Valtra reinforces market positioning

Valtra, a specialist in the design and manufacture of agricultural machinery and implements, strengthens its positioning in South America with a differentiated streamline proposal, based on the pillars of smoothness and efficiency and which highlights one of the characteristics that makes the brand unique on the continent: color.

The innovative global design includes the brand's initial, the letter V, highlighted by a streamline that is red globally and, exclusively, yellow in South America. Fernanda Teixeira, marketing and communications manager AGCO South America, the multinational that owns the brand Valtra explains that tractors produced in Finland come in different colors, while Valtra machines produced in Brazil and Argentina are yellow. “Understanding the strong identification of rural producers in South America with yellow machines, the streamline line is exclusively yellow for parts and communications in the South American region, while on other continents it is red. By adapting the color of the streamline to maintain its regional connection, the brand reinforces its customer focus,” she explains. The phrase ‘Your work machine’ remains Valtra’s official tagline and the logo has not changed either.

The idea of ​​the initiative is to adapt to digital platforms and strengthen Valtra's identification with its customers. One of the objectives of this visual image was to design it for use in different applications, especially on digital platforms. However, it also communicates strongly with the portfolio, which features increasingly modern, robust machines, with specific solutions for each crop and easy to use for extreme conditions.

Valtra, then known as Valmet, was founded in 1951, in Finland, being a pioneer in the development and adaptation of solutions for tractors, later expanding into production of other machinery. In Brazil, the brand celebrated 60 years in 2020. State-owned Valmet officially began its activities in the country in the first months of 1960, after a period of commercial opening between the governments of Brazil and Finland. In the 1990s, the company was privatized and its name changed to Valtra-Valmet and then to Valtra. Currently, in South America, Valtra products are manufactured in 4 factories in Brazil and one in Argentina. In Brazil, the factories are located in Canoas/RS (tractors), Santa Rosa/RS (harvesters), Ibirubá/RS (planters), Mogi das Cruzes/SP (tractors, engines, sprayers, generators and emission control laboratory). In Argentina, the manufacturing unit is in General Rodriguez/BUE (tractors, harvesters and engines). The brand also has its Parts Distribution Center located in Jundiaí/SP and Haedo/Argentina, in addition to the Training Center in Campinas/SP.