What CLAAS Harvest Centre does

CLAAS Harvest Centre operates a network of more than 50 farm-machinery dealerships across Australia and New Zealand, distributing CLAAS, AMAZONE, GRIMME, and Väderstad equipment alongside partner brands such as Einböck, RICON, and AgXeed. The platform sells new and used machinery, supplies OEM parts, and provides service and maintenance, with finance and leasing offered as ancillary lines. Customers are primarily commercial farmers and growers, with agricultural contractors representing a key secondary segment, as illustrated by case studies such as Forage Services Ltd and Stonava Downs.

Core product lines include LEXION combine harvesters, JAGUAR forage harvesters, AXION/ARION/NEXOS tractors, DISCO mowers, VOLTO tedders, LINER rakes, QUADRANT/ROLLANT/VARIANT/CUBIX balers, SCORPION telehandlers, and TORION wheel loaders. Notable technical components distributed through the network include the proprietary CEMOS driver-assistance and optimization system, NUTRIMETER grain NIR analysis modules, SMART LOADING automation, and AI-supported bale density control (most recently embedded in the CUBIX square baler, awarded Gold at Agritechnica 2025).

The business model is a vertically aligned distribution franchise operated by Landpower, with parallel entities in Melbourne (Landpower Australia) and Christchurch (Landpower New Zealand). Revenue mechanics combine one-time capital-equipment sales with high-margin recurring parts and service contracts and long-tail finance/lease income. Strategic emphasis in late 2025 has been on premium product positioning, with multiple award-validated launches (AXION 9 Tractor of the Year 2025, CUBIX Gold at Agritechnica 2025, JAGUAR 1200, DISCO 1100, NUTRIMETER GRAIN) and expansion into autonomous machinery through AgXeed.

Name

CLAAS Harvest Centre

Legal name

CLAAS Harvest Centre

Website

https://claasharvestcentre.com

Company type

Private

Founded year

1975

Operating status

Operating

Headcount range

251–500 employees

Short description

CLAAS Harvest Centre operates a 50+ location farm-machinery dealership network across Australia and New Zealand, distributing CLAAS, AMAZONE, GRIMME, and Väderstad equipment — including harvesters, tractors, balers, and precision-ag systems — to commercial farmers and agricultural contractors.

Ownership category

akta.pro rank

Product category

Agricultural Machinery Dealership

NAICS

Farm Machinery and Equipment Manufacturing (333111)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE)

akta.pro secondary industries

Forage Harvesters (Self-Propelled & Pull-Type) (AFAAAEAB), Tillage & Soil Preparation Equipment (Plows, Harrows, Cultivators, Subsoilers) (AFAAAAAB), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC), Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC)

Keywords

• Agricultural machinery dealer
• Farm equipment sales
• Harvest machinery
• Tractor dealership
• Farm machinery service

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices38 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New & Used Agricultural Machinery Sales: Sale of new and used farm machinery including tractors, combine harvesters, forage harvesters, balers, mowers, tedders, swathers, telehandlers, and wheel loaders. Both new and pre-owned equipment are offered.
2. Parts Supply: Supply of genuine/OEM parts for all machinery. Parts and service networks are nationwide across Australia and New Zealand.
3. Service & Maintenance: Post-season service inspections and preventative maintenance plans tailored to customer needs. Includes both seasonal and year-round servicing.
4. Finance & Leasing: Tailored finance packages with deposit and repayment schedules designed to suit customer cashflow. Offers include 0.99% to 4.99% finance rates on selected equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

CLAAS Harvest Centre is a farm machinery dealership network operating across Australia and New Zealand, distributing CLAAS, AMAZONE, Väderstad, and GRIMME branded agricultural equipment. Its core offering includes new and used tractors, combine harvesters, forage harvesters, balers, mowers, tedders, swathers, telehandlers, and wheel loaders, supported by a nationwide parts and service network and tailored finance packages.

Product overview

CLAAS Harvest Centre is an agricultural machinery dealership operating in Australia and New Zealand, distributing a portfolio of branded equipment across multiple product categories. The core product line centers on CLAAS branded machinery including forage harvesters (JAGUAR series), combine harvesters (LEXION series), and balers (QUADRANT, ROLLANT, VARIANT, CUBIX). Complementary equipment includes tractors (AXION, ARION, NEXOS), materials handling equipment (SCORPION telehandlers, TORION wheel loaders), and hay/silage implements (DISCO mowers, VOLTO tedders, LINER swathers/rakes). The company also distributes products from partner brands: AMAZONE for seeding, planting, spreading, and spraying equipment; GRIMME for vegetable cultivation machinery; and Väderstad for seeding equipment. Beyond equipment sales, the business offers after-sales parts and service support, plus finance and leasing options. The portfolio is distributed through a network of dealerships across Australia and New Zealand, with dedicated support offices in Melbourne and Christchurch.

