Greving Landmaschinen GmbH
Greving Landmaschinen GmbH is a family-owned authorised John Deere dealer with 290 employees across 10 branches in North Rhine-Westphalia and Rhineland-Palatinate, selling and servicing new and used agricultural machinery, partner-brand equipment, and grounds-care machinery for farmers, municipalities, and golf-course operators.
- Company typePrivate
- Founded1949
- HeadquartersAhaus, Germany
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Greving Landmaschinen GmbH does
Greving Landmaschinen GmbH (legal name: Josef Greving Landmaschinen e.K.) is a family-owned sole proprietorship founded in 1949 in Ahaus, Germany, and an authorised John Deere dealer since 1978. The company sells new and used agricultural machinery — tractors (6R/7R/8R series), combine harvesters (T5/T6/T500i/T600i), self-propelled forage harvesters (8000i/9000i), field sprayers, balers, front loaders, seed drills, and mower-conditioners — alongside complementary partner-brand equipment from Kuhn, Lemken, Amazone, Kramer, Kverneland Group, ROPA, Schäffer, Bergmann, Stihl, Kemper, Geringhoff, Fasterholt and others. Greving operates 10 branches plus 5 partner operations across North Rhine-Westphalia and Rhineland-Palatinate, employing 290 staff, and serves farmers, municipalities, golf courses, and grounds-care customers through a sales-led, field-rep-driven go-to-market model.
The business model combines transactional equipment sales (new and used), high-attach parts revenue (>85% of requests fulfilled from local stock across 10 sites), recurring service revenue (mobile workshop, 24-hour harvest emergency service, Expert-Check pre-season inspections, PowerGard extended protection up to 8 years/8,000 hours), short-term rental (Mietpark at 7 locations), and financing facilitation through John Deere Financial and SmartLine revolving credit. Pricing on equipment is not publicly disclosed; certain training programmes are priced transparently (motor saw course €175 incl. VAT; AutoTrac course €89 plus VAT; online Operations Center training €25 plus VAT). The technology stack is built on John Deere's precision-agriculture platform — AutoTrac guidance, SectionControl, HarvestLab 3000 NIR sensors, and the Operations Center cloud-based farm management platform — supported in-house by a dedicated Precision Ag team.
Greving has grown primarily through acquisitions of neighbouring dealerships: Kevelaer-Winnekendonk (1988), Heiden greenfield (2005), Nottuln greenfield (2010), Drees Agrartechnik's Greven/Werne/Wettringen locations (2011), and Zimmermann Landtechnik's Wesseling/Euskirchen/Polch locations (September 2022), the last creating Greving Landtechnik Süd GmbH. The current leadership comprises owner Henrika Werlemann-Greving, managing director Michael Werlemann (succession completed 2017), and third managing director Philipp Bock (joined 2018). The company received the regional Entrepreneur of the Year 2023 award and celebrated its 75th anniversary in 2024.
Greving Landmaschinen GmbH firmographics
Firmographics- Name
- Greving Landmaschinen GmbH
- Legal name
- Josef Greving Landmaschinen e.K.
- Website
- https://greving.de
- Company type
- Private
- Founded year
- 1949
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Greving Landmaschinen GmbH is a family-owned authorised John Deere dealer with 290 employees across 10 branches in North Rhine-Westphalia and Rhineland-Palatinate, selling and servicing new and used agricultural machinery, partner-brand equipment, and grounds-care machinery for farmers, municipalities, and golf-course operators.
- Ownership category
- akta.pro rank
Greving Landmaschinen GmbH industry classification
Industry- Product category
- Agricultural Machinery Retail
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820)
- SIC
- Farm Machinery & Equipment (3523)
- akta.pro primary industry
- Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC)
Keywords
Where Greving Landmaschinen GmbH is headquartered
LocationHeadquarters
- HQ city
- Ahaus
- HQ country
- Germany
- HQ region
- Europe
Offices10 records
Markets served
Greving Landmaschinen GmbH business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- New Agricultural Equipment Sales: Sales of new agricultural machinery, primarily John Deere products including tractors, combines, forage harvesters, sprayers, seeder drills, balers, and front loaders. Also includes equipment from partner brands such as Kuhn, Lemken, Amazone, Krone, and others.
