What Mager & Wedemeyer does

Mager & Wedemeyer Maschinenvertrieb GmbH & Co. KG is a privately held, full-service agricultural and construction machinery dealer headquartered in Oyten, Lower Saxony, Germany, founded in 1899 in Bremen and relocated to Oyten in 1987. The company sells new, used, and rental equipment across twelve product categories — tractors, loading technology (Ladetechnik), soil cultivation (Bodenbearbeitung), grassland technology (Grünlandtechnik), feeding technology (Fütterungstechnik), transport technology (Transporttechnik), fertilizer technology (Düngetechnik), crop protection (Pflanzenschutztechnik), work implements (Arbeitsgeräte), and precision farming — under exclusive or major authorised-dealer relationships with Case IH (tractors, Axial-Flow combines, AFS precision farming), JCB (telescopic handlers, wheel loaders, Fastrac tractors, compact track loaders), Pöttinger (added April 2025, covering soil cultivation, seeding, and forage harvesting), and ancillary brands including Kverneland, Trioliet, BSA, Fliegl, Lely, Bednar, Tebbe, Brantner, Ammann, and Steyr. Distribution runs through five owned branches (Oyten HQ, Scharrel, Hammah, Nortmoor, Natenstedt), the Mittelstenahe partner operation opened September 2025, an Außendienst (field sales) layer with a regional sales manager (Gerd Meyer), an over-100-partner-dealer network, and a dedicated 15,000 sqm Gebrauchtmaschinenzentrum (used machinery centre) stocked with 450–600 certified machines of which ~20% are exported internationally to Eastern Europe and Africa.

Revenue is generated across five streams: (1) one-time sales of new machinery from principal OEM brands at quote-based pricing, (2) one-time sales of certified used/pre-owned machinery through the Gebrauchtmaschinenzentrum (the largest such facility in the region), (3) recurring rental income from a Mietpark (rental fleet) spanning 0.8t mini-excavators to 20t wheel loaders, with a Mietrückläufer (rental return) sub-channel offering discounted young machines (e.g., Case IH Puma 175 CVX from €139,950 net, Puma 220 CVX from €155,750 net), (4) professional-services revenue from mobile and in-workshop maintenance and repair across all branches, and (5) transaction-based spare-parts distribution through the in-house MWParts platform — for which M&W was named one of Germany's most successful JCB spare-parts dealers in 2016. Disclosed scale is ~170 employees (2018) across headquarters and branches, ~250 new tractors and ~150 wheel/telescopic loaders sold per year, and approximately €75 million in annual revenue (2018 figure). Customer acquisition combines enterprise field sales with an event-driven GTM motion — Tarmstedter Ausstellung, LandTageNord, branch Filialtage, and Feldabende (field evenings) — supported by a Brevo-powered segmented newsletter programme, an iOS used-machinery app, and PR placement in EILBOTE, LAND & Forst, and Landwirt.com. Precision-farming technology — RTK+ dual-signal GPS guidance with 1–2 cm accuracy, AccuGuide, AccuTurn automated headland turning, and GEOspread weigh-spreader with up to 24-section control — is positioned as an in-house differentiator and supports claimed fertilizer savings of 5–25% for farming customers.

Name

Mager & Wedemeyer

Legal name

Mager & Wedemeyer Maschinenvertrieb GmbH & Co. KG

Website

https://muw.de

Company type

Private

Founded year

1899

Operating status

Operating

Headcount range

51–100 employees

Short description

Mager & Wedemeyer is a privately held, full-service agricultural and construction machinery dealer in Oyten, Germany (founded 1899), selling, renting, and servicing new and used Case IH, JCB, Pöttinger, and Kverneland equipment to commercial farmers across Lower Saxony.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (42381)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Compact & Specialty Farm Machinery (Compact Tractors, Vineyard/Orchard, High-Clearance, Track Systems) (AFAAAAAJ)

akta.pro secondary industries

Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC), Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)

Keywords

• Agricultural machinery dealer
• Farm equipment distribution
• Used farm machinery sales
• Precision farming technology
• Construction equipment rental

