PFG Australia

IndustryAgricultural Machinery Services Discovery + direction, Design, Development Duration3 months

Redesigned + redeveloped the PFG Australia website to properly present a portfolio of 15+ tractor and machinery sub-brands to dealers and buyers across the country, lifting product enquiries and earning the trust to extend the work into PFG's New Zealand site.

A new digital foundation for the PFG Australia brand.

The client

PFG Australia is a family-owned, fully independent group of companies with a three-generation history serving the Australian and New Zealand tractor and machinery markets. They're the country's largest independent distributor of agricultural machinery, supplying a national dealer network of around 300 dealerships across 15+ brands, including Deutz-Fahr, Kioti, Solis, Versatile, McHale, Maschio Gaspardo, and Kverneland. PFG's audience spans dealers stocking the range, farmers and contractors making serious capital decisions, and the broader category of buyers researching brands before they ever set foot on a dealer's lot.

The problem

PFG already had a presence in Australia, but the existing site wasn't doing the business justice. It looked dated, felt off-brand for a three-generation family business at the top of its category, and wasn't mobile-friendly, which is a problem when dealers and buyers increasingly research machinery on a phone in the paddock or on the move. Product information was hard to find, and the site had no real way of presenting PFG's multi-brand portfolio: each sub-brand has its own audience, identity, and product range, and the old site treated them as a flat list rather than a structured family.

On top of that, the internal team found the site painful to maintain, which meant updates lagged and the site quietly drifted further behind the business.

The approach

We started in discovery, working with the PFG team to understand the shape of the business before recommending a structure for the website. The brief wasn't just "redesign it." It was: how do we present 15+ sub-brands so each one gets the space it deserves, while keeping PFG itself as the trusted parent? How do we serve a dealer network of around 300 dealerships and a buyer audience that ranges from large-scale farmers to small acreage owners? And how do we set the team up to maintain it without coming back to us every time a brand updates a product line? Discovery surfaced the architecture decisions that would carry the project: a brand-led structure, a clear product information hierarchy, and a content management approach the in-house team could actually own.

The solution

We designed and built a new PFG Australia website around the brand portfolio rather than around the corporate org chart. Each sub-brand now has the room to present itself properly, with its own identity, products, and story, while PFG sits cleanly as the trusted distributor behind them.

The site is mobile-friendly by default, the product information is structured so dealers and buyers can navigate the range without hunting, and the content management system was set up specifically for PFG's team to handle day-to-day updates without needing us in the loop.

The build was the redesign and redevelopment of the AU site, but it was scoped and structured with the broader group in mind, so the same thinking could extend into the New Zealand market.