Groupe Cheval

Name

Groupe Cheval

Legal name

Cheval S.A.

Website

https://cheval-sa.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Chauvoncourt

HQ country

France

HQ region

Europe

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Agricultural Equipment Sales: Sale of new and used agricultural machinery including tractors, combine harvesters, forage harvesters, telescopic handlers, presses, tillage equipment, seeding equipment, sprayers, and specialized equipment for viticulture and forestry
2. Spare Parts and Consumables: Each location maintains a store with over 100,000 references in original and aftermarket spare parts and consumables
3. Workshop Services: Maintenance, repair, and servicing of tractors and agricultural machines with mobile response capabilities
4. Tire Center Services: Tire mounting, demounting, and repair services for agricultural, landscaping, and handling equipment with on-site and workshop capabilities
5. Cardan and Hydraulic Services: Drive shaft repair and custom hydraulic hose crimping and fabrication services
6. Climate Control Services: Agricultural vehicle air conditioning maintenance, leak detection, and gas recharge services
7. Sprayer Certification (CRODIP): Certified sprayer inspection and control services ensuring regulatory compliance
8. CHEVAL EQUIPMENT Branded Products: Proprietary manufactured products including cutting carts, polycoupe tools, colza cut extensions, and general mechanics sold under Cheval Equipment brand
9. Equipment Financing: Financing solutions through CNH Industrial Capital for equipment purchases

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Groupe Cheval sells and services agricultural machinery as an authorized New Holland dealer across 12 branch locations in north-eastern France. The company distributes tractors, combine harvesters, forage harvesters, telescopic handlers, presses, and a full range of soil, seeding, spraying, spreading, livestock, transport, viticulture, forestry, and municipal equipment from multiple brands. Through its Cheval Equipment SARL subsidiary, Groupe Cheval manufactures proprietary products including polycoupe cutting carts, Portauto header trailers, and rape cutter extensions. The offering also includes over 100,000 spare parts references, workshop maintenance and mobile repair services, tire centers, CRODIP sprayer certification, climate control servicing, hydraulic and cardan fabrication, glass replacement, and CNH Industrial Capital financing.

Product overview

Groupe Cheval is an agricultural machinery distributor and service provider operating 12 locations across the Meuse, Meurthe-et-Moselle, Vosges, Marne, and Haute-Marne departments of France. The company operates as a New Holland Agricultural dealer and member of Promodis France, distributing a comprehensive portfolio of agricultural equipment including New Holland tractors, combine harvesters, forage harvesters, telescopic handlers, and presses, alongside Kongskilde hay and soil equipment. Beyond distribution, the company manufactures proprietary equipment under the Cheval Equipment brand, including polycoupe header carts and Portauto header trailers. The offering integrates precision agriculture solutions (guidance consoles, antennas, GPS systems, section control, and rate modulation), extensive parts supply (over 100,000 references), and comprehensive service capabilities including workshop maintenance, mobile assistance, tire center, spray certification (CRODIP), climate control services, cardan/flexible manufacturing, and glass replacement. Used equipment sales and CNH financing services complete the portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• Cheval Equipment: Agricultural equipment manufacturing division producing chariots de coupe (cutting carts), Portauto, and other farm equipment; located at Lérouville (55)
• PROMODIS Services
• CHEVAL 55
• CHEVAL 54

