Agritechnica - Kongskilde One Brand Strategy Unfolds at Agritechnica
Kongskilde Industries A/S unfold their ambitious One Brand strategy at Agritechnica 2015. Unified design, consistent naming and the use of the red colour for all products underline the move towards an even stronger global brand.
Kongskilde is the future global brand for all products from one of the leading manufacturers of agricultural implements. The Kongskilde brand replaces the previous Howard, Nordsten, Becker and JF brand names. All products on show at Agritechnica carry the new identity encompassing the Kongskilde logo and red as the signal colour. It follows an announcement earlier this year from the company.
The only exception from the rule of using Kongskilde as the continuing master brand is Överum. On selected markets, the Överum brand continues unchanged due to local traditions.
- The new strategy is the beginning of an exciting journey for all of us. It expresses our move towards a more visible brand creating solutions and products that improve the bottom line for our customers – farmers and distributors, says Ole Gade, CEO of Kongskilde Industries.
Smooth – with an efficient attitude
Smoothness and strength are the denominators of the new design, embodied in several new product lines on show.
- The products have a distinct Kongskilde look, and at the same time they follow a contemporary design trend. The expression is simple, and the strong Kongskilde identity goes hand in hand with functionality, says Rene de Zeeuw, Group Sales Director of Kongskilde Industries.
Rene de Zeeuw emphasizes the new Stonebear stone picker as an excellent example
of the new Kongskilde product design. The design is smooth and modern, but it also signals a strong, efficient attitude – fully capable of getting the job done.
Form and function hand in hand
The spacious design of the Rotavator R2.500 HD is another example of how the One Brand design philosophy supports functionality. Less dirt collects on the implement and the PTO connections integrated in the design, protecting vital parts from dirt and overheating. A further advantage is the use of lighter material with significantly more strength.
All machines consist of more or less complex functionalities. It is important that all features and attachments fit into a unified whole, in accordance with the new design concept.
Large-scale, on-going process
Kongskilde’s One Brand strategy is part of a large-scale process, in which factories, sales companies and administrative functions are streamlined in order to form an even more competitive company.
- We are determined to sharpen the competitive edge on the company and to maintain our position on the global market for innovative, agricultural solutions, says Ole Gade, CEO. - In this globalized world farmers, dealerships and partners will experience a consistent and strong Kongskilde brand, wherever they are.
Ole Gade, CEO, Kongskilde Industries A/S
Mobile: +45 2163 1604
The Stonebear 2.60 is an excellent example of the new Kongskilde product design. The attitude is smooth and modern, but also an aggressive attitude – fully capable of getting the job done.