Lenzi
Lenzi S.p.A. is a family-owned Italian dealer-distributor selling and renting agricultural, earthmoving, and gardening machinery from premium brands such as John Deere, Caterpillar, and Merlo to professional farmers, contractors, municipalities, and landscapers across Trentino Alto Adige.
- Company typePrivate
- Founded1980
- HeadquartersBorgo Valsugana, Italy
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Lenzi does
Lenzi S.p.A. s.u. is a family-owned Italian dealer-distributor of agricultural, earthmoving, and gardening machinery, headquartered in Borgo Valsugana (Trentino) and operating for over 40 years across the provinces of Trento, Bolzano, and Belluno. The company runs three physical branches (Borgo Valsugana, Trento, Mori) and represents a curated portfolio of premium international OEMs including John Deere, Caterpillar, Merlo, Antonio Carraro, Krone, Aebi Schmidt, Maschio Gaspardo, Grillo, Epiroc, FAE Group, Braun, Simex, GF Gordini, Cangini, and Provitis. Its catalog spans tractors, telescopic handlers, mini-excavators, winter maintenance equipment, and accessories, listed across new-machinery (quote-based), used-equipment (187 SKUs, €650–€128,000), and rental (35 units) channels.
The business operates a multi-revenue-stream model: one-time transactional sales of new machinery priced via inquiry/quote, per-item used-equipment sales at disclosed prices, and short-term rental of construction and maintenance equipment. Go-to-market is sales-led and relationship-driven, leveraging over four decades of regional presence, OEM warranty servicing rights, and multi-generational customer relationships. Customers are professional farmers, construction and earthmoving contractors, municipalities (for winter and road maintenance), and professional landscapers across northern Italy.
Recent corporate actions include the May 2026 acquisition of Galassi di Mori (extending the branch network), the January 2026 receipt of the "Marchio Impresa Scuola" recognition, and the launch of Agristore Lenzi as a digital sales channel. Participation in Agrialp 2025 and continued OEM portfolio broadening indicate an active but regionally bounded growth posture.
Lenzi firmographics
Firmographics- Name
- Lenzi
- Legal name
- Lenzi S.p.A. s.u.
- Website
- https://lenzitrattori.com
- Company type
- Private
- Founded year
- 1980
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Lenzi S.p.A. is a family-owned Italian dealer-distributor selling and renting agricultural, earthmoving, and gardening machinery from premium brands such as John Deere, Caterpillar, and Merlo to professional farmers, contractors, municipalities, and landscapers across Trentino Alto Adige.
- Ownership category
- akta.pro rank
Lenzi industry classification
Industry- Product category
- Agricultural and Earthmoving Machinery Dealership
- NAICS
- Farm Machinery and Equipment Manufacturing (333111), Agriculture, Construction, and Mining Machinery Manufacturing (3331), Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)
- SIC
- Industrial Trucks, Tractors, Trailors & Stackers (3537), Farm Machinery & Equipment (3523), Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531)
- akta.pro primary industry
- Custom Equipment Operation & Rental with Operator (Tractors, Implements) (AFACAAAH)
- akta.pro secondary industry
- Cranes, Hoists & Overhead Material Handling (Industrial) (IMAHABAE)
Keywords
Where Lenzi is headquartered
LocationHeadquarters
- HQ city
- Borgo Valsugana
- HQ country
- Italy
- HQ region
- Europe
Offices3 records
Markets served
Lenzi business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- New machinery sales: Sale of new agricultural tractors, telescopic handlers, earth-moving equipment, and garden machinery from brand partners such as John Deere, Caterpillar, Merlo, Antonio Carraro, and others. Revenue generated on a per-transaction basis with pricing quoted upon request (excluding VAT).
- Used machinery sales: Sale of used agricultural, earth-moving, and garden equipment across 187 listed products. Includes tractors, telescopic handlers, excavators, attachments, and winter equipment. Revenue is one-time per transaction with individual pricing per item.
