TRULAND Equipment
TRULAND Equipment is a privately held John Deere dealership group operating 18 locations across Indiana and Ohio, formed in 2023 from the merger of TTG Equipment and Kenn-Feld Group. It serves residential, commercial, and agricultural customers with new and used equipment, parts, service, rentals, and precision agriculture services.
- Company typePrivate
- Founded1990
- HeadquartersAngola, United States
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What TRULAND Equipment does
TRULAND Equipment is a privately held John Deere dealership group formed in August 2023 through the merger of TTG Equipment and Kenn-Feld Group. The company operates 18 physical dealership locations across Indiana and Ohio, serving residential, commercial, and agricultural customers with new and used equipment, parts, service, and rentals. Authorized brands include John Deere as the primary OEM, supplemented by STIHL, KUHN, Great Plains, Toro, SnowEx, BOSS Snow Plow, and CAM Superline Trailers. The company's predecessor businesses trace back to 1990, providing over 30 years of operating history in the region.
The business model is a multi-store equipment dealer: revenue is generated primarily through new equipment sales (with manufacturer holdback and financing incentives), used equipment sales, a recurring parts and service business, and equipment rentals. The company has expanded its Precision Agriculture services, offering John Deere's AutoTrac guidance, StarFire 7000 receivers, RTK correction network, and Gen 4 displays, which attach higher-margin technology and recurring calibration/service revenue to equipment sales. The dealer also operates customer-engagement programs such as the TRUCrew Kids Club and TRUSource newsletter to drive community engagement and multi-generational customer acquisition.
Go-to-market is geographically anchored through the 18-store footprint, supported by an expanded digital marketing presence for lead generation. There is no proprietary software, app, or API; the technology stack is OEM-supplied. The company is privately held with no public revenue, headcount, or financial disclosures.
TRULAND Equipment firmographics
Firmographics- Name
- TRULAND Equipment
- Legal name
- TRULAND Equipment
- Website
- https://trulandequip.com
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- TRULAND Equipment is a privately held John Deere dealership group operating 18 locations across Indiana and Ohio, formed in 2023 from the merger of TTG Equipment and Kenn-Feld Group. It serves residential, commercial, and agricultural customers with new and used equipment, parts, service, rentals, and precision agriculture services.
- Ownership category
- akta.pro rank
TRULAND Equipment industry classification
Industry- Product category
- Agricultural and Lawn Equipment Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm and Garden Machinery and Equipment Merchant Wholesalers (423820), Lawn and Garden Equipment and Supplies Retailers (4442), Outdoor Power Equipment Retailers (444230)
- SIC
- Farm Machinery & Equipment (3523), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH)
- akta.pro secondary industries
- Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders) (IMAHAIAC), Implements, Attachments & Quick-Hitch Systems (3-Point Implements, Couplers, Tool Carriers) (AFAAAAAG), Hay & Forage Machinery (Mowers, Rakes, Tedders, Balers, Wrappers) (AFAAAAAE)
Keywords
Where TRULAND Equipment is headquartered
LocationHeadquarters
- HQ city
- Angola
- HQ country
- United States
- HQ region
- North America
Offices18 records
Markets served
TRULAND Equipment business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- New Equipment Sales: Sales of new John Deere equipment including tractors, combines, mowers, and utility vehicles along with supported brands (STIHL, KUHN, Great Plains, Toro, etc.)
- Used Equipment Sales: Resale of pre-owned equipment through dedicated inventory listings.
- Parts Sales: Genuine replacement parts for all equipment lines with parts drop locations for customer convenience.
- Service and Repairs: Full-service maintenance and repair capabilities including inspections, self-repair support, and precision AG service.
- Equipment Rentals: Short-term rental of equipment including air compressors, generators, construction equipment, landscaping tools, mini excavators, skid steers, trailers, and more.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Quote-based equipment pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
TRULAND Equipment product offering
Product offeringCore offering
TRULAND Equipment is a full-line John Deere dealership selling new and used agricultural, lawn and garden, and compact construction equipment, complemented by supported brands (STIHL, KUHN, Great Plains, Toro, SnowEx, BOSS, CAM Superline). The company also provides genuine parts, on-site maintenance and repair services, short-term equipment rentals, grain handling solutions, and precision agriculture technology integration (AutoTrac, StarFire, RTK network) across 18 locations in Indiana and Ohio.