- Used Equipment Sales: Sales of pre-owned agricultural machinery and garden/municipal/golf equipment through dedicated used equipment listings.
- Parts and Accessories: Extensive spare parts inventory with over 85% of customer requests fulfilled from local stock across 10 locations. Online ordering through John Deere Parts Catalog and Kramp online shop with Click & Collect service.
- Workshop Services and Repairs: Maintenance, repair, and service operations including mobile workshop services, 24-hour emergency service during harvest, and expert inspections.
- Equipment Rental: Short-term rental of various machines through the company's rental park, available at locations in Ahaus, Kevelaer, Heiden, Nottuln, Greven, Werne, and Wettringen.
- Equipment Financing: Financing solutions through John Deere Financial including loans, leasing, operating lease, and SmartLine revolving credit facility for parts, repairs, technology upgrades, and maintenance contracts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | One time/ perpetual license | Motor saw course - 175 EUR including VAT |
| Other | One time/ perpetual license | Online Operations Center training - 25 EUR plus VAT |
| Other | One time/ perpetual license | AutoTrac Lenksystem course - 89 EUR plus VAT |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Greving Landmaschinen GmbH product offering
Product offeringCore offering
Greving Landmaschinen GmbH is an authorised John Deere dealer that sells new and used agricultural machinery (tractors, combine harvesters, self-propelled forage harvesters, field sprayers, balers, seed drills), grounds care equipment, and partner-brand implements, supported by a comprehensive after-sales portfolio of spare parts supply, mobile workshop and 24-hour harvest emergency service, precision agriculture support, equipment rental, financing through John Deere Financial, and customer training programmes across 10 branches in North Rhine-Westphalia and Rhineland-Palatinate.
Product overview
Greving Landmaschinen GmbH is a John Deere dealer offering a comprehensive portfolio of agricultural and grounds care equipment and services. The core product is John Deere agricultural machinery including tractors (6R, 7R, 8R series), combine harvesters (T5/T6/T500i/T600i), self-propelled forage harvesters (8000i/9000i), field sprayers, balers, front loaders, seed drills, and mower-conditioners. Supporting this are partner brand products from Kuhn, Lemken, Amazone, Kramer, ROPA, and 13 other manufacturers covering tillage, seeding, and material handling equipment. The residential/commercial grounds care line includes John Deere riding mowers, zero-turn ZTrak mowers, compact tractors, and Gator utility vehicles. Services include a rental fleet, used equipment sales, precision farming (AutoTrac, SectionControl, documentation), spare parts supply with >85% same-day fulfillment, mobile workshop and 24-hour harvest emergency service, expert inspections, PowerGard extended protection, financing via John Deere Financial and SmartLine™, customer training, and the John Deere Junior Club. The company operates across 10 locations in North Rhine-Westphalia and Rhineland-Palatinate.
Differentiator
Problem solved
Functional benefit
Products and services
- John Deere Agricultural Machinery New tractors (6R/7R/8R series), combine harvesters (T5/T6/T500i/T600i), self-propelled forage harvesters (8000i/9000i), field sprayers with up to 48m booms, balers, front loaders, seed drills and mower-conditioners sold and serviced by Greving for farmers and contractors.
- Partner Brand Agricultural Equipment Complementary agricultural machinery from authorised partner brands Kuhn, Lemken, Amazone, Kramer, Kverneland Group (Kverneland, Rauch, Kubota), ROPA, Schäffer, Bergmann, Stihl, Kemper, Geringhoff, Tuchel, Treffler, Fortuna, Garant Kotte, Fasterholt and Köckerling covering soil preparation, seeding, crop protection, fertilisation, root crops, forage and material handling.
