Martin Deerline
Martin Deerline, now Horizon Ag & Turf, is an Alberta-based authorized John Deere dealership group operating 13 locations with 450+ employees, selling new and used agricultural, construction, turf, and golf equipment alongside parts, service, and precision agriculture technology to farmers, contractors, landscapers, and property owners across Alberta.
- Company typePrivate
- Founded1959
- HeadquartersEdmonton, Canada
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Martin Deerline does
Martin Deerline, now operating as Horizon Ag & Turf following the 2024 merger with Agland, is a privately held, family-owned John Deere equipment dealership group headquartered in Alberta, Canada. The combined entity operates 13 retail dealership locations across the province (from Barrhead and Calgary through Edmonton, Lloydminster, and High Prairie to Wetaskiwin and Westlock), employing more than 450 people. Its core offering is the sale of new and used John Deere equipment spanning four verticals: agricultural machinery (tractors, combines, sprayers, hay and forage equipment), compact construction equipment (excavators, skid steers, compact track loaders), commercial turf and golf course equipment, and residential/property owner equipment (compact tractors, riding mowers, Gator utility vehicles). Select locations also carry STIHL handheld outdoor power equipment.
The underlying technology layer is John Deere's precision agriculture platform (GPS guidance, precision field management), which the dealership integrates and resells alongside hardware, supplemented by an in-house "Build Your Own" equipment configurator and the My Dealer online portal for parts ordering, service scheduling, and inventory browsing. Aftermarket parts, scheduled maintenance, repair services, and service packages round out the offering, creating recurring revenue beyond initial equipment sale.
The business model is fundamentally a capital-intensive equipment retail and aftermarket services operation. Revenue is generated through four streams: new equipment sales (transaction-based, per-unit pricing with sample units listed at $510K to $890K), used equipment sales, parts sales (in-store and online), and service and repair. Financing is offered through John Deere Financial Credit for qualified buyers. The go-to-market is enterprise field sales supported by physical dealership locations — no e-commerce delivery model — targeting a diversified customer base of farmers, construction contractors, landscapers, golf courses, and rural property owners across Alberta.
Martin Deerline firmographics
Firmographics- Name
- Martin Deerline
- Legal name
- Martin Deerline
- Website
- https://martindeerline.com
- Company type
- Private
- Founded year
- 1959
- Operating status
- Acquired
- Headcount range
- 1–10 employees
- Short description
- Martin Deerline, now Horizon Ag & Turf, is an Alberta-based authorized John Deere dealership group operating 13 locations with 450+ employees, selling new and used agricultural, construction, turf, and golf equipment alongside parts, service, and precision agriculture technology to farmers, contractors, landscapers, and property owners across Alberta.
- Ownership category
- akta.pro rank
Martin Deerline industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Support Activities for Agriculture and Forestry (115)
- SIC
- Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)
- akta.pro secondary industry
- Forestry & Logging Equipment (IMAHACAK)
Keywords
Where Martin Deerline is headquartered
LocationHeadquarters
- HQ city
- Edmonton
- HQ country
- Canada
- HQ region
- North America
Offices13 records
Markets served
Martin Deerline business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Supply Chain, Infrastructure, Operations, Marketing or Sales, Technology or R&D
Revenue model
- New Equipment Sales: Sales of new John Deere agricultural, construction, turf and golf equipment through 13 Alberta dealership locations
- Used Equipment Sales: Pre-owned equipment sales including tractors, combines, compact loaders, and attachments across all product categories
- Parts Sales: Aftermarket parts and components for all equipment brands carried, available through online parts ordering and walk-in purchases
- Service & Repair: Full-service maintenance, repair, and support solutions including service packages and do-it-yourself repair guidance
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Equipment transaction-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Martin Deerline product offering
Product offeringCore offering
Martin Deerline operates as a full-line John Deere equipment dealership selling new and used agricultural, construction, landscaping, turf and golf course equipment, along with replacement parts and aftermarket service and repair. Following the 2024 merger with Agland to form Horizon Ag & Turf, the business operates 13 Alberta dealership locations and an online parts/service portal serving farmers, property owners, contractors, landscapers and golf course operators.
