The Age of Aquarius
by Gordy Schultz
New 3588 plowing on Esche Farms of Henderson, KY in November 1979
The International 2+2 turned 25 years old this year. The first piece of literature put out by International on the 2+2 was a dealer introduction packet in January 1979. This rare piece of literature was titled "Age of Agrarius 79". The term “Agrarius” is a spin on the phrase Age of Aquarius. It was a vinyl red folder that included an introduction schedule for 1979.
In January 1979, International Harvester shocked the farm equipment market by introducing the new 2+2 tractor line. This new kind of farm power had a fully enclosed engine compartment, roll away hood, rear-mounted IH Control Center Cab and equal-sized drive tires all around. 2+2, equaled a whole lot more. The first two models on the market were the 130 hp 3388 and the 150 hp 3588.
Ken Updike’s book International Harvester Tractors 1955-1985 states that the IH 2+2 was the last major innovation in tractors in the 20th Century. That statement could not be any more true. The 2+2 was the first tractor to place the engine ahead of the front drive axle for increased tractor stability and traction. Today’s CaseIH MX Magnums and other brands like AGCO and John Deere use the same front forward concept to deliver the power in their 180-240 hp tractors to the ground.
The Anteater
The 2+2 is a unique tractor to say the least. The tractor offers four equal sized tires for 4wd tractor ion with row crop measurability. IH accomplished this by placing an articulation point ahead of the tractors cab rather than in the rear. The original 2+2 was meant to be a super fwa row crop tractor rather than a full fledged prairie buster like the larger Steiger built IH 86 series 4wds.
Because of the long nose design the 2+2 was nicknamed the Anteater in the U.S. and the Snoopy in England. The interesting design allowed the operator to have a view from the cab that was not any different than a conventional row crop 86 series tractor. The hitch and pto were right behind the driver. The view from the front was different because the hood was long. The long hood did not effect steering. The back tires follow right inline with the front tires just like a normal tractor. The articulation allowed for tight turning on head lands with 15.9 circle. In comparison New Holland’s Genesis tractors with Super Steer introduced in 1995 offer a 15ft turning diameter. IH was ahead of industry in 1979.
A View From the Drivers Seat of a 3588
The long hood also could appear to be a big service concern to farmers. Minneapolis-Moline A4T-1600 had a long hood and it would take an hour and half to unbolt the hood just to get to the engine for service. The IH 2+2 hood only took a mater of seconds to unlatch and roll forward for ease access to the engine.
In order to promote the new 2+2 tractors IH developed a ten month marketing plan for 1979. The International Harvester Company and participating IH Dealers co-sponsored informative, memorable and motivating events and promotions to introduce the exciting new “2+2” Tractors.
January: Product introduction to IH Dealers and North American Press Conference
February: 1979 IH Buyers Guide starts mailing on 2/1/79. The IH Farm Forum Magazine mails with a 4 page ad on the 2+2. National/Regional/Local publicity began to appear. The 2+2 was put on display at major farm shows (Canadian Farm Equipment Show; National Farm Machinery Show, California Farm Equipment Show; Western Hardware & Implement Show). 2+2 In-Store materials went on display.
March: “AGRI-CULTURE DAYS” dealer open houses were held. A 4 page color 2+2 product mailer is sent to 220-plus acre prospect customer farms on the IH dealer mailing list.
April: Advertising, dealer promotions and farm show exposure continues.
May: 4 page announcement is released in leading national publications.
June: Introduction advertising continues in regional publications
July: Red Power ’79 advertising begins featuring the 2+2. People attending Red Power Show Down demonstrations could enter to win a new 2+2 IH was giving away.
August: Red Power Show Down Field Demonstration Continue
September: Fall Farm Shows begging
October: Fall Farm Shows, In-store exposure and dealer advertising round out the fall introduction.
The In-store promotions were a big part of the IH 2+2 introduction. The IH dealer was the main point of sale and IH wanted a way to show customers just how the 2+2 worked. IH had a movie for dealers in the 70s' stating, "I Missouri Sam, you've got to show me". The Age of Agrarius 79 packet gave dealers gave dealers the tools and information to promote the 2+2 and show customers the tractors advantages.
The most interesting item in the packet came from Ertl. A floor display made of cardboard with a plastic field on top. In the plastic field sat the first ever IH collectors edition tractor from Ertl. Ertl produced a 1/16 IH 3588 2+2 to sit in the stand to help dealers show customers how the funny looking tractor articulated and how the front axle pivoted too. This special 3588 toy had a First Edition die-cast imprint on the body. Today the First Edition 3588 sells for $250 and it is hard to say what the tractor and stand would sell for as they are almost impossible to find. If you are interested in a complete history of 1/16 2+2 variations read Doug Harke's November 2003 TTT article The 2+2 Turns 25.
IH Dealer Display in David Sharps Collection
All of the advertising pieces, 2+2 literature and in-store display information listed in the ten month introduction were included in the Age of Agrarius 79 packaet. Below is a picture of each part of the packet. This is a rare modern IH piece to find completely intact. Expect to pay $100 or more if you can find one.
Inside 2+2 Introduction Folder
TTT
August 2004 Page 11