Lasseter Tractor Company
Lasseter Tractor Company is a family-owned, authorized John Deere dealership serving South Georgia through six locations, selling and servicing new and used agricultural, commercial, and residential equipment for farmers, landscapers, and homeowners.
- Company typePrivate
- Founded1956
- HeadquartersDouglas, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Lasseter Tractor Company does
Lasseter Tractor Company is a family-owned, authorized John Deere dealership founded in 1956 by El Lasseter and operated across four generations, currently led by father-and-son partners Tony and Judd Lasseter and co-owners John Hayes and Bryan McDonald. The company serves South Georgia through six physical locations in Douglas, Lyons, Moultrie, Ocilla, Tifton, and Unadilla, employing 190+ staff with thousands of years of combined experience. Its primary customer segments are farmers (row crop, cotton, peanut, pecan, berry), landscapers, and homeowners, served through new and used equipment sales, parts, certified service, and financing facilitation via John Deere Financial.
The product portfolio spans the full John Deere lineup — compact utility tractors (1-4 Family), row crop tractors (6M/6R/7/8 Series), 4WD track tractors, cotton pickers, combines, sprayers, planters, hay and forage equipment, Gator utility vehicles, commercial and residential zero-turn mowers, and compact construction equipment — alongside 16 supported third-party brands including Stihl, Kuhn, KMC, Great Plains, and SmartApply. The technical stack includes an extensive proprietary RTK (Real-Time Kinematic) network across Southern Georgia, the Lasseter Customer Portal for online parts ordering and account access, integration with John Deere Operations Center and JDLink telematics, and a precision agriculture services suite covering Veris soil EC mapping, field boundary mapping, harvest data compilation, planter startup, and tiered annual support packages (Basic, Standard, Premium).
Revenue is generated across four streams: equipment sales (one-time), parts sales (transactional), service and maintenance (professional services), and financing facilitation (Multi-Use Accounts, buy now/pay after harvest programs, promotional financing). The business is operated through three related Georgia entities (Lasseter Tractor Co., Inc.; Lasseter Implement, LLC; Lasseter Equipment Group, LLC) under common family ownership. The go-to-market motion is sales-led across the six dealership footprint, augmented by a digital marketing partnership with Hunt (Elevate360) and an online customer portal for parts, service, and account self-service.
Lasseter Tractor Company firmographics
Firmographics- Name
- Lasseter Tractor Company
- Legal name
- Lasseter Tractor Co., Inc.
- Website
- https://lassetereq.com
- Company type
- Private
- Founded year
- 1956
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Lasseter Tractor Company is a family-owned, authorized John Deere dealership serving South Georgia through six locations, selling and servicing new and used agricultural, commercial, and residential equipment for farmers, landscapers, and homeowners.
- Ownership category
- akta.pro rank
Lasseter Tractor Company industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382)
- SIC
- Farm Machinery & Equipment (3523), Wholesale-Industrial Machinery & Equipment (5084), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Tractors (Utility, Row-Crop, Articulated, Specialty) (AFAAAAAA)
- akta.pro secondary industries
- Compact & Specialty Farm Machinery (Compact Tractors, Vineyard/Orchard, High-Clearance, Track Systems) (AFAAAAAJ), Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE), Implements, Attachments & Quick-Hitch Systems (3-Point Implements, Couplers, Tool Carriers) (AFAAAAAG), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC), Hay & Bale Handling Equipment (IMAHACAF)
Keywords
Where Lasseter Tractor Company is headquartered
LocationHeadquarters
- HQ city
- Douglas
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Lasseter Tractor Company business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Inventory, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equipment Sales: New and used John Deere equipment sales including tractors, mowers, Gator utility vehicles, and compact construction equipment. Also sells other supported brand equipment.
- Parts Sales: Extensive parts inventory for John Deere and other supported brands. Online parts ordering through customer portal and in-person at locations.
- Service & Maintenance: Service department with certified technicians providing maintenance, repairs, and service specials for all equipment sold.