Product overview
Horizon Ag & Turf is a unified equipment dealership platform formed from the 2024 merger of Agland and Martin Deerline. The offering consists of a core portfolio of new and used equipment sales (featuring John Deere products), supported by a parts department, service and support operations, and precision technology solutions. Add-on services include tractor packages, a custom 'Build Your Own' equipment configurator, trade-in valuation, and the My Dealer customer portal. The company serves agricultural, property owner, landscaping, construction, and golf industries across 13 Alberta locations with over 450 employees.
Differentiator
Problem solved
Functional benefit
Products and services
- New Equipment Sales Sales of new agricultural, construction, landscaping, turf and golf course equipment, primarily featuring John Deere products across the 13 Alberta dealership locations. Serves farmers, contractors, landscapers, golf courses and property owners.
- Used Equipment Sales Pre-owned equipment inventory including combines, row crop tractors, compact loaders, excavators and various attachments available for purchase. Targets price-sensitive agricultural producers, contractors and property owners.
- Parts Department Replacement parts for agricultural, property owner, landscaping, construction and golf industry equipment, available through online parts ordering and walk-in purchases at dealership locations.
- Service & Support Aftermarket support including scheduled maintenance, repair services, service packages and do-it-yourself repair guidance for all equipment sold.
- Precision Technology
Companies that use Martin Deerline
Customer profileSegments5 records
Ideal customer profiles2 records
Martin Deerline technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Martin Deerline partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and minor.
- AglandcoreAgland and Martin Deerline merged operations in 2024 to form Horizon Ag & Turf. The merger combined two established Alberta equipment dealerships to create a larger network of 13 locations serving agriculture, property owner, landscaping, construction and golf industries.
- John DeerecoreExclusive authorized John Deere dealer serving Alberta with full product portfolio including agricultural equipment (tractors, combines, sprayers), construction equipment (excavators, loaders, skid steers), turf equipment (commercial mowers, golf course equipment), and Gator utility vehicles. Provides financing through John Deere Financial Credit.
- STIHLminorAuthorized STIHL dealer offering STIHL handheld equipment, chainsaws, and outdoor power equipment through select locations.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Martin Deerline competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key highlights6 records
Customer concentration
Martin Deerline social profiles
Digital presenceMartin Deerline financial estimates
Financial estimateRevenue estimate
Valuation estimate
Martin Deerline leadership team
Management profileNumber of profiles
Martin Deerline funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Martin Deerline 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 Martin Deerline
What does Martin Deerline do?
Martin Deerline operates as a full-line John Deere equipment dealership selling new and used agricultural, construction, landscaping, turf and golf course equipment, along with replacement parts and aftermarket service and repair. Following the 2024 merger with Agland to form Horizon Ag & Turf, the business operates 13 Alberta dealership locations and an online parts/service portal serving farmers, property owners, contractors, landscapers and golf course operators.
Is Martin Deerline a public or private company?
Martin Deerline is a private company. It is classified as family owned and is currently acquired.
When was Martin Deerline founded?
Martin Deerline was founded in 1959. It employs 1 to 10 people.
Where is Martin Deerline based?
Martin Deerline is headquartered in Edmonton, Canada, in the North America region.
How does Martin Deerline make money?
Four revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, parts Sales and service & Repair.
Does Martin Deerline have an API?
No public API is recorded for Martin Deerline.
What industry is Martin Deerline in?
Martin Deerline's product category is Agricultural Equipment Dealership. Its primary akta.pro industry code is IMAHAIAC, Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders), with a secondary code of IMAHACAK, Forestry & Logging Equipment. Its NAICS code is 115 and its SIC code is 3523.