Terapro
Terapro is a private Canadian equipment dealership group operating 20 branches across Quebec and Ontario, selling, renting, and servicing construction and agricultural machinery as an authorized dealer for CASE Construction and New Holland Agriculture, serving farmers, contractors, and municipal customers in Eastern Canada.
- Company typePrivate
- Founded2015
- HeadquartersVarennes, Canada
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Terapro does
Terapro is a private Canadian equipment dealership group headquartered in Victoriaville, Quebec, that sells, rents, and services construction and agricultural machinery through a network of 20 branches across Quebec and Ontario. Founded in 2015 as the unification of predecessor brands — Machinerie CH, Inotrac, and Longus Équipement, with predecessor operations dating to 1954 — the group is affiliated with the Vivaco Groupe Coopératif cooperative. Terapro operates two primary equipment divisions: Terapro Agriculture (authorized New Holland Agriculture dealer across 9 branches) and Terapro Construction (authorized CASE Construction dealer across 8 branches), with two hybrid branches serving both segments. The company also distributes attachments from multiple suppliers including Epiroc, GRYB, Metal Pless, HLA, EDF, Shoule, PJB Industries, and Eddynet, alongside complementary brands such as Morooka, Link-Belt, Ammann, Amazone, Rokbak, Kinze, and Kovatera.
The underlying technology stack centers on precision agriculture and construction telematics rather than proprietary AI development. Terapro Technologie integrates CASE SiteWatch telematics, Leica Geosystems machine control and BIM surveying solutions, Trimble Agriculture GNSS guidance, and Raven spray control and auto-steer systems, providing sales, installation, calibration, training, and ongoing support. The company's service infrastructure includes 25 mobile service units for on-site repair, SERVICE PRO planned-maintenance and extended-warranty programs, INSPECT PRO 50-point preventive inspections, and one of the largest parts inventories in Eastern Canada accessible through both branches and the MyCNHiStore online catalog.
Terapro's business model spans new equipment sales, used equipment sales, parts distribution, on-site and in-branch service and maintenance, equipment rental (Terapro Location), and financing facilitation through the CNH Industrial Capital Productivity Plus line of credit. Pricing is quote-based and not publicly disclosed. Revenue is generated across primary customer segments of agriculture producers and construction contractors, with secondary segments in mining, government and municipalities, and snow removal contractors. Marketing is relationship-driven through the branch network, with a bilingual website, email newsletters, seasonal promotions (CASE Parts promotions, Productivity Plus sweepstakes, Farmet Demo Days), and an educational Pro Tips blog. The company employs more than 325 people across its Quebec and Ontario locations.
Terapro firmographics
Firmographics- Name
- Terapro
- Legal name
- Terapro
- Website
- https://terapro.ca
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Terapro is a private Canadian equipment dealership group operating 20 branches across Quebec and Ontario, selling, renting, and servicing construction and agricultural machinery as an authorized dealer for CASE Construction and New Holland Agriculture, serving farmers, contractors, and municipal customers in Eastern Canada.
- Ownership category
- akta.pro rank
Terapro industry classification
Industry- Product category
- Construction & Agricultural Equipment Dealership
- SIC
- Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Machinery, Equipment & Supplies (5080), Services-Miscellaneous Equipment Rental & Leasing (7350)
- akta.pro primary industry
- Construction & Industrial Equipment Rental/Leasing (Earthmoving, Material Handling, Aerial) (TLABAHAF)
- akta.pro secondary industry
- Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks) (AFAAAAAC)
Keywords
Where Terapro is headquartered
LocationHeadquarters
- HQ city
- Varennes
- HQ country
- Canada
- HQ region
- North America
Offices22 records
Markets served
Terapro business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- New Equipment Sales: Sale of new construction equipment (CASE, Morooka, Link-Belt, Ammann) and agricultural equipment (New Holland, Amazone, Salford) directly through dealer branches and sales teams.
- Used Equipment Sales: Sale of carefully inspected pre-owned construction and agricultural equipment, some with extended warranty plans. Financing options available.