Differentiator

Problem solved

Functional benefit

Brands

• Landpower: Parent company operating the CLAAS Harvest Centre brand network across Australia and New Zealand
• Landpower Southern
• Landpower New Zealand
• Landpower Australia
• WJ Matthews
• Caffery's
• G&J East
• Lexion
• JAGUAR
• AXION
• ARION
• NEXOS
• DISCO
• VOLTO
• LINER
• QUADRANT
• ROLLANT
• VARIANT
• SCORPION
• TORION
• CUBIX
• GREENLINE

Products and services

• CLAAS JAGUAR 1200 Forage Harvester Most powerful JAGUAR model with maximum output of 1,110hp, featuring PICK UP with independent variable drive, new hydraulic pre-compression, 910mm wide V-FLEX chopping cylinder, and CEMOS AUTO PERFORMANCE driver assistance. The forage harvester is intended for contractors and large-scale farms harvesting forage crops.
• CLAAS JAGUAR 1000 Series Forage Harvester High-throughput forage harvester with up to 1,110hp, featuring wider front attachments, extra-wide crop flow delivering up to 20% more throughput, with PICK UP and ORBIS fronts and 910mm V-FLEX chopping cylinder. Designed for contractors and large-scale farms harvesting forage crops.
• CLAAS LEXION 8000-7000 Combine Harvester Precision-engineered combine harvester with APS SYNFLOW HYBRID threshing system combining high-performance APS threshing with ROTO PLUS secondary separation. Built for broadacre and large-scale grain harvesting operations.
• CLAAS LEXION 6800-6700 Combine Harvester Combine harvester model in the LEXION range featuring versatile front attachments and high performance across crop types, designed for broadacre grain harvesting.
• CLAAS CUBIX Square Baler Gold award-winning next-generation square baler with revolutionary drive concept, AI-supported bale density control, and innovative double-loop knotter. Channel size 120x90cm. Targets high-throughput baling contractors and large farms.
• CLAAS QUADRANT Square Baler Square baler setting standards since 1988 with up to 51 knives for cutting quality and 2.35-metre working width pick-up. Designed for straw and hay baling operations.
• CLAAS ROLLANT Round Baler World's best-selling fixed-chamber round baler since 1976 with up to 16 baling rollers for compact hay bales with high core compaction. Suitable for hay and silage operations.
• CLAAS VARIANT Round Baler Variable chamber round baler offering flexibility in bale size and density for hay and silage operations.
• CLAAS ROLLANT UNIWRAP Baler Round hay baler that wraps silage bales with up to six layers of film, pre-stretching film by up to 82% to minimize consumption. Targets silage operations.
• CLAAS AXION 9 Tractor Awarded 2025 Tractor of the Year. High-horsepower tractor with 330-450hp power range, noise-reduced cab (66 db(A)), CEBIS connect terminal, predictive drivetrain management with Auto Load Anticipation, and GPS PILOT steering. Designed for large-scale farming operations.
• CLAAS ARION 6 Series Tractor New tractor series with premium comfort features including massage function seats, high-end multimedia with Apple CarPlay/Android Auto, and new AUTO CSM function for GPS PILOT. Targets medium-scale farms.
• CLAAS NEXOS 2 Narrow-Width Tractor Narrow-width specialty tractors with CMATIC continuously variable transmission, 3.6-litre FPT engine (85-120hp), ideal for vineyards and orchards.
• CLAAS DISCO Large-Scale Mowers Front and rear mowers designed for fast, reliable mowing with gentle forage handling, used for hay and silage mowing.
• CLAAS DISCO 1100 DIRECT SWATHER Large-scale mower with swath augers, working width up to 10.70m, can create swath up to 21m with four-rotor swather. Operates with tractors from 220hp.
