Charlie’s Ag & Turf, a well-established main John Deere Dealership, brings a strong reputation for first-class sales, service, and parts to the Yamaha network. Having evolved from a homeowner and golf & turf specialist (formerly Charlie’s Groundcare & Machinery) into a full-range John Deere agricultural and turf dealer, Charlie’s Ag & Turf is celebrated for its dedicated team of experienced sales professionals, technicians, and parts experts.

“We are incredibly excited to welcome Charlie’s Ag & Turf into the Yamaha family,” says Dan Palmer, Manager RVGC at Yamaha UK. “Their deep roots in the agricultural and turf sectors, combined with their unwavering commitment to customer support and a comprehensive brand portfolio, make them an ideal partner. This collaboration ensures that Yamaha customers in Mid Wales and Shropshire will receive the exceptional service and access to our top-tier ATV and Side-by-Side range that they expect and deserve.”

The move marks an expansion of Charlie’s Ag & Turf’s offering. Matt Lewis, Turf Sales Manager at Charlie’s Ag & Turf, expressed the team’s enthusiasm: “There was only really one option for us when it came to filling this gap in our portfolio to give us a full range for our customers, and that was Yamaha. It’s one piece of the puzzle we’ve been missing. In this area, brand loyalty is strong, and customers rely on products that offer zero downtime. The reliability of Yamaha, coupled with the robust backup system we investigated, aligns perfectly with how we operate and what our customers are used to.”

Matt Lewis is particularly keen on the potential of the UMX utility vehicle for the turf and commercial sectors, noting its perfect fit for leisure, park, and golf course customers. He anticipates strong demand for the full ATV range for farming and gamekeeping. “Because of the considerable footfall through our shop and country store at Charlie’s,” Matt adds, “the junior range, will be really popular with us. And hopefully, when dad’s riding his Yamaha ATV, the kids will be on a junior as well.”

Charlie’s Ag & Turf’s commitment to customer experience is further highlighted by a significant expansion at their Welshpool site. A new purpose-built showroom, designed to display their franchises in the best possible manner, is set to open later this year and will feature a dedicated Yamaha space.

Customers are invited to view the range of Yamaha ATVs and Side-by-Sides already available at the Charlie’s Ag & Turf depot in Welshpool, with demonstrations actively being booked. The official debut for the partnership will take place at the Oswestry Show on August 2nd, 2025, where the Charlie’s Ag & Turf team will be supported by Yamaha UK staff, ready to discuss the full Yamaha portfolio.