Southern Machinery

What Southern Machinery does

Southern Machinery is a privately held, family-owned agricultural machinery distributor and service provider headquartered in Kingston, Tasmania, Australia, founded in 1991. The company operates a single physical showroom and onsite workshop at 78 Browns Rd, supplemented by mobile service vehicles that perform offsite mechanic work, and supports customers through a WooCommerce-based e-commerce website, phone/text, email, and printed catalogues. Its distribution portfolio covers 18+ international and Australian brands, including authorised dealerships for New Holland (tractors, harvesters, balers, construction), Kioti (exclusive for Tasmania), Goldacres, Grillo, Howard, McHale, Braud, and Rinieri, alongside specialty suppliers such as Vicon, Quicke, APV, Gason, Ben Wye Engineering, Fleetguard, and Bare-Co.

The product range spans the full agricultural lifecycle: soil preparation (Grillo rotary hoes, Howard slashers, offset discs), seeding and fertilising (APV pneumatic seeders, Vicon spreaders, Southern Cross 3PL spreaders), mowing and cutting (New Holland DiscCutter and MegaCutter, Grillo Climber, Bad Boy zero-turn mowers), spraying (Goldacres 12V Spotmate and Traymate), harvesting (Braud grape harvesters and olive harvesters, New Holland Pro Belt round balers, McHale balers and wrappers, Rinieri mulchers and hedge trimmers), and precision agriculture electronics distributed through MC Electronics (blockage monitors, USC-PRO system, variable rate, spray booms). The business also stocks genuine and aftermarket parts (CNH, Kioti, Bare-Co, Sparex, Fleetguard, Valvoline) and offers oils, lubricants, and New Holland-branded children's toys.

The revenue model is multi-stream: one-time sales of new and used machinery, one-time sales of parts and accessories, professional services for workshop and field repair, and clearance/specials. Larger equipment (New Holland tractors, Braud grape harvesters) is quote-based, while most implements, mowers, and parts carry fixed inc-GST pricing. The customer base is concentrated in Tasmania and segmented across three verticals: traditional Tasmanian farmers (primary), vineyard and orchard operators requiring specialised grape and olive harvesters (primary), and lifestyle property owners needing compact tractors and mowers (secondary). Geographic reach remains entirely domestic to Tasmania, with parts dispatched via postage or courier across Australia and internationally when required.

Name

Southern Machinery

Legal name

Southern Machinery

Website

https://southernmachinery.net.au

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Southern Machinery is a Tasmanian-owned agricultural machinery distributor founded in 1991, supplying new and used tractors, harvesters, sprayers, implements, parts, and service from 18+ brands (including New Holland and Kioti) to farmers, vineyard operators, and lifestyle property owners across Tasmania.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Distribution

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Tractors & Power Units (IMAHACAA)

akta.pro secondary industries

Harvesting & Forage Equipment (IMAHACAD), Hay & Bale Handling Equipment (IMAHACAF), Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)

Keywords

• Agricultural machinery
• Farm equipment
• Tractors and implements
• Harvesting equipment
• Parts and service

Headquarters

HQ city

Kingston

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. New Machinery Sales: Sales of new agricultural machinery including tractors, implements, harvesting equipment, and mowers from brand partners like New Holland, Kioti, and Braud.
2. Parts and Accessories Sales: Sales of spare parts for agricultural machinery including genuine parts (CNH, Kioti), Bare-Co parts, Fleetguard filters, Valvoline oils, and Sparex parts.
3. Service and Repair: Onsite workshop services and offsite service through service vehicles staffed by mechanics.
4. Used Machinery Sales: Sales of pre-owned agricultural machinery and equipment.
5. Clearance and Specials: Clearance sale items including discounted parts and accessories.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Southern Machinery is an authorised agricultural machinery dealer that sells new and used tractors, harvesters, sprayers, mowers, slashers, implements, and precision farming electronics from multiple international brands (New Holland, Kioti, Braud, McHale, Grillo, Goldacres, Howard, Vicon, Quicke, APV, Rinieri, Ben Wye, MC Electronics) to customers throughout Tasmania. The company also operates an extensive parts department for genuine and aftermarket components and an on-site workshop supported by mobile service vehicles for machinery repair and after-sales support.

Product overview

Southern Machinery operates as a Tasmanian-owned agricultural machinery distributor offering a diverse portfolio of equipment across multiple categories including tractors, harvesters, mowing/cutting equipment, implements, sprayers, precision electronics, and parts. The company represents major international brands (New Holland, Kioti, Braud, McHale, Grillo, Goldacres) alongside specialized suppliers (Rinieri, Howard, Vicon, Quicke, APV, Ben Wye Engineering). Their product range spans the full agricultural lifecycle from soil preparation (rotary hoes, slashers, mulchers) through planting/seeding (pneumatic seeders) to harvesting (grape/olive harvesters, balers) and post-harvest processing (destemmers). They also distribute precision farming electronics through MC Electronics for planters, seeders, sprayers, and harvesters. The business combines new machinery sales, parts supply, and service support for customers throughout Tasmania.