- Financing Services: Facilitates financing through John Deere Financial including Multi-Use Account revolving plans, buy now pay after harvest programs, and special financing offers on compact tractors, commercial mowers, Gator UTVs, and residential mowers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Hybrid | One time/ perpetual license | 1 Series Compact Utility Tractor Specials |
| Subscription | Multi-year contract | 3 Series Compact Utility Tractor Specials |
| Subscription | Multi-year contract | Gator Utility Vehicle Financing |
| Subscription | Multi-year contract | Compact Construction Equipment |
| Subscription | Annual | Residential Mower Financing |
| Subscription | Multi-year contract | Commercial Mower Financing |
| Unit Pricing | Pay-as-you-go | Service Specials |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
Lasseter Tractor Company product offering
Product offeringCore offering
Lasseter Tractor Company is a family-owned authorized John Deere dealership that sells new and used agricultural, commercial, and residential equipment (compact utility tractors, row crop tractors, cotton pickers, combines, Gator UTVs, residential and commercial mowers, compact construction equipment) through six South Georgia locations. It also provides parts, certified technician service and repair, equipment financing facilitation via John Deere Financial, and precision agriculture services including its own RTK network, yield and soil mapping, planter startup, and remote support.
Product overview
Lasseter Tractor Company is a family-owned John Deere dealership established in 1956, serving South Georgia with six locations. The company offers a comprehensive portfolio of John Deere agricultural, commercial, and residential equipment including compact utility tractors (1-4 Family), row crop tractors (6M/6R/7/8 Series), cotton pickers, combines, hay equipment, Gator utility vehicles, commercial and residential mowers, and compact construction equipment. The product ecosystem is supported by precision agriculture services (RTK network, field mapping, harvest data analysis, planter startup) and digital platforms including the Lasseter Customer Portal, Tractor Plus/Equipment Plus/Mower Plus mobile apps, and John Deere Operations Center integration. Financing options include John Deere Financial Multi-Use Account and Revolving Plan. The company also supports 16 third-party equipment brands including Stihl, Kuhn, KMC, and Great Plains.
Differentiator
Problem solved
Functional benefit
Products and services
- Compact Utility Tractors John Deere 1, 2, 3, and 4 Family compact utility tractors (1023E, 1025R, 3025E, 3032E, 3033R, 3035D, 3038E, 3039R, 3043D, 3046R, 4044M/R, 4052M/R, 4066M/R, 4075R, 5075E) for property owners, small farms, and commercial use.
- Tractor Plus Mobile App Mobile application for equipment identification via barcode scanner, with maintenance recommendations, operator manual access, tutorial videos, fluid capacities, parts ordering, and service scheduling, available on iOS and Android.
- Equipment Plus Mobile App Mobile application for machine setup and maintenance of air seeders, balers, cotton harvesters, forage harvesters, planters, sprayers, sugarcane harvesters, and tillage equipment, with configuration guidance and operational procedures.
- Mower Plus Mobile App Mobile application for John Deere riding lawn mowers providing barcode scanning for equipment identification, custom maintenance information, pre-mow tips, maintenance reminders, and walk-through guides with tutorial video links.
- Lasseter Customer Portal Online portal providing real-time financial access, parts ordering, service requests, invoice payment viewing, and training videos for parts lookup, accessible on any device.
- RTK Network RTK (Real-Time Kinematic) network providing centimeter-level GPS accuracy for precision farming operations across southern Georgia, with auto-renewing annual support agreement for RTK system customers.
- Precision Farming Services Comprehensive precision agriculture support including harvest data compilation, yield data analysis, planter startup with row shut-off configuration, field boundary mapping, Veris soil EC mapping and analysis, and remote support for guidance issues.
- Precision Support Packages Tiered support packages including RTK Subscription, Basic Precision Ag Package (unlimited PA product support with loaner GPS equipment), Standard Package (software updates, planter and harvest startup), and Premium Package (Operations Center data management, automation training, agronomic and machine reports).
- Remote Support Package Unlimited dial-up sessions performed by the Integrated Services department for remote guidance troubleshooting, reducing downtime by enabling technicians to diagnose and resolve issues without traveling to the equipment location.
- Veris Soil EC Mapping and Analysis Complete soil mapping service using Veris equipment to collect soil electrical conductivity data, with in-house analysis providing data maps for integration with existing yield and soil data layers.
- Field Boundary Mapping
Quantifiable outcome
- 80% increase in 3E tractor sales during Q2 2025
- +3 more outcomes
Companies that use Lasseter Tractor Company
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Lasseter Tractor Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability8 records
Feature3 records
Lasseter Tractor Company partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- HuntcoreMarketing partnership since 2023 for Hunt's Elevate360 local impact marketing solution. The unified marketing strategy covering creative, targeting, and media efforts resulted in 80% increase in 3E tractor sales, over 25,000 clicks, and 4.28% click-through rate.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Lasseter Tractor Company competitors and assessment
Company assessmentBroad incumbents
- Stotz Equipment: Large multi-state John Deere agricultural and compact construction equipment dealer group operating across the western and midwestern U.S. Comparable as a scaled full-line John Deere dealer offering new/used equipment, parts, service, and precision agriculture across multiple locations.
