Coastal Tractor
Coastal Tractor is a family-owned authorized New Holland dealership, founded in 1971, selling, servicing, and supplying parts for agricultural and construction equipment from three locations across California's Central Coast to farmers, landscapers, and homeowners.
- Company typePrivate
- Founded1971
- HeadquartersSalinas, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Coastal Tractor does
Coastal Tractor is a family-owned authorized New Holland dealership founded in 1971 and headquartered in Salinas, California, with additional locations in King City and Paso Robles. The company sells, services, and supplies parts for new and used agricultural and construction equipment across four California counties (Monterey, San Luis Obispo, San Benito, and Santa Clara), serving primarily commercial farming operations — including vegetable, vineyard, and orchard producers — along with professional landscapers and residential property owners. Its product portfolio spans the full New Holland Agriculture line (tractors, combines, hay and forage equipment, sprayers, seeding and tillage equipment, telehandlers, and material handling), the New Holland Construction line (skid steer loaders, compact track loaders, backhoes, excavators, forklifts), and a broad set of complementary brands (Air-O-Fan sprayers, Exmark mowers, Kawasaki UTVs, Brillion, Kuhn, Loftness, Rhino, Shaver, Unverferth, Worksaver, and others). The company also offers Coastal Tractor Bug Vacuums, a proprietary specialty pest-control system developed in-house for specialty crop operations.
The business operates a multi-revenue-stream model: hardware sales of new equipment (typically at manufacturer suggested retail, e.g., a 2022 New Holland 9070L Grape Harvester listed at $327,000), used-equipment sales with condition-based pricing, a fully stocked parts department with online ordering via the MyCNHi Parts Store, a fully equipped service department handling maintenance and repairs, and equipment financing facilitated through a CNH Industrial Capital partnership. Go-to-market is sales-led and relationship-driven, anchored by physical retail locations, a website with full inventory listings, direct phone sales, and a modest social media presence on Facebook and Instagram. Distribution is regional and direct-to-customer, with no e-commerce transactional layer beyond inventory browsing and parts/service requests.
Ownership remains with the Rianda family in its third generation, with Mike Rianda serving as President, Kamaron Rianda as Operations and Regional Parts Manager, Doug Breschini as General Manager and Sales Manager, and Jake Rianda on the sales team. The company has no external parent, no disclosed funding rounds, no acquisitions, and no AI/ML capabilities evident in the data — its competitive position rests on authorized-dealer territory rights, multi-location local presence, long-tenured customer relationships, and an integrated parts-service-financing ecosystem tied to CNH Industrial's digital infrastructure.
Coastal Tractor firmographics
Firmographics- Name
- Coastal Tractor
- Legal name
- Coastal Tractor
- Website
- https://coastaltractor.com
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Coastal Tractor is a family-owned authorized New Holland dealership, founded in 1971, selling, servicing, and supplying parts for agricultural and construction equipment from three locations across California's Central Coast to farmers, landscapers, and homeowners.
- Ownership category
- akta.pro rank
Coastal Tractor industry classification
Industry- Product category
- Agricultural and Construction Equipment Dealer
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)
- SIC
- Farm Machinery & Equipment (3523), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB)
- akta.pro secondary industry
- Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)
Keywords
Where Coastal Tractor is headquartered
LocationHeadquarters
- HQ city
- Salinas
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Coastal Tractor business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Others
Revenue model
- Equipment Sales: Sale of new and used agricultural and construction equipment including tractors, grape harvesters, compact track loaders, and attachments from New Holland and other manufacturers. Revenue generated from both new and pre-owned inventory sales.
- Parts Department: Fully stocked parts department supplying manufacturer parts for all equipment lines sold, with online ordering through MyCNHi Parts Store and direct ordering at locations.
- Service and Repairs: Fully equipped service department handling maintenance and repairs on lawnmowers, tractors, and other equipment. Customers can request service appointments online.
- Equipment Financing: Partnership with CNH Industrial Capital to provide financing options for equipment purchases. Easy, affordable financing available for customers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Equipment - Full MSRP pricing |
| One time/ perpetual license | Pay-as-you-go | Used Equipment - Variable pricing |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Coastal Tractor product offering
Product offeringCore offering
Coastal Tractor is an authorized New Holland dealer selling new and used agricultural and construction equipment (tractors, grape harvesters, skid steer loaders, compact track loaders, attachments, sprayers, mowers, UTVs) across three California locations. The company also offers proprietary specialty products such as Coastal Tractor Bug Vacuums and Braud Grape Harvesters, and supports customers with a fully stocked parts department (online ordering via MyCNHi Parts Store), a fully equipped service department for maintenance and repairs, and equipment financing through CNH Industrial Capital.