Quantifiable outcome
- Over 85% of spare parts requests fulfilled directly from stock
- +2 more outcomes
Companies that use Greving Landmaschinen GmbH
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Greving Landmaschinen GmbH technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature3 records
Greving Landmaschinen GmbH partnerships and signals
Strategic signalPartnerships
25 partnerships are on record, tiered core and minor.
- John DeerecorePrimary brand partnership since 1978. Greving is an authorised John Deere dealer offering the full range of John Deere agricultural equipment including tractors, combines, sprayers, and precision agriculture technology. Also offers John Deere Financial financing solutions and PowerGard protection plans.
- KuhncoreAuthorised Kuhn dealer for soil preparation and seeding technology. Hosts joint field days such as Kuhn Feldabend events for customer demonstrations.
- LemkenminorAuthorised Lemken dealer for soil preparation equipment.
- AmazoneminorAuthorised Amazone dealer for crop protection equipment and seeding technology.
- KramerminorAuthorised Kramer dealer for wheel loaders and materials handling equipment.
- Kverneland Group (Kverneland, Rauch, Kubota)minorAuthorised dealer for Kverneland group products including Kverneland seeder drills, Rauch fertiliser spreaders, and Kubota equipment.
- ROPAminorAuthorised ROPA dealer for sugar beet harvesters and root crop equipment.
- SchäfferminorAuthorised Schäffer dealer for wheel loaders.
- BergmannminorAuthorised Bergmann dealer for dump wagons and transport equipment.
- StihlminorAuthorised Stihl dealer for power tools including chainsaws.
- KemperminorAuthorised Kemper dealer for forage equipment.
- GeringhoffminorAuthorised Geringhoff dealer for maize headers.
- TuchelminorAuthorised Tuchel dealer for construction and municipal equipment.
- TrefflerminorAuthorised Treffler dealer for tillage equipment.
- FortunaminorAuthorised Fortuna dealer for grain carts and transport equipment.
- Garant KotteminorAuthorised Garant Kotte dealer for slurry handling equipment.
- FasterholtminorAuthorised Fasterholt dealer for irrigation equipment including RainDancer systems. Hosts joint field demonstration events.
- KöckerlingminorAuthorised Köckerling dealer for soil preparation equipment.
- KrampcoreParts distribution partner providing online spare parts ordering platform with over 500,000 products. Customers can register on Kramp webshop and select Greving as their local dealer for pickup or home delivery.
- Zimmermann Landtechnik GmbHcoreAcquired in September 2022. Three locations (Wesseling, Euskirchen, Polch) integrated into Greving Landtechnik Süd GmbH, expanding distribution into southern North Rhine-Westphalia and parts of Rhineland-Palatinate.
- Uennigmann Landmaschinen Metallverarbeitung GmbHminorPartner operation located in Everswinkel, extending service coverage in the region.
- Franzgrote LandtechnikminorPartner operation located in Waltrop, extending service coverage.
- Fischer Landtechnik GmbHminorPartner operation located in Kroppach, extending service coverage.
- B. u. K. LensingminorPartner operation for land machines and garden equipment located in Bocholt-Mussum.
- Steverding Landmaschinen GmbHminorPartner operation located in Borken, extending service coverage.
Scale indicators6 records
Recent moves11 records
Expansion highlights6 records
Greving Landmaschinen GmbH competitors and assessment
Company assessmentRegional players
- ATR Landhandel GmbH & Co. KG: Eastern German agricultural trader and input/service provider covering grain, fertilizers, seeds and machinery support. Operates in a comparable agricultural machinery services space but is concentrated in eastern Germany rather than Greving's North Rhine-Westphalia / Rhineland-Palatinate territory.
Broad incumbents
- BayWa AG: Munich-based publicly listed conglomerate operating one of Europe's largest agricultural retail networks alongside energy, building materials and digital farming ventures. Overlaps Greving in farm-equipment distribution and agronomic services but operates at substantially greater scale and breadth, making it a broad incumbent rather than a direct competitor.
Direct peers
- AGRAVIS Raiffeisen AG: Large German agricultural cooperative headquartered in Münster, combining crop-input distribution, farm machinery dealerships and grain trading across Northern and Western Germany. Directly comparable to Greving as a multi-branch agricultural equipment and service provider serving the same German farmer base with overlapping OEM relationships.
