Toro underlines multiple brand approach at ICUEE

Marcia Gruver Doyle Pix
Toro Dingo TXL 2000Toro Dingo TXL 2000

As Toro continues its integration of Charles Machine Works after its acquisition earlier this year, Rick Rodier, Toro group vice president, construction businesses, is enthusiastic about the future.

“The cultures of the two companies are so close that the transition has been phenomenal,” Rodier said, speaking during the first day of ICUEE. You can see a video with more of Rodier’s comments on the work and challenges behind the merger below.

“We’re a company that likes multiple brands,”  Rodier continued. “And we will continue to do that with the brands of the Charles Machine Works. We don’t see any of that changing; we don’t see significant, big changes in our future.”

Both companies brought strong compact utility loader lines into the merger. When asked about the future of Toro’s Dingo line and the Ditch Witch SK line, Rodier said much the same: no change.

“We don’t see any change in either of those product lines; if anything, we’ll look for opportunities to build synergies. If there’s an opportunity for those two brands to work together, we’re not going ignore it, but we’re not going to force it. We don’t want to mess with them, so they’ll stay they way they are and we’ll continue to invest in both.”

In August, Toro announced it would exit the Toro brand riding trencher and horizontal drill categories at the end of this year. As opposed to the dual branding of its compact utility loaders, Rodier says managing both brands in these segments offered less opportunity.

The phased-out units include Toro’s DD226 and DD4050 directional drills and RT600 and RT1200 riding trenchers. Toro plans to continue producing all of its walk-behind trenchers, as well as its ProSneak 365 vibratory plow. The company says its integration plan includes a focus on Ditch Witch, Trencor and American Auger brands for its underground segment.