Flexi-Coil

What Flexi-Coil does

Flexi-Coil is the sole CNH Industrial brand for seeding and tillage equipment in the Australian and New Zealand markets, operating as a wholly-owned brand of CNH Industrial N.V. since its 1999 acquisition. Founded in 1952 by Canadian farming brothers Emerson and Kenneth Summach around their original coil packer invention, the company today designs and manufactures a portfolio of air carts (60 Series, 12,234-33,477 litre capacity), air drills (7200 Precision Hoe Drill, 6100 Precision Disc Drill, 5500, 5000HD), and precision cultivators (ST820), all built around proprietary technologies including the patented FlexRate Modular Metering System, two-piece wing design, OptiRow automatic downforce control, and the ISOBUS-compliant FlexControl IV+ cab display. Manufacturing is conducted at CNH facilities in Mannum, South Australia and Saskatoon, Canada, with Australian-specific engineering modifications (e.g., the redesigned 7200 row unit with 1:1 parallelogram ground following) reflecting deliberate localization for dry, undulated broadacre terrain.

The company sells exclusively through a dedicated dealer network of more than 60 outlets across Australia, supplemented by CNH Capital retail financing (offering promotions such as 1.95% P.A. and zero-deposit deferred-repayment options) and a 2024 factory-integrated partnership with South Australian firm Liquid Systems for liquid in-furrow application. End customers are predominantly broadacre cropping operations growing wheat, barley, lentils, canola, and similar grains, with documented cases showing efficiency gains of 20% to 100% after upgrading to Flexi-Coil air carts and drills. Marketing is conducted through field-day events (AgQuip, Dowerin, Henty), industry sponsorship, and customer testimonial-driven PR rather than direct digital sales.

Flexi-Coil's revenue is consolidated within CNH Industrial's Agriculture segment and is not separately disclosed. The brand relies on durable, high-capital equipment sales supplemented by genuine parts and certified service revenue, with 50+ patents filed around the 60 Series platform indicating ongoing R&D investment under the CNH umbrella. Flexi-Coil trademarks are registered to CNH America LLC, and the brand is managed through CNH Australia with field-day, dealer, and industry-event channels forming the primary go-to-market motion.

Name

Flexi-Coil

Legal name

CNH Industrial N.V.

Website

https://flexicoil.com.au

Company type

Private

Founded year

1952

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Flexi-Coil is the sole CNH Industrial brand for seeding and tillage equipment in Australia and New Zealand, manufacturing air carts, air drills, and precision cultivators with patented metering and depth-control technology for broadacre grain farmers, sold exclusively through a 60+ outlet dealer network.

Ownership category

akta.pro rank

Product category

Agricultural Seeding and Tillage Equipment

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Seed Drills & Air Seeders (AFAAABAB)

Keywords

• Air seeding equipment
• Agricultural tillage machinery
• Precision air drills
• Broadacre seeding systems
• Air carts metering

Headquarters

HQ city

Saint Marys

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Technology or R&D, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Agricultural Equipment Sales: Sale of air carts, air drills, and precision cultivators to Australian farmers. Equipment is sold through dealer network with various financing options available through CNH Capital.
2. Parts and Service: Genuine Flexi-Coil parts and certified technician services for equipment maintenance and repair.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Flexi-Coil designs, manufactures, and distributes air seeding and tillage equipment for Australian broadacre farmers, including air carts, air drills, and precision cultivators. Products are engineered specifically for Australian soil and terrain conditions, with the 60 Series air cart platform featuring the patented FlexRate Modular Metering System, paired with hoe and disc drills such as the 7200, 6100, 5500, and 5000HD. Equipment is sold and serviced exclusively through a network of over 60 authorized dealers across Australia, with financing available through CNH Capital.

