INTRAC
- Company typePrivate
- Founded1994
- HeadquartersStockholm, Sweden
- Headcount101–250
- GTM typeB2B
- OfferingServices
INTRAC firmographics
Firmographics- Name
- INTRAC
- Legal name
- INTRAC Group OÜ
- Website
- https://intrac.se
- Company type
- Private
- Founded year
- 1994
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Ownership category
- akta.pro rank
INTRAC industry classification
Industry- Product category
- Heavy Machinery Distribution and Service
- NAICS
- Other Commercial Equipment Merchant Wholesalers (42344)
- SIC
- Wholesale-Industrial Machinery & Equipment (5084), Wholesale-Machinery, Equipment & Supplies (5080), Misc Industrial & Commercial Machinery & Equipment (3590)
- akta.pro primary industry
- Tools, shop equipment & garage supplies distribution (diagnostic tools, lifts, compressors, PPE) (CRAOANAG)
Keywords
Where INTRAC is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices14 records
Markets served
INTRAC business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Machine Sales: Sales of heavy tracked and wheeled machinery including forestry equipment, construction equipment, agricultural machinery, material handling equipment, and road building equipment
- Spare Parts Sales: Original spare parts for machines running in the market area kept in stock
- Service and Repair Work: All types of service and repair work for represented machines through 13 workshops and 50+ service vans
- INTRAC Finance: Financing arrangements for customer machine purchases through partnerships
- Used Machine Sales: Sales of second-hand equipment sourced from different channels in north Europe
- Accessories and Attachments: Hydraulic tools, anti-skid chains, floatation tracks, hydraulic components and oils, buckets, filters and bearings
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Machine financing through INTRAC Finance |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels8 records
INTRAC product offering
Product offeringCore offering
INTRAC is the exclusive importer and distributor in Estonia, Latvia, and Lithuania for multiple world-leading heavy machinery brands across four business lines: forestry, construction, material handling, and agriculture. The company sells new tracked and wheeled machines, supplies original spare parts, and provides after-sales service, repairs, operator training, fleet management, and financing through a network of 13 offices, 13 workshops, and 50+ mobile service vans.
Product overview
INTRAC is a heavy machinery distribution and service company operating as exclusive importer for world-leading brands across four main business divisions in Estonia, Latvia, and Lithuania. The product portfolio spans Forestry Equipment (John Deere Forestry, Waratah, Bracke Forest, Moipu), Construction Equipment (Develon/Doosan, Case Construction, Bomag, Marini, Veekmas), Material Handling (Manitou telehandlers, Svetruck forklifts/log stackers, MAFI terminal tractors), and Agriculture (Massey Ferguson tractors/combines, Hardi sprayers, Kongskilde, Dalbo, Overum). Supporting the equipment sales are value-added services including spare parts supply from 13 outlets, maintenance and repair through 50+ mobile service vans, fleet management solutions, and financing options. The company serves forestry, construction, farming, and industrial customers with a network of 13 offices and workshops across the Baltic States.
Differentiator
Problem solved
Functional benefit
Brands
- INTRAC Finance: Financing service for customers' machine purchases
- INTRAC Quality Policy
- Fleet Management
Products and services
- Forestry Equipment Distribution
- Construction Equipment Distribution
- Material Handling Equipment Distribution
- Agricultural Equipment Distribution
- Spare Parts Supply
Quantifiable outcome
- Total sales exceeded EUR 95 million in 2022, close to all-time high for the group
- +4 more outcomes
Companies that use INTRAC
Customer profileNamed customers8 records
Segments6 records
Ideal customer profiles5 records
INTRAC technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
INTRAC partnerships and signals
Strategic signalPartnerships
18 partnerships are on record, tiered minor and core.
- Hardi InternationalminorExclusive distributor for Hardi sprayers for crop protection in Estonia and Latvia effective November 1, 2018. Danish producer of top quality field sprayers including lift-mounted sprayers, trailers and self-propelled models.
