National Ag might be one of the newest additions to Merlo’s dealership network, but sales and relationships are already thriving
Some dealer-manufacturer relationships can be a leap into the unknown, but it did not take long for National Ag and Merlo Australia to realise they were a logical fit.
With plenty of the manufacturer’s telehandlers already operating within National Ag’s catchment area and developing a positive reputation, the only thing missing was an active dealer in the area.
National Ag is based in the northern New South Wales town of Moree and serves an area of about 300km radius from its home base with the Merlo product, encompassing areas such as Tamworth and even the Queensland border town of Goondiwindi.
Get on board
National Ag is a family-run business, with managing director Colin Underwood working alongside son Munro, who is kept busy through roles in both sales and service.
Its catchment area is very much broadacre country, with materials handling being cited as the most popular use for Merlo’s products on farms.
“The most interest we find is for materials handling – specifically grain handling and fertiliser handling,” Munro says.
“When people are unloading bunkers, they use the big grain buckets to scoop the grain up and dump it into trucks.
“Recently we even had two pilots come in who wanted to use it for loading planes, which again was for handling fertiliser.
“The second biggest area of interest with Merlo would probably be in loading cotton bales.”
National Ag joined the Merlo network in early 2023, with the dealer entering the partnership confident it would be a success.
“The reputation the machines had is what drew us most to them,” Munro says.
“It was the fact there were a fair few machines out there already and there wasn’t a close dealer to us relatively, along with the reputation of Merlo.
“Before taking on the brand, we went to talk to customers who had Merlo machines from past dealers and they couldn’t really say anything bad about them – they all love the machines.
“The only thing they didn’t like is that they didn’t have a dealer close by, so we changed that.”
Core products
Two of Merlo’s most popular agricultural products – the Turbofarmer 35.7 and Multifarmer 44.9 – were being showcased as part of National Ag’s extensive site at this year’s AgQuip, held in NSW in August.
Merlo’s Multifarmer, which combines the benefits of both telehandlers and tractors, is a unique machine which provides farmers with the best of both worlds.
Munro says the Multifarmer has “probably generated the most interest” since entering National Ag’s line-up.
Two Multifarmer models are imported into Australia, with the MF44.9 on display for National Ag during AgQuip being the larger of these.
The MF44.9 offers an 8.8m lift height, along with a 5.8m maximum reach.
Its maximum load capacity is 4,400kg and there is a maximum reach of 1.7m while carrying this load.
Merlo’s Turbofarmer is more of a conventional telehandler and is available in a variety of sizes.
Munro says the most popular model with National Ag’s customers in the TF35.7 – which was on display at AgQuip – and which offers a 3,500kg maximum lift capacity, 6.5m maximum lift height and 3.5m maximum reach.
It is the overall quality of Merlo’s machines which makes them stand out, according to Munro, with this quality being apparent in several ways.
It firstly influenced the decision for National Ag to take on the Merlo brand and has held true since.
“We thought the Merlo was just a better machine – more compact, better finish, easier to use and smoother controls,” he says.
“We build a lot of machines and we use telehandlers a lot. I can honestly say the Merlo is definitely the smoothest machine to use as far as the hydraulics go.
“A lot of them are very jerky when you’re going down, but the Merlo is the smoothest – it’s a brilliant machine.
“The reliability of the machine is one big thing, while the other thing is the serviceability – you open up the side and everything’s there.
“All the filters are easily interchangeable which is a big thing, plus the compactness of the machines and just the ease of usability.
“They’re so simple to use. Everyone who has one loves it and it’s the most used machine on the farm.”
Relationships
As a family-owned business, National Ag understands the value of personal relationships.
It stems from the Underwood family being ex-farmers themselves and therefore understanding what farmers need.
“Because we’ve been there on the farm, we really value service and understand that when someone rings you’ve just got to be there,” Munro says.
“A day or two can be critical and cost enormous amounts of money, so we understand that when someone rings and needs something, it’s important and you can’t just leave it for a couple of days.”
This sense of urgency and frequent communication also explains why National Ag’s relationship with Merlo Australia – and its dealer support manager Norm Atkinson – has thrived.
“We’ve got a really good relationship with Norm, he always answers the phone,” Munro says.
“I don’t think I’ve ever rung Norm and he hasn’t rung back within 10 minutes or at least sent me a text.
“As far as Merlo’s support goes, that is fantastic too and their service support is great.
“In terms of their backup and getting back to you and actually talking to a real person – it’s fantastic.”
The positive feeling is mutual, with Merlo Australia’s national sales manager Chris Wilson being full of praise for the National Ag team.
“We identified early days that the Moree region was an area that we needed to have representation,” Chris says.
“The guys at National Ag, especially being a family business ,which in essence we are, was appealing and coming from the land and understanding the land was something that meant we knew we could work closely together.
“The relationship today has been faultless. We see a good growth area over the next 12 to 18 months, so we’re pleased with National Ag and we’re more than happy to grow it further,” he says.
Merlo Australia’s full product range can be viewed at www.merlo.com/aus/en and National Ag can be contacted via www.natag.com.au