Emmetts
Emmetts is a family-owned, authorised John Deere agricultural machinery dealership operating 15 branches across Western Victoria and South Australia since 1957, selling new and used farm machinery, parts, and service to broadacre farmers, contractors, and lifestyle customers.
- Company typePrivate
- Founded1957
- HeadquartersHorsham, Australia
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Emmetts does
Emmetts is a family-owned, authorised John Deere agricultural machinery dealership operating 15 branches across Western Victoria and South Australia under the legal entity Emmett Motors (Rupanyup) Pty Ltd, established in 1957. The company sells new and used farm machinery including large 4WD/track and row-crop tractors, compact and utility tractors, combine harvesters, self-propelled and trailed sprayers, seeding and tillage equipment, hay and forage machinery, Gator utility vehicles, and compact construction equipment (skid steers, track loaders, compact excavators). It complements the John Deere core with complementary brands such as Bourgault, Macdon, Krone, Kuhn, Goldacres, Hardi, Bredal, Stihl, Coolamon and others. Supporting revenue streams include a parts operation cataloguing 70,000+ SKUs (in-branch and online), workshop and field service, the John Deere Connected Support diagnostic programme, finance facilitation through John Deere Finance and Express Fund, and an online shop for John Deere branded toys, clothing and merchandise fulfilled from the Murray Bridge warehouse via FedEx/TNT.
Underlying technology is the John Deere ecosystem: Connected Support remote diagnostics, John Deere Operations Center cloud farm management, GPS guidance, auto-steering and yield mapping delivered through Emmetts' precision-agriculture team alongside free Operations Center training. The wholly-owned Emmetts Irrigation subsidiary extends into farm water management, while TechSTAR Apprenticeship and Graduate Programmes build internal technical talent.
The business model is a hybrid physical-and-digital dealership: large-ticket one-time machinery sales conducted through branch-based field sales staff to enterprise farmers and contractors; long-tail recurring revenue from parts, service, and finance facilitation; and a national e-commerce stream for merchandise and parts. Customer segments are vertically segmented — large-scale broadacre and cropping farmers as the primary segment, with small-acreage/lifestyle farmers, agricultural contractors, and compact construction/turf professionals as secondary segments — across the Wimmera, Mallee, Riverland, Eyre Peninsula, Yorke Peninsula, Sunraysia, Adelaide Hills and Kangaroo Island regions.
Emmetts firmographics
Firmographics- Name
- Emmetts
- Legal name
- Emmett Motors (Rupanyup) Pty Ltd
- Website
- https://emmetts.com.au
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Emmetts is a family-owned, authorised John Deere agricultural machinery dealership operating 15 branches across Western Victoria and South Australia since 1957, selling new and used farm machinery, parts, and service to broadacre farmers, contractors, and lifestyle customers.
- Ownership category
- akta.pro rank
Emmetts industry classification
Industry- 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 (423810)
- SIC
- Farm Machinery & Equipment (3523), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)
- akta.pro primary industry
- Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
- akta.pro secondary industries
- Harvesting & Forage Equipment (IMAHACAD), Hay & Bale Handling Equipment (IMAHACAF), Farm Material Handling & Attachments (Loaders/Implements) (IMAHACAI), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)
Keywords
Where Emmetts is headquartered
LocationHeadquarters
- HQ city
- Horsham
- HQ country
- Australia
- HQ region
- Oceania
Offices15 records
Markets served
Emmetts business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- New Agricultural Machinery Sales: Sale of new John Deere farm machinery including tractors, harvesters, sprayers, seeding and tillage equipment, hay and forage machinery, and compact construction equipment. Emmetts is a John Deere authorized dealer.
- Used Farm Machinery Sales: Sale of pre-owned agricultural equipment across all categories, listed on the company website with pricing.
- Parts and Components: Sale of genuine John Deere parts, aftermarket alternatives, maintenance kits, filters, mower blades, belts, clutches, spindles, and accessories through both branches and an online shop. The online shop catalogues over 70,000 items.
- Workshop and Field Service: On-site and in-branch service operations for all makes of machinery, including the Connected Support diagnostic program.
- Online Shop (Merchandise, Toys, Clothing): E-commerce revenue from John Deere branded merchandise, toys, clothing, hats, drinkware, and accessories sold through the online store.