- Zeppelin PolskaminorINTRAC divested Polish operations to Zeppelin Polska effective June 26, 2017. Sales and service activities plus spare parts supply for Manitou and Grove transferred. Zeppelin is subsidiary of Zeppelin CZ and part of German multinational Zeppelin Group.
- SvetruckcoreExclusive distributor for Svetruck full range of heavy forklifts, container handlers and logstackers for Baltic States effective November 1, 2016. Svetruck produces about 200 machines per year at factory in Ljungby, Sweden.
- Massey FergusoncoreExclusive distributor for full range of Massey Ferguson farm machinery including MF tractors, harvesting machinery, hay and forage tools in Estonia and Latvia effective January 1, 2016. Partnership signed at Agritechnica Show in Germany.
- John Deere ForestrycoreExclusive distributor for John Deere forest equipment including skidders, forwarders and harvesters in Estonia, Latvia and Lithuania. INTRAC has been representing John Deere forestry since the brand was established (previously Timberjack). Received John Deere Dealer Excellence Award 2005.
- Develon (previously Doosan Infracore)coreDistributor for Develon construction equipment including wheeled excavators, tracked excavators, articlated dumpers, wheel loaders and mini excavators. Long-term distribution agreement signed for three Baltic countries.
- Case ConstructioncoreDistributor for Case construction equipment including excavator-loaders, graders, compact equipment. INTRAC Latvija awarded as Best Compact Equipment Dealer 2017 in Northern, Central and Eastern Europe.
- ManitoucoreExclusive distributor for Manitou telescopic handlers and rough terrain machines for industrial handling, construction, agriculture and wood handling in all Baltic states. Awarded Manitou Dealer of the Year in 2015. Cooperation deepened in 2005 to include agricultural sector in Lithuania.
- BomagcoreDistributor for Bomag compaction equipment, asphalt pavers, cold milling machines, rollers and related road building equipment in Baltic states. Asphalt and compaction equipment sales from Bomag almost doubled in 2021 with 89% growth.
- MAFIcoreExclusive distributor for MAFI RoRo and terminal tractors in Estonia, Latvia and Lithuania. First shipment of brand new MAFI tractors to Baltic states delivered to Klaipeda Container Terminal.
- KongskildeminorDistributor for Kongskilde plows and soil preparation equipment for agriculture in the Baltic states.
- Dal-bominorDistributor for Dal-bo rollers and tillage equipment for agriculture in the Baltic states.
- WaratahminorDistributor for Waratah harvester heads for forestry operations in the Baltic states.
- Bracke ForestminorDistributor for Bracke Forest equipment for soil preparation and forestry regeneration in the Baltic states.
- MoipuminorDistributor for Moipu harvester heads for forestry operations in the Baltic states.
- MariniminorDistributor for Marini full range of asphalt plants including batch type, continuous, cold mix plants and PMB plants in the Baltic states.
- VeekmasminorDistributor for Veekmas motorgraders in the Baltic states.
- KALMAR (Cargotec)corePartnership for port equipment including RTGs (Rubber Tyred Gantry cranes), shuttle carriers, ContChamp reachstackers for Baltic ports including Muuga Container Terminal and Klaipeda port.
Scale indicators15 records
Recent moves18 records
Expansion highlights5 records
INTRAC competitors and assessment
Company assessmentEmerging players
- Mascus: Online marketplace for used heavy machinery; INTRAC itself uses Mascus (dealers.mascus.com/intraclv) for its used machine sales. An emerging player that sits adjacent to INTRAC's business and could disintermediate traditional dealers in the secondary market.
Others
- Ramirent (Boels): Europe's largest equipment rental company, providing a complementary access model to ownership. Relevant to INTRAC's fleet management offering as an alternative procurement model that some end customers may choose instead of purchase-plus-service.
Broad incumbents
- Komatsu Europe: Global construction and mining equipment OEM with its own dealer network across Europe. As a broad incumbent, Komatsu competes with INTRAC's Develon, Case, and Bomag lines for end-customer wallet share in construction, quarrying, and material handling.
