Clifford’s Tractor Parts of Tralee, Co Kerry, is long established as a supplier of parts for older vintage and classic tractors, and is well known to many who have restored machines or are keeping older models running on a farm.

Yet this is not an expanding market, and with the next generation of Cliffords joining the firm, Colm Clifford and his family have taken a good look at what the business is doing now and in which direction it should be heading in the future.

One decision that was made in 2020 was to move the company’s status to one of limited liability, giving a clear structure to the management whilst retaining Noel and Pat Clifford as strategic members of the team.

Building on the present

Once this had been completed, attention could be paid to the business model.

Here the first priority is to maintain the present customer base and continue to offer the parts required to fix and service tractors of an age expressed in decades rather than years.

Tractor grills — There is still a strong market for classic parts, one that Clifford’s intends enlarging upon

This central theme has been strengthened by a complete revamp of its sourcing process.

Gone is the overreliance of any one particular supplier and in its place is a much broader approach with original manufacturers rather than wholesalers being sought and relied upon for supply.

This has led to the dual benefits of an increase in quality and a reduction in price.

At first this might seem counter-intuitive but the removal of a middleman has raised the curtain on a new vista of parts sourcing, enabling the firm to go straight to a manufacturer, resulting in better prices and, more importantly, a choice of specification.

More steel

Bonnets and tinwork are a good example of this. Having approached the makers directly, Clifford’s found that the gauge of steel and attention to the finish were not fixed at any one point as was thought.

MF bonnet — This MF 35 bonnet is of thicker gauge steel and has a better finish than was being supplied to Clifford’s’ goods before

Thicker steel and finer finishes were available, and it is these better quality products that are now bought in to stock, usually from Turkey or India.

With regard to price, many components could be purchased much more advantageously.

Darragh Clifford, who is now the purchasing manager, points to a saving to the customer of around 25% for a basic tractor seat.

Seats on rack — All but one of these seats are sourced directly from the manufacturers, offering excellent cost savings, according to Darragh Clifford

Sourcing items from original equipment manufacturers has led to another opportunity opening up – the chance to create an own label brand for the more common items, specifically oil filters, cab trim, and windscreens/windows.

Clifford’s’ own brand

The name chosen for the brand is Tractor Parts International (TPI), and it will encompass a growing range of components as time goes by.

TPI Filters — Tractor Parts International (TPI) is the brand name for the company’s own range of components

There is no shirking on quality for the items offered under this new name, for, according to Darragh, they come off the same production lines as original equipment manufacturer parts and are simply packed into different boxes with different labels.

The attraction for Clifford’s of doing it this way is that the customer can be offered a sound product at a better price than from a mainline dealer or other branded source.

Bulk buying

To accommodate the extra stock and bulk orders required to expand the business in this direction, a new warehouse facility has been created, complete with pallet racking and forklift to cope with the increased volume of goods.

Pallet Racking at Cliffords — The new warehouse is set up to accommodate components purchased in bulk.

The old storerooms have also been completely revamped.

The sorting of parts into their individual slots is an ongoing task, mainly being performed by company secretary Jessica Clifford, who fears that it is one of those jobs that will never be completed.

Spare parts store — Keeping check of individual parts is a never-ending process, but it is made easier by more modern storage facilities

However, there is a definite air of modernity about the stockrooms that may have been missing in the past.

It now much more a professional operation rather than some fellows in a shed flogging parts over the counter and phone.

Clifford’s spreading its wings

Yet it has already been noted that there is little growth in supplying parts to collectors and operators of older tractors.

A new market has to be exploited, and that has been found in attending to younger tractors.

Ford Tractors — Two staples of Clifford’s’ business, yet the company is now looking at serving much younger tractors

Colm has set his sights on tractors of 10 years or older as the major growth sector.

At this age, they are well out of the manufacturer’s warranty and are likely to have passed into the hands of a farmer looking to keep them working at a lower cost.

It is at this stage of life and onwards that Clifford’s can now offer a parts service that the manufacturers are unwilling to provide, although the manufacturers are legally obliged to keep spares available for 20 years post-manufacture.

Servicing electronics

It is often suggested that the modern tractor is more likely to fail because of electronic faults and it is these which will end its service life rather than mechanical failure.

To address this issue, Clifford’s intend to partner with a Dutch electronics service specialist, which will enable them to offer refurbished or service exchange control boxes, dashboards, and screens, thus giving new hope to older, electronically dependent tractors.

Colm also suggests that many farms are retaining older tractors in the fleet due to a lack of confidence in electronically dependent machines.

Colm said, “A 150hp tractor can still do most of the jobs on farms,” so keeping an older model in the shed as a form of insurance is considered a sensible option, and these tractors to will need servicing and parts.

Moving with the times

Clifford’s Tractor Parts has recognised that tending to a slowly evaporating pool of Fergie and Ford enthusiasts is not a viable proposition for an ambitious company, so it is stepping out of its comfort zone to forge an updated business model focussing on the models the manufacturers have left behind.

Warehouse with figures — Jessica Clifford (left) is now company secretary while Darragh is purchasing manager

There are a number of other companies involved in the parts business, yet few set have set their stalls out as clearly as Clifford’s is now doing.

It is a big move on from dark dusty shelves and oily floors but, with the new generation settling in at the helm, it is the way forward if Clifford’s wishes to prosper.

Building on the present

More steel

Clifford’s’ own brand

Bulk buying

Clifford’s spreading its wings

Servicing electronics

Moving with the times

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