- Finance Solutions: Facilitation of equipment financing through John Deere Finance and Express Fund, providing customers with installment payment options.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New Agricultural Machinery |
| One time/ perpetual license | Pay-as-you-go | Used Machinery |
| One time/ perpetual license | Pay-as-you-go | Parts and Service |
| One time/ perpetual license | Pay-as-you-go | Online Shop Merchandise |
| Transaction based/ take rate | Multi-year contract | Finance Options |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels7 records
Emmetts product offering
Product offeringCore offering
Emmetts is an authorized John Deere dealer selling new and used agricultural machinery (tractors, harvesters, sprayers, seeding and tillage equipment, hay and forage, compact construction equipment, Gator utility vehicles, and mowers) through 15 branches across Western Victoria and South Australia. The company also supplies 70,000+ parts and merchandise items through an online shop, and provides workshop, field service, and Connected Support diagnostics.
Product overview
Emmetts is a John Deere dealer operating 15 branches across Western Victoria and South Australia, offering a comprehensive range of agricultural and compact construction equipment. The product portfolio centers on John Deere machinery including large ag tractors (4WD/Track, Row Crop, Compact & Utility), harvesting equipment, hay & forage equipment, sprayers, seeding & tillage equipment, and precision agriculture solutions via John Deere Operations Center. Additional offerings include Gator utility vehicles, compact excavators, skid steers, track loaders, and commercial/ride-on mowers. The company also stocks complementary brands such as Bourgault, Krone, Kuhn, Macdon, Goldacres, Hardi, Seed Terminator, Bredal, and Stihl. Emmetts provides supporting services including parts (70,000+ items online), service department, Connected Support, and an online shop featuring John Deere toys, clothing, and merchandise. The business has operated since 1957 under Emmett Motors (Rupanyup) Pty Ltd.
Differentiator
Problem solved
Functional benefit
Brands
- Emmetts Irrigation: Irrigation products and services division
- Emmetts Online Shop
- TechSTAR Apprenticeship Program
- Emmetts Graduate Program
Products and services
- Large Agricultural Tractors Large agricultural tractors from John Deere including 4WD/Track, Row Crop, and Compact & Utility series. Provides power, performance, efficiency, and precision technology for medium and large-scale agronomy operations across cropping, seeding, and tillage activities.
- Harvesting Equipment Harvesting equipment from John Deere plus complementary brands (Seed Terminator, MacDon Drapers, Coolamon Chaser Bins, Shelbourne Reynolds Fronts) for combine operations during harvest season.
- Seeding and Tillage Equipment Seeding and tillage options from John Deere, Bourgault, Grizzly, Agrowplow, and Maschio Gaspardo for broadacre cropping operations.
- Hay and Forage Equipment Hay and forage equipment including mower conditioners, windrowers, and balers from John Deere, Krone, Kuhn, and Macdon for hay cutting and forage operations.
- Sprayers Self-propelled and trailed sprayers from John Deere, Goldacres, Hardi, and Greentech for high-performance, precision chemical application.
- Compact Construction Equipment Compact construction equipment including compact excavators, skid steers, and track loaders for earthmoving and construction tasks on farms and properties.
- Gator Utility Vehicles John Deere Gator mid-size and full-size utility vehicles for hauling, fencing, and general farm and property tasks.
- Commercial and Ride-On Mowers John Deere commercial ride-on mowers and ZTrak zero-turn, front or wide-area mowers for professional lawn mowing operations.
- Used Farm Machinery Pre-owned agricultural and compact construction equipment from John Deere and other brands, available through 15 branches with pricing listed on the company website.
- Parts Department Parts supply service offering in-store and online access to 70,000+ parts items for John Deere and other branded equipment, including belts, filters, clutches, maintenance kits, mower blades, spindles, radiators, tools, and tires.
- Service Department Workshop and field maintenance and repair services for all agricultural and compact equipment sold by Emmetts, including on-site and in-branch service operations across all makes of machinery.
- Connected Support John Deere Connected Support diagnostic and support service designed to maximize equipment uptime through proactive monitoring, remote servicing, and expert assistance.
- Precision Agriculture Solutions Precision agriculture solutions including John Deere Operations Center, GPS guidance, auto-steering, yield mapping, digital farming setup, planning, monitoring, and analysis of field operations across seeding, tillage, sprayers, and harvest equipment.
