Johnson Tractor

What Johnson Tractor does

Johnson Tractor is a family-owned equipment dealership group founded in 1980 in Darien, Wisconsin, currently headquartered in Janesville, WI. The company operates 13 dealership locations across Wisconsin and northern Illinois, employing over 200 people and serving 40 counties. It is an authorized dealer for multiple major original equipment manufacturers, including Case IH, New Holland, Kubota, Kinze, Fendt, and John Deere, across three primary product lines: agricultural equipment (tractors, combines, planters, harvesters), construction equipment (skid steers, excavators, wheel loaders, backhoes), and lawn and garden equipment (mowers, UTVs, outdoor power equipment).

The company's business model is built on a multi-stream revenue structure comprising new equipment sales, pre-owned equipment resale (465+ active listings), genuine OEM parts, full-service maintenance and repair, precision farming technology and support, equipment financing through a GoCurrency partnership, and short-term rental. Equipment unit prices range from approximately $1,190 for lawn equipment to $494,900 for high-horsepower combines, indicating a customer mix spanning large commercial farmers, small farm and landowners, construction firms, and landscaping companies. Go-to-market is direct-to-consumer through physical showrooms, phone sales, and an online inventory browsing portal, with no e-commerce transaction completion.

The company is led by Eric Reuterskiold alongside a multi-generational family ownership team (Eric Johnson, Patrick Johnson, Sue Johnson, Kathryn Hesebeck). Recent strategic activity includes the 2025 addition of Columbus, WI and Allenton, WI locations, the launch of a Precision Farming Department, and the deepening of OEM brand partnerships. Marketing channels include a Constant Contact email newsletter, AuctionTime auction listings, an online knowledge base via Document360, and recurring customer education events such as combine and planter clinics across multiple locations.

Name

Johnson Tractor

Legal name

Johnson Tractor

Website

https://johnsontractor.com

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

101–250 employees

Short description

Johnson Tractor is a family-owned equipment dealership operating 13 locations across Wisconsin and northern Illinois, selling and servicing new and used agricultural, construction, and lawn/garden equipment from brands such as Case IH, New Holland, Kubota, Kinze, and Fendt, with supporting parts, service, financing, and precision farming offerings.

Ownership category

akta.pro rank

Product category

Agricultural and Construction 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-Industrial Machinery & Equipment (5084), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Machinery, Equipment & Supplies (5080)

akta.pro primary industry

Tractors (Utility, Row-Crop, Articulated, Specialty) (AFAAAAAA)

akta.pro secondary industries

Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH), Farm Transport & Hauling Equipment (Farm Trailers, Grain Carts, Wagons) (AFAAAAAD), Specialized Heavy Haul / Lowboy Tractor Leasing & Rental (TLABABAL)

Keywords

• Agricultural equipment dealer
• Construction equipment sales
• Tractor dealership services
• Lawn and garden equipment
• Precision farming solutions

Headquarters

HQ city

Janesville

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. New Equipment Sales: Sales of new agricultural and construction equipment from Case IH, New Holland, Kubota, and other brands
2. Pre-Owned Equipment Sales: Resale of used tractors, combines, skid steers, and other equipment across agriculture, construction, and lawn/garden categories. Inventory includes 465+ used listings.
3. Parts Department: Genuine OEM parts for Case IH and New Holland equipment. Customers can shop online and request parts by phone.
4. Service Department: Maintenance and repair services for all equipment sold. Service request submission available online.
5. Precision Farming Products and Support: Sales and support of precision farming technology including programs and support packages
6. Equipment Financing: Financing options through GoCurrency partner for equipment purchases

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Johnson Tractor is a family-owned equipment dealership operating 13 locations across Wisconsin and northern Illinois, selling new and pre-owned agricultural, construction, and lawn/garden equipment from authorized brands such as Case IH, New Holland, Kubota, Kinze, and Fendt. The dealership supports its equipment sales with a full parts department, service department, precision farming technology solutions, rental equipment, and equipment financing facilitated through GoCurrency. The company serves large commercial farmers, small farm and landowners, construction firms, and landscaping companies across 40 counties.

Product overview

Johnson Tractor is a family-owned equipment dealership operating 13 locations across Wisconsin and northern Illinois. The company operates as a single unified dealership offering both new and pre-owned equipment sales across three main product lines: Agriculture (tractors, combines, harvesters, planters, tillage, hay and forage), Construction (skid steers, excavators, wheel loaders, loader backhoes), and Lawn & Garden (outdoor power, UTVs, mowers). The portfolio is supported by complementary service offerings including a Parts Department (genuine Case IH and New Holland OEM parts), Service Department for maintenance and repairs, Precision Farming for technology solutions, Equipment Financing through CurrencyFinance, and Rental Equipment for short-term needs. Johnson Tractor represents multiple major brands including Case IH, New Holland, Kubota, Kinze, Fendt, and John Deere.

