cue sa
CUE S.A. (Cuesa) is a family-owned agricultural machinery dealership founded in 1990 in Posada de Llanes, Spain, selling and servicing new and used equipment from brands including CASE IH, Vicon, Kverneland, and TRIOLIET for farmers in center-east Asturias and Cantabria.
- Company typePrivate
- Founded1990
- HeadquartersPosada de Llanes, Spain
- Headcount—
- GTM typeB2B
- OfferingServices
What cue sa does
CUE S.A. (trading as CUESA) is a privately held family-owned agricultural machinery dealership headquartered in Posada de Llanes, Asturias, Spain. Founded in 1990, the company has operated for over 30 years selling and repairing agricultural equipment for farming customers in the center-east region of Asturias and across the entire province of Cantabria. Its core offering is new and used agricultural machinery from a portfolio of represented brands, with CASE IH as the flagship partnership and additional dealership agreements for Vicon, TRIOLIET, NIUBO, SCHAFFER, WESTERMANN, Kverneland, HOWARD, JF-STOLL, and TMC CANCELA.
The company's revenue is generated through four principal streams: (1) new and used agricultural machinery sales across the represented brand portfolio; (2) professional repair and maintenance services delivered via an in-house workshop equipped with EST diagnostic tooling and supplemented by mobile workshop vans for on-site field service; (3) spare parts sales including original manufacturer parts plus REMAN remanufactured components offering up to 30% cost savings with a 2-year warranty; and (4) financing facilitation through CNH Industrial Capital across credit, leasing, and renting modalities. The BDA (Broken-down Machine Assistance) program provides 24/7 rapid parts shipment, technical support, and courtesy units during peak season to minimize customer downtime.
CUESA's go-to-market is a direct dealership model operating from a single physical location on Autovía A-8 (Km 303, 33594) supplemented by mobile field service. The business is bootstrapped and family-controlled with no disclosed external investors, parent company, or institutional funding. Customer relationships are built on personalized consultation, after-sales service depth, and access to manufacturer programs such as CASE IH MAXSERVICE. The company employs a small, continuously trained technical team and markets through its website (cuesa.es), Facebook page, and direct customer engagement.
cue sa firmographics
Firmographics- Name
- cue sa
- Legal name
- CUE S.A.
- Website
- https://cuesa.es
- Company type
- Private
- Founded year
- 1990
- Operating status
- Operating
- Short description
- CUE S.A. (Cuesa) is a family-owned agricultural machinery dealership founded in 1990 in Posada de Llanes, Spain, selling and servicing new and used equipment from brands including CASE IH, Vicon, Kverneland, and TRIOLIET for farmers in center-east Asturias and Cantabria.
- Ownership category
- akta.pro rank
Where cue sa is headquartered
LocationHeadquarters
- HQ city
- Posada de Llanes
- HQ country
- Spain
- HQ region
- Europe
Offices1 record
Markets served
cue sa business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- New Agricultural Machinery Sales: Sale of new agricultural tractors and machinery from brands including CASE IH, Vicon, TRIOLIET, NIUBO, SCHAFFER, WESTERMANN, and Kverneland.
- Used Agricultural Machinery Sales: Sale of second-hand agricultural machinery in good condition at competitive prices.
- Repair and Maintenance Services: Workshop services with qualified professionals and mobile field service for on-site repairs. Includes diagnostics, maintenance, and the BDA (broken-down machine assistance) program.
- Spare Parts Sales: Original spare parts, remanufactured components (REMAN program), and accessories/kits. Wide stock of hundreds of references available; urgent delivery service for unavailable items.
- Financing Services: Financing facilitation through CNH Industrial Capital for vehicles (new or used), small machinery, and workshop repairs. Available in credit, leasing, and renting modalities.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels3 records
cue sa product offering
Product offeringCore offering
CUE S.A. (CUESA) is a family-owned agricultural machinery dealership that sells new and used tractors, balers, loaders, and farm implements from brands such as CASE IH, Vicon, TRIOLIET, NIUBO, SCHAFFER, WESTERMANN, and Kverneland. The company also provides workshop repair and maintenance services with EST diagnostic equipment, mobile on-site field service, original and REMAN remanufactured spare parts, the BDA machine-down assistance program, MAXSERVICE 365-day customer support, and financing facilitation through CNH Industrial Capital.
