Greving Landmaschinen GmbH

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.

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

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

• Agricultural machinery dealer
• John Deere equipment
• Precision agriculture services
• Farm equipment sales
• Agricultural spare parts

Headquarters

HQ city

Ahaus

HQ country

Germany

HQ region

Europe

Offices10 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. Used Equipment Sales: Sales of pre-owned agricultural machinery and garden/municipal/golf equipment through dedicated used equipment listings.
3. 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.
4. Workshop Services and Repairs: Maintenance, repair, and service operations including mobile workshop services, 24-hour emergency service during harvest, and expert inspections.
5. 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.
6. 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

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core 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

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

25 partnerships are on record, tiered core and minor.

• John DeerecoreChannel Partner/ Reseller/ Distributor · 1 January 1978Primary 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.
• KuhncoreChannel Partner/ Reseller/ DistributorAuthorised Kuhn dealer for soil preparation and seeding technology. Hosts joint field days such as Kuhn Feldabend events for customer demonstrations.
• LemkenminorChannel Partner/ Reseller/ DistributorAuthorised Lemken dealer for soil preparation equipment.
• AmazoneminorChannel Partner/ Reseller/ DistributorAuthorised Amazone dealer for crop protection equipment and seeding technology.
• KramerminorChannel Partner/ Reseller/ DistributorAuthorised Kramer dealer for wheel loaders and materials handling equipment.
• Kverneland Group (Kverneland, Rauch, Kubota)minorChannel Partner/ Reseller/ DistributorAuthorised dealer for Kverneland group products including Kverneland seeder drills, Rauch fertiliser spreaders, and Kubota equipment.
• ROPAminorChannel Partner/ Reseller/ DistributorAuthorised ROPA dealer for sugar beet harvesters and root crop equipment.
• SchäfferminorChannel Partner/ Reseller/ DistributorAuthorised Schäffer dealer for wheel loaders.
• BergmannminorChannel Partner/ Reseller/ DistributorAuthorised Bergmann dealer for dump wagons and transport equipment.
• StihlminorChannel Partner/ Reseller/ DistributorAuthorised Stihl dealer for power tools including chainsaws.
• KemperminorChannel Partner/ Reseller/ DistributorAuthorised Kemper dealer for forage equipment.
• GeringhoffminorChannel Partner/ Reseller/ DistributorAuthorised Geringhoff dealer for maize headers.
• TuchelminorChannel Partner/ Reseller/ DistributorAuthorised Tuchel dealer for construction and municipal equipment.
• TrefflerminorChannel Partner/ Reseller/ DistributorAuthorised Treffler dealer for tillage equipment.
• FortunaminorChannel Partner/ Reseller/ DistributorAuthorised Fortuna dealer for grain carts and transport equipment.
• Garant KotteminorChannel Partner/ Reseller/ DistributorAuthorised Garant Kotte dealer for slurry handling equipment.
• FasterholtminorChannel Partner/ Reseller/ DistributorAuthorised Fasterholt dealer for irrigation equipment including RainDancer systems. Hosts joint field demonstration events.
• KöckerlingminorChannel Partner/ Reseller/ DistributorAuthorised Köckerling dealer for soil preparation equipment.
• KrampcoreTechnology or IntegrationParts 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 GmbHcoreStrategic or Co-development PartnerAcquired 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 GmbHminorChannel Partner/ Reseller/ DistributorPartner operation located in Everswinkel, extending service coverage in the region.
• Franzgrote LandtechnikminorChannel Partner/ Reseller/ DistributorPartner operation located in Waltrop, extending service coverage.
• Fischer Landtechnik GmbHminorChannel Partner/ Reseller/ DistributorPartner operation located in Kroppach, extending service coverage.
• B. u. K. LensingminorChannel Partner/ Reseller/ DistributorPartner operation for land machines and garden equipment located in Bocholt-Mussum.
• Steverding Landmaschinen GmbHminorChannel Partner/ Reseller/ DistributorPartner operation located in Borken, extending service coverage.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Regional 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

• YouTubeyoutube.com/channel/UCn7Bd5IHLZInQ25aVAn0nyg/videos
• Facebookde-de.facebook.com/GrevingLandmaschinen
• Instagraminstagram.com/greving_landmaschinen/?hl=de
• LinkedInlinkedin.com/company/greving-landmaschinen-gmbh

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries4 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 Greving Landmaschinen GmbH