Differentiator

Problem solved

Functional benefit

Products and services

• New Holland Tractors Full range of New Holland agricultural tractors including Boomer 20-50 Series, T4, T5, and TT4 models for various farming applications, sold to Tasmanian farmers and lifestyle property owners.
• Kioti Tractors Kioti compact and utility tractors including CK and CS series with HST 4WD options and front loaders, offered exclusively for Tasmania through Southern Machinery.
• New Holland Pro Belt Round Baler Premium round baler delivering maximum dependability with SuperFeed or CropCutter feeding systems, IntelliBale automation, and ISOBUS electronics, for hay and silage operations.
• Braud Grape Harvester 9000L Proven grape harvester with SDC shaking system and NORIA basket technology, featuring electronic engine management with fuel reduction over 35%, for vineyard operators.
• Braud Grape Harvester 9090X Range Extra high capacity grape and olive harvester series with FPT Industrial 6-cylinder Tier III engines providing 175 horsepower, for high-throughput vineyard and olive operations.
• Braud Olive Harvester 9090XO Specialised olive harvester based on the 9090X platform for super intensive olive orchard applications.
• New Holland DiscCutter Front Mounted 320P High performance mower conditioner with contour floatation system compensating for 12 degree side inclinations and 55cm vertical inclinations, for hay and forage operations.
• New Holland DiscCutter Rear Mounted 360 & 390 Pendulum suspended mower available in 3.52 to 3.86 metre cutting widths with Vari-Float suspension and hydraulic obstacle release.
• New Holland MegaCutter 860P Triple mower with 8.60 metre cutting width, compatible with tractors of 140hp minimum, featuring TopDry system for accelerated drying.
• Grillo Climber 10.27 AWD Hydrostatic ride-on brush cutter with differential lock, permanent 4WD transmission, folding roll bar, and permanent puncture-proof front tyres, for steep and rough terrain.
• Bad Boy Mowers Commercial grade zero turn mowers including Maverick, MZ Magnum, Outlaw Rebel/Renegade/Rogue, and ZT Avenger/Elite models, for commercial mowing and large property maintenance.
• Goldacres Sprayers Australian-made sprayers including 12V Spotmate, Traymate, and boom-ready units with various tank capacities, for crop spraying applications.
• Goldacres 12V Spotmate Sprayer 12V spot sprayer for targeted application with 50L capacity.
• Goldacres Traymate Sprayer Ute-mounted sprayer with 100L tray capacity for mobile spraying applications.
• Rinieri Shredders and Mulchers Italian-manufactured vineyard and orchard equipment including TRD (up to 2cm), TRF (up to 5cm), and TRU (up to 6cm) reversible flail mowers and mulchers.
• Rinieri BRM150 Hedge Trimmer Hedge bush cutter with 150cm cutting bar for tree and edge prunings up to 3cm diameter with reversible frame and joystick control.
• Howard Slashers Iconic Australian slashers including EHD E Series and Nugget Range for grass cutting applications.
• McHale Balers and Wrappers Irish specialist balers including 911T, 991 BE, 998 wrapper, F5500/F5600 choppers, Fusion 3 Vario baler, and V6750 round baler.
• Grillo Rotary Hoes Italian professional rotary hoes in G45 through G131 walk-behind models and 11500 model for various soil preparation needs.
• Quicke Front End Loaders Quality front end loaders and implements designed to maximize tractor performance including Syncro H and Syncro M loaders.
• Vicon Fertiliser Spreaders High-profile specialist in fertiliser spreaders, bale equipment and forage harvesting.
• Southern Cross 400kg 3PL Spreader 400kg capacity 3-point linkage spreader for fertilizer and seed application.
• APV Pneumatic Seeders Pneumatic seeders characterized by universal use on wide variety of machines enabling combined tillage and seeding.
• Ben Wye Engineering Implements Australian designed orchard equipment including bin loaders with benchmark quality in design and engineering.
• TWM Imports Implements Imported implements including landscape rakes, box blades, carry-alls, drag harrows, and bale spears.
• New Holland C327 Regulated Track Loader Compact track loader for construction applications with regulated track system.
• New Holland Construction Equipment Construction equipment including skid steer and compact track loaders, for construction and property applications.
• Parts and Accessories Extensive parts department supplying genuine and aftermarket parts including CNH, Kioti, Bare-Co, Fleetguard, Sparex, and PFG parts, with collection or postage/courier delivery across Australia and internationally.
• Agricultural Machinery Service and Repair Onsite workshop services and offsite service through service vehicles staffed by mechanics, providing warranty, repair, and maintenance support for purchased machinery.
• Used Machinery Sales Sales of pre-owned agricultural machinery and equipment, for cost-sensitive buyers seeking second-hand tractors and implements.
• MC Electronics Precision Farming Solutions Precision farming solutions and innovative agriculture equipment for planters, seeders, sprayers, and harvest applications, including blockage monitor systems, USC-PRO system, VD variable rate system, and XP-805 spray booms.
• New Holland Children's Toys New Holland branded toy tractors including 12V B/O tractor with wagon and T8.410 Blue Power pedal tractor, sold as lifestyle products.
• Oils and Lubricants Engine oils and lubricants including NH ENGINE OIL 10W-40 for agricultural machinery maintenance.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

17 partnerships are on record, tiered core and minor.