Differentiator

Problem solved

Functional benefit

Products and services

• New Equipment Sales Sales of new agricultural, construction, and lawn/garden equipment including tractors, combines, planters, harvesters, skid steers, excavators, wheel loaders, and outdoor power equipment from authorized brand partnerships.
• Pre-Owned Equipment Sales Resale of used tractors, combines, skid steers, excavators, mowers, and other equipment across agriculture, construction, and lawn/garden categories, with 465+ pre-owned listings in inventory.
• Parts Department Genuine Case IH and New Holland OEM and replacement parts available for purchase online or by phone, supporting ongoing equipment maintenance and repair needs.
• Service Department Full-service maintenance and repair capabilities for all equipment brands sold at Johnson Tractor's 13 locations, with online service request submission available.
• Precision Farming Precision farming department offering programs, support packages, and technology solutions for modern agriculture operations, including precision farming hardware/software and ongoing support.
• Equipment Financing Financing options available through GoCurrency partner for equipment purchases, including productivity plus credit card application, with terms varying by customer credit and equipment.
• Rental Equipment Rental equipment options available across product categories for short-term customer needs.
• Kubota Packages Promotional Kubota equipment packages with financing offers for compact tractors, mowers, and utility vehicles.

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core, major and minor.

• Case IHcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Authorized Case IH dealership network. Johnson Tractor sells new Case IH agricultural equipment including tractors, combines, planters, and headers. Provides parts, service, and support for Case IH equipment.
• New HollandcoreChannel Partner/ Reseller/ Distributor · 1 January 2024Authorized New Holland dealership network. Johnson Tractor sells New Holland agricultural equipment as part of the dealership network.
• KubotacoreChannel Partner/ Reseller/ Distributor · 1 January 2024Authorized Kubota dealership with Kubota-specific packages and promotions. Sells Kubota compact tractors, mowers, and utility vehicles. Kubota Packages section featuring current promotions and financing offers.
• KinzemajorChannel Partner/ Reseller/ Distributor · 1 January 2024Authorized Kinze dealer. Sells Kinze planters and grain carts including 5700 series planters and 3600 series grain carts.
• FendtmajorChannel Partner/ Reseller/ Distributor · 1 January 2024Dealer for Fendt agricultural equipment including high-horsepower tractors. Currently listing Fendt 828 Vario in used inventory.
• Constant ContactminorGTM or Marketing Partner · 1 January 2024Email marketing platform used for customer communications and newsletter distribution.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Van Wall Group: Van Wall Group is a large multi-brand agricultural and lawn & garden equipment dealer operating across Iowa and surrounding states. It sells new and used equipment, parts, and service under multiple OEM banners, similar to Johnson Tractor's multi-brand strategy.
• H&R Agri-Power: H&R Agri-Power is a Case IH agricultural equipment dealer with locations across Kentucky, Illinois, and Tennessee. It sells new and used equipment, parts, and service — closely matching Johnson Tractor's dealer profile in the Midwest ag belt.
• Stotz Equipment: Stotz Equipment is a multi-state Case IH agricultural equipment dealer with full sales, parts, and service operations. It is directly comparable to Johnson Tractor as a multi-location, OEM-authorized ag equipment dealer serving commercial farmers and small-acreage operators.
• C & B Operations: C & B Operations is a John Deere agricultural equipment dealer group with locations across Iowa, South Dakota, and Minnesota. As a large, multi-store ag equipment dealership offering full sales, parts, and service, it is directly comparable to Johnson Tractor.
• Koenig Equipment: Koenig Equipment is a John Deere agricultural equipment dealer with multiple locations across Ohio, Indiana, and Kentucky. As a multi-store, family-influenced ag equipment dealer offering new, used, parts, and service, it is structurally analogous to Johnson Tractor.
• Greenway Equipment: Greenway Equipment is a multi-location John Deere dealer serving Arkansas and Missouri with new and used agricultural equipment, parts, and service. Comparable to Johnson Tractor in scale, regional footprint, and full-service dealership offering.
• Heritage Tractor: Heritage Tractor is a John Deere dealership group operating across Kansas, Nebraska, Oklahoma, and Missouri. Its full-line ag equipment, parts, and service model across multiple rural locations makes it a directly comparable peer to Johnson Tractor.
• St. John Hardware & Implement: St. John Hardware & Implement is a multi-brand agricultural equipment dealer in the Midwest offering new and used tractors, combines, and parts/service support. Its regional dealership model mirrors Johnson Tractor's farmer-focused operations in the Upper Midwest.
• RDO Equipment Co. RDO Equipment Co. is a large multi-brand agriculture and construction equipment dealer with locations across multiple U.S. states. It sells new and used equipment, parts, service, and precision agriculture solutions — directly mirroring Johnson Tractor's business model across ag, construction, and lawn & garden categories.
• 21st Century Equipment: 21st Century Equipment is a John Deere agricultural equipment dealer with locations across Nebraska, Colorado, Wyoming, and South Dakota. Its multi-store ag equipment dealership model and broad product/service portfolio parallel Johnson Tractor's structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• Xx.com/johnson_tractor
• Facebookfacebook.com/JohnsonTractor
• LinkedInlinkedin.com/company/johnson-tractor-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Johnson Tractor