Takeuchi US announces new sales and marketing director

Takeuchi US has appointed Jeffrey Ratliff as its new director of sales and marketing. He replaces outgoing director Henry Lawson, who is retiring after six years with the company.

Ratcliff, who holds a bachelor’s degree in agricultural systems and minored in agricultural economics,  joins the company following a 21 year stint at AGCO Corporation, a US-based manufacturer and distributor of agriculture equipment. 

During his time with the company, he held a number of senior roles, including regional sales director, director of marketing and senior manager of tactical marketing.

In his new role with Takeuchi, Ratliff will be responsible for dealer sales development and national account business and activity in North America. The company said his role also includes helping it to achieve company market share objectives, including dealer sales, budgeting, asset management and inventory audits. He will also direct and manage Takeuchi’s national rental accounts.

Ratliff said, “I’m very pleased to be with a company that’s so focused on delivering the best possible value to its customers. All over our office, you see signs saying to ‘Do what’s right – the Takeuchi Way,’” and that’s the mindset our entire team embraces every day. Our motto for 2025 is ‘Make Our Best Better.’ We’re focused on continuous improvement, and that’s something I’m excited to be a part of.”

Jeff Stewart, president of Takeuchi US, added. “Jeffrey has spent his career implementing solid marketing and sales principles within the equipment industry. He has a proven track record of building excellent teams who understand customer challenges and how to help those customers find the products that will best help them in their everyday lives.

“We’re pleased to have him join the Takeuchi family, and I’m excited to see his positive impact on market share and overall growth.”