• New HollandcoreChannel Partner/ Reseller/ DistributorWorld leader in agricultural machinery including agricultural tractors, combines, grape harvesters, and hay balers. Southern Machinery is an authorised dealer for New Holland products in Tasmania.
• KioticoreChannel Partner/ Reseller/ DistributorKioti tractors and products offered exclusively for Tasmania through Southern Machinery.
• GoldacrescoreChannel Partner/ Reseller/ DistributorAustralian-built sprayers described as 'Australia's world class sprayers'. Goldacres is a leading spraying company in Australia.
• GrillocoreChannel Partner/ Reseller/ DistributorItalian manufacturer of professional machines for agriculture and green maintenance for over 65 years. Products include brush cutters, mowers, and rotary hoes.
• HowardcoreChannel Partner/ Reseller/ DistributorIconic Australian brand established in 1923, producing the first rotary hoe in Australia. Known for slashers and quality short-line farming implements.
• McHalecoreChannel Partner/ Reseller/ DistributorIrish family-run business specialising in balers and bale wrappers for round and square baled silage, and round bales of hay and straw for over 30 years.
• ViconminorChannel Partner/ Reseller/ DistributorSpecialist in fertiliser spreaders, bale equipment and forage harvesting with broad range of products.
• QuickeminorChannel Partner/ Reseller/ DistributorQuality front end loaders and implements designed to maximise tractor performance including bale implements, buckets and forks.
• APVminorChannel Partner/ Reseller/ DistributorAustrian manufacturer of pneumatic seeders characterised by universal use on wide variety of machines, enabling combined tilling and seeding.
• GasonminorChannel Partner/ Reseller/ DistributorAustralian manufacturer with over 70 years of research into agricultural equipment designed by engineers with practical Australian farming experience.
• Ben Wye EngineeringminorChannel Partner/ Reseller/ Distributor100% Australian owned company based in Adelaide hills, setting benchmark for quality in design, engineering and workmanship using latest 3D design software.
• FleetguardminorChannel Partner/ Reseller/ DistributorCummins Filtration Australia manufacturing Fleetguard air filters at Kilsyth, Victoria facility since 1990. Range includes filtration, coolant, crankcase ventilation and emissions control.
• AlemlubeminorChannel Partner/ Reseller/ DistributorDelivers complete portfolio of lubrication equipment solutions including single and multi-point lubricators.
• Braud (New Holland Braud)coreChannel Partner/ Reseller/ DistributorItalian manufacturer of grape and olive harvesters, first introduced in 1975. Known for SDC shaking system and NORIA basket system for gentle harvesting.
• RiniericoreChannel Partner/ Reseller/ DistributorItalian manufacturer with over 100 years of experience offering wide range of vineyard and orchard equipment including shredders, flail mowers, and mulchers.
• Bare-CominorChannel Partner/ Reseller/ DistributorAftermarket parts supplier with 170 products available through Southern Machinery parts department.
• SparexminorChannel Partner/ Reseller/ DistributorAftermarket parts supplier with 7 products available through Southern Machinery.

Scale indicators2 records

Recent moves7 records

Expansion highlights4 records

Others

• Farmbuy: Australian agricultural machinery and rural equipment classifieds marketplace. Alternative online channel for used machinery and equipment listings that could disintermediate traditional dealer transactions.
• Agfarm: Australian agricultural marketplace and equipment finance provider. Adjacent channel that can compete with traditional dealers on price discovery and used machinery transactions.

Direct peers

• Vin Rowe: Victoria-based agricultural machinery dealer representing multiple brands with parts and workshop facilities. Similar regional dealer profile and multi-brand portfolio to Southern Machinery.
• Hutcheon & Pearce: Family-owned multi-brand agricultural machinery dealer operating across NSW and Victoria with new machinery, parts, and service operations. Closest comparable in size, ownership structure, and full-service dealer model to Southern Machinery.
• Staines: Western Australian family-owned agricultural machinery dealer offering new and used equipment, parts, and service. Direct comparable in regional dealer positioning and multi-brand model.

Broad incumbents

• John Deere Australia: Global agricultural machinery leader with extensive Australian dealer network across tractors, harvesters, and precision agriculture. Direct brand competitor to New Holland within Southern Machinery's territory.
• CLAAS Harvest Centre: Large multi-location CLAAS-branded dealer network across Australia with broader footprint and resources than Southern Machinery. Relevant as a scaled comparison for what a regional dealer network can grow into.
• Kubota Australia: Major tractor and compact equipment OEM with its own dealer network in Australia. Competes head-to-head with Kioti (Southern Machinery's exclusive tractor brand) in the compact and utility tractor segments.
• AFGRI Equipment: Large agricultural equipment dealer group operating across Australia with multi-brand representation, parts, and service. Comparable business model but at materially greater scale and geographic reach.
• Elders: Major Australian rural services provider including agricultural machinery retail, parts, and service alongside broader rural products. Much larger incumbent with overlapping dealer capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

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 Southern Machinery