GreenMark Equipment
GreenMark Equipment is a privately held, authorized John Deere dealership group operating 18 locations across Michigan and Indiana, selling new and used agricultural, commercial, residential, and compact construction equipment, parts, and service to farmers, homeowners, landscapers, municipalities, and large property owners.
- Company typePrivate
- Founded1976
- HeadquartersHolland, United States
- Headcount251–500
- GTM typeB2B and B2C
- OfferingServices
What GreenMark Equipment does
GreenMark Equipment is a privately held, authorized John Deere dealership group operating 18 physical locations across Michigan and Indiana. The company sells new and used agricultural, commercial, residential, and compact construction equipment (CCE) under the John Deere brand, complemented by STIHL, Hagie, Kinze, and Oxbo product lines. It serves five primary customer segments: farmers and agricultural producers (including large production-ag operations), homeowners and residential property owners, commercial landscapers and contractors, local municipalities and government, and large property owners.
The business is built on a full equipment lifecycle model that combines new equipment sales, a used inventory of 799+ units, an extensive parts operation (including after-hours service at a $75 fee and a mobile Parts Drop network covering 50+ sites), a service and repair department at every location, and equipment financing facilitated through John Deere Financial. Supporting technology includes the John Deere Operations Center, RTK precision guidance network, a CDK Global-powered GreenMark Portal for online parts and service, and a website-based Build & Price tool. Bundled Tractor Packages with monthly payment options extend reach into the small-acreage and homeowner segments.
GreenMark generates revenue through one-time equipment sales, recurring parts and service transactions, and financing-derived economics. Marketing is multi-channel, combining physical dealership presence, email, organic social, website, and seasonal promotional events. The dealership's competitive position rests on local physical density, John Deere brand affiliation, parts and service reliability, and an integrated precision-agriculture technology offering.
GreenMark Equipment firmographics
Firmographics- Name
- GreenMark Equipment
- Legal name
- GreenMark Equipment
- Website
- https://greenmarkequipment.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- GreenMark Equipment is a privately held, authorized John Deere dealership group operating 18 locations across Michigan and Indiana, selling new and used agricultural, commercial, residential, and compact construction equipment, parts, and service to farmers, homeowners, landscapers, municipalities, and large property owners.
- Ownership category
- akta.pro rank
GreenMark Equipment industry classification
Industry- Product category
- Agricultural and Compact Construction Equipment Dealership
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Outdoor Power Equipment Retailers (444230), Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112)
- SIC
- Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Precision Agriculture & Farm Technology Equipment (IMAHACAH)
- akta.pro secondary industries
- Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG), Outdoor Power Equipment Parts & Service Retail (CRAIADAH)
Keywords
Where GreenMark Equipment is headquartered
LocationHeadquarters
- HQ city
- Holland
- HQ country
- United States
- HQ region
- North America
Offices17 records
Markets served
GreenMark Equipment business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- New Equipment Sales: Sale of new John Deere agricultural equipment including tractors, combines, sprayers, hay equipment, compact construction equipment, commercial mowers, and residential equipment. Revenue generated from direct sales at 18 dealership locations across Michigan and Indiana.
- Used Equipment Sales: Sale of pre-owned equipment with inventory of 799+ units including tractors, combines, mowers, and various attachments from John Deere and other manufacturers.
- Parts Sales: Extensive parts inventory for John Deere equipment including filters, maintenance kits, fluids, belts, chains, lights, batteries, blades, and more. Parts available through GreenMark Portal, Shop.Deere.com, and after-hours service with $75 fee.
- Service and Repair: Service department at each location providing maintenance, repairs, and service programs including Powergard Protection Plan and service inspections.
- Equipment Financing: Facilitation of equipment financing through John Deere Financial offering 0% APR for 60 months and 1.9% APR for 84 months financing options on various equipment packages.
