A New Era for Steiner Tractor Dealers

Reason #1: Relatively wide-open market. Steiner views Ventrac as its only real competitor. Power Trac could also be considered a player in this market.

Reason #2: Versatility and crossover appeal. The articulating tractor is indeed a higher-end, niche product. However, Jeff Hallgren, Steiner's director of sales, says it can go head-to-head with a variety of equipment often utilized by contractors, municipalities and large-acreage property owners.

"Articulating tractors like the Steiner Model 440 can do the work of a zero-turn mower, garden tractor, compact utility tractor, smaller skid steer, and even a utility vehicle," Hallgren says. "We're talking about a huge market opportunity; hundreds of thousands of these pieces of equipment are sold each year. If we can capture just a small fraction of that, we can really grow."