Equipment Ontario
Equipment Ontario is a family-owned, multi-brand equipment dealership operating 18 locations across Ontario, Canada, selling new and used agricultural, construction, and lawn and garden equipment from OEMs including Case IH, JCB, Mahindra, New Holland, Kuhn, and Hyundai, supported by service, parts, and precision farming divisions.
- Company typePrivate
- Founded1978
- HeadquartersSimcoe, Canada
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Equipment Ontario does
Equipment Ontario Inc. is a family-owned, multi-brand equipment dealership founded in 1978 and headquartered in Simcoe, Ontario, operating 18 retail locations across the province. The company sells new and pre-owned agricultural, construction, and lawn and garden equipment from major OEMs including Case IH, JCB, Mahindra, New Holland, Kuhn, Hyundai, Cub Cadet, Ventrac, Yanmar, and others, with used inventory price points ranging from approximately $2,400 CAD for small implements to over $539,900 CAD for premium combines. Beyond equipment sales, the dealership operates full-service repair departments, OEM and aftermarket parts sales (including an online shop at shopequipmentontario.com), and a precision farming division that supplies and supports Case IH FieldOps, Raven, Precision Planting, Trimble, and Outback Guidance systems. The company has grown through acquisition, having welcomed ESM Farm Equipment and Bob Mark Equipment Sales and Rentals to its network in 2025, and employs a team of dedicated precision farming specialists serving regions across Ontario.
The business model is a traditional authorized dealer construct generating revenue across three streams: one-time equipment sales (new and used), recurring service and repair labor, and ongoing parts and accessories sales. Pricing is unit-based with new equipment typically requiring a quote and used inventory listed transparently; promotional financing programs (e.g., 0% for 60 months) are offered on eligible products. The go-to-market motion is channel-based through OEM partnerships, with nine principal brand authorizations and physical distribution via 18 storefronts. Customer segments are primarily SMB in nature, spanning agriculture (farmers and agricultural operators of varying scale), construction and landscaping (contractors and earthmoving operators), and residential and commercial lawn and garden (homeowners and municipalities). The company has no disclosed external funding, is operating with 51-100 employees, and shows no evidence of proprietary AI/ML development; its digital assets are limited to a diagnostic fault code lookup tool containing over 13,000 Case IH entries and standard inventory/parts e-commerce listings.
Equipment Ontario firmographics
Firmographics- Name
- Equipment Ontario
- Legal name
- Equipment Ontario Inc.
- Website
- https://equipmentontario.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Equipment Ontario is a family-owned, multi-brand equipment dealership operating 18 locations across Ontario, Canada, selling new and used agricultural, construction, and lawn and garden equipment from OEMs including Case IH, JCB, Mahindra, New Holland, Kuhn, and Hyundai, supported by service, parts, and precision farming divisions.
- Ownership category
- akta.pro rank
Equipment Ontario industry classification
Industry- Product category
- Agricultural & Construction Equipment Dealership
- NAICS
- Farm and Garden Machinery and Equipment Merchant Wholesalers (42382), Farm Machinery and Equipment Manufacturing (333111), Lawn and Garden Tractor and Home Lawn and Garden Equipment Manufacturing (333112)
- SIC
- Farm Machinery & Equipment (3523), Wholesale-Machinery, Equipment & Supplies (5080), Lawn & Garden Tractors & Home Lawn & Gardens Equip (3524)
- akta.pro primary industry
- Tractors & Power Units (IMAHACAA)
- akta.pro secondary industries
- Harvesting & Forage Equipment (IMAHACAD), Compact & Specialty Farm Machinery (Compact Tractors, Vineyard/Orchard, High-Clearance, Track Systems) (AFAAAAAJ), Lawn & Garden Equipment Retail (Mowers, Trimmers, Snow Blowers) (CRAIADAG), Farm Machinery Parts, Service & Maintenance Equipment (Spare Parts, Diagnostics, Workshop Tools) (AFAAAAAH), Agricultural Tractor & Field Machinery Vehicle Manufacturing (IMACAFAB), Outdoor Power Equipment Parts & Service Retail (CRAIADAH)
Keywords
Where Equipment Ontario is headquartered
LocationHeadquarters
- HQ city
- Simcoe
- HQ country
- Canada
- HQ region
- North America
Offices8 records
Markets served
Equipment Ontario business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Equipment Sales: Sales of new and pre-owned agricultural, construction, and lawn & garden equipment. The company carries a wide range of equipment categories including tractors, combines, skid steers, excavators, trailers, and implements.