- Tractor Packages: Bundled equipment packages combining tractors with loaders, implements, and attachments at promotional pricing with monthly payment options ranging from $196 to $743 per month.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Entry-level homeowner tractor packages starting at $196/month |
| Unit Pricing | Monthly | Mid-range property maintenance packages |
| Unit Pricing | Monthly | Rancher and heavy-duty packages for larger operations |
| Unit Pricing | Monthly | Premium rancher and ultimate packages |
| Unit Pricing | Pay-as-you-go | Used equipment pricing varies by model and condition |
| Transaction based/ take rate | Pay-as-you-go | Parts pricing through GreenMark Portal |
Go-to-market motion1 record
Distribution channels6 records
Marketing channels6 records
GreenMark Equipment product offering
Product offeringCore offering
GreenMark Equipment is a multi-location John Deere dealership group selling new and used agricultural, compact construction, residential, and commercial mowing equipment, plus STIHL handheld power tools. The company supports these sales with a comprehensive parts operation, in-house service and repair, mobile parts drop-off, and precision agriculture/Integrated Solutions offerings across 18 retail locations in Michigan and Indiana.
Product overview
GreenMark Equipment is a John Deere dealership operating as a single-brand, multi-location dealer network across Michigan and Indiana. The company offers a comprehensive portfolio organized around four main product lines: Agricultural Equipment (tractors, harvesting, hay & forage, planting, tillage), Commercial & Construction Equipment (CCE - excavators, skid steers, track loaders, wheel loaders), Residential Equipment (compact tractors, riding mowers, zero-turn mowers, Gator UTVs), and Commercial Mowers (ZTrak, walk-behind, QuikTrak). Supporting offerings include Integrated Solutions (precision ag technology, GPS guidance, John Deere Operations Center), Parts & Service operations, STIHL power tools, and bundled Tractor Packages. The business operates 17 locations providing sales, parts, and service for equipment ranging from homeowner-grade mowers to large agricultural machinery.
Differentiator
Problem solved
Functional benefit
Products and services
- Agricultural Equipment New and used John Deere agricultural machinery including tractors, combines, and implements, sold and serviced for row-crop and livestock farmers across Michigan and Indiana.
- Compact Construction Equipment (CCE) John Deere compact construction machines such as skid steers, compact track loaders, and mini excavators marketed to contractors and small construction/landscaping firms.
- Residential Equipment John Deere riding lawn mowers, residential zero-turn mowers, and Gator utility vehicles targeted at homeowners and rural residential property owners.
- Commercial Mowers John Deere commercial mowing equipment sold to commercial landscaping firms, grounds maintenance contractors, golf courses, and municipal/government customers for fleet operations.
- STIHL Power Tools STIHL handheld outdoor power tools such as chainsaws, trimmers, and blowers offered alongside John Deere equipment for residential and light commercial customers.
- Used Equipment Pre-owned John Deere agricultural, construction, residential, and commercial mowing equipment offered for resale across GreenMark's locations.
- Tractor Packages Bundled John Deere tractor and implement packages offered as turnkey purchase configurations for agricultural and large-property buyers.
- Parts Sales Retail parts operation stocking John Deere and STIHL replacement parts for customer self-service and technician repairs, supported by mobile parts drop-off.
- Service and Repair In-house equipment service and repair operations performed by technicians at GreenMark's 18 locations to maintain and repair customer equipment.
- Integrated Solutions Precision agriculture and connected-services offering built around John Deere Operations Center, GreenMark Portal telematics, and the RTK network to support data-driven farm and fleet management.
Companies that use GreenMark Equipment
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles4 records
GreenMark Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
GreenMark Equipment partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- John DeerecoreGreenMark Equipment is an authorized John Deere dealership selling the full line of John Deere agricultural, commercial, and residential equipment. As a John Deere dealer, they have access to John Deere's product portfolio, parts distribution, financing options through John Deere Financial, and Integrated Solutions technology including the John Deere Operations Center and RTK Network.
- STIHLminorGreenMark Equipment offers STIHL power tools including chainsaws, trimmers, weed wackers, blowers, and more at most GreenMark locations. STIHL products are available alongside John Deere equipment for property maintenance needs.
- HagieminorHagie sprayers are offered as part of GreenMark Equipment's product lineup alongside John Deere sprayers. Hagie is a manufacturer of high-clearance sprayers for agricultural applications.