Product overview
CUE S.A. (Cuesa) is an agricultural machinery dealership offering a unified portfolio centered on the sale and repair of agricultural equipment from multiple brands including CASE IH, Vicon, Trioliet, Niubo, Schaffer, Westermann, and Kverneland. The company provides new and used machinery sales as the core offering, supported by complementary services including original spare parts, remanufactured components (REMAN), a fully equipped workshop with mobile field service capabilities, the BDA machine-down assistance program, and financing options through CNH Industrial Capital. The product ecosystem is completed with Max Service from CASE IH, a round-the-clock customer support program.
Differentiator
Problem solved
Functional benefit
Products and services
- New and Used Agricultural Machinery Sales Sale of new and second-hand agricultural machinery including tractors, balers, compact loaders, and implements from multiple premium brands, targeted at farmers and agricultural businesses in Asturias and Cantabria.
- Workshop Repair and Maintenance Services Professional repair and maintenance services delivered in a fully equipped workshop with EST diagnostic equipment and qualified personnel, plus mobile field-service vans that travel to customer farms for on-site repairs.
- Original and REMAN Spare Parts Stock and sale of original manufacturer spare parts (primarily CASE IH) plus REMAN remanufactured components rebuilt to original specifications with a 2-year warranty, with hundreds of references and urgent delivery for unavailable items.
- BDA Machine-Down Assistance Program Peak-season machine-down assistance program offering 24/7 rapid parts shipment, technical support, and courtesy replacement units to reduce agricultural customer downtime.
- CNH Industrial Capital Financing Facilitation Customer financing facilitated through CNH Industrial Capital, available in credit, leasing, and renting modalities for new vehicles, used vehicles, small machinery, and workshop repairs.
- MAXSERVICE 365-Day Customer Support Free, year-round customer service program from CASE IH that enables customers to contact CUESA directly any day of the year for assistance.
Companies that use cue sa
Customer profileSegments1 record
Ideal customer profiles1 record
cue sa technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
cue sa partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered flagship, core and minor.
- CASE IHflagshipCUE S.A. is an official dealer for CASE IH agricultural machinery, including tractors, balers, and AFS (Advanced Farming Systems) precision agriculture technology. They are the official concessionario for center-east Asturias and Cantabria. The partnership includes access to MAXSERVICE, a free customer assistance service available 365 days a year.
- MAXSERVICE (CASE IH Program)coreMAXSERVICE is a free customer service program created by CASE IH that allows customers to contact their dealer directly whenever needed. The service is open all days of the year, enhancing customer support capabilities for CUE S.A.
- ViconminorCUE S.A. is an authorized dealer for Vicon agricultural machinery and equipment.
- TRIOLIETminorCUE S.A. is an authorized dealer for TRIOLIET agricultural machinery.
- NIUBOminorCUE S.A. is an authorized dealer for NIUBO machinery specializing in large areas, green spaces, arboriculture, and viticulture applications.
- SCHAFFERminorCUE S.A. is an authorized dealer for SCHAFFER compact loaders, wheel loaders, and telescopic wheel loaders.
- WESTERMANNminorCUE S.A. is an authorized dealer for WESTERMANN sweeper attachments designed for year-round cleaning applications.
- KvernelandminorCUE S.A. is an authorized dealer for Kverneland plows and agricultural implements known worldwide for quality, resistance, reliability, and durability.
- HOWARDminorCUE S.A. is an authorized dealer for HOWARD agricultural machinery products.
- JF-STOLLminorCUE S.A. is an authorized dealer for JF-STOLL agricultural machinery products.
- TMC CANCELAminorCUE S.A. is an authorized dealer for TMC CANCELA agricultural machinery products.
Scale indicators2 records
Recent moves6 records
Expansion highlights4 records
cue sa competitors and assessment
Company assessmentOthers
- CNH Industrial N.V. Parent of CASE IH and provider of CUESA's customer financing via CNH Industrial Capital. Comparable as the upstream supplier and capital partner whose brand and financial products CUESA distributes; not a competitor but a strategic dependency.