- Emmetts Online Shop E-commerce store at emmetts.com.au/shop selling John Deere parts, toys, clothing, hats, drinkware, merchandise, and accessories. Catalogue contains over 70,000 items; delivers Australia-wide via FedEx/TNT Road Express from the Murray Bridge warehouse.
- Emmetts Irrigation Irrigation products and services provided through a dedicated website for farming water management needs, operated as a wholly-owned subsidiary of Emmetts.
- Equipment Financing Solutions Facilitation of equipment financing through John Deere Finance and Express Fund (Collins Securities Pty Ltd), providing customers with installment payment options and deferred payment programs for equipment purchases.
Quantifiable outcome
- Connected Support diagnostics reduce machine downtime through proactive monitoring and remote servicing capabilities
- +1 more outcomes
Companies that use Emmetts
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Emmetts technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
Feature3 records
Emmetts partnerships and signals
Strategic signalPartnerships
17 partnerships are on record, tiered core and minor.
- John DeerecoreEmmetts is an authorized John Deere dealer operating 15 branches across Western Victoria and South Australia. The partnership covers the full John Deere agricultural machinery portfolio including tractors, harvesters, sprayers, compact construction equipment, Gator utility vehicles, and the full range of genuine John Deere parts. Emmetts also participates in John Deere's digital ecosystem including MyJohnDeere, Operations Center, and Connected Support.
- BourgaultminorBourgault seeding and tillage equipment is sold through Emmetts branches alongside the John Deere range, providing additional options for broadacre cropping customers requiring high-capacity air seeder systems.
- MacdonminorMacdon draper fronts and windrowers are supplied through Emmetts for use with John Deere combine harvesters. Also supplies MacDon toy replicas sold through the online shop.
- Seed TerminatorminorSeed Terminator harvest weed seed control systems are available through Emmetts for multi-brand combine equipment, supporting integrated weed management for broadacre farmers.
- BredalminorBredal K105HD spreaders are sold through Emmetts, with a dedicated Bredal product specialist (Heath Miller) based at Horsham supporting customers across Victoria and SA. Currently featuring 4.44% PA financing on Bredal spreaders.
- StihlminorStihl outdoor power equipment including chainsaws, brushcutters, blowers and the battery range are stocked at select Emmetts branches (Cummins, Crystal Brook, Warracknabeal, Roseworthy, Oakbank) for lawn, garden and farm use.
- CoolamonminorCoolamon chaser bins are sold through Emmetts for use during harvest operations, complementing the John Deere harvester range.
- Shelbourne ReynoldsminorShelbourne Reynolds fronts and agricultural equipment are available through Emmetts, providing additional harvesting and tillage options.
- GrizzlyminorGrizzly tillage and seeding equipment is distributed through Emmetts as an additional brand option for customers.
- Maschio GaspardominorMaschio Gaspardo tillage and seeding equipment available through Emmetts, complementing the existing product range.
- AgrowplowminorAgrowplow tillage and soil management equipment stocked through Emmetts for Victorian and South Australian customers.
- GoldacresminorGoldacres sprayers are available through Emmetts alongside the John Deere sprayer range, offering customers additional options for self-propelled and trailed spraying equipment.
- GreentechminorGreentech spraying equipment available through Emmetts, complementing the range of sprayer brands offered.
- HardiminorHardi trailed sprayers available through Emmetts, providing additional options for precision chemical application.
- KroneminorKrone hay and forage equipment including mowers and balers available through Emmetts, complementing the John Deere hay range.
- KuhnminorKuhn hay and forage equipment available through Emmetts, providing additional brand choice for livestock and hay producers.
- FedEx/TNT AustraliaminorFedEx/TNT Road Express is the exclusive freight carrier for the Emmetts Online Shop, handling all domestic deliveries from the Murray Bridge warehouse. Orders average 3-10 business days delivery within Australia. TNT does not deliver to Australia Post addresses (P.O. Boxes, RMBs).
Scale indicators5 records
Recent moves5 records
Expansion highlights6 records
Emmetts competitors and assessment
Company assessmentDirect peers
- CLAAS Harvest Centre (Australia): CLAAS Harvest Centre is a multi-branch Australian dealer of CLAAS, Amazone, and other agricultural brands. Directly comparable as a regional agricultural machinery dealer network with overlapping customer segments and complementary brand focus.