- Equipment rental: Rental of agricultural and earth-moving machinery, including tractors, telescopic handlers, and mini-excavators. The rental fleet includes 35 products across multiple categories. Customers rent on a per-period basis for short or long-term needs.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New machinery - brand partner products |
| Unit Pricing | Pay-as-you-go | Used machinery - individual pricing per item |
| Usage-based | Pay-as-you-go | Rental - machine-specific rates |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
Lenzi product offering
Product offeringCore offering
Lenzi is a multi-brand machinery dealership in northern Italy that supplies agricultural tractors, telescopic handlers, working machines, earth-moving equipment, gardening machinery, attachments, and winter road-maintenance equipment from manufacturers such as John Deere, Caterpillar, Merlo, Antonio Carraro, Krone, and Aebi Schmidt. It complements equipment supply with rental services, after-sales technical assistance, and access to national incentive schemes such as the 2025 Bonus, operating from three locations in Trentino-Alto Adige.
Product overview
Lenzi is an agricultural and industrial machinery dealership based in Trentino Alto Adige, Italy, offering a comprehensive portfolio of new and used equipment sales, rental services, and technical assistance. The company represents numerous international brands including John Deere (tractors, golf equipment), Antonio Carraro (specialized tractors), Caterpillar (excavators, loaders), Merlo (telescopic handlers), Krone (hay equipment), Aebi Schmidt (winter equipment), and many others. Core offerings include: new equipment sales (Nuovo), used equipment sales (Usato) across 187+ products, rental services (Noleggio) with 35+ units, and maintenance support. Product categories span tractors, telescopic handlers, earth-moving machines, operating equipment, gardening tools, winter equipment, and general attachments. The company operates from three locations in the Trentino region and serves provinces of Trento, Bolzano, and Belluno.
Differentiator
Problem solved
Functional benefit
Products and services
- Nuovo (New Equipment)
- Usato (Used Equipment)
- Noleggio (Equipment Rental) Rental of agricultural, earthmoving, gardening, and winter-maintenance machinery and attachments for short- to medium-term use, serving contractors, farms, and municipalities that need temporary fleet capacity.
- Assistenza (Technical Assistance and Maintenance)
Companies that use Lenzi
Customer profileSegments4 records
Ideal customer profiles4 records
Lenzi technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lenzi partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core and minor.
- John DeerecoreLenzi is an authorized dealer for John Deere tractors and agricultural equipment. The dealership includes products such as the John Deere 2500 Triple from Green and the 6155 M/R tractor series. John Deere products are featured prominently on the website.
- Antonio CarrarocoreLenzi is an authorized dealer for Antonio Carraro compact and specialty tractors. Multiple Antonio Carraro models (TGF 7800S, SRX 10900 R, Tigrone, Tony, TRX, TTR series) are listed for sale and rental.
- CaterpillarcoreLenzi is an authorized dealer for Caterpillar earth-moving equipment, including mini-excavators (CAT 300 series, CAT 301.7 CR, CAT 302-310), crawler excavators (CAT 315, CAT 323 SA Next Gen), and wheeled loaders (CAT 226, 242, 299, 906, 908). Products available for both sale and rental.
- MerlocoreLenzi is an authorized dealer for Merlo telescopic handlers and material handling equipment. Models include ROTO 50.21S PLUS, ROTO 50.26 PLUS, TF 38.10, TF 45.11 CS CVT, TF 65.9 TCS, and the Merlo Cingo motorized wheelbarrow. Products available for both sale and rental.
- KroneminorLenzi carries Krone agricultural equipment as part of its multi-brand portfolio for the agriculture segment.
- Aebi SchmidtminorLenzi offers Aebi Schmidt snow removal and winter maintenance equipment, including snow plows, as part of its winter equipment range.
- Maschio GaspardominorLenzi is an authorized dealer for Maschio Gaspardo agricultural implements and soil preparation equipment.
- GrillominorLenzi carries Grillo brand compact tractors and garden machinery as part of its professional and domestic gardening equipment range.
- PöttingerminorLenzi offers Pöttinger agricultural equipment including the E-BOSS 534 MUE self-loading wagon and NOVABAR 225 front-mounted mowers.
- EpirocminorLenzi carries Epiroc branded equipment and attachments as part of its earth-moving and construction product range.
- FAE GroupminorLenzi offers FAE Group forestry and construction equipment attachments as part of its specialized equipment portfolio.
- BraunminorLenzi carries Braun brand equipment and attachments as part of its winter and earth-moving equipment range.
- SimexminorLenzi offers Simex brand attachments and equipment as part of its earth-moving and construction product range.
- ZanonminorLenzi carries Zanon agricultural equipment and attachments as part of its product portfolio.
- Galassi di MoricoreIn May 2026, Lenzi announced the acquisition of Galassi di Mori, a historic agricultural machinery business in southern Trentino. The acquisition ensures continuity of personnel and services for the southern Trentino area, expanding Lenzi's regional footprint.
