John Deere has announced that three of its dealerships will expand to support the company’s agricultural customers across the West Midlands and Mid-Wales when Rea Valley Tractors (RVT) switches to New Holland in November 2022.
Charlies Groundcare and Machinery (Charlies), Farol and Tallis Amos Group (TAG), will all take on new territories to offer full sales, service, and parts support to farmers and contractors within the region.
The move will ensure a seamless transition for John Deere customers served by RVT for the past 38 years. Deere’s partnership with RVT will end on November 1, 2022.
Charlies Groundcare and Machinery – which will rebrand as Charlies Ag & Turf as a result of the change – is based at Coed y Dinas, Welshpool, and already supplies John Deere golf and turf products. The company will now add John Deere’s agricultural portfolio to its business, supporting customers West of Shrewsbury and across Mid-Wales through a purpose-built agriculture facility at its Welshpool site.
Farol will grow its business to supply and support customers in Staffordshire and Derbyshire, while TAG will represent the brand in Shropshire, east of Shrewsbury. Both businesses have already begun actively searching for premises to set up new, local dealerships, demonstrating their commitment to agricultural customers in the region. Each business will communicate its plans separately in the near future.
Deere’s UK agricultural division sales manager, Brian D’Arcy, said ensuring that the highest possible level of service and support continued for customers was the company’s main priority.
“We’re pleased to have appointed three dealers that will quickly establish themselves in their new areas of responsibility,” he added. “TAG, Farol and Charlies are well-established, successful businesses that have served John Deere customers extremely well, so I’m confident that the high level of service will continue across the West Midlands and Mid-Wales.”
