Strong Industry Presence True North Equipment has established a longstanding presence in the agriculture, construction, and mining machinery sectors since 1897, demonstrating stability and deep-rooted customer relationships that can be leveraged to expand sales of their machinery and services.

Regional Expansion With retail locations and a dedicated training center across the Red River Valley and nearby areas, the company shows commitment to regional growth, providing opportunities to introduce new product lines, aftermarket parts, and service packages to an expanding customer base.

Investments in Facilities Recent investments in facilities for equipment receiving, assembly, and reconditioning indicate an emphasis on enhancing after-sales services and operational efficiencies, creating upsell opportunities for maintenance contracts, parts, and value-added services.

Strong Technical Workforce The onboarding of skilled technicians and customer service advisors suggests an emphasis on technical expertise, which can be a foundation for promoting advanced machinery technology solutions and digital services such as remote monitoring or integrated farm management systems.

Tech-Focused Approach Utilizing a modern tech stack including cloud services and content delivery networks positions True North Equipment as a forward-looking company, opening doors for promoting cutting-edge technology solutions, digital upgrades, and IoT-enabled machinery to their existing customer base.