True North Equipment
True North Equipment is a privately held John Deere dealership founded in 1897, operating eight retail locations across Minnesota and North Dakota. It sells, services, and parts-supports agricultural, compact utility, landscaping, and compact construction equipment for commercial growers, residential customers, and contractors.
- Company typePrivate
- Founded1897
- HeadquartersGrafton, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What True North Equipment does
True North Equipment is a privately held, authorized John Deere dealership group founded in 1897 and headquartered in Grafton, North Dakota. It sells, services, and parts-supports new and used John Deere agricultural equipment (large-horsepower tractors, combines, sprayers, planters, tillage, and hay/forage machinery), compact and utility tractors, Gator utility vehicles, home and commercial mowing equipment, and compact construction equipment (track loaders, skid steers, excavators, wheel loaders). The company also distributes complementary brands including Summers, Frontier, Brent, Unverferth, and Westfield. Its core technology footprint is built on John Deere's precision agriculture stack — AutoTrac guidance, StarFire GPS receivers, the RTK Network, Connected Support, and the Operations Center PRO platform — which the dealer implements, services, and monetizes through its certified technicians and dedicated Precision Team.
The business model is a traditional equipment dealership plus a services portfolio. Revenue streams span one-time new and used equipment sales, recurring parts (genuine John Deere, A&I aftermarket, John Deere Reman), service and repair (including mobile service trucks and off-season inspections), a defined-price inspection menu ($239–$399), bulk oil and DEF delivery under the "Keep it Full" program, and financing facilitation through the John Deere Financial Multi-Use Account. Go-to-market is direct-to-customer across the northern Red River Valley, executed through eight retail dealership locations in Minnesota and North Dakota (Baudette, Grafton, Grand Forks, Kennedy, Mahnomen, Northwood, Thief River Falls, Warren), an IMPACT Center training facility and Resource Center in Grand Forks, plus a digital layer including the MyTrueNorth customer portal and Shop.Deere.com integration (dealer-id 083701). A network of over 25 parts dropboxes extends after-hours parts access across both states.
Customers are segmented across agricultural growers (primary — grains, sugar beets in the Red River Valley), residential property owners, commercial landscaping operators, and compact construction contractors. The company is privately held with 101-250 employees, no disclosed parent or institutional ownership, and one documented acquisition (Evergreen Implement, 2019). Pricing is largely quote-based on equipment; service tiers, seasonal APR promotions (e.g., 3.9% for 60 months on select air seeders/sprayers), and inspection packages provide a small but visible disclosed price bench.
True North Equipment firmographics
Firmographics- Name
- True North Equipment
- Legal name
- True North Equipment
- Website
- https://truenorthequipment.com
- Company type
- Private
- Founded year
- 1897
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- True North Equipment is a privately held John Deere dealership founded in 1897, operating eight retail locations across Minnesota and North Dakota. It sells, services, and parts-supports agricultural, compact utility, landscaping, and compact construction equipment for commercial growers, residential customers, and contractors.
- Ownership category
- akta.pro rank
True North Equipment industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
- akta.pro secondary industries
- Used & Refurbished Farm Machinery (Resale, Rebuild, Remanufacturing) (AFAAAAAI), Precision Agriculture & Farm Technology Equipment (IMAHACAH)
Keywords
Where True North Equipment is headquartered
LocationHeadquarters
- HQ city
- Grafton
- HQ country
- United States
- HQ region
- North America
Offices10 records
Markets served
True North Equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- New Equipment Sales: Sales of new John Deere agricultural equipment including tractors, combines, sprayers, planting equipment, and compact construction equipment. Also includes other branded equipment from Summers, Frontier, Brent, Unverferth, and Westfield.
- Used Equipment Sales: Sales of pre-owned agricultural and compact equipment including combines, tractors, sprayers, and attachments.
- Parts Sales: Sales of genuine John Deere parts, A&I aftermarket parts, John Deere Reman parts, and accessories. Parts available for in-person purchase, telephone orders, email, and online ordering through Shop.Deere.com.
