Karen Graham
Cody Todd of Todd Equipment Ltd. hosted the quarterly meeting of the Twin-Power Heritage Association on Sunday where more than 70 people arrived to learn what is happening in the world of Massey Ferguson tractors. They are members of the Ontario chapter of the Massey-Harris-Ferguson Collectors Club, an organization which preserves the history of the organization, the products and the memorabilia of the Massey-Harris Company. For many of these long-time members, the meetings provide a welcome opportunity to get together with fellow dealers and customers whose careers were built on this Canadian icon.
Photo: Karen Graham.
One of the oldest Canadian corporations, Massey began in Newcastle, Ontario in 1847 by Daniel Massey who produced simple farm implements under the name Newcastle Foundry and Machine Manufactory. It was later expanded by Daniel’s eldest son Hart Massey who renamed it the Massey Manufacturing Co. and moved it to Toronto where it became a significant employer. Through an extensive series of expansions and acquisitions, Massey expanded the company making it one of the best known brands in Canada, and with the acquisition of Johnston Harvester of New York in 1910, it became one of Canada’s first multinational firms. It continued to grow to become one of the largest agricultural equipment manufacturers in the world. The firm reached these pinnacles of success through the application of revolutionary technology, including the design of the first self-propelled combine in 1938, a line of steam engines and the first four-wheel drive engines. In addition to farm equipment, the Massey name is also associated with consumer products including appliances such as fridges and freezers, CCM bicycles and lawn maintenance equipment which were sold through its extensive distribution network.
Photo: Karen Graham.
In a more recent world-wide industry consolidation, Massey Ferguson was acquired by Agco of Atlanta, Georgia in 1994, which is a world leader in agricultural equipment. Today this firm offers products under four major brands, but the Massey Ferguson brand remains the most significant name, accounting for 65% of all sales. As Todd remembers it, at the time this sale to Agco was not welcomed by Massey Ferguson dealers who were skeptical about their prospects under this new banner. Unfazed, Agco executives pointed out at their introductory meeting with the dealers in 1994 that they had not pursued the acquisition of Massey Ferguson, but it had been offered for sale at a price they could not refuse. It has worked out well for all concerned, as Agco is now operating quite profitably and reinvesting in new product development which allows their products to compete on the international stage. They are also very supportive of the dealers, ensuring they maintain fair prices to keep them in business.
On hand at the meeting was guest speaker Don Snetsinger, who was well-known to many in the audience. He has been with Agco since 1994, and is currently their Product Specialist in Ontario, travelling around the province performing warranty checks and helping equipment owners with machinery problems in the field. During his talk, he introduced the audience to some of the history of the organization and recent changes taking place. Of particular interest to some in the audience was where parts for the firm were currently being produced. Snetsinger admitted that all production is now done outside of North America to keep production costs competitive, and while much of their production operations are in in China, Brazil and Mexico, but all of their products rely on North American engineering standards.
Snetsinger focused much of his discussion on the broad range of products offered by the firm, which has ensured they offer Èa complete stable of productsÈ to remain competitive with brands including Kubota, Case and John Deere, including a full line of tractors, combines, hay tools, sprayers, forage, tillage equipment, implements, and related replacement parts in over 140 countries. While many in the audience were retired and no longer affected by the performance of the firm, they remain keenly interested in this former employer, supplier and partner in their former careers, and loyal to the Massey Ferguson brand.
