From the humble beginnings farming a tenanted hill farm 1200ft above sea level on the Denbigh moors, Emyr Evans has grown considerably since its founder began trading second-hand machinery in 1986. 40 years later, the business now has two depots, over 40 staff, and a reputation built on customer support and an approachable business ethos.
MF 590 + Ford 6600. First 2 tractors that Emyr officially bought to start off the business when he first ventured on his own in 1986. Picture taken at home farm.
The early days focussed on selling second-hand tractors with a large percentage going to the export market, but, in 1996, Emyr Evans was offered the opportunity to take on the Massey Ferguson franchise for Anglesey and North Gwynedd. After discussing the opportunity with his two sons, Gwynedd and Berwyn, the first depot at Gaerwen opened in February 1996, focussed on selling and supporting MF tractors.
MF tractors outside Gaerwen depot in 1996 – the year the depot opened
“The one-acre site was the first property my father brought, and he ended up running the business alone for the first year, doing everything from lorry driving, selling and supporting the machines, and invoicing,” says Gwynedd Evans, who is now a director in the business alongside his brother and parents.
“He quickly realised that he needed help to progress the business forward and cater for demand. The Massey Ferguson range of tractors was perfect for the livestock and grassland farmers across the Anglesey and North Gwynedd areas we covered.”
Emyr took on three staff from the previous Massey Ferguson dealer – his first ever full-time employees – and the very first of which is still with the business today. Richard Roberts began as a mechanic but has recently moved into stores, while another employee, Joe Stuart, joined a couple of months later and is still a vital member of the team, managing the aftersales side.
First tractor
The first new Massey Ferguson tractor retailed by Emyr Evans was an MF 3065 Hi Vis model, sold to Alwyn Owen on Anglesey. The tractor has been supported by the dealership ever since, as Gwynedd explains.
“This tractor represents a full circle moment for the business as we’ve recently purchased the machine back from its original owner to mark our 40th anniversary and the 30 years selling MF equipment.
“It’s been owned by Alwyn since new and he is retiring soon so it was an opportunity we couldn’t pass up. The plan is to give the tractor a refurb and keep it on display at one of our depots and take it to local shows.”
Bigger area
In 2002, the business was awarded the distribution for MF across the whole of North Wales, which saw its second depot in Denbigh open to complement the original premises in Gaerwen. This move was on the back of the 2001 foot and mouth outbreak, with some of the first outbreaks of the disease from the slaughterhouse close to the depot. This had a huge impact on tractor movements and sales.
“I ended up staying on site at Gaerwen in a caravan for six weeks while my father and Berwyn went home. It was the only way to limit movements but keep the business running. Berwyn and I were on the spanners at this point until the larger MF area was taken on. We then moved to running a depot each which is how we operate today.”
Following the larger area, 2002 saw the best year for MF tractor sales with 143 registered across the dealership. This was a significant increase, and the preceding years have seen tractor sales constantly stay above 100 units. The second-hand and export markets have remained a key part of the business, with tractors sold to all corners of the world. Other franchises, such as trailers, grassland machines and telehandlers, have been added.
Gwynedd, Emyr & Berwyn. Picture taken in 2003 to celebrate Emyr’s 50th Birthday
“Our customer base has always loved the snoopy nose tractors, starting with the MF 300 models, through to the MF 4200, MF 4300, MF 5400, MF 5600, MF 5700 and now the MF 5S. Residual value is a big reason why we have a loyal customer base and being farmers ourselves means we understand the daily problems and challenges that farmers have to overcome.
“Farmers are running businesses in a professional way and are now demanding more focus on technology and telematics, with guidance an increasingly popular option for new machines,” adds Gwynedd. Looking to the future, Gwynedd hopes there is interest to join the business from the next generation of Evans family when the time comes. Staying loyal to the core values of the dealership is fundamental to future success.
“A phrase that is said in our depots is ‘when you talk to us, you talk to an Evans’, and this is still a large part of our human and personable approach that only a family business ethos can deliver. We are built on customer service and ensuring our products fit the customers’ needs,” concludes Gwynedd. ”
Denbigh Depot as it is today. This recent picture shows the depot after the purchase of an extra 6 acres and undergoing huge investment.
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