There is a new sense of direction at Versatile, and that direction is leading to Europe. In December 2023, Versatile was purchased by ASKO Holding, a multi-pronged Turkish business which already owns Basak and in construction equipment circles MST to name but two.
The plan now is to setup up a European hub for Versatile and get all of its Canadian-built tractors homologated for Europe. While the big wheeled (400hp to 616hp) and tracked (530hp to 616hp) articulated tractors are Europe ready having been sold here previously, it is the five (170hp to 255hp) Nemesis models and the five (275hp to 365hp) MFWD range that need the work.
Director of business development in Europe, Arnold Kemkemer reckons the Nemesis tractors will be ready to go on sale here in the second half of 2026 and he has already appointed two dealers in Europe and one in France. “We are not looking for big guys where we will be the third or fourth tractor brand,” he says. “We want enthusiastic dealers. We need a stable long term partnership.”
Grant Adolph, Chairman at Versatile adds, “Before 2020 we were active in Eastern Europe, but with the pandemic and the war in the Ukraine, we then focused on the North American market. Now that we are owned by ASKO Holding, who also own Basak and MST and other synergies we can see the opportunities in Europe. There is a very good possibility to rebrand the Basak tractors too.”
There are around 6,000 high horsepower tractors sold in North America, and although he could not give us the exact numbers, Grant Adolph says they have a better market share in their homeland of Canada than they do south of the border. The Nemesis currently represents a smaller part of Versatile business, despite it being sold by Kubota as the rebadged M8 in both North American markets, but for one reason or another it has never appeared un Europe.
Of all the Versatile products it is also the one that seems the most European using a Cummins 6.7-litre Stage V engine and a choice of ZF powershift and stepless transmissions. It has also been designed with a front-linkage in mind with the 175 on show also fitted with a Quicke front loader.
To provide the level of support to entice dealers and customers, a training, service and parts site will be established in Europe. Where that will be exactly has yet to be pinned down.
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