When it comes to looking after the vehicle and machinery needs of farmers, nobody does it better or more comprehensively than Cavan Autotrac, who have every base covered.
Sourcing and supplying an extensive range of new and used tractors, agri machinery, jeeps, vans, parts and much more besides – backed by unbeatable service levels – Cavan Autotrac truly is a one-stop shop for farmers seeking optimal vehicle and / or machinery solutions for on the road or in the field.
Main dealers for Deutz-Fahr, Lamborghini and Same tractors, Tenias loaders, VST tractors and Isuzu commercial vehicles, this multifaceted, longstanding family-run business – currently fronted by brothers James and Richard Pratt – is positioned at the very heart of the agri community in Cavan and surrounding counties, where it is synonymous with exceptional products and even better customer care.
As we discovered when we briefly interrupted James’ busy schedule one crisp autumnal day, business has been particularly brisk at Cavan Autotrac in 2025: “We’ve enjoyed one of our strongest-ever years this year. This is largely down to the fact that all the sectors have had a very good year, which is rare.
“Dairy, beef, pigs, sheep are all performing well, which means that farmers have money to spend. The last couple of years have been tough on them so it’s long overdue and they deserve it. People are quick to forget that for every good year farmers have, they might go through seven or eight bad years.
“This is the first time in a long time that I remember it clicking for them all at once. It’s great to see and the knock-on effect cannot be over-estimated because there are so many other sectors that rely on farmers.”
Originally trading as Clive Pratt Garages, Cavan Autotrac boasts an unrivalled tradition of customer care going back almost four decades. The two predominant factors at the heart of the business are outstanding service and brilliant brands:
“We’re one of the few dealers in the SDF line-up to have Deutz-Fahr, Lamborghini and Same tractors,” James continues. Having already been a Lamborghini and Same agent since the ‘nineties, Clive jumped at the opportunity to add the prestigious Deutz-Fahr brand to his product portfolio in 2017.
Which is the most popular? “It varies and a lot of it comes down to area,” says James. “Different areas will have different demand. If one big farmer in one area uses one brand, that tends to bleed into other farms, so it really is specific to the area.
“Our most popular segment of the market is in the smaller horsepower tractors, 90hp-130hp, and it’s nice to have a tractor there that will suit everybody’s needs. There are a lot of good brands out there but I genuinely feel we have the best, and with the best choice. People will go by looks as well and we have three high-quality brands with three different looks.
“As we are also the sole importer into Ireland of VST compact tractors, that means we can offer a vast selection of tractors from 18 horsepower up to 300 horsepower. That gives us great coverage of the market and thankfully it has been a very good year across all brands and horsepowers.”
There’s great value to be had in adding a loader to the tractor and it just so happens that Cavan Autotrac is also an agent for Schaffer loaders. Over the last five years, many farmers have opted to tap into real value by pairing a 110-130hp tractor with a loader.
James, Richard, Clive and the customer-focused team also do a brisk trade in all makes and models of second-hand tractors.
“It’s still very much a family business,” the former continues. “Myself and Richard rebranded to Cavan Autotrac a few years ago, but Dad is still very much involved. He has more than 35 years’ experience of the industry and the market, and there is no substitute for that kind of experience. When you’ve seen it and done it and been through many ups and downs, it makes it that little bit easier.
“We have a good mix of the modern, fresh approach and the experience and knowhow of having seen so many highs and lows – don’t get too high in the highs or too low in the lows – and it’s a good combination. A lot of businesses tend to come and go, but we have been here for a long time and our families are living close by. We’re rooted here and intend to be for the foreseeable future.
“People can come in a speak to us – whether they have something good to say or something bad to say – and we will always be here to listen. It’s very important to have that back-up service and to be available to talk to and look after customers because at the end of the day you wouldn’t be here without them.”
Cavan Autotrac is constantly evolving and moving with, nay ahead of, the times to ensure that customers consistently get the best service, value and choice possible. “We’ve added an online parts store, which is another service and another revenue stream,” James reveals. “We’re covering all tractors across all brands, both genuine parts and spurious, and are shipping out nationwide. We’ve been here for more than 35 years and are trying to push the business forward and make sure it is sustainable for another 35 at least.
“We’re proud to have been stocking the SDF range of tractors for so long – the product speaks for itself. Anybody who has them, likes them and they keep coming back. When you have a good product behind you, it’s easier to sell it because you have confidence selling it – you know you are giving your customers an excellent product and also that your heart won’t be broken with aftersales problems.”
With a full range of Milwaukee tools and much more besides included in a fully-stocked display area in their walk-in shop, Richard, James and Clive pride themselves on invariably giving a personal touch and enjoy meeting, talking to and helping people.
The overall business currently breaks down approximately 70:30 between agri and commercial vehicles, with a nice overlap between customers. “Alongside the agri, we also do the commercial vehicles. The two do go nicely hand in hand and it’s good to have both,” James concludes. “If you don’t have your eggs in a couple of different baskets, there will be times of the year when things go quiet.
“The more options you have, the more people will come back to you. We deal with a lot of farmers on a daily basis as anybody in the machinery business will also tend to need a new jeep or a second-hand van or second-hand jeep as well. We’re Isuzu dealers and sell a lot of D-Max’s. We’ve had an excellent year with those as well and they are pushing hard to be market leaders in the crew-cab market.
“There’s been a real surge in the popularity of the D-Max over the past 18 months. The finish and quality of the vehicle is second to none and they are finally getting the attention they deserve. We’re also selling a good range of second-hand jeeps and vans, so there’s something there for everybody.”
Cavan Autotrac,
Drumconnick,
Cavan.
Tel: 049 4361716
Email: [email protected]
Web: cavanautotrac.ie
Facebook: www.facebook.com/prattsgarage
First published in Irish Tractor & Agri magazine Vol 13 No 3, Winter 2025
