Emmetts

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.

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

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

• Agricultural machinery dealership
• John Deere farm equipment
• Agricultural parts supply
• Precision agriculture services
• Farm equipment service

Headquarters

HQ city

Horsham

HQ country

Australia

HQ region

Oceania

Offices15 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales

Revenue model

1. 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.
2. Used Farm Machinery Sales: Sale of pre-owned agricultural equipment across all categories, listed on the company website with pricing.
3. 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.
4. Workshop and Field Service: On-site and in-branch service operations for all makes of machinery, including the Connected Support diagnostic program.
5. Online Shop (Merchandise, Toys, Clothing): E-commerce revenue from John Deere branded merchandise, toys, clothing, hats, drinkware, and accessories sold through the online store.
6. Finance Solutions: Facilitation of equipment financing through John Deere Finance and Express Fund, providing customers with installment payment options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

17 partnerships are on record, tiered core and minor.

• John DeerecoreChannel Partner/ Reseller/ DistributorEmmetts 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.
• BourgaultminorChannel Partner/ Reseller/ DistributorBourgault 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.
• MacdonminorChannel Partner/ Reseller/ DistributorMacdon 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 TerminatorminorChannel Partner/ Reseller/ DistributorSeed Terminator harvest weed seed control systems are available through Emmetts for multi-brand combine equipment, supporting integrated weed management for broadacre farmers.
• BredalminorChannel Partner/ Reseller/ DistributorBredal 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.
• StihlminorChannel Partner/ Reseller/ DistributorStihl 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.
• CoolamonminorChannel Partner/ Reseller/ DistributorCoolamon chaser bins are sold through Emmetts for use during harvest operations, complementing the John Deere harvester range.
• Shelbourne ReynoldsminorChannel Partner/ Reseller/ DistributorShelbourne Reynolds fronts and agricultural equipment are available through Emmetts, providing additional harvesting and tillage options.
• GrizzlyminorChannel Partner/ Reseller/ DistributorGrizzly tillage and seeding equipment is distributed through Emmetts as an additional brand option for customers.
• Maschio GaspardominorChannel Partner/ Reseller/ DistributorMaschio Gaspardo tillage and seeding equipment available through Emmetts, complementing the existing product range.
• AgrowplowminorChannel Partner/ Reseller/ DistributorAgrowplow tillage and soil management equipment stocked through Emmetts for Victorian and South Australian customers.
• GoldacresminorChannel Partner/ Reseller/ DistributorGoldacres sprayers are available through Emmetts alongside the John Deere sprayer range, offering customers additional options for self-propelled and trailed spraying equipment.
• GreentechminorChannel Partner/ Reseller/ DistributorGreentech spraying equipment available through Emmetts, complementing the range of sprayer brands offered.
• HardiminorChannel Partner/ Reseller/ DistributorHardi trailed sprayers available through Emmetts, providing additional options for precision chemical application.
• KroneminorChannel Partner/ Reseller/ DistributorKrone hay and forage equipment including mowers and balers available through Emmetts, complementing the John Deere hay range.
• KuhnminorChannel Partner/ Reseller/ DistributorKuhn hay and forage equipment available through Emmetts, providing additional brand choice for livestock and hay producers.
• FedEx/TNT AustraliaminorOthersFedEx/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

Direct 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

• Xx.com/emmettsgroup
• YouTubeyoutube.com/user/EmmettGroup
• Facebookfacebook.com/emmettsrenmark
• Instagraminstagram.com/emmetts_stayingpower
• LinkedInlinkedin.com/company/emmetts

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Emmetts