- Parts Sales: Extensive inventory of OEM and aftermarket parts for all equipment brands sold through branches and online via MyCNHiStore.com catalog. One of the largest parts inventories in Eastern Canada.
- Equipment Service and Maintenance: On-site repair services using 25 mobile units, preventive maintenance inspections (INSPECT PRO), planned maintenance programs (SERVICE PRO), and emergency 24/7 service. Services delivered at customer worksites and at branch service centers.
- Equipment Financing (CNH Industrial Capital): Customized financing for equipment purchases in partnership with CNH Industrial Capital. Offers Productivity Plus line of credit with preferred rates, deferred payments, and seasonal promotions. Turnkey financing solution.
- Equipment Rental: Heavy equipment and farm machinery rental service providing access to state-of-the-art equipment without purchase. Includes maintenance and technical support options. Rental brands include CASE, Morooka, Link-Belt, Rokbak, New Holland, Ammann.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Productivity Plus Line of Credit |
| Other | Multi-year contract | SERVICE PRO Maintenance Packages (Silver, Gold, Diamond) |
| Other | Pay-as-you-go | Free Delivery for Online Orders |
| Other | Multi-year contract | Preventive Maintenance Packages |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
Terapro product offering
Product offeringCore offering
Terapro sells, rents, and services new and used construction and agricultural heavy equipment through a network of 20 branches in Quebec and Ontario, operating as an authorized dealer for CASE Construction, New Holland Agriculture, and complementary brands such as Morooka, Link-Belt, Ammann, Rokbak, and Amazone. Beyond equipment transactions, the company delivers parts supply, on-site and in-branch maintenance and repair, preventive maintenance programs, precision technology integration, equipment financing through CNH Industrial Capital, and short-term equipment rentals.
Product overview
Terapro operates as a unified platform offering construction and agricultural equipment through two core divisions: Terapro Construction (CASE Construction dealer) and Terapro Agriculture (New Holland dealer). The platform distributes major equipment brands including CASE, New Holland, Morooka, LinkBelt, Ammann, Rokbak, and Amazone. Beyond equipment sales, the portfolio encompasses attachment products from multiple suppliers (Epiroc, GRYB, Metal Pless, HLA, EDF, Shoule, PJB, Eddynet), mining equipment, and snow removal solutions. Service offerings include on-site repair with 25 mobile units, preventive maintenance programs (SERVICE PRO, INSPECT PRO), and extensive parts inventory accessible via MyCNHiStore online catalog. Financing is facilitated through CNH Industrial Capital. Precision technology add-ons include SiteWatch telematics and Leica Geosystems for construction, and Raven/Trimble solutions for agriculture. Equipment rental is available for all major brands. The divisions share operational infrastructure across 18-20 branches in Quebec and Ontario.
Differentiator
Problem solved
Functional benefit
Brands
- SiteWatch: Telematics solution offered by CASE Construction Equipment for fleet management, providing equipment performance monitoring, maintenance needs tracking, and usage analytics.
- Productivity Plus
- CNH Industrial Capital
- SERVICE PRO
- INSPECT PRO
Products and services
- CASE Construction Equipment Full line of CASE Construction equipment distributed as an authorized dealer, including excavators, wheel loaders, tracked dozers, compact track loaders, backhoe loaders, skid steer loaders, motor graders, and rollers for construction, landscaping, and mining customers in Eastern Canada.
- New Holland Agriculture Equipment Full line of New Holland Agriculture machinery distributed as an authorized dealer, including high-horsepower tractors (T5, T6, T7 series), compact utility tractors, boom sprayers, forage harvesters, combines, and hay and forage equipment for farming operations in Eastern Canada.
- Construction and Agricultural Attachments Attachments distributed from multiple suppliers including Epiroc (breakers, compactors), GRYB (tiltrotators, buckets), Metal Pless (snow blades and plows), Atelier RF (buckets for excavators), HLA Attachments (pallet forks, blades), EDF (quick couplers), Shoule (snowblowers), PJB Industries (quick couplers, buckets, forks), and Eddynet (hydraulic and mechanical brooms).
