Rea Valley Tractors to switch from Deere to New Holland


Rea Valley Tractors

West-Midlands and mid-Wales farm machinery business Rea Valley Tractors has announced it will switch from John Deere to become a New Holland dealer from November 1, 2022. It’ll continue to supply products from JCB, Kuhn and a number of other leading manufacturers.

The appointment as a New Holland dealer for agricultural tractors and harvest machinery throughout Shropshire, part of Staffordshire, Cheshire, part of Lancashire, and mid- and North Wales, marks a significant change for Rea Valley Tractors, which currently operates four branches and employs 130 staff.

Managing director Steve Petford said in discussions concerning the long-term development of the company, the options presented by John Deere had effectively involved either down-sizing or selling the business, scenarios that were emphatically opposed by RVT’s chairman and main shareholder, Simon Clarke, not least because of the impact on jobs.

“Instead, we’ve taken an alternative route, taking charge of our own destiny by successfully negotiating to take on the New Holland territory for tractors and harvest machinery across an area that’s larger than the one we have today, and also an extended JCB territory that’ll include Cheshire from January 1, 2023,” Mr Petford added.

RVT will continue to support customers with repairs, routine servicing and parts for the John Deere products they’ve been selling, and are convinced that the potent combination of New Holland, JCB and Kuhn, together with its Bailey, Grimme, Joskin, Ag Leader and other important franchises, will be a long-term success.

Rea Valley Tractors has depots at Shrewsbury and Newport in Shropshire, Welshpool in Powys, and Sudbury in Derbyshire, with new branch locations to be announced in due course.

The company has applied for planning permission to substantially enhance the Shrewsbury depot with new buildings that’ll double the amount of workshop space and improve working conditions, provide a technical training facility and covered storage for used machinery.

The development will also enhance presentation of the Isuzu commercial vehicles supplied exclusively from the Shrewsbury branch.

There are also plans to significantly expand the workshop facility at the Sudbury depot, where the focus will be on JCB and Kuhn sales and support, to increase servicing and repairs capacity and improve working conditions.

“This is a new dawn for Rea Valley Tractors,” RVT chairman Simon Clarke said. “After 38 years, we’re really excited by the opportunity not only for our business, but customers alike by supplying and servicing machinery from world-class British manufacturers. Combined with our skilled workforce, knowledge of the area and drive to move our business forward, the future is tremendously exciting.

“The decision to change RVT’s main franchise hasn’t been taken lightly; but we’re determined to protect the jobs of our dedicated staff by securing a profitable long-term future for the business.”