RVT expands New Holland territory with acquisition

Tractor and agricultural dealer Rea Valley Tractors (RVT) has signed heads of terms to acquire the trade and assets of Russells’ Cubley branch on the Staffordshire/Derbyshire border.

Russells has been serving the Yorkshire farming communities since 1849, with a successful history of manufacturing award-winning farming equipment.

From selling Ford Tractors in the early 80s to becoming a prominent New Holland dealer in the region, the Cubley team will bring valuable expertise to RVT and further enhance customer support to farmers and contractors across the region.

With its headquarters in Shrewsbury, RVT operates from eight locations across Shropshire, Staffordshire, Lancashire, Cheshire, Mid & North Wales.

The acquired New Holland territory complements the existing Staffordshire territory RVT operates in and increases its New Holland footprint into Derbyshire.

Transfer expected in October

RVT said it remains fully committed to JCB, and intends Cubley to continue in Sudbury’s footsteps as its JCB Centre of Excellence, with dedicated personnel delivering high-level expertise in JCB product support to customers.

The depot-based team from the Russells Cubley branch will join RVT as part of the strategic transfer expected to be finalised during October.

RVT Sudbury and Russells Cubley locations will continue trading whilst preparations are made for integration, ensuring a smooth transition for all stakeholders.

The RVT Sudbury team will relocate to the purpose-built 30,000 sq. ft. Cubley premises four miles up the road, which will also house the dedicated Horticulture Centre.

“We are delighted to welcome the team from Russells Cubley branch into the RVT family,” said Matt Mulligan, managing director at Rea Valley Tractors.

“Their expertise and experience will undoubtedly strengthen our ability to serve local customers, and it represents a significant step in enhancing our capabilities and extending our reach within the region.”

Existing Rea Valley Tractors customers in the territory will benefit from an expanded product offering, gaining access to the full New Holland product range, alongside the core franchises for JCB, Kuhn Farm Machinery, Joskin and Bailey Trailers, RVT concluded.

Significant milestone

Domestic ground care products from Milwaukee, Stihl, Cub Cadet, and Corvus UTV complete the product offering, providing local customers with a comprehensive selection of high-quality equipment to meet all their agricultural and ground care needs.

Simon Clarke, chairman of Rea Valley Tractors, is pleased to be gaining the New Holland territory in Staffordshire, stating:

“Acquiring the New Holland territory in Staffordshire marks a significant milestone for Rea Valley Tractors, and it is a matter close to my heart.

“As a Staffordshire farmer, I am thrilled that we are now able to offer local customers the full New Holland range, a product line we have eagerly anticipated reintroducing into the region since taking over the New Holland franchise in 2022.

“We look forward to building on the excellent service that New Holland customers have experienced locally, this will of course complement our JCB product offering.”

Important change in dealer network

Each of RVT’s branches operates as a comprehensive sales, service, and parts hub, fully equipped to independently support the local farming community.

Integrated with group-wide resources including mobile parts vans, in-house product specialists, dedicated precision agriculture team, the company says the collective effort ensures customers across the region receive “unparalleled support and service standards in the industry”.

David Rapkins, CNH business director UK & ROI, added: “We are pleased to announce Rea Valley Tractors’ expansion into the New Holland Cubley territory in Staffordshire/Derbyshire to replace Russells who have successfully managed the area since 2016.

“This important change in the New Holland dealer network is part of some key strategic changes in territory management around the country that have resulted in Russells recently expanding their operations elsewhere and will allow New Holland and our dealer partners to maximise resources and depot coverage in these areas.

“This has enabled Rea Valley Tractors to expand into an area of the country where they had previously successfully operated for many years and provides continuity of service for all of our customers in the Staffs/Derbys area as they will move into the Russells Cubley depot upon contractual completion.

“As equally important, this provides continuity for the fantastic staff at Cubley, who we thank for their continued dedication and commitment to customers and New Holland.

“Going forward, we have every confidence that Rea Valley Tractors’ distinguished knowledge base will build on the success of Russells in this area.”

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