Honeycombes Sales and Service
Honeycombes Sales and Service is a North Queensland multi-franchise equipment dealership, founded 1913, selling and servicing John Deere, JCB, IVECO, Hino, Scania, and other OEM agricultural, construction, and heavy vehicle brands across six branches serving regional farmers, contractors, and trucking operators.
- Company typePrivate
- Founded1913
- HeadquartersTownsville, Australia
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Honeycombes Sales and Service does
Honeycombes Sales and Service Pty Ltd is a privately held, multi-franchise agricultural, construction, and heavy vehicle dealership headquartered in Townsville, Queensland, Australia, founded in 1913 as a grocery store and evolved over 110+ years into one of North Queensland's largest and longest-serving private companies. The business operates as an authorised dealer for 13+ global equipment brands across four core verticals: Agriculture (John Deere tractors, CH9 cane harvesters, balers, Kuhn hay/forage, STIHL, precision agriculture), Construction/Industrial (JCB, Hyundai Construction Equipment, Ammann, Sandvik, Atlas Copco), Heavy Vehicles/Trucking (IVECO, Hino, International, Scania), and Lawn/Garden (STIHL and John Deere). Supporting services include genuine and aftermarket parts supply, full-service workshop repair by OEM-certified technicians, used machinery sales via a dedicated platform, and John Deere Financial and insurance products.
The company generates revenue across five streams — new equipment sales, used machinery sales, parts sales, service and repair, and finance/insurance commissions — distributed through a network of six physical branches (Ayr, Townsville Truck Centre, Townsville Industrial, Ingham, Innisfail, Cairns, Tolga) with 140+ staff, complemented by field sales representatives covering defined North Queensland territories. It is jointly owned in equal 50/50 stakes by Peter Carcary (since 1975) and John McMillan (since 1999) under a structure established in 2007, with Mark Barrett serving as CEO since 2019 following his transition from CFO in 2013. Recent strategic activity has focused on portfolio rationalisation (2024 Burdekin Mazda divestiture), industrial capacity expansion (2024 Industrial relocation), and commercial acceleration through OEM-subsidised finance offers, demo days, and the 2026 launch of the ExpertConnect direct customer contact system.
Honeycombes Sales and Service firmographics
Firmographics- Name
- Honeycombes Sales and Service
- Legal name
- Honeycombes Sales and Service Pty Ltd
- Website
- https://honeycombes.com.au
- Company type
- Private
- Founded year
- 1913
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Honeycombes Sales and Service is a North Queensland multi-franchise equipment dealership, founded 1913, selling and servicing John Deere, JCB, IVECO, Hino, Scania, and other OEM agricultural, construction, and heavy vehicle brands across six branches serving regional farmers, contractors, and trucking operators.
- Ownership category
- akta.pro rank
Where Honeycombes Sales and Service is headquartered
LocationHeadquarters
- HQ city
- Townsville
- HQ country
- Australia
- HQ region
- Oceania
Offices7 records
Markets served
Honeycombes Sales and Service business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New Equipment Sales: Sale of new agricultural, construction, industrial and heavy vehicle equipment through authorised dealer franchises for brands including John Deere, JCB, Hino, IVECO, Hyundai, Ammann, Sandvik, and STIHL
- Used Machinery Sales: Sale of pre-owned equipment across all equipment categories through dedicated used machinery sales platform
- Parts Sales: Sale of genuine and aftermarket spare parts for all supported equipment brands, including ITR track and undercarriage components and Ground Engaging Tools
- Service and Repair: Workshop service and repair operations providing diagnostics, servicing and repair for agricultural, construction and heavy vehicle equipment by qualified technicians
- Finance and Insurance: Competitive finance and insurance services offered alongside equipment purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | John Deere 5M, 6E, 6M, 6R Series tractors - 0.5% finance |
| Other | Multi-year contract | John Deere 5M, 6, 7, 8, 9 Series tractors - 1.99% finance |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Honeycombes Sales and Service product offering
Product offeringCore offering
Honeycombes Sales and Service is an authorised multi-franchise equipment dealership selling new and pre-owned agricultural, construction, industrial and heavy vehicle equipment for brands including John Deere, JCB, Hyundai, IVECO, Hino, Scania and International. The company also provides genuine and aftermarket parts, in-house workshop service and repair by qualified OEM-trained technicians, and finance and insurance products, operating from six branches across North Queensland.
Product overview
Honeycombes Sales and Service is a multi-franchise agricultural, industrial, and heavy vehicle dealership operating as a single unified business with specialized divisions. The core offerings center on authorized dealer relationships with major equipment manufacturers: John Deere (agricultural machinery), JCB, Hyundai Construction Equipment, and Ammann (construction/industrial equipment), plus IVECO, Hino, International, and Scania (trucks). Supporting services include parts supply, full-service repair workshops, used machinery sales, and finance/insurance products. The company operates across North Queensland with branches in Ayr, Townsville (Truck Centre and Industrial), Ingham, Innisfail, Cairns, and Tolga, serving agricultural, construction, civil, mining, and commercial lawncare sectors.
Differentiator
Problem solved
Functional benefit
Brands
- Honeycombes Agriculture: Agricultural equipment division specializing in John Deere and related farm machinery, including lawn and garden equipment. Operated via honeycombes-ag.com.au
- Honeycombes Industrial
- Honeycombes PowerSports
Products and services
- John Deere Agricultural Equipment
Companies that use Honeycombes Sales and Service
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Honeycombes Sales and Service technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Honeycombes Sales and Service partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core.
- John DeerecoreHoneycombes is a fully authorised dealer for John Deere agricultural equipment including tractors, cane harvesters, balers and precision agriculture technology. They employ John Deere Master Technicians and participate in John Deere training programs including the John Deere Sales Academy.
