Takeuchi Names New Director of Sales & Marketing
671034440ddaa30fc7941887 Takeuchi Jeffrey Ratliff 003Jeffrey Ratliff is the new director of sales and marketing for Takeuchi-US. Ratliff replaces Henry Lawson, who is retiring after six years with the compact equipment manufacturer.
A resident of Buford, Ga., Ratliff will be responsible for dealer sales development and national account business and activity in North America. His role includes helping Takeuchi-US achieve company market share objectives, including dealer sales, budgeting, asset management and inventory audits. Ratliff will also direct and manage Takeuchi’s national rental accounts.
“I’m very pleased to be with a company that’s so focused on delivering the best possible value to its customers,” Ratliff said. “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.”
Ratliff comes to Takeuchi-US with nearly 25 years of experience helping teams deliver new products and services to the market while simultaneously driving revenue growth, margin improvement and market share growth. Over the past two decades, Ratliff worked in the ag equipment industry, taking on increasing responsibilities in sales and product management, eventually becoming the marketing director for an international ag machinery manufacturer.
Ratliff holds a bachelor’s degree from the University of Missouri—Columbia, where he majored in agricultural systems and minored in agricultural economics. He has also actively pursued continuing education, including such programs as Dardis Communications Leadership Presentation and Image, Fundamentals of Leadership, Purdue University Agronomy Essentials, The Project Success Method and Change Management.
“Jeffrey has spent his career implementing solid marketing and sales principles within the equipment industry,” said Jeff Stewart, president of Takeuchi-US. “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.”
For more information about Takeuchi track loaders, excavators and wheel loaders, or to find a dealer near you, visit takeuchi-us.com. Follow Takeuchi-US on Facebook, Instagram, LinkedIn or Twitter.
About the Author
Michael Roth
Editor
Michael Roth has covered the equipment rental industry full time for RER since 1989 and has served as the magazine’s editor in chief since 1994. He has nearly 30 years experience as a professional journalist. Roth has visited hundreds of rental centers and industry manufacturers, written hundreds of feature stories for RER and thousands of news stories for the magazine and its electronic newsletter RER Reports. Roth has interviewed leading executives for most of the industry’s largest rental companies and manufacturers as well as hundreds of smaller independent companies. He has visited with and reported on rental companies and manufacturers in Europe, Central America and Asia as well as Mexico, Canada and the United States. Roth was co-founder of RER Reports, the industry’s first weekly newsletter, which began as a fax newsletter in 1996, and later became an online newsletter. Roth has spoken at conventions sponsored by the American Rental Association, Associated Equipment Distributors, California Rental Association and other industry events and has spoken before industry groups in several countries. He lives and works in Los Angeles when he’s not traveling to cover industry events.
