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Cervus Equipment Announces New John Deere Dealership in Alberta

To better serve the Central Alberta region, Cervus Equipment will be combining our Red Deer and Olds John Deere dealership locations into a new 44,000 sq. ft. facility that will be built at the junction of Highway 2 and Highway 42 near Penhold, Alberta. The new facility is anticipated to be in service in early 2022. 

Cervus is committed to providing the highest level of service and satisfaction to customers. The new facility will have a familiar team that will transition to this location from our current Olds and Red Deer locations, expanded parts inventory, a 16-bay shop with overhead crane and the technology and connectivity to quickly set up, diagnose, repair and maintain our customers’ equipment. A training facility will also provide our customers and team with expanded learning and growth opportunities, while the new location will provide easier access for customers and their equipment.  

“By consolidating these dealerships, we can offer increased parts availability, technician specialization and an enhanced customer experience,” stated Doug Pilsner, Director of Sales, Agriculture Canada. “We look forward to continued discussion with our customers and producers in the Red Deer, Olds and Penhold area, and to demonstrating our increased capacity to support their needs, both on-farm and in-store." 

Additionally, Cervus will endeavour to create a seamless transition to the new Penhold dealership for all customers. We recognize that with this location change there will be some customers who will benefit from being closer and some who will be at a further distance. For those that will need to travel farther to reach the new facility we will offer the following: 
  • Equipment transportation to the Penhold location will be charged at the same rate that it would have been charged from our customer’s farms to the Olds location or the Red Deer location (whichever is closest) for two years from the opening of the new Penhold location. 
  • Travel charges for our Field Service Technicians will be charged at the same rate that they would have been charged from our customer’s farms to the Olds dealership or the Red Deer dealership (whichever is closest) for two years from the opening of the new Penhold location. 
  • Cervus’ Parts OnSite program will be provided to help stock the right parts on farm.  

All store functions at Cervus’ existing Olds and Red Deer locations will remain in operation until the new dealership is built and ready for operations.  In the meantime, both Cervus teams will continue to provide an outstanding parts, service, precision and sales experience for our customers.  

About Cervus Equipment 

Cervus provides equipment solutions to customers in agriculture, transportation, and industrial markets across Canada, Australia, and New Zealand. Throughout its territories and across its diverse markets, Cervus dealerships are united in delivering sales and support of the market-leading equipment our customers depend on to earn a living. The Company operates 64 Cervus dealerships and is the authorized representative of leading equipment brands including: John Deere agricultural equipment; Peterbilt transportation equipment; and Clark, Sellick, Doosan, and JLG material handling equipment. Its common shares are listed on the Toronto Stock Exchange and trade under the symbol "CERV". 

For more information please contact:  

Kyle Henderson 
Director of Product Support – Agriculture Canada 
[email protected]  

Doug Pilsner 
Director of Sales – Agriculture Canada 
[email protected]