Regier Equipment

What Regier Equipment does

Regier Equipment Company is a privately held, family-owned farm equipment dealership founded in 1980 and headquartered at 33685 Hwy 23 in Madrid, Nebraska. The company operates as an authorized AGCO dealer, selling new farm equipment across the AGCO portfolio — including Fendt high-horsepower tractors (91–673 HP), Massey Ferguson tractors, Gleaner combines, Hesston by Massey Ferguson hay and forage equipment, Sunflower tillage tools, and complementary lines such as Bush Hog implements, Hardi sprayers, and CrustBuster no-till drills. It also resells Precision Planting precision-agriculture products.

The business generates revenue from three streams: one-time new equipment sales (with financing arranged through AGCO Finance), ongoing parts sales (in-dealer and via the AGCO online parts portal), and a service department providing maintenance and repairs. Equipment pricing is quote-based with promotional financing rates disclosed on select models, and no public price list is provided.

The go-to-market model is a traditional field-sales dealership motion: a single physical location with equipment demonstrations, phone-based quote requests, in-person purchases, and post-sale service. Customers are Nebraska farmers ranging from small family operations to large-scale commercial row-crop, livestock, and mixed-farming enterprises, served within a single U.S. state with no disclosed geographic expansion plans.

Name

Regier Equipment

Legal name

Regier Equipment Company

Website

https://regierequipment.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

11–50 employees

Short description

Regier Equipment is a family-owned, authorized AGCO farm equipment dealership founded in 1980 in Madrid, Nebraska, selling Fendt, Massey Ferguson, Gleaner, and complementary brands alongside parts, service, and AGCO Finance financing to Nebraska farmers.

Ownership category

akta.pro rank

Product category

Farm Equipment Dealership

NAICS

Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)

SIC

Farm Machinery & Equipment (3523)

akta.pro primary industry

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

Keywords

• Farm equipment dealer
• Agricultural machinery
• Tractor sales
• Precision agriculture
• Farm equipment parts

Headquarters

HQ city

Madrid

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Equipment Sales: Sale of new farm equipment including tractors, combines, tillage equipment, hay and forage equipment, and implements from AGCO family brands (Massey Ferguson, Fendt, Gleaner, Hesston, Bush Hog, Sunflower, Hardi, Crustbuster). Revenue generated from one-time equipment purchases with various financing options through AGCO Finance.
2. Parts Sales: Sale of genuine AGCO parts and accessories for equipment maintenance and repair. Includes online parts ordering through AGCO parts portal and in-dealer parts counter sales.
3. Service and Support: Service department providing equipment maintenance, repairs, and technical support for sold equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Regier Equipment is an authorized AGCO farm equipment dealership that sells new tractors, combines, tillage equipment, hay and forage machinery, sprayers, and implements from brands including Fendt, Massey Ferguson, Gleaner, Hesston, Bush Hog, Sunflower, Hardi, and CrustBuster. The dealership supplements equipment sales with genuine AGCO parts, in-house service and repair support, and access to AGCO Finance promotional financing for Nebraska farmers.

Product overview

Regier Equipment is a family-owned farm equipment dealership serving Nebraska farmers since 1980, offering a portfolio of AGCO brands including Fendt tractors (91-673 HP), Massey Ferguson tractors, Gleaner combines, Sunflower tillage equipment, and Hesston by Massey Ferguson hay and forage equipment (balers, mowers, windrowers). The dealership also carries complementary brands such as Bush Hog implements (rotary cutters, blades, graders, tillers, snow blowers, pallet forks), Hardi sprayers, and CrustBuster equipment. The offering is complemented by Precision Planting solutions, parts supply, and AGCO financing services, creating a comprehensive one-stop solution for farmers seeking equipment, service, and support across the full agricultural operation lifecycle.