- Mining Equipment Heavy equipment and accessories marketed for mining and quarry customers, including brands such as Astec Industries (BTI), Epiroc, Thompson Pump, Kovatera, Generation 2 Filtration, and Flygt (Xylem) pumping systems.
- Snow Removal Equipment Snow removal machines and attachments distributed for commercial and agricultural snow clearing, including brands such as Metal Pless, EDF, Shoule, SSTA, HLA, W.Côté, and Pronovost.
- Used Equipment Sales Sale of carefully inspected pre-owned construction and agricultural equipment, with extended warranty plans available on selected units and financing options through CNH Industrial Capital.
- Parts Sales Extensive OEM and aftermarket parts inventory for construction and agricultural equipment sold through 20 branches and online via the MyCNHiStore.com catalog. One of the largest parts inventories in Eastern Canada.
- Equipment Service and Maintenance On-site and in-branch repair services delivered through 25 mobile service units, including preventive maintenance inspections (INSPECT PRO) at 50 key points with diagnostic reports, planned maintenance programs (SERVICE PRO in Silver, Gold, and Diamond tiers), and 24/7 emergency service for construction and agricultural customers.
- Equipment Financing Customized financing for new and used equipment, parts, and service purchases, offered in partnership with CNH Industrial Capital through the Productivity Plus line of credit with preferred rates, deferred payments, and seasonal promotions.
- Equipment Rental Short-term rental of construction and agricultural equipment including CASE, Morooka, Link-Belt, Rokbak, New Holland, and Ammann brands, with maintenance and technical support included.
- Precision Technology Integration Turnkey precision technology services delivered through Terapro Technologie covering sales, installation, calibration, training, and ongoing upgrades of SiteWatch telematics, Leica Geosystems machine control, Raven spray control, Trimble Agriculture GNSS guidance, and data management software for both construction and agriculture customers.
Quantifiable outcome
- 25 mobile service units available for on-site repairs across construction and agriculture equipment
- +3 more outcomes
Companies that use Terapro
Customer profileSegments5 records
Ideal customer profiles5 records
Terapro technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration6 records
AI capability5 records
Feature7 records
Terapro partnerships and signals
Strategic signalPartnerships
24 partnerships are on record, tiered major, core and minor.
- AmazonemajorTerapro Agriculture became the official Amazone dealer, expanding its agricultural equipment offerings to include Amazone fertilizing technology and precision farming equipment.
- TrimblecoreTerapro Technologies formalized a strategic partnership with Trimble for cutting-edge precision technology equipment. The partnership is managed by Vantage Canada. Trimble provides GNSS positioning systems, machine guidance technology, and agricultural data management software integrated through Terapro Technologie's installation and support services.
- Vantage CanadacoreVantage Canada manages the Trimble partnership with Terapro Technologies, serving as the intermediary for Trimble precision technology distribution and support in Canada.
- EpirocmajorDistribution agreement for hydraulic products for construction equipment. J.R. Brisson Equipment (now Terapro Construction) became a distributor of Epiroc hydraulic products and ensures sales and after-sales service for all selected products. Epiroc is part of the Atlas Copco Group.
- Kinze ManufacturingmajorDistribution agreement making Terapro Agriculture (through Machinerie CH and Inotrac) an official distributor of Kinze planters. Kinze is a manufacturer of planters serving the agricultural sector.
- Vivaco Groupe CoopératifmajorVivaco Groupe Coopératif (formerly La Coop des Bois-Francs) partnered with Terapro through Longus Équipement acquisition and is a key business partner in the agricultural dealer network. The group acquired J.R. Brisson Equipment locations in Ontario in 2017.
- GRYBminorAttachment supplier for construction equipment. GRYB supplies tiltrotators, buckets, and quick attach attachments to Terapro Construction for distribution to customers.