- Service & Repair: Full-service department providing maintenance, repairs, and diagnostics for all equipment brands sold. Service is available at multiple locations.
- Parts Sales: Parts department offering OEM and aftermarket parts for all equipment lines, with access to Case IH parts catalogue and promotional deals.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Used Equipment |
| Unit Pricing | Pay-as-you-go | New Equipment |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels4 records
Equipment Ontario product offering
Product offeringCore offering
Equipment Ontario is a multi-location equipment dealership that sells new and pre-owned agricultural, construction, and lawn & garden equipment across Ontario, Canada. The company operates as an authorized dealer for brands including Case IH, JCB, Mahindra, New Holland, Kuhn, Hyundai, Cub Cadet, Ventrac, Doyle, Penta, Weberlane, and Westfield. Beyond equipment sales, it provides full-service maintenance and repair, OEM and aftermarket parts, and precision farming technology integration with systems such as Case IH FieldOps, Raven, Precision Planting, Trimble, and Outback Guidance.
Product overview
Equipment Ontario is a multi-location agricultural, construction, and lawn/garden equipment dealership operating across Ontario, Canada. The company operates as a distribution/dealership network representing multiple equipment manufacturers rather than manufacturing its own products. The core offering consists of equipment sales (both new and pre-owned) supported by parts, service, and precision farming technology divisions. Major brand portfolios include Case IH (full farm equipment line), JCB (construction equipment), Mahindra (tractors), New Holland (agriculture and construction), Kuhn (tillage, hay, and forage equipment), Cub Cadet (lawn care), Ventrac (sidewalk snow vehicles), Hyundai (excavators and wheel loaders), Doyle and Penta (manure spreaders), Weberlane (trailers), and Westfield (grain handling equipment). Services include equipment maintenance/repair, OEM parts supply, and precision farming technology integration with platforms like Case IH FieldOps, Raven, Precision Planting, Trimble, and Outback Guidance.
Differentiator
Problem solved
Functional benefit
Products and services
- Case IH Equipment Full line of Case IH agricultural equipment including Farmall, Maxxum, Puma, Magnum, and Steiger series tractors, planting and seeding equipment, harvesting combines, tillage tools, windrowers, mowers and conditioners, forage harvesters, balers, skid steers, loaders, and application equipment for farming operations.
- JCB Equipment JCB construction and agricultural equipment including backhoes, Loadall series telescopic handlers, skid steers, compact track loaders, excavators, wheel loaders, and forklifts for construction companies, contractors, and agricultural operations.
- Mahindra Tractors Mahindra tractor line including sub-compact tractors, compact tractors, compact utility tractors, and utility tractors for agricultural and property maintenance applications.
- New Holland Agriculture & Construction Equipment New Holland agricultural and light construction equipment including sub-compact and compact tractors, utility and agricultural tractors, specialty tractors, haytools, tillage equipment, skid steers, compact track loaders, mini track loaders, excavators, and precision technology.
- Kuhn Equipment Kuhn farm equipment including tillage tools, planting and seeding equipment, fertilizer spreaders, manure spreaders, landscaping equipment, hay and forage machinery, balers, and TMR mixers for agricultural operations.
- Cub Cadet Lawn Equipment Cub Cadet lawn and garden equipment including zero-turn mowers (ZTX, Z2, Z3 series), Ultima series tractors, walk-behind mowers, and three-stage snow blowers for residential and commercial lawn care customers.
- Ventrac Equipment Ventrac sidewalk snow vehicles (SSV) and attachment-compatible power equipment including 4500 and 4520 series tractors, snow brooms, snow blowers, snow plows, dozer blades, and various mowing and landscaping attachments for commercial property maintenance.
- Hyundai Construction Equipment Hyundai construction equipment including compact and midi excavators (R, HX series), wheel loaders (HL series), crawler excavators, articulated dump trucks, dozers, and breaker attachments powered by Cummins, Yanmar, and Kubota engines.
