For many contractors in Massachusetts and Connecticut, Monroe Tractor may still be a relatively new name. But the company behind that name is anything but new.
Celebrating its 75th anniversary in 2026, Monroe Tractor has spent three-quarters of a century selling, renting and supporting construction and agricultural equipment. From its beginnings as a small Case dealership in Henrietta, N.Y., the family-owned company has expanded throughout the Northeast, with more recent growth taking it into Massachusetts, Connecticut and Rhode Island.
That history is increasingly important as Monroe Tractor strengthens its identity throughout New England. The challenge isn't establishing a new equipment dealership from the ground up. Rather, it is making contractors aware that the company serving them has 75 years of equipment experience, a long relationship with Case and the resources of an established multi-location organization.
Seventy-Five Years of Growth
Monroe Tractor was founded in 1951 by Henry and Dorothy Hansen in Henrietta, N.Y., near Rochester.
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Henry Hansen, who was raised on a farm in New York's Finger Lakes region and served in the U.S. Navy during World War II, started the dealership in a roughly 30-ft.-by-40-ft. cinderblock building. From the beginning, the business was closely tied to J.I. Case, establishing a relationship with the Case brand that continues today.
It was a family operation in every sense.
Janet Felosky, Hansen's daughter and Monroe Tractor's CEO, recalled her father working long days and nights doing whatever was necessary to keep the young dealership moving.
“We all worked very hard days and nights,” Felosky said. “It seems like my dad did everything himself.”
As demand for tractor-loader-backhoes increased, the dealership grew. Hansen also recognized the potential of equipment rental early, developing a construction equipment rental business during the 1960s.
Additional New York locations followed, and a major expansion occurred in 2008 with the acquisition of S.C. Hansen, a dealership operated by Henry Hansen's brother, Stuart.
In 2017, Monroe Tractor entered the New England construction equipment market through the acquisition of Case dealership operations in Massachusetts. A Connecticut location followed, giving the company a broader presence in a market where the Monroe Tractor name had not previously been as widely recognized.
Building Monroe Tractor's Massachusetts Presence
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Richard Longbottom, branch manager of Monroe Tractor's Westborough, Mass., operation, sees the company's history and resources as important components in growing the dealership's New England presence.
“Case identified that they wanted to have a mature, established dealer come into this marketplace and revitalize the market,” Longbottom said.
Longbottom brought more than 30 years of construction equipment industry experience to Monroe Tractor. Since arriving at Westborough, one of his priorities has been rebuilding and expanding the branch's sales organization.
“We only had two reps when I came on board,” he said. “We've got five new salesmen on board that have some good backgrounds and are pretty aggressive.”
Changes also have been made within parts and service, with the overall objective of increasing Monroe Tractor's presence in the field and developing lasting relationships with contractors.
“I truly believe and know that this business is still a relationship business,” Longbottom said.
That requires sales representatives to be in their territories rather than waiting for customers to come to them.
“It cannot just wait for the phone to ring,” he said. “We've got to get down there and cover the territory.”
Monroe Tractor also has increased its participation in demonstrations, trade events and open houses. Longbottom believes getting customers into the Westborough location is important because it gives them an opportunity to see the investment Monroe Tractor has made in New England.
“We've got to get the customers in the door to show the investment of this building, the service shop, the parts shop,” he said. “We are totally involved in this business.”
The Westborough operation includes shop and road technicians, fully equipped service trucks, parts support and product support representatives. The Westborough facility also covers Rhode Island.
“We have a full team of service from beginning to end,” Longbottom said. “We can service here at the shop for bigger jobs, or we can get out on site and repair machines.”
Rental is another important part of the operation. While customers may see only the equipment physically positioned in Westborough, the available fleet extends throughout Monroe Tractor's branch network.
“We move the machines around pretty fast,” Longbottom said. “Just because it's not physically here doesn't mean we can't have it here tomorrow.”
That network also allows Monroe Tractor to broaden the range of equipment it can make available to customers.
Longbottom sees opportunities for Case products that may not historically have received as much exposure in New England, including wheeled excavators and larger excavators. Wheel loaders also remain an important product, particularly among municipalities.
“Our loaders are fantastic,” he said. “Municipalities love our loaders.”
In addition to Case and Case IH, Monroe Tractor carries Dynapac, Kage, Screen Machine and the company services all makes and models, including brands it does not represent.
Parts Inventory Built Around Customers
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Parts Manager Jose Sanchez has been another part of the changes taking place at Westborough.
Sanchez joined Monroe Tractor following approximately 17 years in the automotive industry. Although construction equipment was new to him, he found that one fundamental principle carried directly from one industry to the other: having the parts when the customers need them.
“The biggest thing is honestly just knowing what your customers need,” Sanchez said. “Really doing a deep dive of your inventory, seeing what's moving, seeing what's not moving and making adjustments as you go.”
His focus has been increasing inventories of frequently used parts while reducing obsolete and slow-moving stock.
