BALLANGER
BALLANGER is a French agricultural machinery dealership founded in 1940, operating 7 agencies across the Poitou-Charentes region as part of the Swiss SERCO group. It distributes CLAAS, HARDI, LEMKEN, GREGOIRE, and other brands to farmers, providing new and used equipment, spare parts, after-sales service, and financing.
- Company typePrivate
- Founded1940
- HeadquartersAigrefeuille-d'Aunis, France
- Headcount11–50
- GTM typeB2B
- OfferingServices
What BALLANGER does
BALLANGER is a French agricultural machinery dealership headquartered in Aigrefeuille-d'Aunis, Nouvelle-Aquitaine, distributing new and used farm equipment to agricultural professionals across the Poitou-Charentes region. Founded in 1940 by René Ballanger as a blacksmith's workshop, the company evolved through three generations of family management and has been a CLAAS dealer since 1954, with the tractor line added in 2004 following CLAAS's acquisition of Renault Agriculture. The company operates 7 physical agencies (Aigrefeuille-d'Aunis, Saint-Jean-d'Angély, Mazerolles, Mazières-en-Gâtine, Prahecq, AMA 16 Vars, AMA 16 Bardenac) supported by a 13-person field sales force and 35 mobile workshop vehicles for on-farm service.
The product portfolio is multi-brand and spans the full farming cycle: CLAAS combine harvesters (LEXION, TRION, TUCANO), forage harvesters, tractors (AXION, ARION), telescopic handlers, and balers; HARDI, EVRARD, and MATROT sprayers; ALPEGO, LEMKEN, MONOSEM, and MATERMACC seed drills and tillage tools; BOGBALLE fertilizer spreaders; GREGOIRE, RINIERI, and INFACO viticultural equipment; HYUNDAI excavators; and VALLEY, OCMIS, and KULKER irrigation systems. Precision agriculture capability is delivered through distribution and integration of third-party systems (Trimble GPS, CLAAS easy/CEBIS/CEMIS/CEMOS). After-sales support is anchored by 35,000+ spare parts references, 42 technicians trained annually at the CLAAS Academy, and a Locatech equipment rental service. The PROXICONCESS mobile app (launched September 2021) provides appointment booking, seller contact, and used-equipment browsing on iOS and Android.
The business operates as part of the Swiss SERCO group network alongside sister companies (Dousset Matelin, VAMAT, Agrishop, SEVRA), reflecting 2014 transactions in which Ballanger acquired the CRA sites and SARL Jouanet and merged with AMA (Angoulême Matériel Agricoles). Revenue is generated through one-time equipment sales (new and used), recurring parts and workshop services, and rental, with pricing varying widely from ~€2,900 for small used tractors to €437,000 for high-end combine harvesters and promotional 0% financing on CLAAS balers. The customer base is exclusively agricultural SMBs and individual farmers within a four-department regional footprint, with no stated operations outside France.
BALLANGER firmographics
Firmographics- Name
- BALLANGER
- Legal name
- Ballanger
- Website
- https://ballanger.fr
- Company type
- Private
- Founded year
- 1940
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- BALLANGER is a French agricultural machinery dealership founded in 1940, operating 7 agencies across the Poitou-Charentes region as part of the Swiss SERCO group. It distributes CLAAS, HARDI, LEMKEN, GREGOIRE, and other brands to farmers, providing new and used equipment, spare parts, after-sales service, and financing.
- Ownership category
- akta.pro rank
BALLANGER industry classification
Industry- Product category
- Agricultural Equipment Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)
- SIC
- Farm Machinery & Equipment (3523), Wholesale-Machinery, Equipment & Supplies (5080)
- akta.pro primary industry
- Residue & Straw Management (Choppers, Spreaders, Windrowers) (AFAAAEAF)
- akta.pro secondary industries
- Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE), Crop Protection & Application Equipment (Sprayers/Spreaders) (IMAHACAC), Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)
Keywords
Where BALLANGER is headquartered
LocationHeadquarters
- HQ city
- Aigrefeuille-d'Aunis
- HQ country
- France
- HQ region
- Europe
Offices7 records
Markets served
BALLANGER business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Equipment Sales: Sale of new agricultural equipment including combine harvesters, tractors, haymaking equipment, sprayers, seeders, trailers, and viticultural equipment from brands such as CLAAS, GREGOIRE, HARDI, ALPEGO, LEMKEN
- Used Equipment Sales: Sale of second-hand agricultural equipment including tractors, combine harvesters, forage harvesters, balers, sprayers, and various implements
- After-Sales Service and Repairs: Workshop services including mechanical repairs, electronics, PC diagnostics, air conditioning, aluminum welding, sheet metal work for agricultural machinery
- Spare Parts: Sale of spare parts with over 35,000 part references available, including original CLAAS filters and wear parts
- Equipment Rental: Rental solutions for agricultural equipment (Locatech service)
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Guardian 2 gas cannon |
| Subscription | Multi-year contract | CLAAS balers and haymaking equipment financing |
| Unit Pricing | Pay-as-you-go | Original CLAAS activated carbon filter |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
BALLANGER product offering
Product offeringCore offering
BALLANGER is an authorized agricultural machinery dealership operating 7 agencies across the Poitou-Charentes region of France. The company distributes new and used farm equipment — primarily CLAAS (combine harvesters, tractors, forage harvesters, balers, telescopic handlers) along with sprayers (HARDI, EVRARD, GREGOIRE), seed drills (ALPEGO, LEMKEN, MONOSEM), viticulture equipment, irrigation systems, and precision agriculture technology. The company also provides after-sales workshop service, spare parts (over 35,000 references), and equipment rental through its Locatech service.
