“Vermeer Midwest and Meridian Utility took it to a new level this year. Their dedication to representing the Yanmar CE brand and sharing its value with their customers really sets them apart. We’re thrilled to showcase these valued partners and recognize our appreciation for their performance as Yanmar CE dealers,”

said Jeff Pate, director of sales for the Yanmar CE brand.

Vermeer Midwest, Yanmar CE’s 2021 Multi-Location Dealer of the Year, has shown strong loyalty to the Yanmar CE brand. They have done much to share the benefits of Yanmar CE equipment and have maintained solid customer relationships despite challenging market conditions. Yanmar CE is grateful for the more than 15 years they’ve represented the brand.

Meridian Utility Equipment Sales, Yanmar CE’s single-location dealer of the year, has been a Yanmar CE partner for more than 12 years and has built a significant customer base. They work tirelessly to share ways that Yanmar CE equipment can boost profits and productivity. The dealer’s commitment as a partner is evident in their recent years’ growth with Yanmar CE.

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“Our dealers and our customers really like the new color. Everyone feels that Premium Red attracts attention on the job site, and just as the quality and reliability of our products stand out from the competition, in a sea of yellow competitive machines in North America, our Premium Red color stands out too,”

stated Jeff Pate, Director of Sales, Yanmar Compact Equipment North America.

But this shift from the well-known Yanmar yellow is more than simply a cosmetic color change. For Yanmar Compact Equipment, the symbolism of this change resonates on a deeper level.

“Yanmar Compact Equipment is on a journey of transformation. We aim to be a global leader in Compact Equipment and with the help of our dealer partners, deliver sustainable business solutions for our customers and the societies in which they operate. Our acquisitions of the last few years are now fully integrated into a harmonized, Yanmar CE way of working, with common processes and customer focus right across our enlarged product and services portfolio. For us, Premium Red sends out a clear signal that we are one company, with a clear product strategy. But our transformation goes far beyond our machines, we are challenging the way we think and the way we work, to transform our products, our business, and our brand to create even more value for our customers,”

explains CEO, Giuliano Parodi.

In product transformation, Yanmar CE is currently evaluating several alternative fuel and powertrain technologies and recently unveiled its first electric mini excavator prototype, the new SV17e. Proudly featuring the new Premium Red color, the SV17e is aimed at customers in the European market in the 1.5 to 2.0 tonnes segment.

“Our prototype is significant because it demonstrates our capability to bring the quality and reliability of our highly respected conventional engine technology into the arena of electrification,”

explained Director Product Management EMEA, Cedric Durand.

In business transformation, Yanmar Compact Equipment is continuing to invest in manufacturing infrastructure and in expanding their global dealer network to increase the proximity to customers, reduce lead times and improve service. Closely linked to these investments is the focus on creating an amazing customer experience.

“Our move to Premium Red across our machines certainly signals a change and we are confident that our customers will start to see other changes too. We have the ambition to be a leader, not only in machines but in the customer experience too, and are working hard to get closer to our customers to identify new and innovative ways in which we can add value to them,”

explained Elsie De Nys, Global Director Channel and Brand Development.

The change to the new Premium Red also heralds a new confidence in the Yanmar Compact Equipment brand and coincides with the launch of its new tagline, Together We Build.

“Our aim, together with our dealer partners, is to build stronger relationships and create even greater customer value. Together We Build,’ really underlines our commitment to transforming Yanmar CE and with the help of our dealers, to focus on creating a new and exciting experience for our customers,”

Parodi said.

For Yanmar Compact Equipment, change is in the air and the fresh, new image of the Premium Red machines, certainly reflects the optimism running through the business. This milestone moment is about shared goals and ambitions and about building a better future for everyone.

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The launch of this new tagline is the culmination of extensive global research and consultation with staff, dealer partners, and customers. It also represents an important strategic step in Yanmar CE’s transformation journey.