“You load up on things that you know are hot movers, especially for the shop, customers over the phone, the counter and customers out there on the road,” Sanchez said.
The larger Monroe Tractor parts network provides another advantage. If a needed part isn't on the Westborough shelf, it may be available at another branch and transferred quickly.
For Sanchez, the objective is not simply reacting when a customer needs a part but learning enough about the customer's fleet to anticipate future service requirements.
Family Ownership Remains Part of Business
Despite its growth, Monroe Tractor remains family owned and operated, with descendants of founder Henry Hansen actively involved in the company.
Laura Wilkas, Hansen's granddaughter, is vice president of marketing and one of the owners of Monroe Tractor. Wilkas works closely with the company's New England operations and said accessibility to ownership remains one of the advantages of being a family business.
“Supporting any questions anybody has that they can't get quick answers for — if I don't know, I can get somebody who's going to answer the phone,” Wilkas said.
Her involvement extends beyond marketing. Wilkas accompanies sales representatives on customer visits and becomes involved when a customer issue requires additional attention.
Longbottom sees that accessibility as an important distinction.
“To me, it's a true family business,” he said. “I can at any point phone any owner, any time of the day.”
He also appreciates that members of the ownership family understand the equipment business and the challenges faced by customers and dealership employees.
“They truly do understand this industry,” Longbottom said.
That involvement can extend directly to customers. Longbottom recalled a recent situation in which Monroe Tractor President Chris Felosky personally contacted a dissatisfied customer to help resolve an issue.
“He's not afraid to pick up the phone and speak to the customer directly,” Longbottom said. “I think that's pretty powerful.”
Dennehey Builds Connecticut Operation Around Product Support
Monroe Tractor is taking a similar customer-focused approach at its South Windsor, Conn., location at 6 Sandra Drive.
Branch Manager Matthew Dennehey joined Monroe Tractor in 2023 as service manager and was promoted to branch manager approximately a year later.
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Unlike many branch managers whose careers develop primarily through equipment sales, Dennehey's background is rooted in service and parts. Before joining Monroe Tractor, he managed the parts department at Able Tool & Equipment. Earlier, he worked in the automotive industry, beginning as a technician before moving into management and parts operations.
“I've always had a passion in the service side and supporting customers,” Dennehey said. “I've never shied away from a challenge, so I enjoy it and it's rewarding.”
That background influences the way he manages South Windsor. His priorities include minimizing downtime, improving communication and making sure the branch's parts and service departments respond quickly when customers need assistance.
“I come into the sales aspect with a different perspective of understanding what the customer needs are, what their pain points can be,” Dennehey said.
One visible example has been the expansion of field service.
When Dennehey arrived, South Windsor had one road service truck. Today, the branch operates three full-time road service trucks along with an additional pickup that can be used to improve response time.
Dennehey said the goal isn't to make unrealistic promises that every problem can be repaired immediately. Instead, it is to respond, diagnose the problem and keep the customer informed.
“Even if we can't fix it the same day, we can come out there, identify the problem and have a solution and communicate that every step of the way to the customer,” he said. “At least they're not flying blind. They know what the next steps are, which helps them prepare and plan for the next day, the week, whatever the downtime looks like.”
Rental availability also has increased. Equipment can be moved among South Windsor, Albany and Westborough, giving the Connecticut operation access to machines beyond those physically located in its yard.
Perhaps one of Dennehey's most significant initiatives has been emphasizing that Monroe Tractor's service capabilities aren't limited to Case equipment.
The South Windsor branch actively services multiple equipment brands, creating an opportunity to establish relationships with contractors who may not currently own Case machines.
“One of the things that really sets us apart in what we're doing here is driving the all-makes, all-models side of things,” Dennehey said.
A customer may initially approach Monroe Tractor simply because a machine from another manufacturer needs repair. If the branch can provide responsive service, Dennehey believes that experience can open the door to a much broader relationship.
“We send a message that we can service your equipment better than most dealers can, faster, more effectively,” he said.
South Windsor already has seen customers who first came to Monroe Tractor for service on another manufacturer's equipment eventually transition into Case machines.
“It's an entrance way to get that next machine,” Dennehey said.
New England Future
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Monroe Tractor's position in New England is somewhat unusual. It has the infrastructure, experience and resources of a dealership that has been operating for 75 years while still building local recognition among contractors in Massachusetts and Connecticut.
The strategy is to combine those resources with people who understand their individual markets.
Westborough is strengthening its sales organization, product support, rental capabilities and visibility among contractors and municipalities. South Windsor is expanding field service, rental availability and all-makes, all-models support. Behind both operations is a family ownership group that remains directly involved with employees and customers.
The buildings and locations may be relatively new to the Monroe Tractor organization. The philosophy behind them is not.
Seventy-five years after Henry and Dorothy Hansen opened their small Case dealership in Henrietta, Monroe Tractor is using the experience and resources developed over three generations to make its next point clear to New England contractors: the Monroe Tractor name may be newer to the market, but the company standing behind it certainly is not.
