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ASV compact track loader displays the company’s name and logo
ASV BRAND: An ASV compact track loader displays the company’s name and logo.

ASV Holdings aims to relaunch its compact loader brand

ASV looks to reintroduce its brand after mergers and acquisitions affected recognition.

ASV is probably one of the best brands of compact track and skid-steer loaders you’ve probably never heard of.

ASV Holdings Inc. makes a line of track and wheeled skid-steer loaders that include one of the smallest (25 hp) and one of the largest (120 hp) available in the market. The company has 132 dealers with 189 locations nationwide, but only a handful are in the North American agricultural markets. That all may change in the future. ASV is making a push to expand its dealer network as part of a brand relaunch.

ASV was started in 1983 by the founders of Polaris Industries. In began making compact track loaders and wheel skid steers in 1990. In 2008, Terex — a large international construction equipment company — bought the company and marketed ASV loaders under its brand. Between 2008 and 2015, no new ASV loaders were introduced. In 2014, Terex became a joint venture with Manitex and ASV was able to re-introduce its brand.

“We are a new startup with 35 years of experience,” says Justin Rupar, ASV vice president of sales and marketing.

Costs more

ASV could be considered a premier brand. Its loaders generally cost 3% to 6% more than many of its competitors, but ASV offers many performance and durability advantages, Rupar says. He claims the cost of owning an ASV compact track or skid-steer loader is less than other brands.

Some of the key things that makes ASV loaders stand out include:

  • Different designs for compact track and wheeled skid-steer loaders from the ground up. Some companies use the same chassis for both, which limits performance, power and comfort.
  • A patented Posi-Track suspension.
  • Fully-flexible rubber tracks that conform to the ground to improve traction and overall performance.
  • Cummins, Deutz and Kubota engines. Different brands work better in different sized machines.
  • Industry-leading ground clearance, torque, stability, speed, comfort and serviceability.

To learn more about the company. and to see its line of compact radial and vertical lift track and wheeled skid-steer loaders and to find a dealer contact ASV, Grand Rapids, Minn., at 800-205-9913 or visit asvi.com.

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