Here is Ian's Story:
J.O. Denton, (
Joe ) left school at 11 years of age, to work in his father’s grocery store and
from an early age he was interested in all things technical. The beginning of
the technical revolution was perfect timing for a lad with his interests.
He
started in his own business in 1923, J.O.DENTON, carrying out mechanical
repairs and experimenting with Marconi’s new invention the wirelesses. Soon he
was building his own receivers and transmitters. In fact he was transmitting radio
signals before any of commercial stations had started broadcasting in South Australia.
In
1923 his focus shifted to sales when he acquired an agency to distribute
Douglas ‘Belt-Drive’ Motorcycles in his area this proved to be another good
decision for the young Joe Denton. Building a name as a fair trader and
reliable source of spare parts with an excellent set of mechanical skills built
his reputation as and astute businessman. Such attributes are reported widely
and he soon caught the attention of other manufactures wanting to engage him to
sell their products.
In
early 1926, and not long after the Ford Motor Company had started building
Model T Fords in Geelong, he saw an opportunity in selling an Australian built
motor car and applied for a Ford Franchise. This was the beginning of a long
term business relationship when the appropriate forms were completed and the official
Ford Motor Company Dealership Agreement with JO Denton of Farrell Flat
commenced on May 1st 1926.
Although not an
official dealer at the time, Joe sold his first T-Model Ford on February 17th
1926 two and a half months before the official start-up date. Joe was an eager
and capable salesman. Tractors were beginning to replace horses in the twenties
and an ever increasing number of farmers were asking Joe about the Fordson
range of tractors. He saw yet another opportunity and sold his first ‘F’ Model
Fordson Tractor on October 17th 1926.
During
this time other agencies formed the wide range of products Joe sold to his
customers. Although Ford went on to the main part of the business, these products
included Caterpillar, Lanz Bulldog, H.V. McKay, Massey Harris, Atwater-Kent
Wireless. Although electricity was being laid out over an increasing number of
households in towns and cities, for families on farms candles and lanterns were
still commonplace but Joe had an answer. As a dealer for Freelite and Delco
Lighting Plants, he helped illuminate many a farmhouse and outbuilding.
Something as simple as electricity drastically changed the lives of people in
Joe’s area.
With
the introduction of the new‘E27N’ model Fordson Joe decided that he could
discontinue his representation of other brands and concentrate his efforts on
this modern and reliable newcomer. Fordson Tractors were sold in large numbers and
Joe retained a healthy market share of around seventy percent at the time. Market
shares of these percentages always come under threat as many other tractor
manufactures responded to the E27N’s success and as they came on stream during
the fifties the market share waned. However the introduction of the New Majors,
Power Majors, and Super Majors continued to offer the business a first class
product keeping sales high and a market share which could be envied by other
dealers of all persuasion.
Ian
Denton began his career with the family firm in 1954 continuing the first class
reputation for supplying parts and accessories to customers throughout the Mid
North. Handling the spare parts side of any business is sometimes a thankless
task but Ian was up to the challenge and in retirement today he still dabbles
in parts as a hobby.
Ian progressed
to the Tractor and Equipment sales side of the business in the early sixties.
When Joe retired in the mid seventies, Ian assumed control and became
responsible for the myriad of tasks concerned with the day to day management of
the business.
This
short statement somewhat sells Ian’s story short as during this time Ford
Tractors and Equipment were outsold in most markets across Australia and
without an alternative to the new quite cabins being offered by Chamberlain and
John Deere, Ford Dealers were losing interest. Some leaving to find other
products more suited to their clients demands. Jo Denton and Sons however
maintained market share and flew a proud but lonely Ford flag.
Early
in the sixties the Ford Motor Company had segregated the tractor division,
forming a new entity called Ford Tractor and Equipment. Dealers who had been
able to sell cars and tractors had two companies to deal with and choices were
made. A new vibrancy fuelled this young company. Ford wasted little time and they
began in earnest to recruit some of the brightest minds and skilled technicians
across Australia. The Tractor and Equipment Division now had the right mix of
people to complete the successful launch of a new range of farm tractors from
twenty eight to one hundred and eight horsepower.