- Doyle Equipment Doyle manure and fertilizer spreaders including 2-ton to 8-ton ground wheel drive spreaders, trailer mounted rear and side discharge units, and truck mounted tenders for agricultural applications.
- Penta Equipment Penta manure spreaders (horizontal and vertical beater models) and dump boxes including tandem axle, tridem axle, and quad axle configurations for silage and crop transport.
- Weberlane Trailers Weberlane trailers including dump trailers (Super-Tilt, Econo-Tilt, Rock Buggies), grain and forage trailers, livestock trailers (StockHolder series), gravel trailers, and ATV/lite utility trailers in various weight capacities.
- Westfield Augers Westfield grain augers and conveyors including MKX² portable augers, X² scissor lift augers, UTX U-trough augers, STX² truck augers, WR/W series augers, WCX³ field loaders, swingaway conveyors, low profile transfers, and Pitstop grain pit stops.
- Equipment Service and Repair Full-service maintenance, repair, and diagnostic capabilities for agricultural and construction equipment at multiple Ontario locations, available for all equipment brands sold by Equipment Ontario.
- Parts and Accessories Parts department offering OEM parts, accessories, and promotional deals for all equipment brands sold, including online parts catalog access through the Case IH parts catalogue and promotional parts offers.
- Precision Farming Technology Precision farming technology solutions and support services including Case IH FieldOps, Raven, Precision Planting, Trimble, and Outback Guidance systems, with installation, in-field support, and ongoing service by trained precision farming specialists for farmers and agricultural operations.
- Fault Codes Diagnostics Tool Online diagnostic tool providing Case IH fault codes lookup by error code, controller, description, and model to assist with equipment troubleshooting for technicians, service staff, and equipment owners.
Companies that use Equipment Ontario
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Equipment Ontario technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Equipment Ontario partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- Case IHcoreEquipment Ontario is an authorized Case IH dealer offering the full range of Case IH agricultural equipment including tractors, combines, seeding equipment, tillage, hay & forage, and application equipment.
- JCBcoreEquipment Ontario is an authorized JCB dealer providing backhoes, telehandlers, skid steers, compact track loaders, excavators, wheel loaders, forklifts, and compaction equipment. Available at Harriston Advance Equipment, Lindsay, Port Perry, and Waterloo locations.
- MahindracoreEquipment Ontario is an authorized Mahindra tractor dealer offering sub-compact, compact, compact utility, and utility tractors for various agricultural and property maintenance applications.
- New HollandcoreEquipment Ontario is an authorized New Holland dealer for both agricultural and construction equipment including tractors, hay tools, tillage, skid steers, compact track loaders, mini track loaders, and excavators.
- KuhncoreEquipment Ontario is an authorized Kuhn dealer offering tillage, planting & seeding, fertilizer spreaders, manure spreaders, landscaping, hay & forage, balers, and TMR mixers.
- HyundaicoreEquipment Ontario is an authorized Hyundai dealer providing articulated dump trucks, breakers, compact loaders, dozers, wheel loaders, and excavators including models from HA30 to HX350A.
- Cub CadetcoreEquipment Ontario offers Cub Cadet lawn equipment including zero turn mowers, walk-behind mowers, three-stage snow blowers, and various residential and commercial lawn care products.
- VentraccoreEquipment Ontario is an authorized Ventrac dealer offering specialty equipment including the SSV (Sidewalk Snow Vehicle), tractors, and various attachments for commercial property maintenance.
- Case IH FieldOps/Raven/Precision Planting/Trimble/Outback GuidancecoreEquipment Ontario's Precision Farming division provides and supports precision agriculture technologies including Case IH FieldOps, Raven, Precision Planting, Trimble guidance systems, and Outback Guidance products.
Scale indicators1 record
Recent moves8 records
Expansion highlights5 records
Equipment Ontario competitors and assessment
Company assessmentBroad incumbents
- AGCO Corporation: AGCO is a major global agricultural equipment manufacturer (Massey Ferguson, Fendt, Valtra). Comparable as an OEM whose brand competition and dealer network dynamics directly affect Equipment Ontario's competitive positioning in the Ontario farm equipment market.
