When Lance Carlson stepped out of a white pickup truck onto the gravel parking lot at the Brookfield Tractor dealership, it brought back childhood memories. There, in the field, was a line of equipment in hues of red, black and yellow that he once saw at his grandfather's dealership back in the 1960s.

"It is a heritage thing," Lance says. "We have farmers who have wanted this to be brought back. And now it has."

The new color scheme extends across the entire Versatile product line, returning it to the historic red, yellow and black colors that made the tractors famous between 1966 and 1986. Brookfield Tractor is the first tractor and equipment dealer in the Midwest to unveil Versatile's new paint scheme.

MISSOURI LAUNCH: Versatile brought its equipment line up to Brookfield Tractor in northwest Missouri to show off its new color scheme. This self-propelled sprayer shows off the new red, yellow and black. The entire line of Versatile changed colors in 2017.

Reason for change
According to Adam Reid, Versatile marketing director, the colors were part of a 50-year anniversary celebration last year. In 2016, the company produced 50 Legendary Limited Edition tractors and restored the famous 1977 Versatile 1080, also known as Big Roy. The company sold out of the LLE tractors, and customers began calling local dealerships requesting to purchase their own limited-edition tractor. Versatile company leaders decided there was enough demand to bring back the color scheme.

"It is just something when you can see that yellow cab top coming across the field," says Zach Carlson. "You just know it is a Versatile." Zach works alongside his father, Lance, to manage the family's four equipment dealerships — one in Illinois and three in Missouri. "I think the younger generation really likes the new colors as well. Retro is back — the bolder, the better."

More than just paint
Both father and son agree that while the paint may visually appeal to farmers, the simplicity of the Versatile tractor is what keeps them in the field for generations.

"I think farmers appreciate the ease of operation," Zach says. The average age of customer for the family is between 60 and 65 years. Lance explains that this age group wants two things out of a tractor — not to have hours spent training themselves, or training others, to make it work.

"Many are either doing the work themselves or using hired hands," Lance explains. "They want a tractor that they can get in and just go: simple design, easy-to-understand controls and dependability." Both Carlsons agree Versatile makes that possible.

Today's buyers are also looking for equipment that is reliable, economical and easy to maintain. "They want to work on it themselves," Lance says. "With Versatile, farmers can still work on the tractor. The company has made it easy to maintain, diagnose a problem and fix it."

Expanded lineup
For the Carlsons, the Versatile 310 front-wheel-drive tractor works for their farmer clients. "It is that multipurpose tractor that you can hook up to your grain cart, plant, pull the mixer or tillage tool," Zach says. "It is just a go-to type of tractor."

Versatile started mass-producing articulated 4wd tractors in 1966. Back then, the tractors came with six-cylinder diesel or eight-cylinder gas engines, producing 100 hp. The two main models, the D100 and G100, sold for less than $10,000. Over the years, much has changed.

The company had several owners. Then in 1986, Ford purchased Versatile and was later known as New Holland. With it came the change in color scheme. In 2000, CNH sold the Versatile facility to Buhler Industries Inc. In 2007, a Russian-based company, Combine Factory Rostselmash, purchased the majority share in Buhler Industries. Soon after, Versatile started expanding its product line.

Today, Versatile offers self-propelled sprayers, combines and a line of precision seeding and tillage equipment. Reid says the company continues to make investments to improve its products for farmers and ranchers, adding that it is good to be able to move forward while paying homage to the past.

It doesn't take much to trigger a memory — a sight, a sound, or in Lance's case, a color. This year, with the new color scheme, Versatile is bringing its heritage back to the heartland.