Product overview
Coastal Tractor is an authorized New Holland dealer offering a comprehensive portfolio of agricultural and construction equipment. The core offering consists of New Holland Agriculture products (tractors ranging from compact to agricultural class, telehandlers, haytools, combines, sprayers, seeding equipment, and material handling equipment) and New Holland Construction products (skid steer loaders, compact track loaders, backhoe loaders, wheel loaders, and excavators). The company also offers proprietary specialty products including Coastal Tractor Bug Vacuums for pest control and Braud Grape Harvesters. Additionally, Coastal Tractor carries numerous complementary brands including Air-O-Fan sprayers, Exmark mowers, Kawasaki UTVs, and implements from Brillion, Kuhn, Loftness, Rhino, Shaver, Unverferth, and Worksaver. The business provides full-service support through dedicated Parts, Service, and Financing departments across three California locations in Salinas, King City, and Paso Robles.
Differentiator
Problem solved
Functional benefit
Brands
- Coastal Tractor Bug Vacuums: Specialty bug vacuum system developed by Coastal Tractor for controlling pests on a variety of crops.
Products and services
- New Holland Agriculture Equipment Full line of New Holland agricultural machinery including agricultural tractors, compact tractors, specialty tractors, telehandlers, utility tractors, haytools and spreaders, forage harvesters, combines and headers, spraying equipment, seeding equipment, precision farming technology, front loaders and attachments, and material handling equipment. Sold to commercial farming operations in California's Central Coast region.
- New Holland Construction Equipment Full line of New Holland construction equipment including skid steer loaders, compact track loaders, loader backhoes, compact wheel loaders, mini and midi excavators, mini track loaders, small articulated loaders, tractor loaders, forklifts, and construction attachments. Sold to contractors, landscapers, and commercial operators in California's Central Coast.
- Coastal Tractor Bug Vacuums Proprietary bug vacuum pest control system developed by Coastal Tractor for use on specialty vegetable and other crops. Targeted at commercial farming operations, particularly vegetable farmers on California's Central Coast.
- Braud Grape Harvester Specialized grape harvesting equipment offered for vineyard operations on California's Central Coast. Targets commercial vineyard owners and operators.
- Air-O-Fan Sprayers Air-blast orchard and vineyard sprayers from Air-O-Fan, including orchard sprayers, vineyard sprayers, and herbicide sprayers. Sold to commercial orchard and vineyard operators.
- Exmark Mowers Commercial and residential mowing equipment from Exmark, including zero-turn mowers, walk-behind mowers, stand-on mowers, and Z Turf Equipment. Sold to professional landscapers and residential property owners.
- Kawasaki Side x Side UTVs Kawasaki Side x Side utility vehicles for agricultural and recreational use. Sold to farmers, ranchers, and property owners.
- Parts Department Fully stocked parts department supplying manufacturer parts for all equipment lines carried by Coastal Tractor, with online ordering through the MyCNHi Parts Store and direct ordering at each dealership location. Supports existing equipment owners across the Central Coast region.
- Service Department Fully equipped service department handling maintenance and repairs on lawnmowers, tractors, and other equipment sold by the dealership. Customers can request service appointments online. Supports commercial and residential equipment owners across the Central Coast.
- Equipment Financing Equipment financing services facilitated through CNH Industrial Capital for purchasing equipment from Coastal Tractor. Includes loan calculators, application services, and financing options integrated into the dealer website. Targets commercial and individual equipment buyers.
Companies that use Coastal Tractor
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Coastal Tractor technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Coastal Tractor partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- New Holland AgriculturecoreAuthorized New Holland Agriculture dealer. Coastal Tractor sells the full line of New Holland agricultural products including tractors, combines, hay tools, forage equipment, spraying equipment, tillage and seeding equipment, and material handling equipment.
- New Holland ConstructioncoreAuthorized New Holland Construction dealer. Sells skid steer loaders, compact track loaders, backhoe loaders, tractor loaders, compact wheel loaders, compact excavators, forklifts, and other construction equipment.
- Air-O-FanminorAuthorized dealer for Air-O-Fan orchard and vineyard sprayers. Air-O-Fan has spent three generations perfecting air-blast sprayers.
- ExmarkminorAuthorized dealer for Exmark mowers and outdoor power products including zero-turn mowers, walk-behind mowers, stand-on mowers, and Z Turf Equipment.
- KawasakiminorAuthorized dealer for Kawasaki side x side utility vehicles.
- MyCNHi Parts StorecoreIntegrated online parts ordering platform allowing customers to order parts online through CNH Industrial's digital parts store for New Holland equipment.
- NHCE MarketplaceminorAccess to New Holland Construction Equipment Marketplace for additional product listings and services.
Scale indicators3 records
Recent moves1 record
Expansion highlights5 records
Coastal Tractor competitors and assessment
Company assessmentDirect peers
- Pape Machinery: Pape Machinery is a Pacific Northwest and Western US authorized dealer of construction and agricultural equipment from brands including John Deere, Hitachi, and others. It is a direct peer because, like Coastal Tractor, it operates multi-location authorized dealerships combining new equipment sales, parts, service, and financing, with significant overlap in agricultural customer segments and geographies.