- HinocoreAuthorised Hino truck dealer operating dedicated Hino dealership website (honeycombeshino.com.au) with sales, parts and service capabilities for the Townsville Truck Centre.
- IVECOcoreAuthorised IVECO truck dealer with dedicated dealership website (honeycombesiveco.com.au) offering full sales, parts and service support from Townsville Truck Centre.
- International TruckscoreAuthorised dealer for International trucks offering full sales, parts and service support from Townsville Truck Centre.
- ScaniacoreAuthorised Scania dealer for trucks with parts and service support. Townsville Truck Centre stocks Scania parts and provides qualified service for Scania trucks.
- JCBcoreFully authorised JCB dealer for construction and earthmoving equipment. Awarded JCB Construction Dealer of the Year in 2014.
- Hyundai Construction EquipmentcoreAuthorised dealer for Hyundai construction equipment including excavators and loaders.
- AmmanncoreAuthorised dealer for Ammann compaction equipment and construction machinery.
- SandvikcoreAuthorised dealer for Sandvik equipment and tools.
- STIHLcoreAuthorised STIHL dealer for handheld outdoor power equipment including chainsaws, brushcutters and blowers.
- ITRcoreParts partnership for ITR track and undercarriage components and Ground Engaging Tools, stocked at Townsville Truck and Machinery Centre.
- Atlas CopcocoreAuthorised dealer for Atlas Copco equipment.
- KuhncoreDealer for Kuhn farm machinery including hay and baler equipment. Hosted HSS Hay & Baler Demo Field Days.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Honeycombes Sales and Service competitors and assessment
Company assessmentDirect peers
- Hutcheon & Pearce: Long-established John Deere agricultural equipment dealer group operating across NSW and Victoria with a multi-branch sales, parts and service model. Closely comparable to Honeycombes in franchise mix, vertical structure, and family ownership history.
- Emmetts: Family-owned John Deere agricultural equipment dealer group headquartered in Western Australia with multiple branches across regional WA. Directly comparable in franchise portfolio, regional dealership model, and after-sales parts/service focus.
- Vantage Australia: Multi-brand agricultural equipment dealer group operating across eastern Australia representing Case IH and other major OEMs. Comparable as a regional multi-branch agricultural machinery dealer serving farming customers with full sales, parts and service support.
- CLAAS Harvest Centre: National Australian dealer network for CLAAS Lexion harvesters and complementary farm machinery brands. Comparable multi-branch dealer model serving broadacre and cropping customers with full sales, parts and service.
- AFGRI Equipment Australia: Australian arm of AFGRI Group, a multi-brand agricultural equipment dealer operating across Australia. Comparable business model as an authorised dealer for several global equipment brands with parts and service revenue streams.
- RDO Equipment: Australian and US-based John Deere construction and agricultural equipment dealer group with extensive branch network. Comparable in operating multi-brand John Deere and allied franchises across regional territories with parts and service operations.
- Staines Esperance: Case IH agricultural equipment dealer operating across Western Australia. Comparable multi-branch regional dealership model serving broadacre farmers with sales, parts, service and used equipment offerings.
Broad incumbents
- Brandt Tractor: Largest privately held John Deere construction and forestry equipment dealer in Canada and Australia. Comparable as a multi-brand John Deere-aligned dealer group with a broader geographic reach and larger scale than Honeycombes.
- STIHL Australia: Australian subsidiary of STIHL, the handheld outdoor power equipment manufacturer that Honeycombes represents. Adjacent relationship as a brand principal rather than a competing dealer; useful as a reference for the equipment ecosystem Honeycombes participates in.
- Toromont Industries: Canadian Caterpillar equipment dealer and equipment rental group with a multi-line industrial dealer model. Comparable structural profile as a multi-brand heavy equipment dealer with deep service operations, though at substantially larger scale and broader vertical mix than Honeycombes.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Honeycombes Sales and Service social profiles
Digital presenceHoneycombes Sales and Service financial estimates
Financial estimateRevenue estimate
Valuation estimate
Honeycombes Sales and Service leadership team
Management profileNumber of profiles
Profiles5 records
Honeycombes Sales and Service funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Honeycombes Sales and Service 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 Honeycombes Sales and Service
What does Honeycombes Sales and Service do?
Honeycombes Sales and Service is an authorised multi-franchise equipment dealership selling new and pre-owned agricultural, construction, industrial and heavy vehicle equipment for brands including John Deere, JCB, Hyundai, IVECO, Hino, Scania and International. The company also provides genuine and aftermarket parts, in-house workshop service and repair by qualified OEM-trained technicians, and finance and insurance products, operating from six branches across North Queensland.
Is Honeycombes Sales and Service a public or private company?
Honeycombes Sales and Service is a private company. It is classified as management employee owned and is currently operating.
When was Honeycombes Sales and Service founded?
Honeycombes Sales and Service was founded in 1913. It employs 51 to 100 people.
Where is Honeycombes Sales and Service based?
Honeycombes Sales and Service is headquartered in Townsville, Australia, in the Oceania region.
How does Honeycombes Sales and Service make money?
Five revenue lines are on record. New Equipment Sales are the primary driver. The others are used Machinery Sales, parts Sales, service and Repair and finance and Insurance.
Who are Honeycombes Sales and Service's main competitors?
Direct peers on record are Hutcheon & Pearce, Emmetts, Vantage Australia, CLAAS Harvest Centre, AFGRI Equipment Australia, RDO Equipment and Staines Esperance. Broad incumbents are Brandt Tractor, STIHL Australia and Toromont Industries.
Does Honeycombes Sales and Service have an API?
No public API is recorded for Honeycombes Sales and Service.