Product overview
TRULAND Equipment is a John Deere dealership operating 18 locations across Indiana and Ohio, offering a comprehensive portfolio of agricultural and lawn/garden equipment. The product portfolio centers on John Deere products (tractors, combines, mowers, utility vehicles, precision ag technology) complemented by supported brands including STIHL, KUHN, Great Plains, Toro, SnowEx, BOSS Snow Plow, and CAM Superline Trailers. Services include equipment sales (new and used), parts and service support, equipment rentals across 19 categories (construction, landscaping, agriculture), precision agriculture solutions (AutoTrac, StarFire GPS, RTK network, Gen 4 displays), grain handling solutions, and dealer transfer services. The offering is structured as a full-service dealership model rather than a unified software platform, serving residential, commercial, and agricultural customers.
Differentiator
Problem solved
Functional benefit
Brands
- TRUCrew Kids Club: A kids club program offering printable activities, videos, and events for children featuring John Deere machinery themes.
- TRUSource
Products and services
- Riding Lawn Mowers Residential and commercial riding lawn mowers for property maintenance, including John Deere D140 and X580 models, sold to homeowners and small commercial operators.
- Residential Zero-Turn Mowers Zero-turn radius mowers for efficient residential lawn care, including John Deere Z-series electric models, sold to homeowners.
- Compact Utility Tractors Sub-compact tractors for residential and light commercial use, including John Deere 1025R package deals, sold to homeowners, hobby farmers, and small property managers.
- Commercial Mowers Heavy-duty commercial-grade mowing equipment for professional landscapers and groundskeepers, including zero-turn and front-mount commercial mowers.
- Gator Utility Vehicles John Deere Gator utility vehicles for agricultural, commercial, and recreational use, including XUV845M models.
- Compact Construction Equipment Compact construction equipment for landscaping and light construction projects.
- Agricultural Tractors Full line of agricultural tractors ranging from compact to row-crop, including John Deere 8R series, sold to farmers and agricultural operations.
- Combines Combine harvesters for grain and crop harvesting operations, sold to farmers.
- Sprayers & Applicators Agricultural sprayers and applicators for crop protection and nutrient application.
- Tillage Equipment Tillage implements for soil preparation including plows, cultivators, and disc harrows.
- Planting & Seeding Equipment Planters and seeders for accurate crop establishment and seeding operations.
- Hay & Forage Equipment Hay and forage equipment including balers, mowers, and hay tools.
- Cutters & Shredders Rotary cutters and shredders for brush management and crop residue processing.
- Precision Agriculture Solutions Precision agriculture technology including AutoTrac Turn Automation, StarFire 7000 receivers, Gen 4 displays, and John Deere Work Planner for automated field operations.
- RTK Dealer Network Real-Time Kinematic (RTK) correction signal network providing centimeter-level GPS accuracy for field operations across the dealer footprint.
- Used Equipment Pre-owned equipment inventory including tractors, mowers, and agricultural machinery, available for sale through the dealership network.
- Parts & Service Genuine replacement parts, maintenance services, inspections, and self-repair resources for all equipment lines, with parts drop locations for customer convenience.
- Equipment Rentals Short-term rental equipment across 19 categories including air compressors, concrete/masonry tools, construction equipment, generators, landscaping tools, mini excavators, pressure washers, pumps, saws, skid steers, trailers, tree care equipment, and more.
- Grain Handling Solutions Complete grain handling equipment sales and service for storage, transport, and handling operations on agricultural sites.