- Metal PlessminorAttachment supplier for construction and agriculture equipment. Metal Pless supplies snow blades, snowplows, and snow removal equipment designed for use on snowplow trucks, wheel loaders, and tractors.
- EDF (Entreprises Desjardins Fontaine)minorQuebec-based manufacturer of heavy machinery accessories (quick couplers, snowplows) for excavation, demolition, handling, snow removal, and material handling sectors. Products compatible with all makes and models of excavators.
- Atelier RFminorManufacturer of buckets and industrial attachments for excavators and wheel loaders based in Sherbrooke, Quebec since 1984. Products used in construction, demolition, recycling, and mining operations. Also distributes MB Crusher and HELAC Powertilt products.
- HLA AttachmentsminorCanadian manufacturer of attachments and accessories for agricultural and construction equipment. Supplies pallet forks, blades, buckets, snow blades, grading blades, grapples, and handling accessories for compact loaders, tractors, and wheel loaders.
- S. Houle (Shoule)minorQuebec-based company founded in 1962, manufacturing agricultural equipment including manure spreaders, rakes, trailers, vegetable washers, front loaders, buckets, and loader attachments. Also offers snow blades for snow removal professionals.
- PJB IndustriesminorManufacturer founded in 1988 specializing in robust attachments for excavators and loaders. Products include quick couplers, buckets, forks, grapples, and snow scrapers for forestry, mining, construction, and public works industries.
- EddynetminorManufacturer designing and producing hydraulic and mechanical brooms since 1996. Products serve municipal, airport, port, agricultural, industrial, and construction sectors. Offers custom-designed solutions compatible with various vehicles and machines.
- Leica GeosystemscorePrecision technology partner providing GNSS systems, 2D and 3D laser scanners with semi-automated options, and total stations for construction surveying, BIM planning, machine control, and quality assurance. Integrated through Terapro Technologie's installation and calibration services.
- Raven IndustriescoreTechnology partner offering advanced spray control systems with variable flow nozzles and pressure sensors, plus auto-steer technology for agricultural equipment. Reduces agrochemical costs and environmental impact while improving operational efficiency.
- Trimble AgriculturecorePrecision agriculture technology partner providing GNSS positioning systems for machine guidance and field mapping, along with agricultural data management software enabling data-driven decisions for farm productivity and profitability.
- Thompson PumpminorBrand available through Terapro for mining equipment applications. Thompson Pump provides pumping solutions included in Terapro's mining equipment offerings.
- KovateraminorBrand available through Terapro for mining equipment. Kovatera equipment is part of Terapro's mining industry solutions.
- Astec Industries (BTI)minorAstec Industries (through Breaker Technology Inc.) supplies hydraulic products for mining equipment sold through Terapro Construction.
- Generation 2 FiltrationminorFiltration products supplier for mining equipment operations, ensuring equipment longevity and performance in mining applications.
- Flygt (Xylem)minorPumping systems from Flygt (a Xylem brand) available through Terapro for mining equipment applications requiring water management and fluid handling.
- CASE Construction EquipmentcoreAuthorized dealer of the full Case Construction equipment line including excavators, wheel loaders, tracked dozers, compact loaders, backhoe loaders, forklifts, motor graders, and rollers. Case provides telematics (SiteWatch) for fleet management.
- New Holland AgriculturecoreAuthorized dealer of the full New Holland Agriculture equipment line including tractors (T5, T6, T7 series), combines, forage harvesters, sprayers, hay and forage equipment. Also distributes New Holland Construction equipment.
Scale indicators5 records
Recent moves10 records
Expansion highlights5 records
Terapro competitors and assessment
Company assessmentDirect peers
- Toromont Industries: Toromont is the Caterpillar dealer for most of Eastern Canada, operating a branch network selling Caterpillar construction equipment with parts, service, and rental — directly comparable to Terapro's CASE Construction division in both geography and product mix.
- Nortrax: Nortrax is a John Deere dealer with significant Eastern Canada presence, selling agricultural and construction equipment with parts and service — a direct geographic and product-line competitor to Terapro's New Holland and CASE offerings.