Product overview

Flexi-Coil is a CNH Industrial brand offering a comprehensive range of agricultural seeding and tillage equipment for the Australian market. The product portfolio includes three main categories: Air Carts (60 Series with seven models ranging 12,234-33,477 litres), Air Drills (7200 Precision Hoe Drill, 6100 Precision Disc Drill, 5500 Air Drill, 5000HD Air Drill), and Precision Cultivators (ST820). These products work together as an integrated air seeding system where air carts deliver seed and fertiliser through a metering system, and air drills or cultivators place them precisely in the soil. The 60 Series air carts power the seeding operation with FlexRate Modular Metering and FlexControl IV+ display for precision control, while drills like the 7200 and 6100 provide accurate seed placement across varied Australian terrain conditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Flexi-Coil 60 Series Air Carts Seven air cart models with capacities from 12,234 to 33,477 litres, providing accurate flow and gentle seed handling with FlexRate Modular Metering for precise seed and fertiliser delivery. Designed for Australian broadacre farmers, available in 2, 3, and 4 tank configurations (350-950 bushels) with section control and curve compensation.
• 7200 Precision Hoe Drill Australian-designed precision hoe drill with 1:1 parallelogram ground following, 385mm vertical travel (200mm up, 185mm down), bolt-on cast steel row unit with 10mm minimum thickness, greaseless design with 1-inch pins and Ertylite bushes, and sowing depth adjustable from 0-75mm in 1mm increments. Available in 60ft and 80ft widths with ISOBUS cab control of packing and trip pressure, engineered for Australian broadacre conditions.
• 6100 Precision Disc Drill Precision disc drill delivering optimal seed placement with forward-facing seed tubes, parallel-link system for even depth placement on varied terrain. Available in 30ft to 60ft widths with 7.5in or 10in row spacing, featuring in-cab hydraulic down pressure adjustment and standard OptiRow automatic downforce control.
• 5000HD Air Drill Accurate seed placement air drill with on-row packing and flexible frame for consistent sowing depth. Four-bar configuration brings precision to varied seeding conditions. Available in 39ft to 57ft widths with 3 or 5 section frame and wing-up fold design.
• 5500 Air Drill Large hoe drill featuring patented two-piece wing with simple parallel-circuit hydraulics to minimise framework stress while ensuring depth accuracy. Available in 60ft, 70ft, and 80ft widths with split-row tyne configurations in 254mm or 305mm spacings.
• ST820 Precision Cultivator Dual-purpose precision cultivator combining solid construction with accuracy and depth control. Flexible frame with floating hitch provides exceptional contour-following capability. Available in 3 or 5 section models with 7.2in, 9in, or 12in row spacing, high clearance 32in frame, and optional air distribution package for seeding.

Quantifiable outcome

• 20% increase in efficiency for grain farming operations (Western Australia case study with 5,500ha farm)
• +2 more outcomes

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature6 records

Partnerships

Three partnerships are on record, tiered core and minor.

• Liquid SystemscoreTechnology or Integration · 29 July 2024Partnership between Flexi-Coil and South Australian company Liquid Systems to provide factory-integrated liquid application capability for Flexi-Coil 60 Series air carts. CNH engineer at Mannum facility led development of pump module. Modules are assembled and fully tested in Adelaide before fitting. Allows farmers to apply liquid products including fertilisers, fungicides, trace elements, inoculants, biological agents, liquid lime and soil wetters in-furrow.
• Rocky River Ag ServicescoreChannel Partner/ Reseller/ DistributorSouth Australian dealership recognised as Flexi-Coil Dealer of the Year 2025 (second consecutive year). Based in mid-north South Australia, established 1994. Provides high-quality agricultural machinery and exceptional aftersales support. Key partner providing honest feedback and helping shape product development direction.
• Vater MachineryminorChannel Partner/ Reseller/ DistributorDealer Principal Roger Vater at Vater Machinery in Kadina, SA delivered the first Flexi-Coil 7200 in Australia to customer Tim Dixon. Played key role in getting the machine running smoothly for its first season.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Case IH: Sibling CNH Industrial brand offering a complete seeding, tractor and combine line in Australia. Directly comparable in target customer and channel, but a broader portfolio that can bundle against Flexi-Coil.
• Horsch: German manufacturer of tillage, seeding and spraying equipment with a growing Australian footprint. Comparable customer base in broadacre cropping but a wider product portfolio.
• John Deere: Global full-line agriculture OEM with air seeding, tillage and integrated precision-ag solutions. Competes with Flexi-Coil in Australian broadacre seeding but is much broader in scope across tractors, combines and data.
• AGCO (Sunflower / Massey Ferguson): Global ag equipment conglomerate whose Sunflower and Massey Ferguson lines compete in Australian tillage and seeding. Larger, multi-brand incumbent with broader precision-ag stack than Flexi-Coil.
• Kuhn Group: Global farm machinery manufacturer offering tillage, seeding, fertilization and spraying equipment. Overlaps with Flexi-Coil's precision cultivator and air seeding categories, with broader equipment portfolio.

Direct peers

• Väderstad: Swedish tillage and seeding equipment maker with significant Australian presence through the Seed Hawk brand. Directly competes with Flexi-Coil's air drills and precision cultivators.
• Bourgault Industries: Canadian manufacturer of air seeders, air drills and tillage tools widely used across the Australian Prairies and Australian broadacre market. Closest like-for-like competitor to Flexi-Coil's air cart and air drill portfolio.
• Seed Hawk (Väderstad): Väderstad-owned precision air drill brand competing in Australian broadacre seeding. Directly comparable product category and customer base to Flexi-Coil's air drill range.
• Great Plains Manufacturing (Kubota): US-based manufacturer of seeding, tillage and vertical-tillage equipment, now part of Kubota, with growing Australian distribution. Overlaps directly with Flexi-Coil's seeding and precision cultivator portfolio.
• Morris Industries: Canadian air seeder and tillage equipment maker competing head-to-head in large-acre seeding systems. Direct overlap with Flexi-Coil's air cart and hoe-drill product lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/flexicoil
• Facebookfacebook.com/flexi.coil
• LinkedInlinkedin.com/company/flexi-coil-australia

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Flexi-Coil