Motrac
Motrac S.A. is the exclusive national distributor of John Deere agricultural and construction equipment in Ecuador, operating seven branches across the country to serve agricultural producers and construction companies with hardware sales, parts, and workshop services.
- Company typePrivate
- Founded2012
- HeadquartersDurán, Ecuador
- Headcount101–250
- GTM typeB2B
- OfferingHardware or Manufacturing
What Motrac does
Motrac S.A. is the exclusive national distributor of John Deere agricultural and construction equipment in Ecuador. The company's origins trace back to Motcum, founded by Ing. Thomas Wiener L. in 1968, which took on John Deere representation in 1972; Indusur S.A. was established in 1973 as a regional distributor for Ecuador's Littoral zone. In 2012, John Deere consolidated its Ecuadorian distribution under Motrac S.A., granting it national franchise rights. Headquartered in Durán, the company operates seven branches across Ecuador — Guayaquil, Quito, Daule, Babahoyo, El Triunfo, Santo Domingo, and Riobamba — supporting nationwide coverage for sales, parts, and workshop services.
The company's product portfolio spans three tiers of agricultural tractors (garden, utility, and medium/large including the 6J and 7M series) and a full construction equipment lineup (skid steers, mini and mid-size excavators, motor graders, wheel loaders, and attachments). Motrac positions itself around John Deere's connected and precision agriculture features, including JDLink telematics, autoguidance, the G5 monitor, and the SF7000 antenna, and markets the integration of AI, IoT, and data analytics for operational optimization. Its customer base is segmented primarily into agricultural producers (grain, sugarcane, livestock, specialty crops) and, secondarily, construction and infrastructure companies.
Motrac generates revenue through hardware sales of John Deere equipment and recurring workshop/services revenue for maintenance and repair. Pricing is not publicly disclosed; sales are conducted through direct field sales at the branch network, supplemented by the corporate website and WhatsApp contact. The company is privately held with no external investors or parent company identified in the available data.
Motrac firmographics
Firmographics- Name
- Motrac
- Legal name
- Motrac S.A.
- Website
- https://motrac.ec
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Motrac S.A. is the exclusive national distributor of John Deere agricultural and construction equipment in Ecuador, operating seven branches across the country to serve agricultural producers and construction companies with hardware sales, parts, and workshop services.
- Ownership category
- akta.pro rank
Motrac industry classification
Industry- Product category
- Agricultural and Construction Equipment Distribution
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (423820), Outdoor Power Equipment Retailers (444230)
- SIC
- Farm Machinery & Equipment (3523), Construction Machinery & Equip (3531), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)
- akta.pro secondary industries
- Skid Steer & Compact Track Loaders (IMAHAAAE), Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
Keywords
Where Motrac is headquartered
LocationHeadquarters
- HQ city
- Durán
- HQ country
- Ecuador
- HQ region
- Latin America
Offices8 records
Markets served
Motrac business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Agricultural Equipment Sales: Sale of John Deere tractors, grain harvesters, and cane harvesters for agricultural producers in Ecuador.
- Construction Equipment Sales: Sale of John Deere construction machinery including excavators, dozers, motor graders, wheel loaders, and skid steers.
- Workshop and Service: Technical workshop services for maintenance and repair of agricultural and construction equipment.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels2 records
Motrac product offering
Product offeringCore offering
Motrac S.A. distributes John Deere agricultural tractors (utility, medium, and large series), construction equipment (skid steers, excavators, motor graders, wheel loaders), and compatible attachments to agricultural producers and construction companies throughout Ecuador. The company also provides technical workshop services for maintenance and repair of the equipment it sells, supported by an exclusive national distribution franchise and a seven-branch service network.
Product overview
Motrac S.A. is the national distributor of John Deere agricultural and construction equipment in Ecuador. The company offers a comprehensive portfolio of agricultural tractors organized into three categories: Garden tractors (S100), Utility tractors (3036E, 5065E, 5090E, 5090EH series) for light farm work and orchards, Medium tractors (6403, 6603) for versatile operations, and Large tractors (6J series: 6140J, 6150J, 6155J, 6170J, 6190J; and 7M series: 7M 200, 7M 215, 7M 230) for grain production and sugarcane. The construction equipment lineup includes skid steer loaders (320G, 324G), mini and mid-size excavators (35P, 310P, 320P, 130P, 200G, 210G LC), motor graders (620P, 620G, 670G), wheel loaders (444G, 644K, 644G), and various attachments (pallet forks, brooms, vibratory rollers, cold planers, hammer). The company leverages AI, IoT, and data analytics to optimize agricultural operations while maintaining national leadership in tractors, grain harvesters, and cane harvesters.
Differentiator
Problem solved
Functional benefit
Products and services
- S100 Garden Tractor John Deere garden tractor with 17.5 hp engine, Edge cutting system, and comfortable operator station designed for ease of use in residential or light property applications.
- 3036E MFWD Utility Tractor John Deere utility tractor with 3-cylinder engine, 540/540E PTO, and low maintenance cost for demanding field tasks.
- 5065E 2WD Utility Tractor John Deere utility tractor with 3-cylinder turbocharged 2900cc engine, 9F/3R synchronized transmission, and wet disc brakes.
- 5065E MFWD Utility Tractor John Deere utility tractor with 65 hp engine, dual traction, 9F/3R semi-synchronized transmission, and 1,398.30 kg lift capacity.
