“Selling premium brands is one thing. We are never going to be the cheapest and we are often unapologetic about being the most expensive. The value is in the aftersales service. We pride ourselves on being able to offer our customers a one stop shop, everything from manufacturer trained diagnostics to CNC precision engineering. It is a challenge to move at the speed that technology is pushing agriculture, but we have made it our mission to work with the best brands and give our customers the support they need,” he concludes.
Working with Fendt, he has had to adjust to the speed of change faster than most. The AGCO group premium brand has been at the forefront of pioneering agricultural technology and has expected its dealers to keep pace.
There is no doubt in his mind that the development of new technology is helping agriculture to be more sustainable and productive. However, he also recognises the impact this has had on the business and how it has challenged him, and his staff, to deliver an ever-diversifying range of services to their customers.
Used Fendt tractors with as many as 10,000 hours are supplied with 12-month warranties which Mr Ross suggests represents a shared commitment between manufacturer and dealer to deliver on their promises.
The service level expectation has seen Mr Ross choose to invest in staff who specialise in the technology that has come to control the latest machines. However, this is not to the detriment of skilled engineers who offer welding and fabrication at Ross Agri Services’ St Cyrus base.