We're delighted today to bring you, our valued dealer readers, the next module of our free, digital Dealer Toolkits.

Following the most recent installment that examined how the various AI tools available can offer dealers assistance in their businesses, today's one takes an unfortunate, yet necessary, look at the uglier side of the modern technological landscape.

Cyber crime is a phenomenon of which all dealers must be aware - with many reading this today likely to have already fallen victim in some capacity. Our latest Toolkit is based on a popular seminar ran at last year's Service Dealer Conference by two members of the West Midlands Police Cyber Crime Unit. All details within the Toolkit are authentic and genuine - unlike plenty of information that dealerships will be bombarded with on a too regular basis.

At the Conference the members of the Cyber Crime Unit (who requested not be photographed or identified) told our delegates that an increasing use by cyber-criminals of artificial intelligence is making fake emails and websites harder to detect.

In what was a fascinating, yet pretty terrifying presentation, I remember the guys saying that hackers are getting cleverer at researching companies and addressing individuals directly, as well as imitating a genuine contact in correspondence. In his write up on the seminar, Martin Rickatson wrote, "Such ‘spearfishing’ means they investigate what you/your employees are really interested in, to make it more likely an email/attachment will be opened and engaged with."

I can also recall that "I didn't think it would happen to me," was cited by the officers as the most common refrain heard when the police deal with the victims of these crimes. It might feel like a machinery dealership wouldn't be as likely a target for cybercriminals as some huge global corporation with millions in the bank - but the truth is smaller businesses are increasingly in the crosshairs. Precisely because they are not high-profile. These are often the easiest to exploit, with the consequences of an attack potentially devastating.

The insidious nature of these cyber criminals is that they rely on human error, lack of awareness, and outdated systems to worm their way in. So whilst we all have our fingers crossed that it won't be us, arming against these bandits before they strike, as our Toolkit intends to help with, is surely a sensible course of action?

And it's not just about protecting your own business operations. A cyber breach can seriously damage customer confidence, tarnish supplier relationships, and take a toll on your reputation that’s hard to recover from. With trust and long-standing loyalty such a large element of many of our dealer readers' relationships with their customers, it’s essential that this is safeguarded.

So make sure to have a look through the Toolkit. It offers examples of how a rouge email might look disconcertingly like the real thing; how deceitful websites try to convince you that they are genuine; and there's a great video that informs how hackers can try to hoodwink you through simple social engineering. The Toolkit then offers some practical tips to hopefully point the dealer in the right, safer, direction.

Please have a browse, start a conversation with your team and make steps towards safety.

Newton Abbot-based Elmstar Machinery Ltd has been appointed as a Yanmar tractor dealership by UK distributors Boss ORV.

Elmstar's Jason Wignall and Boss ORV's Phil Everett

Elmstar’s Jason Wignall, said, “We are providing premium branded equipment and machinery for sale and hire, all backed with thorough servicing, parts and repair for all major brands. We deal only in the best and we’re proud to add Yanmar equipment to our wide range.”

Jason went on to say they have their own dedicated service team to maintain, service, and valet their range of machinery all year round to provide seamless, reliable support.

Boss ORVs managing director, Phil Everett, added, “Yanmar has been building a strong and growing reputation in Europe’s agricultural and landscaping sectors. That reputation combines Japanese design with responsive European service. Elmstar’s own reputation in their area can only add to this strength and growth.” 

Elmstar will offer Yanmar tractor sales and service throughout Devon and a large area of the Southwest. 

Kuhn Farm Machinery has strengthened its dealer coverage in north west England with the appointment of HB Machinery, based near Preston.

Harry Boardman shaking hands with Kuhn’s Karl Ridsdale (right) alongside the wider team at HB Machinery

The manufacturer says the partnership fills part of an opening in its dealer network. The new dealer’s area begins near its base at Wrea Green, just west of Preston, and extends beyond Lancaster at its most northerly point. The outlet will retail Kuhn’s full line of equipment and, founders, Harry and Donna Boardman say the team are excited to work with a premium brand and product range, explaining, “We wanted to work with a high quality and respected implement manufacturer that can supply market-leading products for our diverse customer base."

