Ellis Machinery rebrands as AMTEC Smart Farming Solutions

Written by William Kellett

Ellis Machinery has today announced that it is rebranding from June 1, 2021, and will change its name to AMTEC Smart Farming Solutions.

The family-owned business, which has been trading for 30 years, started by trading in reconditioned Dowdeswell ploughs alongside the family’s farming operations.

This led to the expansion of the business and today it buys, sells and repairs a huge range of arable equipment from its 6ac yard in Gaydon, Warwickshire.

This has resulted in it becoming one of the leading used agricultural machinery dealers in the UK, with a stock of more than 450 machines, delivering to farmers across the UK every day.

In addition, the business has developed a farm machinery hire division, offering a wide range of trailers, ploughs, drills and cultivators for long- and short-term hire, as well as being the UK distributor of Idrofoglia irrigation hose reels and pumps.

It also runs online machinery auctions, enabling farmers to buy and sell equipment through a virtual marketplace, as well as a thriving machinery export business.

‘The agricultural industry is going through a period of huge change’


Commenting on the rebrand, David Ellis, director of AMTEC said:

“The agricultural industry is going through a period of huge change.

Our business is evolving to ensure that we continue to support farmers across the UK and beyond with quality machinery, backed up by a wealth of knowledge and a real commitment to customer service.

“At AMTEC we strive to supply machinery to provide smart farming solutions to enable arable farmers across the globe to improve farm profits.

“Our team members are experts in their field and our new name and logo represent a new chapter in the evolution of the business, as we work to incorporate new services and markets to build a strong global brand.”

The post Ellis Machinery rebrands as AMTEC Smart Farming Solutions appeared first on Agriland.co.uk.

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[Wellytrack]

Why?

 

[Goweresque]

Why?

In order to position themselves for some of the money thats going to be funnelled into the latest government buzzwords, like 'Smart farming', via ELMS etc. If you're a 'machinery dealership' then thats boring and so 20th century, whereas if you're providing 'Smart farming solutions' then you're cutting edge and on the zeitgeist and qualify 100% for various grants and free money of varying sorts.

This is what happens when government takes over such a large proportion of the economy, companies stop servicing their customers and concentrate on where the real money is, sucking on the government teat. And if that means loads of boilerplate management bullsh*t bingo, then so be it............

 

[Zippy768]

It's all a bit of a mouthful!

 

[Wellytrack]

In order to position themselves for some of the money thats going to be funnelled into the latest government buzzwords, like 'Smart farming', via ELMS etc. If you're a 'machinery dealership' then thats boring and so 20th century, whereas if you're providing 'Smart farming solutions' then you're cutting edge and on the zeitgeist and qualify 100% for various grants and free money of varying sorts.

This is what happens when government takes over such a large proportion of the economy, companies stop servicing their customers and concentrate on where the real money is, sucking on the government teat. And if that means loads of boilerplate management bullsh*t bingo, then so be it............

If a business has built up a reputation and good image on the back of a 30 year plus family name would it not be alittle short sighted to erode that branding?

Cant see VW getting rid of the Golf name and calling it the Wizbang3000

 

[An Gof]

Had the letter and coffee mat explains the new branding and what the logo meant.
I just thought Ellis were smarter with their money than that. Wonder what that lot cost from the PR company.
Have Ellis appointed an new MD or CEO? It’s the sort of thing a new MD/CEO does to waste money.
Ellis are an excellent company to deal with and have a great reputation. They didn’t need to waste money on this.

 

[Goweresque]

If a business has built up a reputation and good image on the back of a 30 year plus family name would it not be alittle short sighted to erode that branding?

Cant see VW getting rid of the Golf name and calling it the Wizbang3000

Extremely short sighted. One suspects that a new generation of owners may have taken charge and wish to 'modernise' the business. Which usually means running it into the ground inside a decade.

 

[Steevo]

Had the letter and coffee mat explains the new branding and what the logo meant.
I just thought Ellis were smarter with their money than that. Wonder what that lot cost from the PR company.
Have Ellis appointed an new MD or CEO? It’s the sort of thing a new MD/CEO does to waste money.
Ellis are an excellent company to deal with and have a great reputation. They didn’t need to waste money on this.

Coffee mat….?!

Do you mean a coaster?

 

[An Gof]

Coffee mat….?!

Do you mean a coaster?

You’m obviously posher than me

 

[Steevo]

You’m obviously posher than me

Nah, I just don’t drink coffee!