The 1970’s were a big decade for White Motors. The company started the time period with plans to grow its three farm equipment brands as independent units utilizing common manufacturing plants and equipment frames. This initial plan from White seemed like a good plan for growth as the common platform system worked well for auto manufacturers such as General Motors, which produced Chevrolet, Pontiac, Oldsmobile, Buick and Cadillac cars on the same platform and with sheet metal and option changes, and were then sold through an independent dealer network. With the down turn in White Motors’ other business interests, the farm equipment division changed courses to consolidate its products into a single brand. Starting in 1974 White Farm Equipment began the process of consolidation spearheaded by White Motors’ new president.

Semon E. "Bunkie" Knudsen was the president of White Motors from 1971-1980. Under his leadership the farm equipment division was modernized and streamlined. Bunkie Knudsen had a long history in manufacturing. His father, William Knudsen, was the president of General Motors in the late 1930’s. Bunkie Knudsen started with General Motors’ Pontiac division in 1939 and rose to the level of vice president of General Motors and the head of Pontiac by 1956. As the head of Pontiac he hired famous car designer John DeLorean to help him revitalize the brand with a sporty muscle car image. Bunkie Knudsen’s efforts were so successful at Pontiac he was promoted to head Chevrolet in 1961. By 1965 Knudsen had become the executive vice-president of General Motors. In 1968 Bunkie Knudsen was hired away from GM to become the president of Ford Motor Company by Henry Ford II. While at Ford, Bunkie Knudsen continued to promote muscle cars and focused on developing the Boss Mustang. Knudsen’s tenure was short at Ford due to political infighting with other Ford executives led by Lee Iacocca. On September 2, 1970, Henry Ford II fired Bunkie Knudsen. After leaving Ford, Bunkie Knudsen landed on his feet and became the president of the White Motor Company. When Bunkie Knudsen took over the helm of White Motors, the company was involved in producing and distributing several lines of large trucks, three brands of farm equipment and a construction equipment line.