- Brandt Tractor: Brandt Tractor is the largest John Deere Construction & Forestry dealer in Canada, operating a multi-branch dealer network across Western and Eastern Canada with similar new/used equipment, parts, service, and financing business model to Terapro.
- Rocky Mountain Equipment: Rocky Mountain Equipment is one of Canada's largest Case IH agricultural equipment dealers, operating across Western Canada with a multi-branch model for new/used equipment, parts, and service — directly comparable to Terapro's agriculture dealer business.
- Cervus Equipment: Cervus Equipment was a Canadian dealer group operating John Deere agricultural, Peterbilt trucks, and material handling dealerships across Western Canada before being acquired by Brandt — a historical peer with similar multi-brand equipment dealership structure.
- AgWest Equipment: AgWest is a Western Canadian John Deere agriculture equipment dealer group with multiple branches offering new/used equipment, parts, service, and precision agriculture — comparable dealer network model to Terapro Agriculture.
Broad incumbents
- Finning International: Finning is the world's largest Caterpillar dealer, operating across Western Canada, UK, and South America with equipment sales, parts, service, and rental — a much larger and more diversified peer operating outside Eastern Canada.
- United Rentals: United Rentals is the world's largest equipment rental company with significant North American presence across construction and industrial equipment — adjacent to Terapro's Terapro Location rental business but operates at massive scale as a non-dealer rental specialist.
- RDO Equipment: RDO Equipment is one of the largest John Deere construction and agricultural equipment dealers in the United States, operating a multi-state dealer network — comparable dealer model to Terapro at significantly larger scale.
Emerging players
- EquipmentShare: EquipmentShare is a tech-enabled equipment rental and sales platform combining telematics, fleet management, and rental services — an emerging competitor to traditional dealers like Terapro with stronger digital UX and rental technology.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Terapro social profiles
Digital presenceTerapro compliance and trust
Trust signalCompliance2 records
Terapro financial estimates
Financial estimateRevenue estimate
Valuation estimate
Terapro leadership team
Management profileNumber of profiles
Terapro subsidiaries and ownership
Company hierarchySubsidiaries9 records
Terapro funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Terapro 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 Terapro
What does Terapro do?
Terapro sells, rents, and services new and used construction and agricultural heavy equipment through a network of 20 branches in Quebec and Ontario, operating as an authorized dealer for CASE Construction, New Holland Agriculture, and complementary brands such as Morooka, Link-Belt, Ammann, Rokbak, and Amazone. Beyond equipment transactions, the company delivers parts supply, on-site and in-branch maintenance and repair, preventive maintenance programs, precision technology integration, equipment financing through CNH Industrial Capital, and short-term equipment rentals.
Is Terapro a public or private company?
Terapro is a private company. It is classified as corporate owned and is currently operating.
When was Terapro founded?
Terapro was founded in 2015. It employs 251 to 500 people.
Where is Terapro based?
Terapro is headquartered in Varennes, Canada, in the North America region.
How does Terapro make money?
Six revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, parts Sales, equipment Service and Maintenance, equipment Financing (CNH Industrial Capital) and equipment Rental.
Who are Terapro's main competitors?
Direct peers on record are Toromont Industries, Nortrax, Brandt Tractor, Rocky Mountain Equipment, Cervus Equipment and AgWest Equipment. Broad incumbents are Finning International, United Rentals and RDO Equipment. EquipmentShare is listed as an emerging player.
Does Terapro have an API?
No public API is recorded for Terapro.
What industry is Terapro in?
Terapro's product category is Construction & Agricultural Equipment Dealership. Its primary akta.pro industry code is TLABAHAF, Construction & Industrial Equipment Rental/Leasing (Earthmoving, Material Handling, Aerial), with a secondary code of AFAAAAAC, Material Handling & Loader Attachments (Front Loaders, Telehandlers, Bale Handlers, Forks). Its SIC code is 5082.