Kramer and John Deere equipment marketing tie-up finalised
European authorities approve deal on wheel loaders and telehandlers for agriculture as US-based company takes equity stake in Wacke Neuson-owned Kramer
A collaboration between Kramer-Werke and John Deere, under which the two companies had entered into a strategic alliance for the sale of Kramer-branded telescopic handlers and wheel loaders, as well as giving an equity stake in Kramer to John Deere, has been approved by European anti-trust authorities.
Kramer-Werke GmbH, owned by German compact equipment heavyweight Wacker Neuson, and John Deere GmbH & Co. KG, a member of the Deere & Company group, USA, had first entered into the collaboration on July 6, after which it was referred to the authorities for approval.
A statement from Wacker Neuson said the agreement covers the sale of Kramer-branded compact equipment, known as the “green line”, primarily for the agricultural market. Under its terms, machines designed by Kramer and featuring the Kramer brand are to be distributed by John Deere dealers.
The market for material handling products is growing rapidly in the agricultural sector, the statement said, and Kramer aims to gain broad, lasting access to it through this close, long-term alliance with the John Deere dealer network. The models in question are already available and will be showcased at Agritechnica in Hannover from November 12-18, alongside other equipment from John Deere.
Also under the agreement, John Deere is recommending Kramer to its partners as the preferred supplier of 13 models of Kramer-branded all-wheel drive compact wheel loaders and tele wheel loaders, nine models of telescopic handlers ranging in lifting height from 6-9m, plus a large selection of attachments, accessories and spare parts, said the statement. These products will be designed and manufactured at Kramer’s site in Pfullendorf, Germany.
“John Deere is also acquiring an equity stake in Kramer. This sends a clear signal to sales partners and underscores the long-term, sustainable nature of this alliance. Now that we have approval from the European anti-trust authorities, we can get things moving,” said Cem Peksaglam, CEO, Wacker Neuson.
“Kramer equipment has already proven its worth with countless contractors,” said Christoph Wigger, the company’s VP, sales and marketing, for Europe/CIS/North Africa/Middle East Agriculture and Turf Division. “Indeed, some John Deere sales partners already had Kramer equipment in their portfolio before this collaboration and they have had very good experiences with the machines. The Kramer equipment is also a perfect complement to the product portfolio of all other John Deere dealers.”