“Our aim, together with our dealer partners, is to build stronger relationships and create even greater customer value. Together We Build’, really underlines our commitment to transforming Yanmar CE and with the help of our dealers, to focus on creating a new and exciting experience for our customers. Our transformation will embrace, not only our products with new and alternative fuel technologies but our entire business with value creation at its heart,”

said CEO, Giuliano Parodi.

While the words “Together We Build” may be a new expression, the thinking behind them is fundamental to Yanmar CE and its customers. The essential values which underpin the brand present a modern company that listens to customers builds trust with partners is highly competent and takes a hands-on approach to business, but above all, can inspire and enable customers to reach their ultimate goals.

“Together We Build is what we and our dealer partners have always tried to do with our customers. Their success has always been our success. We have always tried to help them build their businesses, whilst at the same time building our own. The difference now is that the positive advances we are making across our business, have given us the confidence to go out to our customers and say this is what we stand for,”

explained Elsie De Nys, Global Director Channel and Brand Development.

With the “Together We Build” tagline, Yanmar CE has delivered a strong but simple message for customers, dealer partners, and the entire Yanmar CE team. It’s about a shared commitment and it’s about shared aspirations and goals. In a world that is changing fast, “Together We Build” is a positive message of togetherness and hope with the promise of building a better future for everyone.

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Johnson joined the organization as commercial director in September 2020, overseeing sales, national accounts, channel development, and marketing. He brought extensive leadership experience with deep technical, channel development, and business leadership expertise within the commercial industry. As president, Johnson will lead and further develop the growth initiatives for the company as the two brands progress in a joint vision of Yanmar Compact Equipment North America.

“We have assembled a strong team committed to the ASV and Yanmar brands and focused on serving all of our stakeholders. This group of leaders will continue to drive the business and achieve excellent results for our customers, dealers, and employees. As we continue to grow, we will seek to provide even more resources and support to our dealers and in turn, the end-user customers. The addition of Lee and David is the logical next step,”

Johnson said.

Thole brings more than 20 years of experience, with a strong background in parts, service, and overall business operations. Thole’s responsibilities as director of the aftermarket will include strengthening several post-sales support functions as well as leading further development and implementation of the aftermarket strategy.

Gannon joins his role with 30 years of multi-industry experience. His position as director of channel development will involve working closely with the dealer network, both by recruiting dealers and assisting existing dealers with being successful.

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Kevin Zimmer, president of Yanmar Compact Equipment North America, which encompasses the Yanmar Compact Equipment and ASV Holdings Inc. brands, said:

“We are pleased to invest in increased production capacity to support our growth, in addition to adding jobs to the Minnesota workforce. It’s a strong indicator of our success in growing as a comprehensive provider of compact equipment in North America.”

The open positions include assemblers, welders, warehouse clerks, production staff, and more.

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Yanmar Compact Equipment North America, encompassing the Yanmar Compact Equipment and ASV Holdings Inc. brands, announces Tate Johnson as commercial director. Johnson will be responsible for channel development, sales, and national accounts for Yanmar and ASV compact equipment in North America. He will focus on expanding the availability of ASV and Yanmar compact equipment products to customers.

said, Johnson: 

“I’m excited to join the Yanmar and ASV team. I can’t wait to get out in the field to meet dealers and customers and discuss ways we can better serve them and grow our presence in North America.”

Johnson brings more than 20 years of experience developing, fielding, and supporting products used in mission or job-critical applications. He is experienced in channel development and product management, marketing and commercial sales, and business development. He also brings experience in business strategy, P&L management, and business and profit growth.

“Tate brings a wealth of experience in finding ways to grow businesses and make customers’ lives easier. We’re excited to have him join the team as he helps us find new ways to serve our dealers and customers.”

said Kevin Zimmer, president of Yanmar Compact Equipment North America. 

Johnson earned a bachelor’s degree in physics from St. John’s University and has graduated from the executive business acumen program at the University of New Hampshire and the Mini-MBA program at St. Thomas University.

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