Winston Tractor Sold to Regional Buyer as Broker Guides Quiet Ownership Hand-off in Winston-Salem

Sale announced: who sold, who bought and where the deal closed

Performance Brokerage Services has advised on the sale of Winston Tractor Company to Premier Equipment Company, the firms said in a company announcement this week. The transaction moves ownership of the long-running Winston-Salem, North Carolina dealership into the hands of a regional equipment operator. Details in the announcement make clear the deal was run as a brokered sale; Performance Brokerage Services acted as the adviser and intermediary for Winston Tractor as it sought a buyer.

The statement names Winston Tractor as the seller and Premier Equipment as the buyer and says the deal closed in connection with a planned transition. The parties announced the change publicly on Dec. 18, 2025. Beyond those basics, the release keeps many commercial terms private; the companies describe some items as confidential while highlighting the continuity of day-to-day operations under the new owner.

Who Winston Tractor, Premier Equipment and the advising broker are

Winston Tractor has been a local equipment dealer serving growers, landscapers and contractors around Winston-Salem and the surrounding counties. The business is best known for selling and servicing compact and utility tractors, small construction machines, and outdoor power equipment. It built its local presence over decades by combining sales with parts and service operations tied to the community.

Premier Equipment is a regional equipment company that operates several dealerships in neighboring states. It typically buys and runs dealerships that keep existing staff and service lines in place while folding back-office functions into a larger platform. Premier has positioned itself as a buyer that keeps brands and local service intact rather than rebranding or closing stores quickly.

Performance Brokerage Services, the advising firm on the transaction, specializes in middle-market M&A for dealerships and industrial-service businesses. In deals like this, the broker’s role is to prepare the business for sale, find qualified buyers, run negotiations and help shepherd the closing logistics.

Structure, timeline and what the companies are willing to share

The public announcement describes the sale as a negotiated asset-and-operational transfer completed through a brokered process. It does not publish the purchase price, the exact payment structure, or whether any seller financing or earn-outs are part of the deal — those items are listed as confidential. The parties say the agreement was negotiated over several months, with Performance Brokerage Services running a targeted sale process aimed at strategic regional buyers.

Both companies issued brief statements: Winston Tractor thanked customers and staff for their support, and Premier Equipment said it plans to maintain service levels and local inventory. The broker’s release framed the deal as a continuity-minded outcome for employees and customers rather than a disruptive consolidation move.

What the sale likely means for staff, customers and local operations

Based on how similar dealership takeovers have played out, customers should expect little immediate change to on-the-ground service. Local technicians, parts inventory and counter service are commonly left in place when a regional buyer wants to avoid losing customers. Sales teams and service managers often stay through a transition period, though some corporate roles — accounting, HR, purchasing — may migrate to Premier Equipment’s regional offices.

For employees, the move may bring new job stability if the buyer plans investment, or short-term uncertainty if Premier consolidates back-office roles. For customers, the practical effects tend to show up over months as stock choices, warranty handling and billing systems are harmonized.

Why this sale fits the bigger pattern in equipment-dealership M&A

This deal is part of a steady wave of consolidation in the equipment and outdoor-power retail world. Buyers such as regional chains or private-equity-backed platforms have been snapping up independent dealers because scale helps with parts purchasing, service training and brand relationships. Smaller owners often sell to capture value and to ensure continuity for their customers when succession plans — retirement or exit timing — are involved.

Valuation pressure has varied: high-demand brands and well-run service operations still fetch premium interest, while independent dealers in lower-traffic markets face tougher price comparisons. For a buyer like Premier Equipment, adding a stable market like Winston-Salem strengthens parts distribution and service presence across the region, helping the new owner negotiate better terms with suppliers and improve parts availability for customers.

Next steps, approvals and where to find media contacts

According to the announcement, the transaction is complete from the seller and buyer side, and no additional local regulatory approvals are expected beyond routine filings. Integration will likely proceed on a phased basis, with public-facing operations staying open during the handover.

The companies’ press release includes media contact details for Performance Brokerage Services and statements from the buyer and seller. The release is the formal source for those names and phone/email information; interested parties should consult the companies’ announcement for the precise media contacts listed there.

Sources

• prnewswire.com