Headquarters

HQ city

Oyten

HQ country

Germany

HQ region

Europe

Offices7 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. New Agricultural Machinery Sales: Sale of new tractors, loaders, soil cultivation, grassland, feeding, transport, fertilizing, plant protection equipment and precision farming technology from principal brands Case IH, JCB, Pöttinger, Kverneland, Trioliet, BSA, Fliegl, and others. Sales conducted via field sales force and at showrooms at branch locations.
2. Used / Pre-Owned Machinery Sales: Sale of certified used agricultural and construction machinery through the Gebrauchtmaschinenzentrum (used machinery centre) at Oyten. Approximately 450 machines on 15,000 sqm site, with ~20% exported internationally to Eastern Europe and Africa.
3. Rental / Leasing: Rental of agricultural and construction machinery including a fleet of rental return machines (Mietrückläufer) with max 750 hours, offered at discounted rates. Machines available for rent from 0.8t mini excavator up to 20t wheel loader.
4. After-Sales Service, Maintenance and Repairs: Full workshop services at all branch locations plus mobile service (Mobiler Service) with workshop phone 04207-605-200. Replacement parts supply through MWParts online platform.
5. Spare Parts Supply: High-quality spare parts distribution for all represented brands, supported by the MWParts online platform and supplier network. One of the most successful JCB spare parts dealers in Germany.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Mager & Wedemeyer is a full-service agricultural and construction machinery dealer selling new equipment from premium brands (Case IH, JCB, Pöttinger, Kverneland, Trioliet, BSA, Fliegl), used machinery through its 15,000 sqm Gebrauchtmaschinenzentrum, equipment rentals, after-sales service, spare parts via MWParts, and precision farming technology (RTK GPS, AccuGuide, GEOspread). Operations span five owned branches plus 100+ partner dealers across Lower Saxony, with approximately 20% of used machinery exported internationally.

Product overview

Mager & Wedemeyer is a full-service agricultural and construction machinery dealer operating as a single unified business offering equipment sales, rental, service, and spare parts. The product portfolio centers on core brands Case IH (tractors, combines, precision farming) and JCB (telescopic handlers, loaders, Fastrac tractors), expanded in 2025 with PÖTTINGER (grassland, soil cultivation, forage). The offering spans 12 equipment categories: tractors, loading technology, soil cultivation, grassland technology, feeding technology, transport technology, fertilizer technology, crop protection, work implements, and precision farming. Supporting services include a used machinery center (Gebrauchtmaschinenzentrum) with 15,000 m² facility, rental fleet, mobile service, and spare parts supply. Additional partner brands include Kverneland, Trioliet, BSA, Fliegl, Bednar, and Tebbe.

Differentiator

Problem solved

Functional benefit

Products and services

• New Agricultural and Construction Machinery Sales Sale of new agricultural and construction machinery from premium principal brands (Case IH, JCB, Pöttinger, Kverneland, Trioliet, BSA, Fliegl, Bednar, Ammann) to commercial farmers, contractors, and municipalities. Includes precision farming technology packages. Approximately 250 new tractors and 150 wheel/telescopic loaders sold annually.
• Used Machinery Sales (Gebrauchtmaschinenzentrum)

Quantifiable outcome

• GPS-guided fertilizer application reduces fertilizer usage by 5-25% compared to conventional spreading methods
• +3 more outcomes

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Twelve partnerships are on record, tiered major, core and minor.