Scale indicators4 records
Recent moves5 records
Expansion highlights5 records
Lenzi competitors and assessment
Company assessmentDirect peers
- Agribertocchi: Authorized John Deere dealer network in Italy with multi-location presence, providing new and used tractors, parts, and service. Directly comparable to Lenzi in OEM-aligned agricultural equipment distribution across Italian provinces.
- CGT - Caterpillar Global Trading: Italian Caterpillar dealer providing sales, rental, and after-sales service of CAT earth-moving equipment. Directly comparable to Lenzi in CAT earth-moving franchise operations, rental fleet management, and territory-based distribution.
- Zaccaria: Italian agricultural and construction equipment dealer with multi-brand portfolio and physical branch presence. Comparable in dealer-distributor model serving agricultural and earth-moving customer segments in Italian regions.
- Bassan Group: Italian multi-brand agricultural and industrial equipment distributor operating across multiple regions. Comparable to Lenzi in offering premium-brand equipment sales, rental, and service to agricultural and construction customers through physical branch networks.
- Fieni Group: Italian multi-brand equipment dealer offering agricultural, earth-moving, and garden machinery through physical locations. Comparable in business model (multi-brand dealer-distributor) and customer segments served.
Broad incumbents
- RDO Equipment Co. Largest John Deere dealer in the United States, offering new and used agricultural and construction equipment, parts, service, and rentals across multiple states. Comparable multi-brand premium dealer model at significantly larger scale, demonstrating the upper bound of Lenzi's potential roll-up trajectory.
- Stribling Equipment: Multi-brand equipment dealer in the US Southeast offering John Deere, Caterpillar, and other premium brands across agriculture and construction. Comparable in OEM-aligned distribution model with parts, service, and rental operations.
- Cervus Equipment: Canadian John Deere dealer group operating agricultural, commercial, and industrial equipment dealerships. Comparable multi-branch, multi-brand premium equipment distribution business.
Others
- John Deere: Lenzi's primary OEM partner and the underlying brand whose tractors and equipment form the core of the dealership. Listed as OTHERS because John Deere is the supply-side partner rather than a competitor.
- Caterpillar: Lenzi's earth-moving OEM partner whose excavators and material handling equipment are sold and rented through Lenzi. Listed as OTHERS because Caterpillar is the supply-side partner rather than a competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Lenzi social profiles
Digital presenceLenzi financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lenzi leadership team
Management profileNumber of profiles
Profiles3 records
Lenzi subsidiaries and ownership
Company hierarchySubsidiaries1 record
Lenzi funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lenzi 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 Lenzi
What does Lenzi do?
Lenzi is a multi-brand machinery dealership in northern Italy that supplies agricultural tractors, telescopic handlers, working machines, earth-moving equipment, gardening machinery, attachments, and winter road-maintenance equipment from manufacturers such as John Deere, Caterpillar, Merlo, Antonio Carraro, Krone, and Aebi Schmidt. It complements equipment supply with rental services, after-sales technical assistance, and access to national incentive schemes such as the 2025 Bonus, operating from three locations in Trentino-Alto Adige.
Is Lenzi a public or private company?
Lenzi is a private company. It is classified as family owned and is currently operating.
When was Lenzi founded?
Lenzi was founded in 1980. It employs 11 to 50 people.
Where is Lenzi based?
Lenzi is headquartered in Borgo Valsugana, Italy, in the Europe region.
How does Lenzi make money?
Three revenue lines are on record. New machinery sales are the primary driver. The others are used machinery sales and equipment rental.
Who are Lenzi's main competitors?
Direct peers on record are Agribertocchi, CGT - Caterpillar Global Trading, Zaccaria, Bassan Group and Fieni Group. Broad incumbents are RDO Equipment Co., Stribling Equipment and Cervus Equipment. Others are John Deere and Caterpillar.
Does Lenzi have an API?
No public API is recorded for Lenzi.
What industry is Lenzi in?
Lenzi's product category is Agricultural and Earthmoving Machinery Dealership. Its primary akta.pro industry code is AFACAAAH, Custom Equipment Operation & Rental with Operator (Tractors, Implements), with a secondary code of IMAHABAE, Cranes, Hoists & Overhead Material Handling (Industrial). Its NAICS code is 333111 and its SIC code is 3537.