HB Machinery started in 2020 and has specialised in selling quality used tractors for both domestic and export markets. Harry and Donna believe selling and supporting Kuhn machines, alongside the current franchise of Bailey Trailers, will be appealing to end users. Karl Ridsdale, area sales manager at Kuhn UK, says Harry’s reputation and proactive attitude will be well received by customers.

“He has the knowledge and expertise that’s so valuable, and it strengthens our position in the west. We’re looking forward to supporting his family business to grow and flourish with the Kuhn brand.”

Wildwood Machinery held their first Open Day, at East Horton Golf Club on 3 July, that they say was attended by turf professionals and buyers from across Southern England.

Managing director, James Bastian said, "We put on the Open Day to thank our partners, suppliers, staff and customers. It was an opportunity to showcase our growing range of state-of-the-art machinery, and I wanted to do it in an environment where everyone could relax and have a bit of fun, but also try putting the machinery through its paces.

“We’re very lucky that East Horton Golf Club is a core part of our family business and it proved to be the perfect venue. Lots of our guests were also able to enjoy a round of golf as part of the day - a perfect mix of business and pleasure!

“We can all sit at our desks sending emails and making phone calls”, said James, “but ultimately, we want the end user to get their hands on this equipment and see just how good it is.”

According to James, the Open Day was “such a huge success that we’re already looking forward to doing it again next year – but bigger and better!

“The whole environment had a lovely vibe about it today. We’ve had great support from our manufacturers and our customers have turned out in force. What more could we have asked for?”

The next major event for Wildwood Machinery, marking the company’s growth since launching in 2022, is the opening of a purpose-built new showroom and headquarters on the East Horton site, scheduled for late 2025. 

Claas has commenced construction of a new multifunctional production facility at its Le Mans tractor plant.

L-R: Etienne Bourasseau (Le Mans site manager / Vice President Manufacturing); Thomas Spiering (Claas COO), Stéphane Le Foll (Mayor of Le Mans), Gilbert Autret (architect) and Fabrice Bardel (head of global maintenance).

The company says the 6.5 million Euro investment in the new building is being made in preparation to meet an expected growth in production over the next 10 years, and is the latest investment in the facility, where over 80 million Euros has been invested by themselves since taking over the site in 2003.

Le Mans is responsible for the production of tractors ranging in size from 75hp to 450hp, with more than 200,000 tractors now produced.

Thomas Spiering, chief operating officer of the CLAAS Group, emphasised the strategic importance of the Le Mans site, saying, "Le Mans is the heart of our global tractor business. We have come to stay - and we have proven this by investing more than 80 million euros to date in the transformation of this site into a model of modern tractor manufacturing."

Due for completion in 2026, the new production facility will help optimise site logistics and reduce the need for transportation and overall costs.

For the first time ever at Equip Exposition, a panel of Consumer Reports editors will be attendance to talk about what’s driving consumer sentiment when it comes to buying outdoor power equipment. 

Being held at the Kentucky Exposition Center October 21-24, 2025, the trade show will also include sessions led by The Farnsworth Group, which will discuss macro-economic trends and how they impact the outdoor power equipment industry. Dealers can also learn what’s driving purchases by homeowners from the consumer data shared by The Farnsworth Group in its sessions.

“We want to help dealers understand how to connect with new customers and better manage their dealerships for profit,” says Kris Kiser, President & CEO of the Outdoor Power Equipment Institute (OPEI), which owns Equip. 

“The entire trade show is a learning environment where dealers can see the latest equipment and technology, learn how to manage their businesses better, and talk to dealers from throughout the country.”

Dealer education seminars at the trade show aim to help dealers boost sales and profitability, improve team management, retention and recruitment, and apply technology to better streamline operations and improve efficiency. Additional trainers for dealer education sessions this year include Bob Clements International, the Equipment Engine & Training Council, and the North American Equipment Dealers Association.

Check out Service Dealer's Digital Special Report on last year's Equip where you can watch interviews with Kris Kiser and Bob Clements.

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