ASV becomes Yanmar in rebrand for North America

Yanmar will sell its ASV Posi-Track compact track loaders under the Yanmar brand in North America under a new ‘One Yanmar’ initiative announced at ConExpo-Con/Agg.

The ASV brand will continue to be used in Australasia, where ASV has a strong presence, but in North America, which constitutes the vast majority of the global CTL market, the ASV name will be seen only as a small logo on red Yanmar branded machines.

“We are preserving what makes ASV innovative and bringing it forward under Yanmar to give dealers and customers one clear story and one stronger presence in the market as One Yanmar,” said Anna Christine Sgro, president of Yanmar Compact Equipment North America.

Anna Christine Sgro, president of Yanmar Compact Equipment North America, pictured at ConExpo. (Image: KHL Group)

Yanmar Compact Equipment now offers two different track systems: machines using the ASV Posi-Track system, designed for high traction on soft, wet, slippery, rough, or hilly terrain; and more conventional steel-embedded tracks, designed for durability in construction and hard-surface environments.

Yanmar acquired ASV in 2019. The company’s range in North America spans compact track loaders, mini excavators, compact wheel loaders and tracked carriers.

Sgro said it had market leadership in mini excavators; “and now we’re focused on leading in the compact track loader category. Our goal is simple — to deliver a complete compact equipment portfolio that provides more choice, performance, and uptime for our customers.”

Yanmar’s TL25RP compact track loader, incorporating the ASV Posi-Track technology. (Image: KHL Group)

Since acquiring ASV, Yanmar has invested more than $32 million in automation, innovation, and manufacturing technology at its Grand Rapids, Minnesota, facility, where Yanmar and ASV compact track loaders are produced.

Over the next five years, Yanmar said it would invest an additional $30 million to further expand CTL engineering capability and production capacity.

At its ConEpo booth, Yanmar showed two compact track loader pilot models: the TL25RP and TL50RP, both using ASV Posi-Track technology.