- Service and Repair: Factory-trained technician services for repairs, warranty work, and preventative maintenance on agriculture and commercial mowing products. Includes mobile service trucks and seasonal after-hours support.
- Financing Services: Multi-Use Account through John Deere Financial enabling financing for parts, service, equipment, and crop inputs with seasonal payment terms.
- Bulk Oil and Fluids: Bulk delivery of John Deere Hy-Gard hydraulic fluid and Plus-50 II engine oil through Keep it Full delivery program.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time/ perpetual license | Commercial Zero-Turn Service (Z9) |
| Other | One time/ perpetual license | Residential Zero-Turn Service (Z3, Z5, Z7) |
| Other | One time/ perpetual license | Small Residential Riding Mower Service (X3 D, E, S, LX, LA) |
| Other | One time/ perpetual license | Large Residential Riding Mower Service (X5 and X7) |
| Other | One time/ perpetual license | Gator UTV Service |
| Other | One time/ perpetual license | Compact Utility Tractor Service (1 and 2 Series) |
| Other | One time/ perpetual license | Used 6 Series Tractors |
| Other | Multi-year contract | Seasonal Financing Promotion |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels6 records
True North Equipment product offering
Product offeringCore offering
True North Equipment is an authorized John Deere dealership selling new and used agricultural equipment (tractors, combines, sprayers, planters, tillage, hay/forage), compact and utility tractors (1-6 Series, 23-140 HP), residential and commercial landscaping equipment, Gator utility vehicles, and compact construction equipment. The dealership also provides genuine John Deere parts, factory-trained service and inspections, precision agriculture technology solutions, and financing through John Deere Financial Multi-Use Accounts.
Product overview
True North Equipment is a John Deere dealership offering a comprehensive portfolio of agricultural, landscaping, and construction equipment as a single unified dealer network. The product portfolio centers on John Deere equipment across six main categories: Agriculture Equipment (tractors over 100 HP, planting/seeding, sprayers, harvesting, tillage, hay/forage), Compact + Utility Tractors (1-6 Series ranging 23-140 HP), Home + Landscaping Equipment (riding mowers, zero-turn mowers, Quiktrak), Gator Utility Vehicles (traditional, mid-size, full-size crossover), and Compact Construction Equipment (track loaders, wheel loaders, excavators, skid steers). These are complemented by Precision Agriculture technology (AutoTrac, StarFire, RTK Network), Parts + Service operations, Financing through John Deere Financial, and Inspections. The company also distributes other brands including Summers, Frontier, Brent, Unverferth, and Westfield equipment.
Differentiator
Problem solved
Functional benefit
Products and services
- New Agriculture Equipment Full line of new John Deere agricultural equipment including tractors over 100 HP, planting and seeding equipment, self-propelled sprayers, harvesting combines and headers, tillage implements, and hay and forage equipment for commercial farming operations.
- New Compact and Utility Tractors New John Deere compact and utility tractors ranging from 23 HP sub-compact 1 Series models up to 140 HP 6 Series utility tractors, with multiple transmission and configuration options for small farms, properties, and worksite jobs.
- New Home and Landscaping Equipment New John Deere residential and commercial lawn care equipment including residential riding mowers, residential and commercial ZTrak zero-turn mowers, Quiktrak stand-on mowers, commercial walk-behind mowers, and front mowers.
- New Gator Utility Vehicles New John Deere Gator utility vehicles in traditional, mid-size crossover, and full-size crossover configurations, available in gas, diesel, and electric powertrains.
- New Compact Construction Equipment New John Deere compact construction equipment including compact track loaders, compact wheel loaders, compact excavators, and skid steers for construction and earthmoving applications.
- Other Brands Equipment Equipment from non-John Deere brands distributed by True North, including Summers field cultivators and harrows, Frontier tractor attachments and implements, Brent grain carts, Unverferth rippers and header transports, and Westfield grain augers.