• Landtechnik Mittelstenahe (LM)majorChannel Partner/ Reseller/ Distributor · 1 September 2025Official partner operation (Partnerbetrieb) of Mager & Wedemeyer. Located at Varreler Dorfstraße 39, 21770 Mittelstenahe. Provides first-class service for Case IH, JCB, and Pöttinger brands in Cuxhaven and Stade regions. Opened September 2025.
• PöttingercoreChannel Partner/ Reseller/ Distributor · 1 April 2025Since April 2025, Mager & Wedemeyer has been an authorised dealer for Pöttinger agricultural machinery. Product range includes soil cultivation (grubbers, disc harrows, rotary harrows), seeding equipment, and forage harvest technology (mowers, tedders, rakes, loading wagons). Austrian manufacturer headquartered in Grieskirchen, founded 1871.
• Case IHcoreChannel Partner/ Reseller/ DistributorExclusive authorised dealer for Case IH agricultural machinery including tractors (Puma, Maxxum, Optum, Luxxum, Quantum), combine harvesters (Axial Flow series), and precision farming technology (AFS Pro 700, AccuGuide, AccuTurn). M&W sells approximately 250 new tractors and combines per year from Case IH.
• JCBcoreChannel Partner/ Reseller/ DistributorAuthorised JCB dealer for agricultural, construction and municipal machinery including telescopic handlers, wheel loaders, Fastrac tractors, and compact track loaders. Long-standing partnership since 2001. M&W is a top-performing JCB dealer in Germany (Best in Sales Agrar und Fastrac 2022) and one of the most successful spare parts dealers (2016).
• Kverneland GroupmajorChannel Partner/ Reseller/ DistributorAuthorised dealer for Kverneland soil cultivation equipment, including the PUDAMA system for precision fertiliser placement under seeds (up to 25% fertiliser savings). Also distributes Vicon branded equipment including RotaFlow spreaders and forage technology.
• TriolietmajorChannel Partner/ Reseller/ DistributorAuthorised dealer for Trioliet feed mixing technology including Triomix self-loading feed mixer wagons with stamp system for dairy and livestock farming operations.
• BSA (Bohnen Albert GmbH)majorChannel Partner/ Reseller/ DistributorAuthorised dealer for BSA manure and slurry handling equipment including pump tank wagons for efficient slurry spreading in agricultural operations.
• Fliegl AgrartechnikmajorChannel Partner/ Reseller/ DistributorDealer for Fliegl transport technology including push-off trailers (Abschiebewagen) and other transport equipment for agricultural operations.
• LelymajorChannel Partner/ Reseller/ DistributorDealer for Lely forage equipment including silage wagons (Lely Silierwagen, Tigo XR series) and related feed harvest technology. M&W hosted Lely Days at branch locations.
• CNH Capital (CNH Industrial Capital)minorOthersFinancing partner providing special financing conditions (Sonderfinanzierungskonditionen) for Case IH equipment purchases at Mager & Wedemeyer. Supports customer acquisition through accessible financing options.
• Steyr (CNH Industrial)minorChannel Partner/ Reseller/ DistributorOccasionally listed as a brand in M&W product range alongside Case IH, representing the Steyr tractor brand also owned by CNH Industrial.
• Ammann GroupminorChannel Partner/ Reseller/ DistributorDealer for Ammann compaction equipment (from 80 kg to 900 kg), available through M&W rental fleet.

Scale indicators7 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• CNH Industrial N.V. Parent company of Case IH and Steyr - M&W's primary tractor brand relationship. Relevant both as the OEM counterpart whose dealer-authorization decisions directly affect M&W's revenue, and as a broad ag machinery group operating in overlapping categories.
• Bernard Krone Holding SE & Co. KG: German family-owned agricultural machinery OEM (Spelle) specializing in grassland, forage harvest, and transport equipment. Comparable as a major ag machinery manufacturer whose products (mowers, tedders, rakes, loader wagons) compete directly with M&W's Pöttinger and Lely offerings.
• Deere & Company (John Deere): World's largest agricultural machinery manufacturer with an extensive dealer network across Germany. Comparable as the dominant ag OEM competing for the same German farmer customers through competing tractor, harvester, and precision farming offerings.
• SDF Group (Same Deutz-Fahr): European tractor and implement manufacturer (Deutz-Fahr, Same, Lamborghini brands) with its own dealer network. Comparable as a competing tractor OEM whose products compete with Case IH, JCB and Steyr units sold at M&W for the same farmer customer base.
• AGCO Corporation: Global tractor and agricultural machinery manufacturer parent of Fendt (Marktoberdorf, Germany). Comparable as a major ag OEM whose products compete with Case IH/JCB at M&W, and whose independent dealer network competes for the same Northern German farmer customers.
• Claas KGaA mbH: Leading German-based agricultural machinery OEM (combines, tractors, forage harvesters) headquartered in Harsewinkel. Comparable as a major ag machinery supplier operating through dealer networks in the same German market, with competing product portfolios to M&W's brands.

Direct peers

• RWZ Rhein-Main eG: Cologne-based agricultural cooperative with an ag machinery distribution and service business alongside farm inputs. Directly comparable to M&W as a multi-brand dealer targeting commercial farmers with sales, workshop, and parts operations.
• BayWa AG: Munich-headquartered group with a major agricultural machinery distribution arm stocking multiple OEMs. Comparable as a multi-region, multi-brand ag machinery dealer combining new equipment, service and spare parts in the German market.
• ZG Raiffeisen eG: Karlsruhe-based agricultural cooperative distributing machinery, fuel and farm inputs in Southern/Western Germany. Functions as a comparable multi-brand ag machinery dealer with service infrastructure to commercial farmers.
• AGRAVIS Raiffeisen AG: Large Münster-based German agricultural cooperative operating a multi-brand machinery distribution division alongside inputs and grain. Closest analogue to M&W as a multi-brand ag machinery dealer with full-service (sales, service, parts) across Northern/Central Germany.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MagerWedemeyer
• Facebookfacebook.com/mager.wedemeyer
• LinkedInlinkedin.com/company/mager-wedemeyer

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Mager & Wedemeyer