Deere Dealer Signs on with CareLift

Katie Parrish

May 10, 2006 — In mid April, CareLift Equipment Ltd., Breslau, Ontario, signed up VanWall Equipment, the largest John Deere dealer in the Midwest, to be the exclusive dealer of its ZoomBoom telehandlers in Iowa, Missouri, Kansas, and Nebraska. Through VanWall's 14 locations in the Midwest, CareLift can expect to see plenty of exposure.

 

According to Dave Bristow, CareLift's vice president of sales and marketing, in more than 90% of its dealer agreements, the ZoomBoom telehandlers go into a dealer's rental operation. However, the agreement with VanWall is a departure from the norm, as it intends to sell the ZoomBoom machines in a retail environment by buying equipment to put on the sales floor. Bristow said he expects to have 10 to 12 units sold via VanWall in the first year.

 

One thing to note is John Deere also manufactures its own line of telehandlers, with products that we suspect are quietly gaining a considerable amount of marketshare in North America. While there are plenty of benefits for CareLift, we had to wonder what was in the deal for VanWall • especially with a strong brand name like John Deere already supporting it.

 

According to Joe Shearer, territory manager for VanWall Equipment, Ames, Iowa, comparing the two telehandler product lines is apples to oranges. “The John Deere telehandler is not for the construction market • it's for the ag market.”

 

The product specs also provide the same answer. Take the 6,600-pound capacity John Deere 3420, for example, which has a maximum lift height of 23 feet and a maximum forward reach of 13 feet, providing material-handling capabilities in agricultural applications where lift height is not as important as a strong capacity. Now compare it to the 6,000-pound capacity ZoomBoom 6042, which has a 42-foot maximum lift height and 28-foot maximum forward reach • specs that are ideal for construction applications.

 

Despite the fact that VanWall is a John Deere dealer, Shearer said it is a diversified company. VanWall sells light construction equipment like mini excavators and skid steers, golf and turf products, and irrigation equipment. Another major part of its business is Polaris Rangers and ATVs, Yamaha dirt bikes, and Victory motorcycles. Since April, VanWall has sold several ZoomBoom units for rental and end-user applications.

 

The agreement between CareLift and VanWall provides a win-win situation for both companies. VanWall is able to expand its offerings in the construction arena, and CareLift can supply its machines through a dealer that is supported by some of America's most respected brand names.