- Used Equipment Pre-owned agricultural equipment, tractors, combines, sprayers, and attachments available with flexible financing options.
- Parts Sales Sales of genuine John Deere parts, A&I aftermarket parts, John Deere Reman parts, and accessories for in-person purchase, telephone orders, email, and online ordering through Shop.Deere.com.
- Service and Repair Factory-trained technician services for repairs, warranty work, and preventative maintenance on agriculture and commercial mowing products, including mobile service trucks and seasonal after-hours support.
- Inspections and Optimization Packages Off-season inspection service packages for agriculture and turf equipment including standard inspections, on-farm planter and air drill inspections, in-field combine inspections, and commercial/residential service tiers priced between $239 and $399.
- John Deere Financial Multi-Use Account Financing Multi-Use Account through John Deere Financial enabling financing for parts, service, equipment, and crop inputs with seasonal payment terms and promotional offers such as 3.9% APR for 60 months on select air seeders and sprayers.
- Precision Agriculture Technology Solutions John Deere precision agriculture technology including AutoTrac guidance systems, StarFire GPS receivers, RTK Network connectivity, Connected Support services, and Operations Center PRO data-driven farming insights, supported by an in-house Precision Team.
- Bulk Oil and DEF Delivery Bulk delivery of John Deere Hy-Gard hydraulic fluid, Plus-50 II engine oil, and DEF through the Keep it Full scheduled delivery program for commercial agricultural operations.
- Parts Dropbox Network Convenient after-hours parts pickup through a network of 25+ dropbox locations across Minnesota and North Dakota.
Companies that use True North Equipment
Customer profileSegments4 records
Ideal customer profiles4 records
True North Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
True North Equipment partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- John DeerecoreAuthorized John Deere dealership providing full line of John Deere agricultural equipment, compact utility tractors, compact construction equipment, Gator utility vehicles, home and landscaping equipment, precision agriculture technology, and John Deere financing options. Company has served as John Deere dealer since 1897.
- ESGR (Employer Support of the Guard and Reserve)minorPartnership to support military veterans and their transition to the civilian workforce through hiring programs.
- SkillBridgeminorMilitary-to-civilian career transition program connecting service members with job training and employment opportunities at True North Equipment.
- Army PaYS (Army Partnership for Youth Success)minorArmy career readiness program providing soldiers with employment opportunities upon completion of military service.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
True North Equipment competitors and assessment
Company assessmentMarket position
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
True North Equipment social profiles
Digital presenceTrue North Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
True North Equipment leadership team
Management profileNumber of profiles
True North Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
True North Equipment M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about True North Equipment
What does True North Equipment do?
True North Equipment is an authorized John Deere dealership selling new and used agricultural equipment (tractors, combines, sprayers, planters, tillage, hay/forage), compact and utility tractors (1-6 Series, 23-140 HP), residential and commercial landscaping equipment, Gator utility vehicles, and compact construction equipment. The dealership also provides genuine John Deere parts, factory-trained service and inspections, precision agriculture technology solutions, and financing through John Deere Financial Multi-Use Accounts.
Is True North Equipment a public or private company?
True North Equipment is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was True North Equipment founded?
True North Equipment was founded in 1897. It employs 101 to 250 people.
Where is True North Equipment based?
True North Equipment is headquartered in Grafton, United States, in the North America region.
How does True North Equipment make money?
Six revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, parts Sales, service and Repair, financing Services and bulk Oil and Fluids.
Does True North Equipment have an API?
No public API is recorded for True North Equipment.
What industry is True North Equipment in?
True North Equipment's product category is Agricultural Equipment Dealership. Its primary akta.pro industry code is AFAAAAAH, Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools), with a secondary code of AFAAAAAI, Used & Refurbished Farm Machinery (Resale, Rebuild, Remanufacturing). Its NAICS code is 42382 and its SIC code is 3523.