Earlier this year, Versatile, owned by Buhler Industries Inc. in Canada, became fully owned by ASKO Holding from Turkey. “We have the ambition to grow and become a major player on the world market”, says President Zafer Ozbalaban. “We see plenty of opportunities.”
By Ad Bal
ASKO is a large industrial manufacturing company in Turkey, specializing in construction and agricultural machinery. Apart from manufacturing, the company is also distributor of a range of products in Turkey, such as Claas. Currently, their own Basak tractor brand in the 48–122 horsepower segment is mainly distributed in Turkey.
“We wanted to become bigger in the higher horsepower tractor segment”, says Zafer Ozbalaban, President of Buhler Industries Inc. (Buhler) in Canada. Earlier this year ASKO fully acquired all of the shares of Bühler, including the Versatile and Farm King brands. The Versatile product range also includes a line of tillage implements. In 2007, Rostselmash from Russia had acquired the company from Buhler. Then, in December 2023 they sold everything to ASKO.
Private company
“With purchasing all of the shares, we have full control and Versatile is part of a private company now”, says Ozbalaban. “So growth and having a product range in the high horsepower segment was our first objective. Secondly, we wanted to strengthen our position in North America (Canada/USA), also for other ASKO products. Currently, our Basak brand is not adapted to the North American market, but with our new foothold in Canada we will make it more suitable.”
“With the current legislation and new tariffs imposed by the USA, there are of course many challenges for us”, Ozbalaban continues. “But we don’t worry too much about the import taxes. Currently there are no import taxes for agricultural products from Canada to the USA. We are able to ship our products without any direct related cost, except existing taxation of course. About 75% of our suppliers for Versatile are from the USA. Our suppliers are getting some components from Europe and from China. So we are affected indirectly. These are causing the cost increase on us, but that will stay within limits. There are no major trade barriers for us.”
Pioneer in 4WD articulated tractors
Despite the strong position and competition of the global giants on the world market, Zafer Ozbalaban sees promising opportunities for Versatile. “Versatile has shaped modern farming as a manufacturer of tractors and tillage equipment. We were the first company to mass-produce articulated four-wheel drive tractors back in 1966, starting with the D100 and G100. Over the years, the Versatile product line has evolved, but the same durability, reliability, ease of service and maintenance that defined our legacy, remains strong.
“Versatile tractors stand the test of time”
We are committed to producing products that stand the test of time. From research and development through engineering and production, we are focused on the needs of farmers and delivering equipment that customers can rely on for years to come.
Today’s lineup includes articulating four-wheel drive tractors from 405 to 620hp, tracked units from 530 to 620hp, fixed-frame front-wheel assist tractor models from 175 to 365hp, as well as a complete line of soil tillage equipment. “
Restructuring export department
Versatile is particularly present in North America and to some extent in Australia. “We have now changed that strategy, by also expanding globally”, Ozbalaban proceeds. “We are restructuring our export department to expand our presence in South America, Africa and in Central Asia, where we see significant untapped markets and opportunities for growth.
In Europe for example we will focus on Germany, France, Poland, Hungary, Bulgaria and Romania with our articulated 4WD tractors. Also, we will revitalize our South Africa business, which suffered due to poor management. There has been little development in this market over the past five years. We are rebuilding our dealer network in the region and actively seeking new dealers.
We also have dealers in Brazil, but they have unique demands and we must understand what should be done further to make Versatile available for farming in South America, also with our frame tractor lineup.”
New target territories
“There are tractors preferred by some regions, but we are searching for a product that will suit major parts of the world”, according to Ozbalaban.
“Existing distributors and dealers are unable to cover other parts of the world which require Versatile tractors. For that reason we are seeking new distributors for new territories to expand our sales, in addition to our current network.
We are not focusing on dealers who have articulated tractors, but on other dealers from brands which don’t have articulated 4WD tractors. For example Kubota! The Kubota M8 tractor for North America is made in our Winnipeg works in Canada, so we collaborate with them already. The Versatile product range can be a perfect fit for them.
We are participating in Agritechnica this coming November and also in other agricultural exhibitions in our target territories. With that, we aim to become a professional player with Versatile on the world market and we have full confidence in that”, Zafer Ozbalaban concludes.