Companies that use TRULAND Equipment
Customer profileSegments3 records
Ideal customer profiles3 records
TRULAND Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
TRULAND Equipment partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- John DeerecoreTRULAND Equipment is an authorized John Deere dealer offering the complete line of John Deere agricultural equipment, lawn and garden equipment, compact construction, and Gator utility vehicles. The partnership represents the core of the dealership's business model with exclusive or priority dealer rights in Indiana and Ohio territories.
Scale indicators3 records
Recent moves5 records
Expansion highlights5 records
TRULAND Equipment competitors and assessment
Company assessmentDirect peers
- GreenMark Equipment: John Deere dealer group operating multiple locations across Michigan and Indiana. Direct competitor in adjacent Midwest geography with overlapping agricultural equipment, parts, and service business.
- Stotz Equipment: Authorized John Deere agriculture and lawn/garden equipment dealer operating across multiple western and midwestern states. Comparable full-line dealer model with similar revenue mix of new equipment, parts, service, and precision agriculture.
- RDO Equipment Co. Large John Deere construction and agricultural equipment dealer with locations across multiple US states. Comparable multi-location authorized dealer offering equipment sales, parts, service, and rentals.
- Heritage Tractor: Multi-location authorized John Deere dealer operating primarily in the Midwest. Directly comparable full-line dealership serving agricultural and rural customers with comparable product, parts, and service offerings.
- Ag-Pro Companies: Large multi-state John Deere dealer group operating across the Midwest, Mid-South, and East Coast. Comparable full-line authorized John Deere dealer with similar product mix spanning agricultural, compact construction, and lawn/garden segments.
- Koenig Equipment: Authorized John Deere dealer with multiple locations across Ohio and Indiana. Direct competitor serving the same agricultural and lawn/garden customers in overlapping territories with comparable full-line John Deere product offerings.
Regional players
- Plains Ag: Regional John Deere dealer group operating in Plains states with full-line agricultural equipment offerings. Comparable dealer model but with limited overlap in TRULAND's Indiana/Ohio territory.
Broad incumbents
- Deere & Company (John Deere): The OEM whose products TRULAND distributes. As the manufacturer of the equipment TRULAND sells, Deere & Company is the broadest incumbent in the agricultural and turf equipment space, providing both the supply relationship and competitive context for the dealer business.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights7 records
Customer concentration
TRULAND Equipment social profiles
Digital presenceTRULAND Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
TRULAND Equipment leadership team
Management profileNumber of profiles
TRULAND Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TRULAND Equipment 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 TRULAND Equipment
What does TRULAND Equipment do?
TRULAND Equipment is a full-line John Deere dealership selling new and used agricultural, lawn and garden, and compact construction equipment, complemented by supported brands (STIHL, KUHN, Great Plains, Toro, SnowEx, BOSS, CAM Superline). The company also provides genuine parts, on-site maintenance and repair services, short-term equipment rentals, grain handling solutions, and precision agriculture technology integration (AutoTrac, StarFire, RTK network) across 18 locations in Indiana and Ohio.
Is TRULAND Equipment a public or private company?
TRULAND Equipment is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was TRULAND Equipment founded?
TRULAND Equipment was founded in 1990. It employs 501 to 1,000 people.
Where is TRULAND Equipment based?
TRULAND Equipment is headquartered in Angola, United States, in the North America region.
How does TRULAND Equipment make money?
Five revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, parts Sales, service and Repairs and equipment Rentals.
Who are TRULAND Equipment's main competitors?
Direct peers on record are GreenMark Equipment, Stotz Equipment, RDO Equipment Co., Heritage Tractor, Ag-Pro Companies and Koenig Equipment. Plains Ag is listed as a regional player. Deere & Company (John Deere) is listed as a broad incumbent.
Does TRULAND Equipment have an API?
No public API is recorded for TRULAND Equipment.
What industry is TRULAND Equipment in?
TRULAND Equipment's product category is Agricultural and Lawn Equipment Dealership. Its primary akta.pro industry code is AFAAAAAH, Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools), with a secondary code of IMAHAIAC, Agricultural & Forestry Vehicles (Harvesters, Forwarders, Skidders). Its NAICS code is 42382 and its SIC code is 3523.