With the addition of two more retail yards we also witness how loyal staff can become shareholders of a thriving dealership in expansion
Wise Farm Equipment joins the trend of several well established New Holland badges giving surety to their brand portfolios by taking over a Case IH product flow.
At the beginning of the CNH Global merger of Case corporation and New Holland back in 1999, different colour coding for New Holland and Case IH tractor lines was considered very important to maintain the two markets these badges had developed.
Even though there were only a few differences between the model lines being offered, and that was mainly with the accessories list, the unspoken word that one was red, and the other blue was meant to be enough to quell any talk of them both having the same specifications.
At the time, anyone brave enough to point out that these red and blue models were the same would cop a blast and be shown at least the three options or accessory differences between the two brands.
But here we are in 2025, and the whole sham now seems to have played itself out in full.
With in particular, New Holland dealers now racing to secure a slice of the Case IH badge inventory into their operation. With not much passage the other way, Case IH dealers looking for New Holland badge buyouts.
The latest episode in this badge-swapping is from staunch long-term New Holland dealer Wise Farm Equipment, with the acquisition of two Case IH dealerships in Naracoorte and Mount Gambier, SA formally run by Hage Tractors and Implements.
This represents a major shoring up for the Wise Farm Equipment model line with a move from a solid one-yard family operation to now incorporate three yards offering high-powered and high-priced broadacre models.
Wise Farm Equipment has represented the New Holland badge from CNH in Bordertown SA, covering the upper south-east of South Australia since 1981, and for now, it has been said that the Bordertown dealership will continue to sell the New Holland brand exclusively
But with the acquisition of the former Hage Tractors and Implements dealerships, it does bring the other CNH brand, Case IH into play, and all its farm machinery offerings should a New Holland badge not be available.
For the record, it has been clearly stated that Wise Farm Equipment’s Naracoorte and Mount Gambier SA locations will only offer the Case IH brand.
Dealer Principal Grant Wise was on hand to explain the background to the expansion, and said, “He, and his wife Nicole, and the 48 staff were looking forward to the opportunities offered by the expansion, and what it meant for both their existing and new customers.
“As a proud family-owned business, we saw the opportunity to purchase another respected family business and to solidify our position as agricultural machinery suppliers in the south-east of South Australia.
“This decision to invest and expand is about our future, and our commitment to supporting our customers who now have more options available in more locations, with quality CNH-backed brands available at each location,” Grant added.
“This expansion allows us to take advantage of some synergies with training, with parts supply and availability, through the sharing of service resources when needed, and with a broader management structure, offering more skills across the board.
“This will benefit our customers and provide opportunities for growth and development for our staff. We are committed to supporting our new and existing customers with the same focus on aftersales support we have built our reputation on,” Grant concluded.
CNH Business Director Agriculture ANZ, Aaron Bett, congratulated Wise Farm Equipment on the move and said the business was a great addition to the Case IH dealer network.
“Hage Tractors and Implements served the Naracoorte and Mt Gambier SA areas very well for many years, so we welcome the acquisition of these Case IH machinery dealerships by Wise Farm Equipment, which has built a reputation for quality service in the Bordertown region,” Aaron said.
“We know they’ll bring this dedication and expertise to the Case IH brand in Naracoorte and Mt Gambier, and both existing and new customers can be assured they are in the best of hands,” Aaron added.
Wise Farm Equipment stakeholders
Grant Wise explained how South Australia’s south-east was a diverse farming area, with businesses ranging from broadacre and livestock, to horticulture and viticulture.
The two additional Wise Farm Equipment dealerships would be offering the full range of Case IH tractors, combines and hay equipment. The two sites will also be representing the Flexi-Coil and Horwood Bagshaw brands.
Grant and Nicole Wise are second-generation owners of the business, having taken over from Grant’s parents Harold and Joy.
The past 24 months have seen the business introduce shareholders: these include current employees William Dreckow, an experienced service technician; machinery salesperson Tim Ballinger; and business manager Kane Cuthbertson.
“We’re excited to have William, Tim and Kane come in as shareholders with a commitment to, and a financial stake in, Wise Farm Equipment.
“It’s a business model we will continue to pursue to offer opportunities and growth for the right people to ensure our organisation has a key point of difference and a positive future in the industry, along with a solid succession plan,” Grant concluded.
Contact Wise Farm Machinery in Bordertown on tel: 08 8752 8400, at Naracoorte on tel: 08 8762 2188, and Mount Gambier on tel: 08 8724 9500. Or email: admin@wisefarm.com.au
