Located in the heart of Wisconsin’s dairy country, the dealership has had to evolve as smaller dairies have consolidated. “We have to look at finding different niche markets that we can sell into to offset the reduction in sales to the dairy industry,” says third generation co-owner Robb Vanderloop.

At one point, 7 family members were involved in the ownership of the dealership. Today, Robb along with his cousin, Carey, are the majority owners, with Robb’s son, Mark, having minority ownership. The dealership operates 3 stores in Brillion, Lena and Beaver Dam, Wis.

The dealership was started by Norbert and Norman Vanderloop and began selling Sheppard tractors in the early 1950s. When Sheppard stopped selling tractors in the mid-1950s, Vanderloop took on the Massey Harris line. In 1996, Claas’ self-propelled forage harvesters were added to the product mix and in 2000 added Fendt to its lineup. Today, VE continues to seek out innovative products, most recently signing on to carry the full line of Horsch equipment.  

Vanderloop Equipment Photo Gallery

Vanderloop Equipment
Brillion, Wis.

Leadership Team: Robb Vanderloop (general manager), Carey Vanderloop (sales manager) & Mark Vanderloop (sales manager) 

Locations: 3 - Brillion, Lena & Beaver Dam, Wis.

Lines Carried: Fendt, Claas, Horsch, Massey Ferguson, Precision Planting, Apache Sprayers, Maschio Gaspardo, Sunflower 

Markets: 40% dairy, 40% custom harvesters, 15% row-crop, 5% co-ops

Revenue: $35 million, with a plan to grow 50% in the next 5 years 

Dealership Minds: Vanderloop Equipment Introduction

Dealership Minds: CFO & Co-Owner: Cashflow Rules The Day

Dealership Minds: Sales Manager & Co-Owner: Guiding Sales, Finding New Markets

Dealership Minds: Technology Sales & Co-Owner: Learning from the Past to Move Forward

Dealership Minds: Parts Technician: ‘Don’t Take Me Away From Customers’: Right Personality in Farmer-Facing Role Brings Repeat Business

Dealership Minds: Lena Store Lead: The Power of Personalization

Dealership Minds: Parts Department Lead: Customer Communication Key to Success in Parts

Dealership Minds: Beaver Dam Sales: Techs are ‘Game-Changer’ in New Wholegoods Sales

Dealership Minds: Service Department Manager: A True Passion for Customer Service

Dealership Minds: Service Department Lead: Service: Beyond Just Repairs

Dealership Minds: Parts Lead: Parts Department Brings New Challenges Every Day

Dealership Minds: Brillion Sales Reps: Building Relationships Beyond the Sale

Dealership Minds: Parts Manager: Versatility Proves Priceless Through Nearly 3 Decades in Parts Department