trade fair presence at Expo-Chams in Saint Liboire at the end of August 2017 showed us how much end customers are interested in the machines and that we have the right solutions. We have received a great deal of positive feedback from our new dealers about the introduction of the Weidemann brand and the associated high sales potential.”
Quebec was chosen for the launch because of similarities in scale and operation between farms there and in Europe.