Marshall Machinery has long been a familiar and trusted name in northeast Pennsylvania. Founded in 1959 by John Marshall as a used dairy farm equipment dealership, the company steadily evolved alongside its customers.

Early expansion included adding the Allis Chalmers manufacturer line, followed by Kubota in the early 1980s — a move that would ultimately help define the company's future.

That growth story is closely tied to second-generation owner Earl Marshall. Raised in the business his father built. As soon as he was old enough, he was sweeping floors, stocking parts and eventually driving delivery trucks. Over the years, he worked in virtually every department — parts, service and sales — gaining a comprehensive understanding of the dealership's operations.

"I was fortunate to have the opportunity to learn the business from the ground up," said Earl Marshall. "I was and still am willing to roll up my sleeves to help this business succeed and all our team members succeed."

In 2005, Earl Marshall officially took over leadership of Marshall Machinery. One of his first major initiatives was the construction of a new facility in Honesdale, Pa., designed to support growing customer demand. Built on the original Marshall family dairy farm, the location remains the company's headquarters and includes an in-house fabrication and body shop — a reflection of Marshall Machinery's hands-on, customer-focused approach.

Accelerated Expansion Since 2016

Marshall Machinery's footprint expanded significantly over the past decade. The Swiftwater, Pa., location was acquired in 2016, followed by the addition of Middletown, N.Y., in 2019. A particularly transformative year came in 2021, beginning with the relocation of the Swiftwater branch to Tannersville, Pa. Shortly thereafter, the South Abington Township (Clarks Summit), Pa., location was added, and later that year, a Johnson City, N.Y., branch joined the Marshall Machinery network.

Since that time, the company has continued to expand strategically, both geographically and operationally.

• Belvidere, N.J. (2023):

Marshall Machinery entered the New Jersey market with the acquisition of S&L Equipment in Belvidere. The facility consists of approximately 30,000 sq. ft. across three buildings and includes eight service bays. In addition to Kubota, the location offers Scag equipment, strengthening Marshall's presence in central New Jersey and Warren County.

• Millstone, N.J. (2025):

A major milestone followed with the acquisition of the former Highway Equipment location in Millstone, formerly associated with the Harter Equipment group. This facility can support eight technicians and carries Kubota along with KOBELCO earthmoving equipment and Bell Trucks. This move further deepened Marshall Machinery's roots in New Jersey.

• Binghamton, N.Y. (2025):

Most recently, the Johnson City, N.Y., operation was relocated into a brand-new, purpose-built facility in nearby Binghamton. The new location spans nearly 19,000 sq. ft. and features six service bays, with capacity for up to eight technicians. The store offers new Kubota tractors, mowers and RTVs, along with rental and used equipment.

These additions reflect a broader trend: the consolidation of long-standing, family-owned equipment businesses into the Marshall Machinery organization, including legacy names such as the Boniface, Goodrich, Harter and Shoemaker families.

Today, Marshall Machinery operates seven locations: Honesdale, Clark Summit, and Tannersville, Pa.; Middletown and Binghamton, N.Y.; and Belvidere and Millstone, N.J. Kubota equipment is offered at all seven, with additional product lines varying by market to best serve local customers.

Across all locations, Marshall Machinery employs approximately 150 people, including 66 dedicated parts and service professionals, underscoring the company's emphasis on after-sales support.

Customer Support, Telematics, Rentals

A key differentiator for Marshall Machinery is its investment in customer support technology. The company maintains a robust telematics program for Kubota construction equipment, providing live machine monitoring and proactive service. This program is managed by full-time Telematics Coordinator Roy Landsiedel, who monitors machine health, identifies fault codes and works directly with customers to schedule service or parts before issues escalate. Many customers now rely heavily on this system and have even added older machines to the telematics platform.

Marshall Machinery also continues to expand its rental fleet — an offering that is sometimes overlooked but central to its strategy. The company provides both short-term and long-term rental options, offering greater flexibility than large national rental chains and allowing contractors to scale their fleets efficiently.

According to Earl Marshall, Marshall Machinery's equipment lineup is well suited to its core customer base: excavation contractors, landscapers, utility contractors and municipalities. Kubota's reputation for reliability, ease of maintenance and strength in compact equipment aligns closely with the demands of these industries, Marshall said, adding municipal customers, including school districts, also rely on Marshall Machinery for everything from mowing and grounds maintenance to property and infrastructure support. The company also doesn't just focus on new buyers, however.

"We try to serve both new and used buyers," said Marshall. "The units that come out of our rental fleet for sale are a good option for these used buyers because these units are oftentimes late-model and low-hour, which can be a good option for many buyers."

As Marshall Machinery continues to grow, its mission remains consistent, combining the scale and resources of a major dealer network with the personal service, technical expertise and community roots of a family-owned business, Marshall added. "And because of that, today, Marshall Machinery stands as one of the largest Kubota dealers in the nation," he said. CEG