What Green Deer does

Green Deer AB is Sweden's largest authorized John Deere dealer, operating 20+ direct locations across the country supplemented by 7 additional sites through its majority-owned subsidiary Gunnars Maskiner AB (acquired in 2022). The company sells new and used John Deere agricultural machinery (tractors, combines, forage harvesters, balers, sprayers, front loaders) and professional grounds care equipment for golf courses, municipalities, parks, and contractors, alongside complementary brands including Kramer (wheel and telehandlers), Fliegl, Bushel Plus, Wille, and Husqvarna (via Green Deer Garden retail stores in Karlstad and Mellerud).

The company's technology surface is anchored to John Deere's precision agriculture stack: JDLink connectivity, StarFire GPS receivers (SF1, SF-RTK at 2.5cm accuracy, M-RTK), G5/G5Plus displays, Operations Center cloud platform, AutoTrac automated steering, section control, machine synchronization, and the Service ADVISOR diagnostic system used in Green Deer's Expert Check inspections. Integration with John Deere Financial and Nordic Finance provides equipment leasing and rental for both new and used inventory.

Green Deer generates revenue across seven streams: new and used equipment sales (largest contributor), genuine parts and accessories (1,000+ SKUs online with Click & Collect), subscription-based Precision Ag software licenses (10,700–21,500 SEK/year tiers), annual Precision Ag and Entreprenad support contracts (3,750–8,750 SEK), multi-year service agreements with 10% parts discount (36 or 60 months), financing pass-through, and consumer garden equipment through Green Deer Garden. GTM is primarily enterprise field sales with regional teams specializing in agriculture, golf, and green space segments, supplemented by retail showrooms, digital parts catalog, used equipment mobile app (iOS/Android), and direct customer engagement. The customer base spans commercial farmers (primary segment), golf courses, municipal/procurement buyers (via ADDA framework agreement), and construction contractors, with no single customer concentration disclosed.

Name

Green Deer

Legal name

Green Deer AB

Website

https://greendeer.se

Company type

Private

Operating status

Operating

Headcount range

101–250 employees

Short description

Green Deer AB is Sweden's largest authorized John Deere dealer, operating 20+ locations nationwide selling agricultural and grounds care equipment, providing certified service, parts, precision-agriculture subscriptions, and equipment financing to commercial farmers, municipalities, golf courses, and contractors.

Ownership category

akta.pro rank

Headquarters

HQ city

Tingstäde

HQ country

Sweden

HQ region

Europe

Offices23 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Equipment Sales: Sale of new and used agricultural machinery including tractors, combines, self-propelled harvesters, balers, sprayers, and implements. Primary brand is John Deere with additional brands including Kramer wheel and telehandlers, Fliegl, and Bushel Plus.
2. Parts and Accessories: Sales of genuine John Deere parts and accessories through both physical locations and online parts catalog with Click & Collect functionality.
3. Service and Repairs: Workshop services including repairs, maintenance, and service contracts. Service contracts available with flexible payment options (monthly, quarterly, or semi-annual) and terms of 36 or 60 months.
4. Precision Ag Subscriptions: Annual subscription-based licenses for precision agriculture software including Guidance (10,700 SEK/year), Application (16,100 SEK/year), and Automation (21,500 SEK/year) tiers. Hardware packages sold separately from 32,500 SEK.
5. Support Agreements: Annual support contracts: Precision Ag (6,750 SEK/year, 8,750 SEK for combines/harvesters) and Entreprenad (3,750 SEK/year). Includes phone support, Expert Check, and connected support.
6. Financing Services: Equipment financing through John Deere Financial and Nordic Finance partnerships, offering leasing and rental options for both new and used equipment.
7. Used Equipment: Sale of quality used machines from Sweden through dedicated used equipment platform and mobile app.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Green Deer AB is Sweden's largest authorized John Deere dealer, selling new and used agricultural and grounds care machinery, genuine parts, and John Deere precision agriculture technology. The company delivers full lifecycle support across 20+ Swedish locations, including workshop servicing, certified inspections (Expert Check), Connected Support remote monitoring, financing arrangements, operator training, and consumer garden equipment sales through its Green Deer Garden sub-brand.

Differentiator

Problem solved

Functional benefit

Brands

• Gunnars Maskiner: A company acquired by Green Deer in 2022, operating as a separate entity with locations across western Sweden (Åsarp, Skövde, Vara, Töreboda, Kungälv, Lidköping, Borås) offering agricultural machinery sales and service.
• Green Deer Garden

