Martin Deerline

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.

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

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

• Agricultural equipment dealership
• John deere dealer
• Farm equipment sales
• Construction equipment retail
• Equipment parts service

Headquarters

HQ city

Edmonton

HQ country

Canada

HQ region

North America

Offices13 records

Markets served

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

1. New Equipment Sales: Sales of new John Deere agricultural, construction, turf and golf equipment through 13 Alberta dealership locations
2. Used Equipment Sales: Pre-owned equipment sales including tractors, combines, compact loaders, and attachments across all product categories
3. Parts Sales: Aftermarket parts and components for all equipment brands carried, available through online parts ordering and walk-in purchases
4. Service & Repair: Full-service maintenance, repair, and support solutions including service packages and do-it-yourself repair guidance

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core 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

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• AglandcoreStrategic or Co-development Partner · 1 January 2024Agland 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 DeerecoreChannel Partner/ Reseller/ DistributorExclusive 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.
• STIHLminorChannel Partner/ Reseller/ DistributorAuthorized STIHL dealer offering STIHL handheld equipment, chainsaws, and outdoor power equipment through select locations.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat4 records

Key highlights6 records

Customer concentration

• Xx.com/martindeerline
• LinkedInlinkedin.com/company/martindeerline-equipment

Revenue estimate

Valuation estimate

Number of profiles

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 Martin Deerline