The Full Siromer Story: Our History.
- rosebvassistant
- May 6
- 6 min read
Updated: Jun 20
"Something we don’t talk about often enough at Siromer is how the business is and has always been entirely family-run."
Originally founded in 1999 by Jeff Howard, Siromer now spans three generations of the Howard family. Jeff still serves as CEO, while his daughter Louise works as Managing Director. Jeff’s wife, Kath, holds the role of Sales Director. Louise’s son, Orion, who is now 14, has also been lending his hand since 2015. He even helps to build the flatpack tractors alongside the rest of the team!
But this brief summary is just the short story. Let’s take it all back to the very beginning…
The Beginning of Siromer
Jeff Howard, an engineer by trade, was just a man who needed a tractor. With a few acres and a couple of horses, managing the land was becoming challenging without decent machinery. It was time to get a tractor.
But there was one hitch—the price. The John Deeres and Kubotas were far out of reach for Jeff. Second-hand auctions were a mess, too. The tractors were leaky, rusty, and not exactly what Mrs. Howard wanted parked on the drive.
However, luck was about to change Jeff’s fortune. While working in Germany, he stumbled upon the concept of Chinese import tractors. They were brand new, affordable, and came with a warranty. This was a much better option than buying a junker at a second-hand auction! Realizing the opportunity, Jeff imported eight Chinese tractors. His plan was to keep one for his own land, sell a couple, and use the rest for parts.
Yet, Jeff knew that there was room for improvement. When the original tractors arrived, he saw potential. Off he went on a plane to China, armed with a list of 50 improvements, and with that, Siromer Tractors was born.
A Name with Purpose
Now, what’s in a name? Well, to be honest, there’s no grand story behind “Siromer.” Jeff had an amazing business opportunity and wanted to seize the day. With no time to deliberate a brand name, he chose “Siromer” simply because it was available and not registered.
In the words of Managing Director Louise Howard: “In a way, that practicality reflects our company's ethos. We're not about frills or fancy marketing; we're about providing reliable, hardworking tractors that get the job done. The name 'Siromer' might not be glamorous, but it's become synonymous with dependability and value.”
Proudly Built in China
The journey wasn't without struggles. When the business started, “Made in China” came with stigma. People believed the tractors were poor quality and wouldn’t last. But as the saying goes, ‘If opportunity doesn’t knock, build a door.’ Here at Siromer, we took that literally.
A smallholder from Wales came to check out our tractors, and when he saw the crates they were delivered in, his face lit up. "I'd love to build my own!" he exclaimed. That was our lightbulb moment. We created a construction manual, began selling them flatpack, and suddenly, everything changed.
Those flatpack tractors became projects. People threw tractor-building parties, and families worked on them together. They began to understand their machines better. Suddenly, the affordable price turned into an opportunity. Their mantra became, "If I build it myself, I know it’ll last." And they did.
At Siromer, we take pride in our Chinese roots. We promote the origin of our tractors openly, even featuring Cantonese characters in our logo! Louise Howard says: “It surprises me when I hear someone say, 'I wouldn't buy that, it's Chinese,' and then I check the tags on my clothing, and sure enough, 'Made in China' is often there. It’s a testament to the quality of Chinese manufacturing, something we've always stood by.”
25 Years and Onwards
Having recently celebrated our 25th anniversary last year, we at Siromer Tractor take pride in resisting the test of time. However, the business has changed dramatically since 1999.
Jeff and Kath bought their smallholding back in 1983. In those 16 years before starting Siromer, they gained significant insight that influenced the company’s direction. The Howards understood the challenges of managing small plots of land and tailored the business to fit that niche.
In essence, Jeff and Kath were their own customers. They realized many people needed reliable but affordable farming equipment. Yet, putting this good idea into action faced significant hurdles.
Let’s set the scene: It’s 1999, dial-up internet is the norm, and communicating between the UK and China is tricky. Weeklong faxes and crackling phone calls were all they had to address specifications and quality control. Navigating cultural and language barriers added another layer of difficulty.
Nevertheless, with determination and patience, and many factory visits to China, Siromer Tractor started rolling, and it hasn’t stopped since!
As the Howard family grew, so did our customers' needs; Siromer flourished alongside them. Many customers who began with our 20-30HP tractors expanded their operations over the years and sought help with larger tasks. In turn, Siromer developed a robust range of tractors, scaling up to 80HP, along with high-quality imported equipment so that everyone could find the right tractor. (We even offer part-exchange for those upgrading!)
Our tagline ‘Siromer: With you every turn of the wheel’ reflects our genuine passion for providing practical, dependable solutions to serve our customers’ every need. Looking towards 2025 and beyond, we aim to enhance our product range, especially in larger horsepower tractors. We are also excited to continue our research into electric tractors and machinery. We look forward to seeing what the future holds.
Growing Better, Not Bigger
We know it sounds cliché, but each customer truly matters to us at Siromer. This whole endeavor isn’t merely about selling tractors. It's about building lasting relationships and offering real value. Remaining family-run while sustaining a smaller scale were intentional decisions for Siromer. Our core values of reliability, affordability, and exceptional service remain uncompromised by growth.
This approach allows us to foster long-lasting connections with suppliers and customers. It’s not just a transaction; it's a partnership. We are proud to be building a community around our brand.
Louise recalls a memorable moment from Christmas Eve: “Dad and I were delivering a flatpack tractor. It was freezing, late at night, and we were exhausted. But the customer was so excited. He said he was planning a tractor-building party with the whole village after Christmas. That sense of community is something we're proud of.”
Siromer: A Real Business for Real People
At Siromer, we aim to be a business created by real people for real people like you. We understand that not everyone has unlimited resources, which is why we keep our machines as affordable as possible. We recognize everyone’s needs differ, which is why we offer a broad machinery range. We commit to making our tractors with incredible reliability, understanding that accidents happen.
Take, for instance, a customer who accidentally drove his tractor into a lake. After thorough drying and a new set of injectors, that Siromer machine roared back to life.
Another story involves a stolen tractor. The owner had it partially disassembled for servicing. It had no oil filter or oil when thieves took it. They did not get far before the engine seized. Abandoned at the end of the drive, the customer brought it back to life with a fresh oil filter and oil. The tractor is still running strong!
Then there was the customer who, while checking the oil, accidentally left the water tap on, causing the tractor to overheat. A quick refill revived it, and it resumed work seamlessly.
These stories are more than amusing—they illustrate the resilience of our Siromer tractors. They are designed for real-world use, catering to customers who need dependable machinery, even in the face of mishaps. This reliability fills us with pride. With our UK parts center delivering in 24 hours and free over-the-phone advice, we are just a call away!
What Keeps the Wheel Turning Today
To conclude, there is no better way to express our family's motivation for Siromer than in the words of MD Louise: “What drives us is that we're our own customers. We understand the need for a reliable, hardworking tractor that doesn't break the bank. We know what it's like to need a machine to get the job done right. Mum and Dad were always focused on delivering real value for money. Seeing a customer drive away, knowing their lives were about to improve because of our tractor, that was incredibly satisfying. Those core values—value, reliability, and understanding of our customers’ needs—are still the heart of Siromer. We have customers who still call for parts for those first original eight tractors sold. These tractors have over 20,000 hours on the clock! And that original Siromer? It still works at Mum and Dad's place.
It was never just about selling tractors; it was about listening to people, adapting, and building something that lasts. That commitment is what we continue today. It's in our DNA.”