- John Deere: John Deere is a major global OEM of agricultural, construction, and lawn equipment. Comparable as an upstream OEM whose products are sold through Equipment Ontario's competitor dealers (Nortrax, Brandt), making dealer-OEM relationships and competitive dynamics directly relevant.
Direct peers
- Koenig Equipment: Koenig Equipment is a Case IH dealer with multiple locations across Indiana and Ohio. Comparable as a multi-location ag equipment dealership with similar OEM relationships, parts/service operations, and farm customer base.
- Nortrax Canada: Nortrax is a John Deere construction and forestry equipment dealer operating in Canada. Comparable as a Canadian construction equipment dealer with similar dealership business model and equipment line overlaps (skid steers, excavators).
- Premier Equipment: Premier Equipment is a Case IH agricultural equipment dealer operating multiple locations across southwestern Ontario. Directly comparable as a multi-location Ontario ag equipment dealer carrying overlapping brands (Case IH, Kuhn) and serving similar farm customer segments.
- Maple Farm Equipment: Maple Farm Equipment is a Case IH and Kubota dealer operating multiple locations across Ontario. Directly comparable as an Ontario ag equipment dealer with overlapping Case IH franchise and similar farm customer base.
- Cervus Equipment: Cervus Equipment (now part of Brandt) operates John Deere agricultural dealerships across Canada. Comparable as a multi-location Canadian ag equipment dealer with similar business model of equipment sales, parts, and service across a broad geographic territory.
- Green Valley Equipment: Green Valley Equipment is a multi-brand agricultural equipment dealer in Manitoba and Saskatchewan carrying Case IH, AGCO, and other lines. Comparable as a multi-location Canadian ag equipment dealer with similar product portfolio and customer segments.
- Huron Tractor: Huron Tractor is a Case IH dealer operating across southwestern Ontario with multiple locations. Directly comparable as an Ontario Case IH ag equipment dealership serving similar farm customers with new/used equipment, parts, and service.
- Brandt Tractor: Brandt is one of Canada's largest John Deere dealer networks with extensive locations across multiple provinces. Comparable as a major Canadian ag and heavy equipment dealer with multi-brand portfolio and active acquisition strategy in dealer consolidation.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Equipment Ontario social profiles
Digital presenceEquipment Ontario financial estimates
Financial estimateRevenue estimate
Valuation estimate
Equipment Ontario leadership team
Management profileNumber of profiles
Profiles3 records
Equipment Ontario funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Equipment Ontario 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 Equipment Ontario
What does Equipment Ontario do?
Equipment Ontario is a multi-location equipment dealership that sells new and pre-owned agricultural, construction, and lawn & garden equipment across Ontario, Canada. The company operates as an authorized dealer for brands including Case IH, JCB, Mahindra, New Holland, Kuhn, Hyundai, Cub Cadet, Ventrac, Doyle, Penta, Weberlane, and Westfield. Beyond equipment sales, it provides full-service maintenance and repair, OEM and aftermarket parts, and precision farming technology integration with systems such as Case IH FieldOps, Raven, Precision Planting, Trimble, and Outback Guidance.
Is Equipment Ontario a public or private company?
Equipment Ontario is a private company. It is classified as family owned and is currently operating.
When was Equipment Ontario founded?
Equipment Ontario was founded in 1978. It employs 51 to 100 people.
Where is Equipment Ontario based?
Equipment Ontario is headquartered in Simcoe, Canada, in the North America region.
How does Equipment Ontario make money?
Three revenue lines are on record. Equipment Sales are the primary driver. The others are service & Repair and parts Sales.
Who are Equipment Ontario's main competitors?
Broad incumbents on record are AGCO Corporation and John Deere. Direct peers are Koenig Equipment, Nortrax Canada, Premier Equipment, Maple Farm Equipment, Cervus Equipment, Green Valley Equipment, Huron Tractor and Brandt Tractor.
Does Equipment Ontario have an API?
No public API is recorded for Equipment Ontario.
What industry is Equipment Ontario in?
Equipment Ontario's product category is Agricultural & Construction Equipment Dealership. Its primary akta.pro industry code is IMAHACAA, Tractors & Power Units, with a secondary code of IMAHACAD, Harvesting & Forage Equipment. Its NAICS code is 42382 and its SIC code is 3523.