Mazergroup

What Mazergroup does

Mazergroup is a privately held, family-owned equipment dealership founded in 1959 and headquartered in Brandon, Manitoba. The company operates 18 branch locations across Manitoba and southeastern Saskatchewan, selling new and pre-owned agricultural, construction, lawn and garden, golf and turf, and powersports equipment alongside parts and repair services. Its primary OEM relationship is with New Holland, supplemented by partnerships with Bourgault, MacDon, Brandt, Hyundai Construction Equipment, JCB, Bobcat, Toro, Honda, and Husqvarna, with NAPA Auto Parts co-located at three branches.

The technology layer consists almost entirely of third-party products Mazergroup distributes and supports: New Holland FieldOps farm management platform, Raven precision agriculture solutions (including Cart Automation), Augmenta camera-vision field analyzers, IntelliView in-cab displays, GNSS positioning, ISOBUS compatibility, and guidance/autosteer systems. These are not proprietary to Mazergroup but are sold as bundled precision technology services.

Mazergroup monetizes through one-time equipment sales (new and pre-owned), transaction-based parts sales with a price-match guarantee, and labor-and-materials service and repair work performed by factory-trained technicians. Customer segments are horizontally diversified across farmers, contractors, municipalities, golf courses, and recreational buyers. Distribution is regional and physical-first: 18 retail showrooms, an owned semi-truck fleet for equipment pickup and delivery, and an online inventory browser that funnels into in-person transactions. Operating discipline is anchored by COR safety certification across all dealerships and Canada Bill S-211 Modern Slavery reporting.

Name

Mazergroup

Legal name

Mazergroup

Website

https://mazergroup.ca

Company type

Private

Founded year

1959

Operating status

Operating

Headcount range

11–50 employees

Short description

Mazergroup is a family-owned, 18-branch equipment dealer in Manitoba and southeastern Saskatchewan selling new and pre-owned agricultural, construction, lawn and garden, golf and turf, and powersports equipment, along with parts and service, primarily as a New Holland dealer.

Ownership category

akta.pro rank

Product category

Agricultural and Construction Equipment Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (423820), Lawn and Garden Equipment and Supplies Retailers (4442)

SIC

Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Industrial Trucks, Tractors, Trailors & Stackers (3537)

akta.pro primary industry

Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)

Keywords

• Agricultural equipment dealer
• Construction equipment sales
• Precision agriculture technology
• Equipment parts and service
• Turf and powersports equipment

Headquarters

HQ city

Brandon

HQ country

Canada

HQ region

North America

Offices18 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. New Equipment Sales: Sale of new agricultural, construction, lawn & garden, golf & turf, and powersports equipment from manufacturer partners including New Holland, Bourgault, MacDon, Hyundai, JCB, and others.
2. Pre-Owned Equipment Sales: Resale of used equipment across all equipment categories, with inventory of 508 pre-owned agricultural units and 6 construction units.
3. Parts Sales: Sale of maintenance and repair parts for all equipment categories, with large inventory across 18 locations and price match guarantee.
4. Service and Repairs: Warranty-backed repair and maintenance services performed by factory-trained technicians, including emergency services and pickup/delivery.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Mazergroup is a multi-location equipment dealer selling new and pre-owned agricultural, construction, lawn & garden, golf & turf, and powersports equipment from brand partners including New Holland, Bourgault, MacDon, Hyundai, JCB, and Bobcat. The company also operates parts departments and service departments across all 18 branch locations in Manitoba and southeastern Saskatchewan, providing factory-trained warranty-backed equipment maintenance, repairs, and emergency service, complemented by precision agriculture technology integration.

Product overview

Mazergroup is an agricultural equipment dealer operating 18 locations across Manitoba and Southeastern Saskatchewan, offering a comprehensive portfolio of equipment categories alongside complementary service and technology solutions. The company's core offering centers on New Holland equipment as its primary brand, supplemented by diverse equipment from Bourgault, MacDon, Brandt, Hyundai Construction Equipment, Bobcat, and other manufacturers spanning agriculture, construction, lawn & garden, golf & turf, and powersports segments. The product portfolio is unified around equipment sales (new and pre-owned), with supporting services including a parts department with pre-stocking programs and a service department providing maintenance, repairs, emergency services, and pickup/delivery. Precision Technology services, including New Holland PLM solutions, Raven systems, and New Holland FieldOps farm management platform, extend the offering into technology-enabled farming optimization.

Differentiator

Problem solved

Functional benefit

Products and services

• New Equipment Sales Sale of new agricultural, construction, lawn & garden, golf & turf, and powersports equipment from manufacturer partners including New Holland, Bourgault, MacDon, Brandt, Hyundai Construction Equipment, Bobcat, JCB, Toro, and Honda. Available across all 18 branch locations.
• Pre-Owned Equipment Sales Resale of used agricultural, construction, lawn & garden, golf & turf, and powersports equipment, with current inventory including 508 pre-owned agricultural units and 6 pre-owned construction units available through the company website and showroom locations.
• Parts Department Sale of maintenance and repair parts for all equipment categories with inventory distributed across 18 locations, featuring a pre-stocking program and a price match guarantee. Includes NAPA Auto Parts stores at the Moosomin, Neepawa, and Roblin locations.
• Service Department Equipment maintenance and repair services performed by factory-trained technicians, including routine maintenance, troubleshooting, emergency services, and pickup and delivery of equipment using the company fleet of semi-trucks and trailers. Service is warranty-backed.
• Precision Technology Solutions Sale and integration of precision agriculture technology including New Holland PLM solutions, Raven precision ag systems, New Holland IntelliView displays, GNSS positioning, guidance and autosteer, ISOBUS compatibility, and field data recording for optimized farming operations.

