In 2021, the Valtra brand turns 70, and will mark its anniversary throughout the year. 70 years ago, the focus was on mechanizing agriculture; later, attention shifted, for example, to improving occupational safety, farm development and the success of agricultural enterprises. Valtra’s technologies and services have always matched customer needs. But the biggest strides have been made in just the last 10 years. In the years ahead, Valtra expects digitalization and precision farming technologies to substantially transform agriculture.
“The achievements that started 70 years ago keep growing. Thanks to persistent product-development work, our tractors have now reached their 5th generation. Now our customers expect smart solutions from Valtra. We’re making major investments in our plant in Suolahti, Finland. A new logistics centre recently opened, and construction of a new paint shop will begin this summer,” said Jari Rautjärvi, CEO of Valtra.
A customer focus, now and in the future
Valtra, known at the time as Valmet, began series production of tractors in 1951 in Jyväskylä, Finland. The first model was the Valmet 15 tractor, which, as the name suggests, had 15 hp and was designed to replace horses on small farms. From the very start, customer needs were identified and design solutions proposed that Valtra is still known for today: ground clearance was high enough for forest work, and the tractor was ideally suited to road-maintenance work. Later, cab ergonomics made it possible to work longer and more safely, and the operator’s workstation grew larger.
Valtra has always had an especially close relationship with its customers. In the early 1990s, an order-based system was introduced for customers. That meant no tractor was kept in stock at the plant; instead, every tractor was built for a specific customer. Thanks to this pioneering customer-order system, the tractor plant always had precise information on customer needs. A significant share of the staff involved in product development and manufacturing have extensive agricultural experience and a genuinely good understanding of farmers’ needs.
Customer focus was, and remains to this day, the starting point for developing new products. Customers were an integral part of developing the 4th-generation tractors and the award-winning SmartTouch armrest.
Both the 4th-generation tractors and the easy-to-use SmartTouch became bestsellers, picking up an incredible number of industry awards. Today, Valtra’s customer focus can be judged by its wide range of accessories and options, as well as by the Unlimited Studio, where every third tractor built at the Suolahti plant is now customized to the customer’s request. Valtra’s individual solutions have a broad range of applications, including agriculture, airport maintenance and even the defence industry. This customer-focused approach can also be seen in maintenance services and digital services such as Valtra Connect. The pace of development continues just as rapidly as before, since Valtra strives to keep improving its services and tractors in line with customer needs.
What’s next? New regulations, such as the EU’s “Green Deal,” global environmental standards, and changes in weather and farming conditions are raising new challenges for farmers.
“Reducing fertilizer application and sprayer use, along with the need to boost soil fertility, are the driving forces behind precision farming, which in turn increases profitability. Our customers need smart machines and seamless data transfer between them and farm-management software. Valtra solutions such as SmartTouch, Valtra Guide, automatic steering, as well as smart farming services such as Valtra Connect, help farmers achieve their goals. The share of smart solutions is growing rapidly, and Valtra is at the forefront of that movement,” said Mikko Leikkoinen, Valtra’s Director of Sales and Marketing.
Dealers — an important part of the customer experience
The most important component of the customer experience is professional service, parts supply and tractor sales. Valtra is actively growing its distribution network.
“Valtra’s sales and service staff are working with new digital tools that improve customer service quality and that let dealers now anticipate tractor service needs, remotely activate precision-farming services, or configure a tractor with service and financing options matched to the farm’s specific needs. The customer can also activate additional functions on their SmartTouch machine — a tractor’s technical specifications can be expanded and upgraded depending on the customer’s smart-farming requirements,” comments Leikkoinen.
The rollout of new digital tools began at some Valtra dealerships in Germany, France and the UK in 2020, and development and rollout of these tools across Europe continues this year.
Valtra’s distribution network has also seen changes. The brand is getting even closer to customers by appointing new distributors, for example, in France, the UK and Iraq.
“Valtra has become an attractive choice for many distributors, and we’re determined to keep taking new steps toward growth,” said Leikkoinen.
A specially equipped anniversary T-series model
For its 70th anniversary, Valtra will release 70 specially equipped “Limited Edition” tractors. These anniversary models are available in the T series (from the T174e to the T254) and will be sold worldwide.
The specially equipped anniversary models are painted a dark red metallic, echoing Valtra’s roots from 70 years ago. Red is also highlighted in the tractor’s details, including in the leather interior’s stitching and interior lighting. The anniversary model has black rims and a stainless-steel Limited Edition badge.