- Hutcheon & Pearce: Hutcheon & Pearce is an Australian John Deere dealer operating across New South Wales and Victoria, with multiple branches and a similar product/service mix including tractors, harvesters, sprayers, and precision agriculture. Directly comparable in business model and John Deere authorization.
- RDO Equipment (Australia): RDO Equipment is one of the largest John Deere dealer networks globally and operates John Deere dealerships in Australia. Directly comparable as a John Deere agricultural and construction equipment dealer with multi-branch presence and full parts/service/precision-ag offerings.
- Case IH Australia (CNH Industrial dealer network): Case IH Australia operates through a network of authorized dealers selling tractors, harvesters, sprayers, and hay equipment across competing brands. Comparable as a competing farm machinery brand with dealer network targeting similar broadacre customers.
- AFGRI Equipment Australia: AFGRI Equipment is an Australian agricultural equipment dealer network offering new and used machinery (including John Deere in some territories), parts, and service through multiple branches. Comparable multi-branch dealer peer with overlapping customer segments.
- Williams.ag (formerly Agrimaster): Williams.ag is a regional agricultural machinery dealer group in Australia offering new and used tractors, harvesting, spraying, and tillage equipment with parts and service. Comparable as a multi-branch regional farm machinery dealer.
Broad incumbents
- AGCO Australia (Fendt, Massey Ferguson): AGCO Australia distributes Fendt, Massey Ferguson, and Valtra tractors, plus hay and harvesting equipment via authorized dealers. Comparable as a competing agricultural machinery OEM with dealer network targeting broadacre and livestock farmers.
- Brandt (Australia): Brandt is a large North American John Deere dealer group that has expanded into Australia. Comparable as a John Deere dealer with broader geographic reach and similar product/service offerings including precision agriculture and used equipment.
- Kubota Australia: Kubota Australia sells compact tractors, utility vehicles, mowers, and farm machinery through a national dealer network. Comparable as a competing OEM with overlapping product categories in compact tractors, mowers, and utility vehicles.
Regional players
- St John Motors (Echuca): St John Motors is a regional John Deere dealer based in Echuca, Victoria, offering similar farm machinery, parts, and service to broadacre and lifestyle farmers in northern Victoria. Comparable regional John Deere dealer with adjacent territory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Emmetts social profiles
Digital presenceEmmetts financial estimates
Financial estimateRevenue estimate
Valuation estimate
Emmetts leadership team
Management profileNumber of profiles
Emmetts subsidiaries and ownership
Company hierarchySubsidiaries1 record
Emmetts funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Emmetts 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 Emmetts
What does Emmetts do?
Emmetts is an authorized John Deere dealer selling new and used agricultural machinery (tractors, harvesters, sprayers, seeding and tillage equipment, hay and forage, compact construction equipment, Gator utility vehicles, and mowers) through 15 branches across Western Victoria and South Australia. The company also supplies 70,000+ parts and merchandise items through an online shop, and provides workshop, field service, and Connected Support diagnostics.
Is Emmetts a public or private company?
Emmetts is a private company. It is classified as family owned and is currently operating.
When was Emmetts founded?
Emmetts was founded in 1957. It employs 101 to 250 people.
Where is Emmetts based?
Emmetts is headquartered in Horsham, Australia, in the Oceania region.
How does Emmetts make money?
Six revenue lines are on record. New Agricultural Machinery Sales are the primary driver. The others are used Farm Machinery Sales, parts and Components, workshop and Field Service, online Shop (Merchandise, Toys, Clothing) and finance Solutions.
Who are Emmetts's main competitors?
Direct peers on record are CLAAS Harvest Centre (Australia), Hutcheon & Pearce, RDO Equipment (Australia), Case IH Australia (CNH Industrial dealer network), AFGRI Equipment Australia and Williams.ag (formerly Agrimaster). Broad incumbents are AGCO Australia (Fendt, Massey Ferguson), Brandt (Australia) and Kubota Australia. St John Motors (Echuca) is listed as a regional player.
Does Emmetts have an API?
No public API is recorded for Emmetts.
What industry is Emmetts in?
Emmetts's product category is Agricultural Machinery Dealership. Its primary akta.pro industry code is AFAAAAAH, Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools), with a secondary code of IMAHACAD, Harvesting & Forage Equipment. Its NAICS code is 42382 and its SIC code is 3523.