Product overview
BALLANGER is an agricultural machinery dealership operating as part of the Swiss SERCO group, serving the Poitou-Charentes region of France through 7 agencies. The company offers a comprehensive portfolio of new and used agricultural equipment distributed across multiple product categories. New equipment distribution centers on the CLAAS brand partnership (combine harvesters, tractors, forage harvesters, telescopic handlers, balers since 1954) supplemented by specialized brands including HARDI/EVRARD/MATROT sprayers, ALPEGO/LEMKEN/MONOSEM/MATERMACC seed drills, BOGBALLE fertilizer spreaders, GREGOIRE viticultural equipment, RINIERI/INFACO vineyard tools, HYUNDAI excavators, and irrigation equipment from VALLEY/OCMIS/KULKER. Precision agriculture capabilities are provided through CLAAS easy and Trimble guidance systems. The company also operates a customer-facing PROXICONCESS mobile application for appointment booking and service management. After-sales support includes workshop services with CLAAS Academy-trained technicians and mobile repair capabilities. Used equipment sales encompass a wide range of brands including CLAAS, FENDT, NEW HOLLAND, JOHN DEERE, and CASE across all equipment categories.
Differentiator
Problem solved
Functional benefit
Brands
- PROXICONCESS: Mobile application for appointment booking, opening hours, and services
Products and services
- New Agricultural Equipment Sale of new agricultural machinery including CLAAS combine harvesters, tractors, forage harvesters, telescopic handlers, balers, sprayers (HARDI/EVRARD/MATROT), seed drills (ALPEGO/LEMKEN/MONOSEM), fertilizer spreaders, viticulture equipment (GREGOIRE/RINIERI), HYUNDAI excavators, irrigation equipment (VALLEY/OCMIS/KULKER), and precision agriculture systems (Trimble, CLAAS easy).
- Used Agricultural Equipment Sale of pre-owned agricultural machinery including combine harvesters, tractors, sprayers, haymaking equipment and attachments. Inventory includes CLAAS, FENDT, NEW HOLLAND, JOHN DEERE, CASE brands. Used equipment prices range from approximately 2,900 EUR to 437,000 EUR.
- After-Sales Service and Workshops Workshop services including mechanical repairs, electronics, PC diagnostics, air conditioning, aluminum welding, and sheet metal work for agricultural machinery. Includes 6 workshop foremen, 48 trained technicians annually, 35 workshop vehicles for mobile interventions, and CLAAS Academy training.
- Spare Parts Sale of spare parts with over 35,000 part references permanently available, including original CLAAS filters and wear parts for ALPEGO, LEMKEN and other distributed brands.
- Equipment Rental (Locatech) Rental solutions for agricultural equipment through the Locatech service.
- PROXICONCESS Mobile App Customer-facing mobile application enabling appointment booking with workshops, store opening hours lookup, direct seller contact, used equipment browsing, and CLAAS Connect store locator. Available on Android and iOS.
- Preventive Maintenance Interviews Preventive maintenance interview service program for tractors and harvesting equipment to identify issues before they affect operations. Registration via Google Forms coupon.
- Financing Solutions Equipment financing offers including 5 campaigns at 0% rate financing for CLAAS equipment such as balers and haymaking equipment.
- GUARDIAN 2 Gas Cannon Bird-scaring gas cannon scarifier product priced at 199.00 EUR HT with 3-4 hectare protection radius and adjustable sound intensity (80-120 decibels).
Companies that use BALLANGER
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
BALLANGER technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
BALLANGER partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and minor.
- CLAAScoreLong-standing partnership since 1954. Ballanger is an authorized CLAAS dealer for combine harvesters, tractors, forage harvesters, telescopic handlers, and haymaking equipment. Technicians trained at CLAAS Academy.
