BC equipment dealer rebrands

A new name and a new location are positioning one of the largest farm equipment dealers in BC for a new economy.

Pinnacle Equipment is the new name of Douglas Lake Equipment and Avenue Machinery, which merged four years ago, and the recently acquired Gerard’s Equipment in the Okanagan. The company has nine locations employing 145 people across BC.

While locations initially continued operating under their historic names, Pinnacle president Michael Correale said the growth of the company necessitated the rebranding.

“It was perfect timing for us to get the new identity and launch one name, one team, one company,” he says.

The new name coincides with the opening of a new, 30,000-square-foot location on six acres along North Parallel Road in Abbotsford.

While Farm Credit Canada’s annual farm equipment outlook, released in December, forecast ongoing challenges for new equipment dealers in 2026, Correale says BC is showing renewed activity.

“Things are starting ramp up as we head into the second quarter,” he says. “We have lots of inventory right now – maybe a little more than we want – but we have lots of inventory to meet the demand.”

And there’s more in the wings, with a new series of high horsepower farm tractors debuting from Fendt and Massey Ferguson.

“There’s nothing revolutionary, but there are some new products that are coming from our OEMs, for sure, that we’re looking at getting out into the marketplace,” Correale says.

Pinnacle Equipment will host the grand opening on the new Abbotsford store on May 28, noon ’til 4.

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