Ag and Civil builds momentum in the North Island

There is no getting away from the fact that the current operating environment is a tough one. Costs remain high, margins are tight and both farmers and contractors are taking a more considered approach to capital investment. Against that backdrop, any machinery brand gaining traction is doing so for a reason, and in the case of Merlo in the North Island, that momentum is being driven by a new partnership that is already starting to find its feet.

Ag and Civil Machinery Direct Ltd stepped into the role of Merlo dealer for the North Island in September 2025, marking a significant move for both the business and the brand. While still relatively early days, the foundations have been laid quickly, with a full-service operation now in place, a trained team on the ground and the parts and support structure required to back up the product in real-world conditions.

For a dealership, that early period is often the most critical. It is where reputation is either built or lost, and in a market like New Zealand, where word travels quickly, there is little margin for error. Ag and Civil has approached that challenge with a clear focus on service, ensuring that the transition into a Merlo franchise has been supported by the right people, the right systems and a commitment to being present when it matters.

The business itself is well established, with a growing footprint across the North Island and a reputation built on supplying machinery into both the agricultural and civil sectors. That crossover is important. It reflects the way many contracting businesses now operate, moving between farming, construction and infrastructure work depending on the season and the opportunities available. Having a dealer that understands both sides of that equation adds real value.

The decision to partner with Merlo sits comfortably within that space. Telehandlers have become an essential tool across a wide range of operations, from feeding out on large-scale livestock units through to handling materials on construction sites. What sets Merlo apart is its focus on building machines that combine lifting performance with compact design, visibility and operator comfort without compromising on durability.

For Ag and Civil, the alignment comes down to more than just product. There is a shared emphasis on quality and on delivering machines that are fit for purpose in demanding conditions. Merlo’s engineering approach, particularly around weight distribution, boom design and integrated systems, complements a customer base that is increasingly focused on efficiency and long-term reliability rather than short-term cost savings.

That alignment is being reflected in how the market is responding. Since taking on the franchise, Ag and Civil has seen strong interest across both agriculture and, perhaps more notably, the civil and construction sector. While telehandlers have long been a familiar sight on farms, their role in construction continues to expand and that is where much of the recent growth has been.

Contractors are looking for machines that can do more than one job, that can move quickly between tasks and that can operate in tighter spaces without sacrificing lift capacity. Versatility is a recurring theme, and it is one of the key factors driving interest in the Merlo range. Reliability sits alongside that. In a market where downtime carries a direct cost, machines need to perform day in, day out, often in challenging conditions.

All of this is happening at a time when investment decisions are under more scrutiny than they have been for some time. The economic climate is forcing buyers to look closely at return on investment, at total cost of ownership and at how a piece of machinery will contribute to the overall efficiency of their operation. In that context, steady sales are a positive signal.

Rather than a surge driven by sentiment, what Ag and Civil is seeing is measured demand, underpinned by practical considerations. Customers are investing where they can see a clear benefit, whether that is through labour savings, increased productivity or the ability to take on additional work. Telehandlers, particularly those that can operate across multiple roles, fit well into that thinking.

Feedback from customers has reinforced that point. While still early in the partnership, there are already examples of machines being put to work across mixed operations, where the same unit might be handling feed one day and shifting materials on a job site the next. That flexibility is where the real value lies, and it is something that is increasingly influencing purchasing decisions.

Behind the machines, the importance of support cannot be overstated. Ag and Civil has made a point of ensuring that its after-sales capability matches the quality of the product it is supplying. A fully trained service team, backed by the necessary parts inventory, is central to that. When a machine goes down, the response time matters, and having local expertise on hand makes a tangible difference.

That support is further strengthened by the backing of Merlo Australasia, providing an additional layer of technical and logistical support. For customers, that combination of local service and regional backing creates confidence, particularly when investing in a relatively new dealership relationship.

It is this focus on service and on understanding the practical realities of its customers that helps set Ag and Civil apart. The business is not operating in isolation, it is embedded within the industries it serves and that connection informs how it approaches both sales and support. Knowing what a contractor needs in the middle of a busy season, or what a farmer expects during a tight feeding window, shapes the way the business operates.

Fieldays will provide the next opportunity to see that approach in action. Ag and Civil will be exhibiting with Merlo at Sites F27 and F29, giving customers the chance to get up close with the machines and to have direct conversations with the team behind them. For many, that hands-on experience remains a key part of the decision-making process.

Looking ahead, the market is not without its challenges, but the early momentum suggests that the Merlo partnership is well placed to continue growing. With the right support structures now in place and a product range that is resonating with customers, the focus shifts to building on that foundation.