July 31st, 2025.


Pictured: (Left) Ross Holloway, Dealer Principal, Charlies Ag & Turf, (Middle) Carl Stuart, Area Sales Manager, Yamaha UK, (Right) Matt Lewis, Turf Sales Manager, Charlies Ag & Turf.


Yamaha ATV UK has announced the appointment of Charlie's Ag & Turf as an authorised dealer. Located just outside Welshpool in Mid Wales in a purpose-built depot at Coed y Dinas, this new partnership ensures continued service and access to Yamaha's ATV and Side-by-Side range for customers across Shropshire and Mid Wales.

Charlie's Ag & Turf brings a strong reputation for first-class sales, service, and parts to the Yamaha network. Having evolved from a homeowner and golf and turf specialist into a full-range agricultural and turf dealer, Charlie's Ag & Turf is well known for its dedicated team of experienced sales professionals, technicians, and parts experts.

"We are delighted to welcome Charlie's Ag & Turf into the Yamaha family," said Dan Palmer, Manager RVGC at Yamaha UK. "The company's deep roots in the agricultural and turf sectors, combined with its unwavering commitment to customer support and a comprehensive brand portfolio, makes it an ideal partner. This collaboration ensures that Yamaha customers in Mid Wales and Shropshire will receive the exceptional service and access to our top-tier ATV and Side-by-Side range."

The move marks an expansion of Charlie's Ag & Turf's operation. Matt Lewis, Turf Sales Manager at Charlie's Ag & Turf, expressed the team's enthusiasm: "There was only really one option for us when it came to filling this gap in our portfolio to give us a full range for our customers, and that was Yamaha. In this area, brand loyalty is strong, and customers rely on products that offer zero downtime. The reliability of Yamaha, coupled with the robust backup system, aligns perfectly with how we operate and what our customers are used to."

Matt is particularly keen on the potential of the UMX utility vehicle for the turf and commercial sectors, noting its perfect fit for leisure, park, and golf course customers. He anticipates strong demand for the full ATV range for farming and gamekeeping. "Because of the considerable footfall through our shop and country store at Charlie's, the junior range will be really popular. Hopefully, when dad's riding his Yamaha ATV, the kids will be on a junior model as well."

Charlie's Ag & Turf's commitment to customer experience is further highlighted by a significant expansion at its Welshpool site. A new purpose-built showroom, designed to display its franchises in the best possible manner, is set to open later this year and will feature a dedicated Yamaha zone.

Customers are invited to view the range of Yamaha ATVs and Side-by-Sides available now at the Charlie's Ag & Turf depot in Welshpool, with demonstrations actively being booked. The official debut for the partnership will take place at the Oswestry Show on August the 2nd, where the Charlie's Ag & Turf team will be supported by Yamaha UK staff, ready to discuss the full Yamaha portfolio.


www.yamaha-motor.eu


www.charliesagturf.co.uk