Burnips Equipment Company

What Burnips Equipment Company does

Burnips Equipment Company is a family-owned agricultural equipment dealership founded in 1972 and headquartered in Dorr, Michigan. The company operates eight physical locations — seven across Michigan (Dorr, Big Rapids, Breckenridge, Coopersville, Hudson, Nashville, and Three Rivers) and one in Wyatt, Indiana — and carries authorized dealerships for more than 45 equipment brands, with New Holland, CLAAS, Case IH, and John Deere serving as anchor franchises. Its product portfolio spans tractors (sub-compact to 300+ HP), combines and self-propelled forage harvesters, hay and forage equipment, tillage, planting, spraying, grain handling, manure handling, skid steers and construction equipment, precision agriculture hardware and software (Ag Leader, Trimble, Raven, New Holland), outdoor power equipment, trailers, and livestock equipment.

The business model combines four revenue streams: (1) new and used equipment resale across consumer, mid-market, and commercial price points (used inventory ranges from $1,500 to $569,000; new from $1,599 to $145,000); (2) parts sales across the carried brand portfolio; (3) service and maintenance performed by factory-trained technicians covering Hillsdale, Grand Rapids, Kalamazoo, and Mount Pleasant service areas; and (4) financing referral fees earned through a GoCurrency partnership. Go-to-market is sales-led and dealer-centric: in-person sales at the eight showrooms, online listings on the company website and third-party marketplaces such as TractorHouse, and timed online auctions via the Machinery Trader platform. The company also operates two sub-brands — a Commercial Division targeting large-scale operations and a Precision Land Management division — and a customer-facing MyPortal for parts and service interaction.

Customer segments are horizontal: the primary segment is farmers and agricultural producers (row crops, hay and forage, dairy, livestock), with a secondary segment of construction and landscaping professionals requiring skid steers, loaders, and outdoor power equipment. Marketing is driven by dealer website listings, in-person showroom engagement, and co-marketing with OEM partners. The company has no app, no disclosed API or SDK, no proprietary technology platform, and no social media presence, operating as a traditional regional dealership with digital sales listings layered on top.

Name

Burnips Equipment Company

Legal name

Burnips Equipment Co.

Website

https://burnips.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

51–100 employees

Short description

Burnips Equipment Company is a family-owned farm equipment dealer founded in 1972, operating eight locations across Michigan and Indiana that sell new and used agricultural, construction, and outdoor power equipment from 45+ brands, alongside parts, service, and financing for farmers and contractors.

Ownership category

akta.pro rank

Product category

Agricultural Equipment Dealer

NAICS

Outdoor Power Equipment Retailers (444230)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Outdoor Power Equipment Parts & Service Retail (CRAIAIAE)

Keywords

• Farm equipment sales
• Agricultural machinery dealer
• Precision farming equipment
• Equipment service parts
• Used farm equipment

Headquarters

HQ city

Dorr

HQ country

United States

HQ region

North America

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Equipment Sales: Burnips generates revenue primarily through the sale of new and used agricultural equipment including tractors, combines, harvesters, hay and forage equipment, construction equipment, and attachments. Equipment is sold at varying price points from consumer-grade to high-value commercial equipment.
2. Parts Sales: The company maintains a parts department selling replacement parts and accessories for the equipment brands they carry.
3. Service and Maintenance: Factory-trained technicians provide service, maintenance, and repair services for agricultural and heavy equipment.
4. Financing Services: The company partners with GoCurrency to provide financing options for equipment purchases, earning referral or partnership fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Burnips Equipment Company is a family-owned farm equipment dealer operating eight locations across Michigan and Indiana. The company sells new and used agricultural, construction, and outdoor power equipment (tractors, combines, harvesters, hay and forage equipment, skid steers, trailers), provides factory-trained service and repair, supplies replacement parts, offers equipment financing through a GoCurrency partnership, and conducts online equipment auctions.

Product overview

Burnips Equipment Co. is a family-owned precision farming equipment dealer established in 1972, operating 8 locations across Michigan and Indiana. The company offers a comprehensive portfolio of agricultural, construction, and outdoor power equipment through sale, service, parts, and financing. Their product lineup includes tractors ranging from sub-compact under 40 HP to 300+ HP models, combines and self-propelled forage harvesters (CLAAS JAGUAR, Case IH), skid steers and construction equipment, hay and forage equipment, tillage, planting, sprayers, manure handling, grain handling, precision agriculture technology (Ag Leader, Trimble, Raven displays and steering systems), outdoor power equipment, trailers, and livestock equipment. The company positions itself as a precision farming equipment dealer with New Holland as a primary brand, also carrying CLAAS, Case IH, John Deere, Meyer, and numerous other manufacturers. Service offerings include maintenance/repair by factory-trained technicians, parts supply, financing through GoCurrency, and online auction capabilities. The Commercial Division and Precision Land Management division provide specialized solutions for business customers.

Differentiator

Problem solved

Functional benefit

Brands

• Commercial Division: Division offering commercial-scale equipment solutions
• Precision Land Management

Products and services

• New Equipment Sales Sale of new agricultural, construction, and outdoor power equipment from major manufacturers including New Holland, CLAAS, Case IH, John Deere, Toro, Meyer, and others, offered to farmers, contractors, and landowners across Michigan and Indiana.
• Used Equipment Sales Sale of pre-owned agricultural, construction, and outdoor power equipment, with inventory of approximately 228 listings ranging from vintage tractors to late-model commercial harvesters and combines.
• Parts Department Wide selection of replacement parts and accessories for New Holland, CLAAS, Bush Hog, Spartan, Land Pride, and other brands carried by the dealer, supported by knowledgeable parts staff.
• Service Department Maintenance, repair, and scheduled service performed by factory-trained technicians for equipment brands including New Holland, CLAAS, Bush Hog, and Spartan, with service coverage across Hillsdale, Grand Rapids, Kalamazoo, and Mount Pleasant areas.
• Equipment Financing Financing services for equipment purchases facilitated through a partnership with GoCurrency, enabling customers to acquire tractors and machinery with monthly payment options.
• Online Auctions Timed online auctions for farm equipment, construction equipment, trucks, trailers, and attachments, conducted through the Machinery Trader platform.
• Commercial Division Specialized division offering commercial-scale equipment solutions tailored for business and large-scale agricultural operation customers.
• Precision Land Management Specialized division focused on precision farming and land management solutions and services, integrating precision agriculture technology from Ag Leader, Trimble, Raven, and New Holland.

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• CNH Industrial (New Holland)coreChannel Partner/ Reseller/ Distributor · 14 May 2025Burnips Equipment is an authorized dealer for New Holland agricultural equipment, a brand under CNH Industrial. In this partnership, Burnips provides safety and maintenance training alongside CNH for new product demonstrations and research applications, such as the T6.180 Methane Power tractor partnership with Michigan State University.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Burnips_Equip

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 Burnips Equipment Company