- Holt Agribusiness: Holt Agribusiness is the agricultural division of the Holt Companies, a Caterpillar dealer serving California and surrounding states. It is a direct peer because it operates as a multi-branch authorized dealer of agricultural and heavy equipment with full parts, service, and financing operations in California — directly overlapping Coastal Tractor's territory and customer segments.
- Stotz Equipment: Stotz Equipment is a multi-state authorized John Deere agricultural and turf dealer serving the Western and Southwestern US. It is a direct peer because it operates a multi-branch authorized dealership model with new/used equipment, parts, service, and financing — directly comparable to Coastal Tractor's authorized New Holland dealership structure.
- Brandt Tractor: Brandt Tractor is a major authorized John Deere construction and agricultural equipment dealer operating across Canada and the Western US. It is a direct peer because, like Coastal Tractor, it runs a multi-branch authorized dealership combining new/used equipment, parts, service, and customer financing — scaled up but structurally identical.
- Cervus Equipment: Cervus Equipment was a major Canadian authorized John Deere agricultural, commercial, and industrial equipment dealer with multi-branch operations across Western Canada (now part of Brandt). It is a direct peer because it operated the same authorized multi-branch dealership model combining new/used equipment, parts, service, and financing — directly comparable to Coastal Tractor's operating structure.
Broad incumbents
- RDO Equipment Co. RDO Equipment Co. is one of the largest authorized John Deere dealers in North America, operating across multiple US states with agriculture, construction, and forestry equipment. It is a broad incumbent peer because it executes the same authorized multi-brand dealership model as Coastal Tractor but at substantially greater scale and geographic reach.
- New Holland Agriculture: New Holland Agriculture is the agricultural equipment manufacturing brand (owned by CNH Industrial) for which Coastal Tractor is an authorized dealer. It is a broad incumbent peer because it sets the product, pricing, and brand standards that Coastal Tractor distributes — directly determining the dealer's revenue and margin potential.
Regional players
- Belkorp Ag: Belkorp Ag is an authorized John Deere agricultural dealer serving California's Central Valley and Northern California regions. It is a regional peer because it competes in the same authorized dealer category and California agricultural customer base as Coastal Tractor, though focused on John Deere products and adjacent geographies.
- Westerra Equipment: Westerra Equipment (formerly known as Pacific Ag Rentals / a CNH-aligned dealer group) is an authorized Case IH and Case Construction equipment dealer serving the Pacific Northwest. It is a regional peer because it operates the same CNH-aligned authorized dealer model as Coastal Tractor but in a different geography, making it comparable on business model rather than direct competition.
- Butler Ag Equipment: Butler Ag Equipment is an authorized Case IH agricultural equipment dealer serving the Upper Midwest US. It is a regional peer because it operates the same authorized dealer model with multi-branch coverage and full sales/parts/service — comparable on structure and customer segment but serving a different geography than Coastal Tractor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Coastal Tractor social profiles
Digital presenceCoastal Tractor financial estimates
Financial estimateRevenue estimate
Valuation estimate
Coastal Tractor leadership team
Management profileNumber of profiles
Profiles4 records
Coastal Tractor funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Coastal Tractor M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Coastal Tractor
What does Coastal Tractor do?
Coastal Tractor is an authorized New Holland dealer selling new and used agricultural and construction equipment (tractors, grape harvesters, skid steer loaders, compact track loaders, attachments, sprayers, mowers, UTVs) across three California locations. The company also offers proprietary specialty products such as Coastal Tractor Bug Vacuums and Braud Grape Harvesters, and supports customers with a fully stocked parts department (online ordering via MyCNHi Parts Store), a fully equipped service department for maintenance and repairs, and equipment financing through CNH Industrial Capital.
Is Coastal Tractor a public or private company?
Coastal Tractor is a private company. It is classified as family owned and is currently operating.
When was Coastal Tractor founded?
Coastal Tractor was founded in 1971. It employs 11 to 50 people.
Where is Coastal Tractor based?
Coastal Tractor is headquartered in Salinas, United States, in the North America region.
How does Coastal Tractor make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are parts Department, service and Repairs and equipment Financing.
Who are Coastal Tractor's main competitors?
Direct peers on record are Pape Machinery, Holt Agribusiness, Stotz Equipment, Brandt Tractor and Cervus Equipment. Broad incumbents are RDO Equipment Co. and New Holland Agriculture. Regional players are Belkorp Ag, Westerra Equipment and Butler Ag Equipment.
Does Coastal Tractor have an API?
No public API is recorded for Coastal Tractor.
What industry is Coastal Tractor in?
Coastal Tractor's product category is Agricultural and Construction Equipment Dealer. Its primary akta.pro industry code is IMACAFAB, Agricultural Tractor & Field Machinery Vehicle Manufacturing, with a secondary code of IMAHAIAC, Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders). Its NAICS code is 423820 and its SIC code is 3523.