- United Ag & Turf (now part of Ag-Pro): Large multi-state John Deere dealer group focused on agricultural, turf, and compact construction equipment across the southern U.S. Comparable as a major full-line JD dealer consolidator operating at greater scale than Lasseter.
- Ag-Pro Companies: One of the largest John Deere dealer groups in the southeastern U.S., operating dozens of full-line locations across multiple states. Highly comparable as a multi-location authorized John Deere dealer serving row-crop, livestock, and residential customers with similar equipment, parts, and service offerings.
- RDO Equipment Co. Major John Deere dealer group operating full-line agricultural and construction equipment dealerships across multiple U.S. states. Comparable in business model (multi-location authorized JD dealer with parts, service, and precision ag) and in serving a mix of large-acreage farmers and commercial contractors.
Direct peers
- TriGreen Equipment: Multi-location John Deere agricultural, turf, and compact construction equipment dealer serving the southeastern U.S. Closely comparable in customer segments (row crop, livestock, residential/landscaper), product portfolio, and service/parts business model.
- Greenway Equipment: John Deere dealer group operating multiple full-line locations across the southern U.S., selling new and used agricultural equipment, parts, and service. Comparable in scale, geographic focus on ag customers, and mix of equipment categories.
- Blanchard Equipment Company: Multi-location John Deere dealer in the southeastern U.S. serving farmers, ranchers, homeowners, and contractors with new/used equipment, parts, and service. Comparable in customer mix and full-line dealership model.
- Heritage Agriculture: John Deere dealer group operating across the southeastern U.S. with full-line agricultural equipment offerings. Comparable as a regional full-line JD dealer focused on row-crop and livestock customers.
Others
- Shop.Deere.com (John Deere Parts e-commerce): John Deere's direct online parts platform through which Lasseter customers can purchase parts directly from the manufacturer. Less a competitor and more a complementary channel; the relationship illustrates Lasseter's structural reliance on John Deere's broader digital ecosystem for parts fulfillment.
Regional players
- Sydenstricker Implement Co. Family-owned John Deere dealer group operating multiple locations in Missouri and surrounding states. Comparable as a multi-generation, multi-location authorized John Deere dealer serving row-crop and livestock farmers with parts, service, and precision agriculture.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Lasseter Tractor Company social profiles
Digital presenceLasseter Tractor Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lasseter Tractor Company leadership team
Management profileNumber of profiles
Profiles13 records
Lasseter Tractor Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lasseter Tractor Company 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 Lasseter Tractor Company
What does Lasseter Tractor Company do?
Lasseter Tractor Company is a family-owned authorized John Deere dealership that sells new and used agricultural, commercial, and residential equipment (compact utility tractors, row crop tractors, cotton pickers, combines, Gator UTVs, residential and commercial mowers, compact construction equipment) through six South Georgia locations. It also provides parts, certified technician service and repair, equipment financing facilitation via John Deere Financial, and precision agriculture services including its own RTK network, yield and soil mapping, planter startup, and remote support.
Is Lasseter Tractor Company a public or private company?
Lasseter Tractor Company is a private company. It is classified as family owned and is currently operating.
When was Lasseter Tractor Company founded?
Lasseter Tractor Company was founded in 1956. It employs 101 to 250 people.
Where is Lasseter Tractor Company based?
Lasseter Tractor Company is headquartered in Douglas, United States, in the North America region.
How does Lasseter Tractor Company make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are parts Sales, service & Maintenance and financing Services.
Who are Lasseter Tractor Company's main competitors?
Broad incumbents on record are Stotz Equipment, United Ag & Turf (now part of Ag-Pro), Ag-Pro Companies and RDO Equipment Co.. Direct peers are TriGreen Equipment, Greenway Equipment, Blanchard Equipment Company and Heritage Agriculture. Shop.Deere.com (John Deere Parts e-commerce) is listed as an others. Sydenstricker Implement Co. is listed as a regional player.
Does Lasseter Tractor Company have an API?
No public API is recorded for Lasseter Tractor Company.
What industry is Lasseter Tractor Company in?
Lasseter Tractor Company's product category is Agricultural Equipment Dealership. Its primary akta.pro industry code is AFAAAAAA, Tractors (Utility, Row-Crop, Articulated, Specialty), with a secondary code of AFAAAAAJ, Compact & Specialty Farm Machinery (Compact Tractors, Vineyard/Orchard, High-Clearance, Track Systems). Its NAICS code is 42382 and its SIC code is 3523.