In the next instalment of our series, we move to another continent. We will look at how ZETOR tractors are doing in North America.
ZETOR operations in North America date back to the late 1960s. Prior to their introduction, the quality of foreign tractors had to be thoroughly tested by facilities that became widely renowned for their thoroughness. In the United States, it was the testing facility at the University of Nebraska–Lincoln that put ZETOR tractors through their paces.
Czech tractors next left their footprint in Canada in the second half of the 1970s and, to a larger extent, in the early 1980s. Motokov Canada, Inc. in Toronto became the exclusive importer of these tractors and posted annual sales of 500 tractors.
In the United States, ZETOR has had a stable base since 1983. American Jawa, Ltd in Plainview, New York, was the first to sell ZETOR products. In the first year of sales alone, 3,000 tractors were sold, and soon the sales network expanded to 50 dealers. In almost 40 years of operation, more than 27,000 ZETOR tractors have been sold in the United States.
Mostly farms and community services
In North America, ZETOR is currently represented by its Zetor North America Inc. subsidiary. The MAJOR, PROXIMA, and FORTERRA model lines are available in powers from 45 HP to 150 HP on the local market. Thanks to an extensive network of dealers, ZETOR tractors are easily distributed directly to end users in individual states. In July 2019, ZETOR started cooperation with a dealer in Texas.
Customers in North America like ZETOR tractors primarily for their low operating costs, reliability, long service lives, and simple controls. They are mostly used in cattle breeding, the dairy industry, and road maintenance.
Close to customers
Through its subsidiary, ZETOR takes every opportunity to be close to end users. Every February for 15 years now, it has been taking part in the National Farm Machinery Show in Louisville, Kentucky, which is one of the largest fairs for agricultural machinery in the United States and draws more than 300,000 visitors every year. This year, the MAJOR HS 80 was presented there in its new design. However, ZETOR also takes part in more minor events, such as Labor Day celebrations in Jacksonville, Florida, which reminds us of the demanding nature of farmers’ work.
Czech agricultural interests in North America are also supported by the Czech Embassy. Last year, it organised Czech Farmers Days in Washington DC with the objective of helping Czech businesses promote their products and engage in cooperation with potential business partners.
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