Market Expansion Following its acquisition by Alta Equipment Group Inc., Howell Tractor and Equipment is positioned to expand its market reach within Northern Illinois and Northwest Indiana, offering sales and support to a broader customer base in heavy construction and mining sectors.

Product Diversity With an extensive product line from leading manufacturers like Hitachi, Mantis, and Sennebogen, Howell has the opportunity to upsell advanced machinery and diversified equipment solutions to clients seeking tailored heavy machinery options.

Technology Adoption Utilizing tools such as Salesforce, Pardot, and Google Analytics indicates a focus on improving customer engagement and lead generation, presenting opportunities to offer digital solutions or integrations for enhanced client relationship management.

Financial Growth With revenue estimates between $1 million and $10 million, Howell presents a potential sales opportunity to introduce financing options, maintenance packages, or expanded parts support to increase customer lifetime value.

Industry Collaboration Given its alignment with industry giants like John Deere and Case Construction, Howell could serve as a gateway for OEM partnerships or co-branded initiatives, opening avenues for joint marketing, test drives, or equipment demonstrations for targeted clients.