- KinzeminorKinze planters and agricultural equipment are available in GreenMark Equipment's used inventory. Kinze is a manufacturer of planters and grain handling equipment for agriculture.
- OxbominorOxbo equipment including hay mergers and specialty agricultural equipment is available in GreenMark Equipment's used inventory. Oxbo manufactures equipment for specialty crop and forage harvesting.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
GreenMark Equipment competitors and assessment
Company assessmentDirect peers
- RDO Equipment Co. Largest John Deere dealer network in North America operating dozens of locations across multiple states. Directly comparable as a multi-location authorized John Deere dealership selling ag, construction, and turf equipment with full parts and service support.
- Stotz Equipment: Multi-state John Deere dealer group serving the western United States with agricultural, residential, and commercial equipment plus Integrated Solutions. Comparable in scale, product breadth, and precision ag emphasis.
- Ag-Pro Companies: Large John Deere dealer group with locations across the southeastern US offering agricultural, turf, and compact construction equipment. Comparable as a multi-state authorized John Deere dealership with similar product and service lines.
- PrairieCoast Equipment: Canadian John Deere dealer serving Alberta, Saskatchewan, and British Columbia with full agricultural and turf equipment lines plus Integrated Solutions. Comparable in dealer model and product portfolio.
- TriGreen Equipment: Multi-location John Deere dealer across Tennessee, Alabama, and Mississippi serving agricultural, residential, and commercial customers. Comparable regional dealership model with similar product mix.
- Hutson Inc: John Deere dealer group operating across Kentucky, Tennessee, Indiana, and Illinois with agricultural, turf, and construction equipment. Comparable as a regional authorized John Deere dealership.
- Binkley & Hurst: John Deere dealer serving Pennsylvania and surrounding states with full agricultural and turf equipment offerings. Comparable in product portfolio and dealer-operated model.
- Brandt Industries: Canadian agricultural equipment dealer and manufacturer with expanded John Deere dealer footprint following the Cervus acquisition. Comparable multi-region John Deere dealer with industrial scale.
- Cervus Equipment (now part of Brandt): Previously an independent John Deere dealer group across Western Canada before being acquired by Brandt. Comparable dealer model and product mix in the agricultural equipment space.
- Quality Equipment: John Deere dealer operating across North Carolina, South Carolina, and Virginia with full agricultural, residential, and commercial equipment lines. Comparable multi-location dealer with similar parts and service operations.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
GreenMark Equipment social profiles
Digital presenceGreenMark Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
GreenMark Equipment leadership team
Management profileNumber of profiles
GreenMark Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GreenMark Equipment 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 GreenMark Equipment
What does GreenMark Equipment do?
GreenMark Equipment is a multi-location John Deere dealership group selling new and used agricultural, compact construction, residential, and commercial mowing equipment, plus STIHL handheld power tools. The company supports these sales with a comprehensive parts operation, in-house service and repair, mobile parts drop-off, and precision agriculture/Integrated Solutions offerings across 18 retail locations in Michigan and Indiana.
Is GreenMark Equipment a public or private company?
GreenMark Equipment is a private company. It is classified as unknown and is currently operating.
When was GreenMark Equipment founded?
GreenMark Equipment was founded in 1976. It employs 251 to 500 people.
Where is GreenMark Equipment based?
GreenMark Equipment is headquartered in Holland, United States, in the North America region.
How does GreenMark 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, equipment Financing and tractor Packages.
Who are GreenMark Equipment's main competitors?
Direct peers on record are RDO Equipment Co., Stotz Equipment, Ag-Pro Companies, PrairieCoast Equipment, TriGreen Equipment, Hutson Inc, Binkley & Hurst, Brandt Industries, Cervus Equipment (now part of Brandt) and Quality Equipment.
Does GreenMark Equipment have an API?
No public API is recorded for GreenMark Equipment.
What industry is GreenMark Equipment in?
GreenMark Equipment's product category is Agricultural and Compact Construction Equipment Dealership. Its primary akta.pro industry code is IMAHACAH, Precision Agriculture & Farm Technology Equipment, with a secondary code of CRAIADAG, Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers). Its NAICS code is 333111 and its SIC code is 3523.