Manitoba New Holland dealers soon all in one chain


Farmer fans of the New Holland brand in Manitoba will soon be dealing with just one company in the province for new and used equipment, service and parts.

Brandon-based Mazergroup on Thursday announced it’s signed a letter of intent to buy the assets and operations of Southeastern Farm Equipment — the lone New Holland dealer in Manitoba not already owned by Mazergroup — for an undisclosed sum.

The deal with Southeastern — which operates at Steinbach, Man., and serves Manitoba’s livestock-intensive southeast — is expected to close July 1, Mazergroup said in a release.

Mazergroup, which started at Brandon in 1959 and was known as Mazer Implements until 2009, now operates 12 dealerships across agricultural Manitoba plus one at Moosomin in southeastern Saskatchewan, making it the single largest New Holland dealership chain in Canada.

Southeastern, which set up shop in 1972, has operated a “state-of-the-art” facility on 18 acres on Highway 12 north of Steinbach since 2005. The dealership mainly handles New Holland equipment but also represents 10 other manufacturers including MacDon, Salford, Kinze, Simplicity, JCB and Pottinger.

Southeastern’s sales manager Corey Plett and sales administrator Russ Plett are to join Mazergroup’s shareholder group will be “valuable members of our sales management team,” Mazergroup CEO Bob Mazer, son of Mazer Implements founder Ed Mazer, said in the company’s release Thursday.

Adding a 14th location makes Mazergroup the largest New Holland dealer complex in North America, the company noted Thursday.

Other “consolidator” companies have expanded their reach farther on the Prairies in recent years. Rocky Mountain Equipment, based in Calgary with 38 dealerships across three provinces, is the second-biggest independent Case dealer in the world. Cervus Corp., also based in Calgary, deals mainly in Deere equipment at 73 Canadian locations from B.C. east into Ontario. — Network

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