Dealer Execs on Shortline Equipment’s Place in Their Business, Part 2

Part 2 of this Farm Equipment series provides dealers’ candid views on shortline equipment — their fit, performance & shortcomings in today’s world of dealer sales and support. On November 24, 2025, the editors of Farm Equipment published “Dealers Address Shortline Executives on Their Shortfalls, Opportunities,” the first article in a series on the dealer executive panel held at the Farm Equipment Manufacturers Assn. (FEMA) Convention in Las Vegas.  Hosted by the Dealer Relations Committee of FEMA, and association of independent manufacturers, the panel featured both large and small dealers of various major- and shortline brands and a shortline-only dealership. The open-format discussion was moderated by Mike Lessiter, editor/publisher of Farm Equipment. Reuterskiold: We can explain to the majors when something is different than theirs and something they don't offer and is not competitive. That is key. And that stuff is A-OK with them. It's when they have a light product where they

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Dec 4, 2025 - 23:30
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Dealer Execs on Shortline Equipment’s Place in Their Business, Part 2
Part 2 of this Farm Equipment series provides dealers’ candid views on shortline equipment — their fit, performance & shortcomings in today’s world of dealer sales and support. On November 24, 2025, the editors of Farm Equipment published “Dealers Address Shortline Executives on Their Shortfalls, Opportunities,” the first article in a series on the dealer executive panel held at the Farm Equipment Manufacturers Assn. (FEMA) Convention in Las Vegas.  Hosted by the Dealer Relations Committee of FEMA, and association of independent manufacturers, the panel featured both large and small dealers of various major- and shortline brands and a shortline-only dealership. The open-format discussion was moderated by Mike Lessiter, editor/publisher of Farm Equipment. Reuterskiold: We can explain to the majors when something is different than theirs and something they don't offer and is not competitive. That is key. And that stuff is A-OK with them. It's when they have a light product where they
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