Merlo Partners with Brooks Tractor for Full Dealer Network

By Blake Jackson

Merlo America has announced a new partnership with Brooks Tractor, officially bringing the long-standing Wisconsin dealership into its U.S. dealer network.

Through this collaboration, Brooks Tractor will now carry Merlo’s full line of telehandlers, forestry-ready TreEmme machines, and a variety of attachments across all seven of its Wisconsin locations.

The announcement aligns with a special milestone, as Brooks Tractor celebrates 80 years of service. Established in 1945 in Sun Prairie by the father of current President Lew Brooks after returning from World War II, the company began as a farm equipment dealership before expanding into construction.

Today, Brooks Tractor continues to serve farmers, tree care professionals, municipalities, utility contractors, and quarry operators across Wisconsin.

“What makes us last is our commitment to partnering with customers and never letting them down,” said Lew Brooks, President of Brooks Tractor. “We are family-based and that spirit extends to both employees and customers. Our ownership is hands-on every day, and we’ll do whatever it takes to make sure customers keep coming back.”

Brooks Tractor has offered select Merlo models in the past, but this new agreement makes them a full-service Merlo dealer. With growing demand from Wisconsin farmers and tree care professionals for versatile and efficient equipment, the timing of the partnership is ideal.

“We recently sold a 50.30 ROTO to a new tree care customer, and he’s absolutely thrilled with it. It has boosted his efficiency significantly, allowing him to earn more in less time,” Brooks shared.

Merlo’s lineup stands out with features such as a three-point hitch, enabling the use of standard rear attachments, alongside operator-focused innovations like Adaptive Stability Control, intuitive joystick controls, and automatic attachment recognition.

“Brooks Tractor has been part of Wisconsin agriculture for 80 years, and that kind of experience matters,” said Cole Renken, General Manager of Merlo America.

Brooks Tractor will feature Merlo equipment at its 80th anniversary events, Wisconsin Farm Technology Days, and World Dairy Expo, offering customers live demonstrations and hands-on experiences.

Photo Credit: gettyimages-artiemedvedev