Ian
Denton was at the forefront of this surge and the number of blue tractors
multiplied through the territory he commanded. The new company’s management
could rely on J O Denton and Sons to achieve market leadership monthly.
By
ninety seventy eight a new more powerful and modern range of tractors complete
with a quiet cabin option was offered by Ford T&E. The Arrival of these tractors
created a new energy within the dealer network, particularly in broad-acre
farming areas. Ian’s leadership at Dealer Council meetings and his effervescent
personality was contagious and his peers responded and many took up the
challenge to push for a greater market share. During the Eighties, Ford dealers
across Australia achieved market leadership. In Farrell Flat Ian maintained his
sales dominance with Ford’s 7700 and TW Models.
The arrival
of a range of 30 and 40 Series tractors gave Ford Dealers a formidable tractor offering
from a machinery supplier at the top of its game. The arrival of the Australian
Designed Ford 8401 Tractor generated even more sales. This was a tractor
researched and built to meet the unique needs of the majority of Australia’s
cereal farmers. Tractors were being financed in many different ways and in the
eighties Ford Credit Acceptance Company designed an innovative range of
purchase and leasing plans to support the dealers quest for improved sales
figures.
The
8401 was unique to Australia, and a tractor JO Denton and Sons sold in large
numbers. An Australian tractor to suit Australia’s farming needs the timing of
the 8401 tractor’s introduction was perfect and it made a big sales impact for
the few short years it was produced.
Ian
Denton’s story would not be complete without the mention of Yamaha Motorcycles
and in some ways the motorbikes completed a circle back to the origins of the
business Joe started back in the twenties. Agriculture and pastoral pursuits
took a major leap in efficiency when Yamaha introduced its first Ag bike the Ag100.
This was a 100cc unit complete with handle bar guards and wide carrier. A
couple of years later farmers were looking for more power and Yamaha followed
up the 100 with the Ag175. Denton’s
sold hundreds.
By
the early nineties Ford Tractors and Equipment had morphed into Ford New Holland
after Ford bought the North American New Holland Company in the late eighties. Subsequently
the new company was purchased by FIAT to become New Holland. This was a time of
great upheaval for many loyal Ford Dealers and neither the dealer network nor
the Ford T&E staff would ever be the same again, the magic was gone. Even today some of these loyal people
hold a grudge resulting from the manner in which they were dismissed.
Ian
Denton however maintained a good relationship with the new company and only
wound up this continuous relationship in 2000.
Ian
was presented with an award in recognition of the 75 years unbroken involvement
with the Company by the Denton Family business. At that time the business had
been directly involved with Fordson / Ford Tractors for seventy five years of
the eighty two years that Ford Tractors had been selling in Australia.
In
fact Denton’s had sold, serviced, and cared for the needs of Ford tractor
owners for seventy five years of the complete eighty four year history of Ford
Tractor production across the globe.
Not
many of today’s companies can boast a more enviable record.
Thanks to all of the people who have taken the time to call or e-mail me in response to Ian's story. Remember the internet is an infinate space and there will always be room for one more story. If you or your friends wish to be part of the journey contact me now.
ReplyDeleteThanks Terry.
Copy of e-mail from Geoff Modra today
ReplyDeleteHi Terry
Interesting reading.
Our tribe arrived in Adelaide in 1854 settled in klemzig , started chaff mill to earn money to buy a farm.After 3 years sold up and bought land at kangaroo Flat north of Gawler, not all that far south of Farrell Flat. The Modras were wheat farmers in Germany ,went back to farming and many are still farming today around Australia . It must be in our DNA !
So many of us are involved in agriculture still today
Great to read of Ian Dentons story who knows our folks more than likely bought tractors from
The Dentons.
Cheers
Geoff