- Kverneland Group: Manufacturer of plows, implements, and precision-farming tools, whose brand CUESA distributes as an authorized dealer in its territory. Comparable as a partner supplier whose product breadth CUESA depends on for non-tractor categories.
Broad incumbents
- AGCO Corporation: Global manufacturer of Massey Ferguson, Fendt, and Valtra tractors — direct competitor brands to CASE IH in the same northern-Spain farm segment. Comparable as a competing OEM whose authorized dealers compete with CUESA for the same farmer customers.
- Deere & Company (John Deere): World's largest agricultural machinery manufacturer with an extensive authorized dealer network in Spain. Comparable as a competing brand manufacturer whose dealer channel directly contests CUESA's customer base in Asturias and Cantabria.
- CLAAS KGaA mbH: German manufacturer of harvesters, tractors, and balers — overlapping product range with CUESA's CASE IH lineup, particularly in forage and hay equipment. Comparable as a competing OEM active in the Spanish farm machinery market.
- SDF Group (Same Deutz-Fahr): Italian manufacturer of Same, Deutz-Fahr, Lamborghini, and Hürlimann tractors with established dealer presence across Spain. Comparable as a competing tractor and specialty-crop machinery OEM targeting the same mid-sized farm customer.
- Kubota Corporation: Japanese manufacturer of compact tractors and agricultural equipment with growing Spanish dealer network, particularly in livestock and small-farm segments typical of Asturias/Cantabria. Comparable as a competing compact-tractor OEM.
Direct peers
- AGCO Iberia (Massey Ferguson Spain): Regional sales and dealer-support arm of AGCO in Spain, managing the Massey Ferguson / Fendt dealer network. Comparable as a competing brand's distribution structure with authorized dealers directly competing for the same northern-Spain farm customers.
- Same Deutz-Fahr Iberica: Iberian subsidiary of SDF Group managing Same and Deutz-Fahr dealer coverage across Spain. Comparable as a competing brand's national distribution operation whose authorized dealers contest the same territorial customer base as CUESA.
- John Deere Ibérica S.A. Spanish subsidiary of Deere & Company managing the John Deere dealer network in Spain and Portugal. Comparable as a competing brand's national distribution operation whose authorized dealers directly contest CUESA's CASE IH sales territory.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
cue sa social profiles
Digital presencecue sa financial estimates
Financial estimateRevenue estimate
Valuation estimate
cue sa leadership team
Management profileNumber of profiles
cue sa funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
cue sa 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 cue sa
What does cue sa do?
CUE S.A. (CUESA) is a family-owned agricultural machinery dealership that sells new and used tractors, balers, loaders, and farm implements from brands such as CASE IH, Vicon, TRIOLIET, NIUBO, SCHAFFER, WESTERMANN, and Kverneland. The company also provides workshop repair and maintenance services with EST diagnostic equipment, mobile on-site field service, original and REMAN remanufactured spare parts, the BDA machine-down assistance program, MAXSERVICE 365-day customer support, and financing facilitation through CNH Industrial Capital.
Is cue sa a public or private company?
cue sa is a private company. It is classified as family owned and is currently operating.
When was cue sa founded?
cue sa was founded in 1990.
Where is cue sa based?
cue sa is headquartered in Posada de Llanes, Spain, in the Europe region.
How does cue sa make money?
Five revenue lines are on record. New Agricultural Machinery Sales are the primary driver. The others are used Agricultural Machinery Sales, repair and Maintenance Services, spare Parts Sales and financing Services.
Who are cue sa's main competitors?
Others on record are CNH Industrial N.V. and Kverneland Group. Broad incumbents are AGCO Corporation, Deere & Company (John Deere), CLAAS KGaA mbH, SDF Group (Same Deutz-Fahr) and Kubota Corporation. Direct peers are AGCO Iberia (Massey Ferguson Spain), Same Deutz-Fahr Iberica and John Deere Ibérica S.A..
Does cue sa have an API?
No public API is recorded for cue sa.