- Caterpillar (CAT): Global heavy machinery OEM whose products are distributed by INTRAC's closest peer Zeppelin. As a broad incumbent, Caterpillar's brand and dealer network set the competitive context for INTRAC's construction and material handling lines.
- Wirtgen Group (John Deere): Road construction equipment specialist (Vögele, Hamm, Kleemann, Wirtgen, Benninghoven) within the John Deere family, directly competing with INTRAC's Bomag and Marini asphalt/road building line. A broad incumbent defining the road building equipment market.
- Volvo Construction Equipment: Major European construction equipment OEM with an owned dealer network. A broad incumbent whose products compete directly with INTRAC's Develon, Case, and Bomag offerings across the Baltic customer base.
Direct peers
- Swedish Agro Machinery: Distributor of premium agricultural and light construction machinery brands in Sweden and the Baltic region. Comparable exclusive distribution model for farm equipment with growing Nordic/Baltic footprint that overlaps with INTRAC's geography and brand portfolio.
- Zeppelin Baumaschinen: Zeppelin is the exclusive Caterpillar dealer across much of Central and Eastern Europe and acquired INTRAC's Polish operations in 2017. It is the closest comparable exclusive heavy-machinery distributor in the region, sharing the OEM-exclusive distribution model, dense service network, and after-sales focus.
- MaskinGruppen / MGS Anläggning & Maskin: Swedish dealer group for construction and forestry equipment representing multiple premium OEMs with a service-led model. Closely comparable to INTRAC's mix of construction, forestry, and material handling equipment with strong after-sales focus.
- Lantmännen Maskin: Sweden's leading agricultural and construction machinery dealer, holding exclusive distribution rights for AGCO/Fendt/Valtra and other premium brands. Highly comparable to INTRAC's agricultural and construction equipment distribution business, with a similar exclusive-dealer model and strong after-sales service network.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
INTRAC social profiles
Digital presenceINTRAC financial estimates
Financial estimateRevenue estimate
Valuation estimate
INTRAC leadership team
Management profileNumber of profiles
Profiles3 records
INTRAC subsidiaries and ownership
Company hierarchySubsidiaries3 records
INTRAC funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
INTRAC 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 INTRAC
What does INTRAC do?
INTRAC is the exclusive importer and distributor in Estonia, Latvia, and Lithuania for multiple world-leading heavy machinery brands across four business lines: forestry, construction, material handling, and agriculture. The company sells new tracked and wheeled machines, supplies original spare parts, and provides after-sales service, repairs, operator training, fleet management, and financing through a network of 13 offices, 13 workshops, and 50+ mobile service vans.
Is INTRAC a public or private company?
INTRAC is a private company. It is classified as private equity controlled and is currently operating.
When was INTRAC founded?
INTRAC was founded in 1994. It employs 101 to 250 people.
Where is INTRAC based?
INTRAC is headquartered in Stockholm, Sweden, in the Europe region.
How does INTRAC make money?
Six revenue lines are on record. New Machine Sales are the primary driver. The others are spare Parts Sales, service and Repair Work, INTRAC Finance, used Machine Sales and accessories and Attachments.
Who are INTRAC's main competitors?
Mascus is listed as an emerging player. Ramirent (Boels) is listed as an others. Broad incumbents are Komatsu Europe, Caterpillar (CAT), Wirtgen Group (John Deere) and Volvo Construction Equipment. Direct peers are Swedish Agro Machinery, Zeppelin Baumaschinen, MaskinGruppen / MGS Anläggning & Maskin and Lantmännen Maskin.
Does INTRAC have an API?
No public API is recorded for INTRAC.
What industry is INTRAC in?
INTRAC's product category is Heavy Machinery Distribution and Service. Its primary akta.pro industry code is CRAOANAG, Tools, shop equipment & garage supplies distribution (diagnostic tools, lifts, compressors, PPE). Its NAICS code is 42344 and its SIC code is 5084.