- Stotz Equipment: Family-owned John Deere agricultural and compact-construction equipment dealer operating 25+ branches across the U.S. Mountain West and Southwest. Closely comparable to Greving in family-controlled multi-branch John Deere dealer model, parts/service focus and precision-ag emphasis.
- RWZ Rhein-Main eG: Raiffeisen cooperative in the Rhine-Main region operating farm-equipment dealerships (including John Deere) alongside agricultural inputs and grain trading. Closely comparable to Greving in cooperative-style multi-branch agricultural machinery distribution and after-sales service across a similar German territory.
- ZG Raiffeisen eG: Baden-Württemberg-based agricultural cooperative operating farm-machinery retail, energy, building materials and crop inputs. Comparable to Greving as a multi-line Raiffeisen-affiliated dealer offering agricultural equipment, parts and service to mixed-farm customers in Germany.
- RDO Equipment Co. Largest John Deere construction and agricultural equipment dealer in North America, operating a multi-state network of branches with parts, service, precision-ag and rental offerings. Highly comparable to Greving in pure business model (multi-branch John Deere dealer with full after-sales stack), though operating in a different geography.
Others
- HORSCH Maschinen GmbH: German manufacturer of tillage, seeding and crop-care equipment whose products are sold through Greving and similar dealers. Comparable as a participant in the same German agricultural-equipment value chain but operates upstream as an OEM rather than competing as a dealer.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Greving Landmaschinen GmbH social profiles
Digital presenceGreving Landmaschinen GmbH financial estimates
Financial estimateRevenue estimate
Valuation estimate
Greving Landmaschinen GmbH leadership team
Management profileNumber of profiles
Profiles8 records
Greving Landmaschinen GmbH subsidiaries and ownership
Company hierarchySubsidiaries4 records
Greving Landmaschinen GmbH funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Greving Landmaschinen GmbH 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 Greving Landmaschinen GmbH
What does Greving Landmaschinen GmbH do?
Greving Landmaschinen GmbH is an authorised John Deere dealer that sells new and used agricultural machinery (tractors, combine harvesters, self-propelled forage harvesters, field sprayers, balers, seed drills), grounds care equipment, and partner-brand implements, supported by a comprehensive after-sales portfolio of spare parts supply, mobile workshop and 24-hour harvest emergency service, precision agriculture support, equipment rental, financing through John Deere Financial, and customer training programmes across 10 branches in North Rhine-Westphalia and Rhineland-Palatinate.
Is Greving Landmaschinen GmbH a public or private company?
Greving Landmaschinen GmbH is a private company. It is classified as family owned and is currently operating.
When was Greving Landmaschinen GmbH founded?
Greving Landmaschinen GmbH was founded in 1949. It employs 11 to 50 people.
Where is Greving Landmaschinen GmbH based?
Greving Landmaschinen GmbH is headquartered in Ahaus, Germany, in the Europe region.
How does Greving Landmaschinen GmbH make money?
Six revenue lines are on record. New Agricultural Equipment Sales are the primary driver. The others are used Equipment Sales, parts and Accessories, workshop Services and Repairs, equipment Rental and equipment Financing.
Who are Greving Landmaschinen GmbH's main competitors?
ATR Landhandel GmbH & Co. KG is listed as a regional player. BayWa AG is listed as a broad incumbent. Direct peers are AGRAVIS Raiffeisen AG, Stotz Equipment, RWZ Rhein-Main eG, ZG Raiffeisen eG and RDO Equipment Co.. HORSCH Maschinen GmbH is listed as an others.
Does Greving Landmaschinen GmbH have an API?
No public API is recorded for Greving Landmaschinen GmbH.
What industry is Greving Landmaschinen GmbH in?
Greving Landmaschinen GmbH's product category is Agricultural Machinery Retail. Its primary akta.pro industry code is IMAHAIAC, Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders). Its NAICS code is 42382 and its SIC code is 3523.