Products and services

• John Deere Agricultural Machinery Full line of John Deere farm equipment including tractors, combines, self-propelled forage harvesters, balers, sprayers, mowers, and front loaders sold to commercial agricultural operations across Sweden.
• John Deere Green Space Equipment Professional turf and grounds care equipment for golf courses, sports fields, parks, and municipal landscaping operations.
• Precision Ag Essentials Entry-level automatic steering bundle for farmers getting started with precision agriculture: hardware package at 32,500 SEK (G5Plus Universal Display, StarFire 7500 receiver, JDLink M modem) with connectivity included and subscription software licenses sold separately.
• Workshop Service and Repairs Workshop repair, maintenance, and certified servicing across 20+ facilities in Sweden, delivered by John Deere University-certified technicians using Service ADVISOR diagnostics and supported by service agreements with 36 or 60 month terms.
• John Deere Spare Parts Genuine John Deere parts and accessories available through online catalog with Click & Collect and physical parts shops at every branch; over 1,000 parts and attachments catalogued digitally.
• Used Equipment Quality pre-owned agricultural and grounds care equipment from Sweden offered through the Green Deer Used mobile app (iOS and Android) and the Mascus online marketplace.
• Precision Ag Support Agreements Annual Precision Ag (6,750 SEK; 8,750 SEK for combines/harvesters) and Entreprenad (3,750 SEK) support contracts covering phone support, Expert Check inspections, connected support, and group training.
• Equipment Financing Solutions Equipment financing through John Deere Financial and Nordic Finance partnerships, providing leasing, rental, and seasonal payment flexibility for both new and used John Deere equipment.
• GPS & JDLink Rental (Gator) Rental service for GPS-equipped Gator XUV865M vehicles enabling farmers to record field boundaries, guidance lines, and flags using RTK precision before subsequent precision field operations.
• Precision Farming Training Programs In-person precision farming training courses covering GPS operation, AutoTrac, section control, and Operations Center documentation; 750 SEK per person per course, included free for up to two persons with a Premium/PrecisionAg support agreement.
• Expert Check Inspection Comprehensive annual technical inspection using John Deere Service ADVISOR diagnostics, based on field data from the previous season and following John Deere-specific checklists; delivers a detailed machine report and expert recommendations.
• Connected Support Remote Monitoring Remote machine monitoring and diagnostic service that enables Green Deer technicians to proactively contact customers about machine performance and resolve issues remotely before dispatching in-person service.
• Green Deer Garden (consumer retail brand) Forestry and garden retail stores in Karlstad and Mellerud selling Husqvarna products and other garden equipment to residential and professional users.

Quantifiable outcome

• Up to 14% productivity increase with Autotrac automated steering
• +3 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability13 records

Feature6 records

Partnerships

Seven partnerships are on record, tiered core, major and minor.

• Gunnars MaskinercoreStrategic or Co-development Partner · 1 January 2022In 2022, Green Deer Holding became majority owner of Gunnars Maskiner AB. Gunnars Maskiner remains a separate company but operates in close collaboration with Green Deer AB. Has 7 locations across Sweden (Åsarp, Skövde, Vara, Kungälv, Töreboda, Lidköping, Borås).
• John DeerecoreChannel Partner/ Reseller/ DistributorGreen Deer is Sweden's largest John Deere dealer, offering the complete John Deere product range including agricultural equipment, golf/green space machines, and associated services. Exclusive dealer relationship for John Deere products in their territory.
• KramermajorChannel Partner/ Reseller/ DistributorGreen Deer offers Kramer's high-quality wheel and telehandlers as part of their product portfolio alongside John Deere equipment.
• Bröderna Pettersson ABminorChannel Partner/ Reseller/ DistributorPartner in Havdhem, southern Gotland. As sole workshop on southern Gotland, Bröderna Pettersson offers service, repairs, and parts for John Deere products.
• HusqvarnaminorChannel Partner/ Reseller/ DistributorGreen Deer Garden (greendeergarden.se) is a forest and garden store operated by Green Deer in Karlstad and Mellerud, offering Husqvarna products alongside other garden equipment.
• WilleminorChannel Partner/ Reseller/ DistributorWille compact tractor brand sold at Kumla and Karlstad locations.
• ÖveraasenminorStrategic or Co-development PartnerGreen Deer and Överaasen have entered into a cooperation agreement for mutual business development.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• BayWa AG: Large German agricultural group with input retail, machinery distribution and energy segments. A broader incumbent offering overlapping equipment and service capabilities through a wider agricultural portfolio.
• Cervus Equipment: Canadian John Deere and complementary-brand dealer group with industrial and agricultural operations. International reference point for the scale and economics of a multi-location John Deere dealer network.
• RDO Equipment Co. Major US John Deere construction and agricultural equipment dealer with a multi-state footprint. Useful scale and operating-model reference for a large exclusive OEM dealer group.
• Felleskjøpet Agri: Norwegian agricultural cooperative with machinery retail and service operations alongside broader farm-inputs offering. Comparable Nordic agricultural retail platform with overlapping machinery dealer activities.

Regional players

• Eikmaskin: Norwegian agricultural machinery dealer offering multiple brands across several locations. Comparable Nordic dealer model serving an overlapping regional customer base from a different national market.

Direct peers

• Danish Agro Machinery: Machinery division of the Danish Agro cooperative, distributing agricultural machinery in Denmark and parts of Scandinavia. Comparable Nordic multi-location dealership with similar OEM relationships and customer base.
• Lantmännen Maskin: Machinery division of the Swedish Lantmännen agricultural cooperative, selling tractors and farm equipment from competing brands such as Valtra and Fendt across multiple Swedish locations. Directly competes with Green Deer in Swedish farm equipment sales, service, and parts.
• A-K maskiner: Denmark-based agricultural machinery dealer with multiple locations, selling John Deere and complementary brands. Structurally comparable multi-location dealer model with service, parts, and precision-ag offerings.
• Reesink: Dutch multi-brand agricultural machinery and equipment dealer group; comparable European dealer model with multi-location sales, service, and parts operations across complementary brands.

Emerging players

• Krone Group dealer networks: While primarily an OEM, Krone's authorized European dealer networks (including Krone Nord in Northern Europe) provide a comparable go-to-market, parts and service structure for complementary agricultural equipment that overlaps with Green Deer's broader brand portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/BilochTraktorservice
• LinkedInlinkedin.com/company/green-deer

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 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 Green Deer