Differentiator

Problem solved

Functional benefit

Products and services

• Fendt Tractors

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

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

• Massey FergusoncoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Massey Ferguson tractors and equipment. Massey Ferguson is an AGCO brand offering a full line of farm equipment including tractors, hay and forage equipment, and combines.
• FendtcoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Fendt tractors and equipment. Fendt offers high-horsepower tractors ranging from 81 HP to 673 HP with advanced Vario transmission technology.
• GleanercoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Gleaner combines and harvest equipment. Gleaner offers S Series and T Series combines with transverse rotor technology for high-capacity harvesting.
• Hesston by Massey FergusoncoreChannel Partner/ Reseller/ DistributorAuthorized dealer for Hesston hay and forage equipment including balers (round, small square, large square), mowers, mower conditioners, and self-propelled windrowers.
• Bush HogmajorChannel Partner/ Reseller/ DistributorAuthorized dealer for Bush Hog rotary cutters, blades, graders, tillers, pallet forks, and snow blowers. Bush Hog is known for rugged, American-made equipment for land maintenance.
• Precision PlantingmajorChannel Partner/ Reseller/ DistributorAuthorized dealer for Precision Planting products offering advanced precision agriculture technology for planting optimization and yield improvement.
• Sunflower Mfg.majorChannel Partner/ Reseller/ DistributorAuthorized dealer for Sunflower tillage tools including disc harrows, fallow tillage equipment, grain drills, and seedbed preparation tools with patented features for higher yields.
• HardimajorChannel Partner/ Reseller/ DistributorAuthorized dealer for HARDI agricultural spraying equipment including mounted sprayers, trailed sprayers, and mistblowers for precision crop protection applications.
• CrustBusterminorChannel Partner/ Reseller/ DistributorAuthorized dealer for CrustBuster equipment including All Plant No-Till Drills with Wobble Slot metering system, seed tenders, and grain carts based in Kansas since 1960.

Scale indicators2 records

Recent moves6 records

Expansion highlights3 records

Broad incumbents

• Heritage Tractor: Multi-location John Deere dealer serving Kansas, Nebraska, and surrounding states with a full lineup of new and used ag equipment, parts, and service. A larger incumbent competitor that competes for the same grower customers in the regional farm equipment market.
• RDO Equipment Co. Large multi-state John Deere dealer with deep service infrastructure across the Midwest and West. Significantly larger than Regier but competes for the same Nebraska-area farmer equipment, parts, and service revenue.
• C & B Equipment: John Deere dealer group operating across the upper Midwest and Plains states with full-service equipment, parts, and finance offerings. A larger incumbent competing for the same grower customer wallet in adjoining geographies.

Regional players

• Greenmark Equipment: Multi-location John Deere dealer serving Michigan and Indiana growers with full-line equipment, parts, and service. Comparable dealer operating model (new equipment, parts, service) to Regier, though in a different geographic region.
• AgriVision Equipment: Multi-brand farm equipment dealer group operating in the Midwest with comparable offerings of new and used tractors, combines, and implements plus parts and service support. Competes at the same dealer-tier as Regier in overlapping territories.
• Plains AG Supply: Independent farm equipment and supply dealer serving Plains-state farmers with tractors, tillage, and parts. Comparable in scale and service model, operating in an adjacent regional footprint to Regier.
• Hiawatha Implement: Multi-brand farm equipment dealer in Northeast Kansas and adjacent Nebraska border markets, offering comparable equipment, parts, and service to a similar rural customer base. Competitor in the overlapping Midwestern ag equipment market.

Others

• AGCO Corporation: Parent manufacturer of the brands Regier sells (Fendt, Massey Ferguson, Gleaner, Hesston, Sunflower, etc.). AGCO is the principal supplier and strategic partner whose franchise decisions and dealer-network policies directly determine Regier's product access and competitive positioning.

Direct peers

• Stutsmans: Family-owned farm equipment dealer in Nebraska offering new and used tractors, combines, and implements with comparable services (parts, service, financing). Operates in overlapping Nebraska geography and competes for the same small-to-mid-sized farmer base.
• Butler Ag Equipment: Authorized AGCO dealer operating multiple locations across the upper Midwest and Great Plains, offering the same AGCO family brands (Fendt, Massey Ferguson, Gleaner, Hesston) and competing directly for AGCO sales territory and farmer relationships in the same regional markets as Regier.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/regierequipment
• Facebookfacebook.com/regierequip
• LinkedInlinkedin.com/company/regier-equipment

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 Regier Equipment