- 5090E MFWD Utility Tractor
- 5090E PR Utility Tractor
- 5090EH High-Clearance Utility Tractor
- 6403 MFWD Medium Tractor
- 6603 MFWD Medium Tractor
- 6140J Large Tractor
- 6150J Large Tractor
- 6155J Large Tractor
- 6170J Large Tractor
- 6190J Large Tractor
- 7M 215 Large Tractor
- 7M 230 Large Tractor
- 320G Skid Steer
- 324G Skid Steer
- 35P Mini Excavator
- 310P Excavator
- 320P Excavator
- 200G Mid-Size Excavator
- 210G LC Mid-Size Excavator
- 620G Motor Grader
- 670G Motor Grader
- 444G Wheel Loader
- 644K Wheel Loader
- 644G Wheel Loader
- Pallets 60" Pallet Forks
- Barredora BA84C Angle Broom
- Rodillo VR66C Vibratory Roller
Quantifiable outcome
- 3-year or 2,000-hour warranty on tractors
- +1 more outcomes
Companies that use Motrac
Customer profileSegments2 records
Ideal customer profiles2 records
Motrac technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability1 record
Feature4 records
Motrac partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- John DeerecoreMotrac S.A. is the exclusive national distributor of John Deere agricultural and construction equipment in Ecuador. The relationship began in 1972 when Indusur S.A. (predecessor company) took the John Deere representation. In 2012, John Deere granted Motrac S.A. the national distribution rights for the brand, specifically founded to cover all Ecuadorian territory.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Motrac competitors and assessment
Company assessmentBroad incumbents
- CNH Industrial: Manufacturer of Case IH and New Holland agricultural equipment and CASE construction equipment. Comparable as the parent of competing brands that compete with the John Deere equipment Motrac distributes across both ag and construction.
- Komatsu: Global construction and mining equipment manufacturer with strong presence in Latin America. Comparable as a competing OEM in the same construction equipment categories (excavators, motor graders, wheel loaders) that Motrac distributes under the John Deere brand.
- CLAAS: German-based agricultural equipment manufacturer with particular strength in sugarcane and forage harvesters. Directly relevant to Motrac given its leadership position in cane harvesters in Ecuador, making CLAAS a natural competitor in that segment.
- Caterpillar: World's largest construction equipment manufacturer with deep Latin American dealer coverage. Comparable as the OEM whose products compete with the John Deere construction equipment line (excavators, motor graders, wheel loaders, skid steers) distributed by Motrac.
- AGCO Corporation: Global agricultural equipment manufacturer (Massey Ferguson, Fendt, Valtra) competing head-to-head with John Deere. Comparable to Motrac as the OEM whose products compete with the John Deere lines that Motrac distributes.
Direct peers
- Stotz Equipment: Family-owned John Deere dealer operating across the southwestern United States. Comparable to Motrac in being a multi-store exclusive John Deere distributor with a long brand relationship and similar ag-plus-construction product mix.
- Ag-Pro Companies: Large multi-state John Deere agricultural and turf dealer in the southeastern United States. Directly comparable to Motrac as a regional exclusive John Deere distributor with a branch-network operating model.
- RDO Equipment Co. Largest John Deere construction and agricultural equipment dealer in the United States, operating multiple locations across multiple states. Directly comparable to Motrac as a multi-branch exclusive John Deere distributor with a parallel mix of ag and construction equipment and full parts/service infrastructure.
- 4 Rivers Equipment: John Deere dealer group operating across the Rocky Mountain region of the United States. Comparable to Motrac as an exclusive multi-branch John Deere distributor with combined ag and construction equipment focus.
- Brandt Group: Canadian agricultural and construction equipment dealer group, including former Cervus Equipment John Deere dealerships. Comparable to Motrac as a multi-branch John Deere distributor with a long-standing OEM relationship and similar ag-plus-construction portfolio.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
Motrac social profiles
Digital presenceMotrac financial estimates
Financial estimateRevenue estimate
Valuation estimate
Motrac leadership team
Management profileNumber of profiles
Motrac funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Motrac 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 Motrac
What does Motrac do?
Motrac S.A. distributes John Deere agricultural tractors (utility, medium, and large series), construction equipment (skid steers, excavators, motor graders, wheel loaders), and compatible attachments to agricultural producers and construction companies throughout Ecuador. The company also provides technical workshop services for maintenance and repair of the equipment it sells, supported by an exclusive national distribution franchise and a seven-branch service network.
Is Motrac a public or private company?
Motrac is a private company. It is classified as unknown and is currently operating.
When was Motrac founded?
Motrac was founded in 2012. It employs 101 to 250 people.
Where is Motrac based?
Motrac is headquartered in Durán, Ecuador, in the Latin America region.
How does Motrac make money?
Three revenue lines are on record. Agricultural Equipment Sales are the primary driver. The others are construction Equipment Sales and workshop and Service.
Who are Motrac's main competitors?
Broad incumbents on record are CNH Industrial, Komatsu, CLAAS, Caterpillar and AGCO Corporation. Direct peers are Stotz Equipment, Ag-Pro Companies, RDO Equipment Co., 4 Rivers Equipment and Brandt Group.
Does Motrac have an API?
No public API is recorded for Motrac.
What industry is Motrac in?
Motrac's product category is Agricultural and Construction Equipment Distribution. Its primary akta.pro industry code is AFAAAAAC, Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks), with a secondary code of IMAHAAAE, Skid Steer & Compact Track Loaders. Its NAICS code is 423820 and its SIC code is 3523.