Named customers1 record

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• New HollandcoreChannel Partner/ Reseller/ DistributorPrimary agricultural equipment brand sold through Mazergroup. New Holland provides tractors, combines, sprayers, hay tools, and precision technology solutions. Mazergroup is a certified New Holland dealer offering full sales, parts, and service support.
• BourgaultcoreChannel Partner/ Reseller/ DistributorAgricultural equipment manufacturer specializing in air drills, seeders, and tillage equipment. Sold through Mazergroup locations.
• MacDoncoreChannel Partner/ Reseller/ DistributorAgricultural equipment manufacturer known for combine headers, windrowers, and swathers. Significant inventory of MacDon equipment in pre-owned listings.
• Hyundai Construction EquipmentcoreChannel Partner/ Reseller/ DistributorConstruction equipment brand including excavators, wheel loaders, and compact track loaders sold through Mazergroup.
• JCBcoreChannel Partner/ Reseller/ DistributorConstruction and agricultural equipment manufacturer including telehandlers and other equipment sold through Mazergroup.
• NAPA Auto PartsmajorChannel Partner/ Reseller/ DistributorNAPA Auto Parts stores located at select Mazergroup locations (Moosomin, Neepawa, Roblin) offering automotive and light-duty parts to complement equipment parts inventory.
• BrandtcoreChannel Partner/ Reseller/ DistributorAgricultural equipment manufacturer specializing in grain handling, augers, and tillage equipment sold through Mazergroup.
• Raven (CNH)majorTechnology or IntegrationPrecision agriculture technology partner providing automated and autonomous farming solutions including Raven Cart Automation, field analyzers, and application control systems integrated with Mazergroup equipment sales.
• Saskatchewan PolytechnicminorStrategic or Co-development PartnerEducational partnership through CNH Top Tech program combining apprenticeship training with specialized CNH diagnostics and equipment certifications to develop next-generation equipment technicians.
• BobcatcoreChannel Partner/ Reseller/ DistributorCompact equipment manufacturer specializing in skid steers and compact loaders sold through Mazergroup.
• TorocoreChannel Partner/ Reseller/ DistributorLawn and garden equipment manufacturer sold through Mazergroup locations for residential and commercial lawn care.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Rocky Mountain Equipment: Rocky Mountain Equipment is a Canadian dealership group (formerly Rocky Mountain Dealerships) operating multi-location Case IH and New Holland agriculture and construction equipment dealerships across Western Canada, directly comparable to Mazergroup's geographic and product mix.
• Brandt Tractor: Brandt is one of Canada's largest privately held equipment dealers, selling agriculture, construction, and forestry equipment across multiple Western Canadian provinces, including through the former Cervus Equipment footprint; directly comparable in scale, multi-brand strategy, and category breadth.
• Green Diamond Equipment: Green Diamond Equipment is a multi-location John Deere agriculture and turf equipment dealer in Eastern Canada with a similar multi-branch retail/service model serving farm and turf customers.

Regional players

• Enns Brothers: Enns Brothers is a multi-location John Deere dealer in Manitoba serving agriculture, lawn & garden, and golf & turf customers — directly comparable to Mazergroup's category mix and overlapping Manitoba geography.
• Western Tractor: Western Tractor is a John Deere agriculture equipment dealer group operating multiple locations in Alberta and Saskatchewan, comparable in regional footprint, agricultural focus, and dealer-service model.
• Premier Equipment Ltd: Premier Equipment is a multi-store New Holland agriculture equipment dealer in Ontario, Canada, operating a comparable full-line sales, parts, and service model with similar end-customer profile to Mazergroup.
• Maple Farm Equipment: Maple Farm Equipment is a multi-location agricultural equipment dealer in Manitoba and Saskatchewan representing brands including Case IH and Versatile, comparable to Mazergroup's geographic footprint and product categories.
• Jamesway Equipment: Jamesway Equipment is a multi-location New Holland agriculture and construction equipment dealer in Manitoba, comparable in core brand alignment and regional territory overlap with Mazergroup.

Broad incumbents

• AGCO Corporation: AGCO is a global manufacturer of agricultural equipment (Massey Ferguson, Fendt, Valtra), operating a broad dealer network that competes with Mazergroup's OEM partners and serves similar Western Canadian farm customers.
• CNH Industrial: CNH Industrial is the parent of New Holland — Mazergroup's flagship brand — and Case IH; it shapes the OEM-dealer economics and product availability that drive Mazergroup's revenue.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/mazergroup
• Xx.com/mazergroup

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 Mazergroup