- FENDTminorDistributor of FENDT tractors including 720 PROFI PLUS model available in used inventory.
- HARDI/EVRARDminorDistributor of HARDI EVRARD sprayers including ALPHA EVO ECODRIVE self-propelled sprayers.
- GREGOIREminorSince 2014, Ballanger became GREGOIRE dealers for vineyard sprayers and harvesting machines.
- ALPEGOminorDistributor of ALPEGO seeders and soil tools.
- LEMKENminorDistributor of LEMKEN seeders and soil tools.
- RINIERIminorDistributor of RINIERI viticultural equipment.
- DOUSSET MATELINminorPart of the same group network (SERCO group) as Ballanger.
- VAMATminorPart of the same group network (SERCO group) as Ballanger.
- AGRISHOPminorPart of the same group network (SERCO group) as Ballanger.
- SEVRAminorPart of the same group network (SERCO group) as Ballanger.
Scale indicators7 records
Recent moves14 records
Expansion highlights5 records
BALLANGER competitors and assessment
Company assessmentDirect peers
- SEVRA: SERCO group agricultural equipment distribution affiliate. Functions as another regional dealership within the same corporate umbrella, sharing supplier relationships and back-office infrastructure with Ballanger.
- Perret Group: Long-established French agricultural machinery dealer group headquartered in southeastern France, distributing CLAAS and complementary brands. Comparable scale, multi-agency footprint, and similar customer base of arable and specialty crop farmers.
- VAMAT: Another SERCO group agricultural equipment dealership in France. Operates with the same group-level procurement, parts and service framework as Ballanger, serving as a directly comparable regional dealer unit.
- Dousset Matelin: Sister company within the Swiss SERCO group, Dousset Matelin is also a multi-brand agricultural machinery dealership operating in western France. Same ownership, overlapping brand portfolio and business model, making it the closest comparable to Ballanger.
- AGRISHOP: SERCO group affiliate distributing agricultural machinery and parts in France. Comparable business model and customer base, providing direct insight into how the parent group scales regional dealership units.
Regional players
- Verhaeghe: Belgian agricultural machinery dealer group with multi-brand portfolio and similar service-oriented model. Operates a comparable dealership network but in Belgium and northern France rather than Poitou-Charentes, providing a cross-border benchmark.
Broad incumbents
- CLAAS France: French subsidiary of CLAAS, Ballanger's flagship OEM partner since 1954. While not a direct competitor for end customers, CLAAS France is the supplier that ultimately controls dealer economics, territory allocation and direct-channel strategy, making it the most consequential counterparty for Ballanger's future.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
BALLANGER social profiles
Digital presenceBALLANGER financial estimates
Financial estimateRevenue estimate
Valuation estimate
BALLANGER leadership team
Management profileNumber of profiles
Profiles3 records
BALLANGER subsidiaries and ownership
Company hierarchySubsidiaries4 records
BALLANGER funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
BALLANGER 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 BALLANGER
What does BALLANGER do?
BALLANGER is an authorized agricultural machinery dealership operating 7 agencies across the Poitou-Charentes region of France. The company distributes new and used farm equipment — primarily CLAAS (combine harvesters, tractors, forage harvesters, balers, telescopic handlers) along with sprayers (HARDI, EVRARD, GREGOIRE), seed drills (ALPEGO, LEMKEN, MONOSEM), viticulture equipment, irrigation systems, and precision agriculture technology. The company also provides after-sales workshop service, spare parts (over 35,000 references), and equipment rental through its Locatech service.
Is BALLANGER a public or private company?
BALLANGER is a private company. It is classified as corporate owned and is currently operating.
When was BALLANGER founded?
BALLANGER was founded in 1940. It employs 11 to 50 people.
Where is BALLANGER based?
BALLANGER is headquartered in Aigrefeuille-d'Aunis, France, in the Europe region.
How does BALLANGER make money?
Five revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, after-Sales Service and Repairs, spare Parts and equipment Rental.
Who are BALLANGER's main competitors?
Direct peers on record are SEVRA, Perret Group, VAMAT, Dousset Matelin and AGRISHOP. Verhaeghe is listed as a regional player. CLAAS France is listed as a broad incumbent.
Does BALLANGER have an API?
No public API is recorded for BALLANGER.
What industry is BALLANGER in?
BALLANGER's product category is Agricultural Equipment Dealership. Its primary akta.pro industry code is AFAAAEAF, Residue & Straw Management (Choppers, Spreaders, Windrowers), with a secondary code of AFAAAAAE, Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers). Its NAICS code is 42382 and its SIC code is 3523.