• CLAAS VOLTO Tedders Hay tedders with up to ten rotors and MAX SPREAD rotor technology featuring tine arms angled backwards by 29.3 degrees for efficient grass drying. Used for hay and silage operations.
• CLAAS LINER Swathers and Rakes Single, dual, and four-rotor swathers and rakes with oil-bath lubricated rotor drive housing and intelligent solutions for reliable performance, used for creating clean swaths and high yields.
• CLAAS SCORPION Telehandlers Agile and versatile telehandlers with SMART LOADING for optimized loading cycles and reduced operator strain, used for materials handling on farms.
• CLAAS TORION Wheel Loaders Wheel loaders with hydrostatic/CMATIC drive system, infinitely variable ZF transmission, and intelligent power management for fuel efficiency, used for materials handling on farms.
• AMAZONE Centaya Mounted Seed Drill Mounted seed drill for precise seeding operations, used by farmers for crop establishment.
• AMAZONE Cayena-C Large Area Seed Drill Large area seed drill designed for high-capacity seeding operations.
• AMAZONE Cirrus 03 Large Area Seed Drill Large area seed drill for extensive farming operations.
• AMAZONE Precea Precision Air Seeder Precision air seeder for accurate seed placement and spacing.
• AMAZONE UF Mounted Sprayer Mounted sprayer for crop protection applications, used by farmers for spraying operations.
• AMAZONE UX Super Trailed Sprayer High-capacity trailed sprayer for large-scale crop protection applications.
• AMAZONE Catros Compact Disc Harrow Compact disc harrow for seedbed preparation.
• AMAZONE KG Rotary Cultivator Rotary cultivator for soil cultivation and seedbed preparation.
• AMAZONE Ceus Combination Cultivator Combination cultivator for multiple tillage operations.
• AMAZONE ZA Spreaders Fertilizer spreaders with ZA-TS 01 AutoSpread technology for precise nutrient application.
• CLAAS VARIO Cutterbars Adjustable cutterbars for combine harvesters, available in working widths from 5.0 to 13.8m, delivering up to 10% performance improvement.
• CLAAS CONVIO Draper Cutterbars Flexible cutterbars for low-growing crops and difficult conditions with optimal ground contour following and gentle crop flow.
• CLAAS ORBIS Headers Headers for JAGUAR forage harvesters designed for tough, adaptable performance in various paddock conditions.
• CLAAS NUTRIMETER GRAIN First transmissive NIR measurement system for combine harvesters enabling online measurement of grain ingredients during harvest operations, supporting quality-based batch sorting.
• CLAAS QUADRANT EVOLUTION Night Edition Limited-edition special series for QUADRANT 5300 FC EVOLUTION and QUADRANT 5200 FC EVOLUTION with FINECUT cutterbar, featuring dark grey rims and coverings with NIGHT EDITION emblems. Targets customers seeking a premium-lifestyle baler option.
• CLAAS JAGUAR 50th Anniversary Edition Special commemorative edition of the JAGUAR forage harvester celebrating 50 years of manufacture since 1973, marketed to existing CLAAS customers and brand enthusiasts.
• Parts & Service Support Nationwide parts and service networks providing maintenance, repairs, and genuine parts to minimize downtime. Includes scheduled post-season inspections and year-round servicing for all CLAAS and partner-brand equipment.
• Finance & Leasing Options Tailor-made finance packages with various interest rates (0.99% to 4.99%) on equipment purchases, structured with deposit and repayment schedules to suit customer cashflow.