Products and services

• New Holland Tractors Full range of New Holland agricultural tractors distributed across Groupe Cheval's 12 locations in Meuse, Meurthe-et-Moselle, Vosges, Marne, and Haute-Marne departments for farming and contractor operations.
• New Holland Combine Harvesters New Holland combine harvesters (moissonneuses-batteuses) including CR and CX series for grain and crop harvesting operations on farms and by contractors.
• New Holland Forage Harvesters New Holland FR series forage harvesters (ensileuses) for silage and forage harvesting on livestock and dairy operations.
• New Holland Telescopic Handlers New Holland TH series telescopic handlers (TH6.32, TH6.36, TH7.32, TH7.37, TH7.42, TH9.35) ranging from 6.1 to 9.1 meters lift height, available in S, Classic, Plus, and Elite variants, for material handling on farms.
• New Holland Presses New Holland balers and presses (BigBaler line) for hay and straw baling operations on livestock and crop farms.
• Kongskilde Hay and Soil Equipment Kongskilde equipment for haymaking and soil work, distributed under the New Holland partnership for grassland, tillage, and residue management operations.
• Cheval Equipment Polycoupe Chariots Artisanal design and manufacturing of cut-off chariots (header carts) at the Lérouville site. Adaptable to all brands of cutting bars, DREAL-approved with inertia braking system, with capacities from 5 to 13.70 meters and trailing axle for maneuverability.
• Cheval Equipment Portauto Header Trailers Header trailers for transporting combine harvester headers on public roads, manufactured in-house under the Cheval Equipment brand.
• Cheval Equipment Rape Cutter Extensions Specialized extensions for rape cutting headers on combine harvesters, manufactured under the Cheval Equipment brand at Lérouville.
• Soil Working Equipment

Quantifiable outcome

• 12 bases serving 5 departments
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Three partnerships are on record, tiered core and minor.

• New Holland AgriculturecoreChannel Partner/ Reseller/ Distributor · 1 January 1997Authorized dealer for New Holland Agriculture tractors and combine harvesters since 1997. The group sells the full range of New Holland equipment including TH telescopic handlers, T6-T9 tractors, CR and CX combine harvesters, FR forage harvesters, and BigBaler presses.
• PROMODIS FrancecoreChannel Partner/ Reseller/ Distributor · 1 January 1997Member of PROMODIS France dealer network since 1997. PROMODIS is a groupement of agricultural equipment dealers in France providing collective purchasing power, brand representation, and service standardization across member dealers.
• Centre Vitres Partner InsurersminorStrategic or Co-development PartnerAssociation with multiple insurance companies for glass replacement services, providing windshield and window repair for agricultural equipment and vehicles covered under various insurance policies.

Scale indicators5 records

Recent moves11 records

Expansion highlights5 records

Broad incumbents

• AGCO Corporation: Manufacturer of Fendt, Massey Ferguson, and Valtra agricultural equipment with extensive European dealer networks. Broad incumbent competing for the same farmer customers and dealer territory as Groupe Cheval.
• CNH Industrial: Parent company of New Holland Agriculture — Groupe Cheval's primary OEM supplier since 1997 — and a global full-line agricultural and construction equipment manufacturer. Broad incumbent whose brand and product strategy directly shape the dealer's revenue base.
• Kubota Corporation: Japanese full-line agricultural equipment manufacturer with growing European presence via dedicated dealer networks serving small and mid-sized farms — a comparable channel model to Groupe Cheval's.
• CLAAS: European agricultural equipment specialist (harvesters, tractors, forage equipment) headquartered in Germany with a comparable regional dealer-distribution model across France and neighboring markets.
• BayWa AG: German agricultural retail, services, and equipment group combining inputs, machinery, and digital farming solutions. Similar vertically integrated ag-services model, though operating at much larger scale across DACH region.
• Deere & Company (John Deere): Global market leader in agricultural equipment with a parallel dealer-network model. Comparable as the dominant competing OEM whose independent dealer groups mirror the structure used by Groupe Cheval for New Holland.

Emerging players

• Trimble Inc. Precision-agriculture hardware and software provider (guidance, autosteer, section control) embedded into the same dealer channel model Groupe Cheval operates. Comparable as an emerging-player technology partner/competitor shaping the precision-farming opportunity.

Direct peers

• PROMODIS France: French dealer groupement of which Groupe Cheval has been a member since 1997. Direct peer as the collective organization of similarly structured regional agricultural equipment dealers providing joint purchasing, branding, and service standards.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutu.be/UyvmTW5X5oU

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries8 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 Groupe Cheval