A Vision for the Future

For the fifth consecutive year, LS Tractor USA was chosen as the top-rated tractor manufacturer in the Equipment Dealers Association 2019 Dealer’s Choice Awards. No other company has achieved five consecutive wins. “We’re ecstatic,” says Craig O’Brien, commercial relations manager, about receiving the news. “This award is very prestigious and meaningful. We work with an incredible group of dealers, and we thank them for their ongoing support.”

These awards, which are based on the EDA Dealer-Manufacturer Relations Survey, recognize manufacturers that are leading the industry in providing top-quality service, support, products and parts to dealers.

LS Tractor uses the 12 key categories that the survey measures—from business operations to support—to ensure that they achieve the right balance with each dealer. With the company’s network of more than 330 North American dealers, getting that balance right can be equal parts challenging and rewarding, given that every dealer is at a different stage in their business growth.

A Team Effort

Additionally, O’Brien says winning the award “has been an all-out team effort. Thanks go to everyone on the LS Tractor team, from the front office to the manufacturing floor.” And the company takes pride in the award, promoting it widely—from posters and stickers for their dealer base, to acknowledging the dealers that make this possible.


An important element of LS Tractor’s growth and success is the time the company spends listening to and implementing dealer feedback. The EDA survey is an important tool the team uses to help them make yearly comparisons. The results are shared with service and business managers, who then make any necessary changes. Another important piece of this feedback loop is their Dealers’ Council. The company asks for feedback on everything from strategic questions, to service related issues, to marketing and advertising initiatives. “Accessibility and listening to dealers, and then reacting to things that need to be fixed is our key to success,” says O’Brien.

Looking Ahead

Winning the award also aligns with the company’s vision for the future: aspiring to be No. 1 in dealer and customer satisfaction. The award cements the company as top in dealer satisfaction, but as a relatively new brand, it also gives customers something tangible to relate to, says O’Brien.

In addition to keeping dealer satisfaction high, the plan for the coming year is to focus on retail. Specifically, the company has brought its U.S. marketing and advertising functions in-house, and by doing this, anticipates that both dealers and customers will feel the uptick in the company’s social-media presence, brand awareness and customer satisfaction. The team at LS Tractor believes that when they improve customer satisfaction, their dealers reap the benefits as well.

When asked about the company’s plans to make the win six years in a row, O’Brien says, “We know how hard it is to maintain, and we’re up against key competitors, but strong dealer support, along with increased focus on consumer brand awareness and satisfaction, is how we’re going to do it.”

About the Awards

The EDA Dealer’s Choice Awards are based on the results from the annual EDA Dealer-Manufacturer Relations Survey, which received input from 2,200 dealer participants in all 50 states and 10 Canadian provinces to rate up to seven manufacturer lines they carry in 12 key business categories. Manufacturers participating in the survey are classified in one of four different categories: full-line, short-line, tractor and outdoor power equipment.