Quantifiable outcome

• CEMOS AUTOMATIC system improves LEXION's performance by up to 10%
• +4 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature9 records

Partnerships

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

• CLAAScoreChannel Partner/ Reseller/ DistributorCLAAS is the primary machinery brand distributed by CLAAS Harvest Centre across Australia and New Zealand. CLAAS Harvest Centre is the authorised distributor for CLAAS products including combine harvesters (LEXION), forage harvesters (JAGUAR), tractors (AXION, ARION, NEXOS), hay & silage equipment (DISCO, VOLTO, LINER, QUADRANT, ROLLANT, VARIANT), telehandlers (SCORPION), and wheel loaders (TORION).
• AMAZONEcoreChannel Partner/ Reseller/ DistributorAMAZONE is a partner brand distributed by CLAAS Harvest Centre, offering soil and field specialist equipment including seed drills (Centaya, Cayena-C, Cirrus 03, Precea), cultivators, disc harrows (Catros), rotary cultivators (KG), combination cultivators (Ceus), and sprayers (UF, UX Super Trailed).
• GRIMMEcoreChannel Partner/ Reseller/ DistributorGRIMME is a partner brand specialising in vegetable cultivation machinery including potato machinery. Distributed by CLAAS Harvest Centre across Australia and New Zealand.
• VäderstadcoreChannel Partner/ Reseller/ DistributorVäderstad is a partner brand distributed through CLAAS Harvest Centre dealer network, offering seeding and planting equipment. Available through select dealerships including Goulburn Farm Machinery, Wideland Group Toowoomba, Doolan's Precision Seeding, and Landpower Southern locations.
• Landpower (Parent Company)coreOthersLandpower is the parent company of CLAAS Harvest Centre. It operates Landpower New Zealand (Christchurch) and Landpower Australia (Melbourne) as head offices, coordinating nationwide support for the dealer network. Landpower also operates Landpower Southern in Australia and Landpower Perth in Western Australia.
• WJ MatthewsmajorChannel Partner/ Reseller/ DistributorWJ Matthews operates CLAAS Harvest Centre Moree and CLAAS Harvest Centre Narrabri in NSW, Australia, offering CLAAS, AMAZONE, and Väderstad products backed by Landpower's nationwide support network.
• Caffery'smajorChannel Partner/ Reseller/ DistributorCaffery's operates CLAAS Harvest Centre Echuca in Victoria, Australia, offering CLAAS, AMAZONE, and Väderstad products backed by Landpower's nationwide support network.
• G&J EastmajorChannel Partner/ Reseller/ DistributorG&J East operates CLAAS Harvest Centre Kadina in South Australia, offering CLAAS, AMAZONE, and Väderstad products backed by Landpower's nationwide support network.
• Swayn & McCabemajorChannel Partner/ Reseller/ DistributorSwayn & McCabe operates Landpower Southern Colac and Landpower Southern Warrnambool in Victoria, Australia, offering CLAAS, AMAZONE, and Väderstad products backed by Landpower's nationwide support network.
• Agwest MachineryminorChannel Partner/ Reseller/ DistributorAgwest Machinery operates as a partner dealership in Corrigin, WA, bringing Seed Hawk machinery to the region backed by Landpower's nationwide support network.
• Roger Gill AgriculturemajorChannel Partner/ Reseller/ DistributorRoger Gill Agriculture is a partner dealership in Auckland region (Pukekohe), distributing CLAAS products backed by Landpower's nationwide support network.
• EinböckminorStrategic or Co-development PartnerEinböck collaborated with CLAAS on the fully automatic slope compensation in hoeing equipment, which received a Silver Agritechnica Innovation Award in 2025.
• RICON GmbH & Co.minorStrategic or Co-development PartnerRICON GmbH & Co. collaborated with GRIMME on the RICONDA sieve web concept for potato and beet harvesting technology, which received a Silver Agritechnica Innovation Award in 2025.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kubota Australia: Kubota operates a dealer network in Australia and New Zealand for compact and mid-horsepower tractors, hay equipment, and groundscare products. It competes with CLAAS Harvest Centre's tractor and hay/silage lines at the lower horsepower end.
• Krone Australia: Krone is a German manufacturer of hay/forage equipment (mowers, tedders, rakes, balers, self-propelled forage harvesters) and operates Australian distribution. It is a direct competitor in the forage harvesting and hay/silage equipment categories where CLAAS Harvest Centre is strongest.
• RDO Equipment (Australia): RDO Equipment operates John Deere dealerships across Australia with full sales, service, parts, and finance capabilities. It is a peer dealership group comparable in scale and channel structure to CLAAS Harvest Centre's network.
• Vermeer Australia: Vermeer distributes hay/forage and specialty equipment (round balers, tedders, mowers) through an ANZ dealer network. It competes with CLAAS Harvest Centre's ROLLANT/VARIANT round baler and hay tool range.
• AFGRI Equipment Australia: AFGRI Equipment distributes agricultural machinery including Case IH across Australian regional locations. As a peer dealer network with full service infrastructure, it is structurally comparable to CLAAS Harvest Centre.

Broad incumbents

• Case IH (Australia & New Zealand): Case IH, part of CNH Industrial, distributes tractors, combine harvesters, and hay equipment through an authorised dealer network in ANZ. It competes head-to-head with CLAAS Harvest Centre in broadacre tractors (versus AXION/ARION) and combines (versus LEXION).
• AGCO Australia (Massey Ferguson, Fendt, Valtra): AGCO operates multi-brand distribution (Massey Ferguson, Fendt, Valtra) across ANZ through a dealer network. Fendt is a particularly direct competitor in the high-horsepower tractor segment where CLAAS AXION competes.
• John Deere (Australia & New Zealand operations): John Deere is the global market leader in agricultural equipment and operates authorised dealer networks across Australia and New Zealand selling tractors, combines, and hay/forage equipment. It is the largest direct competitor to CLAAS Harvest Centre in the ANZ broadacre farming segment.
• New Holland Agriculture (Australia & New Zealand): New Holland Agriculture (CNH Industrial brand) sells tractors, combines, and hay/forage equipment through ANZ dealer networks, directly competing with CLAAS Harvest Centre across multiple product categories including large square balers.

Others

• Stihl Australia: Stihl distributes outdoor power equipment through an extensive Australian dealer network. While focused on smaller groundscare and forestry equipment rather than large-scale farm machinery, it shares the multi-channel distributor/dealership model relevant to CLAAS Harvest Centre.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/CLAASHC
• LinkedInlinkedin.com/company/claas_harvest_centre

Revenue estimate

Valuation estimate

Number of profiles

Profiles24 records

Subsidiaries34 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 CLAAS Harvest Centre