Rhinehart Grows Again With Perimeter Bobcat Purchase

Fri November 13, 2009 - Southeast Edition
CEG

The Lake City, Ga., facility of Bobcat of Atlanta was built as a “model store” for other new facilities being built for Bobcat specific distributors.
The Lake City, Ga., facility of Bobcat of Atlanta was built as a “model store” for other new facilities being built for Bobcat specific distributors.



Rhinehart Equipment, a Bobcat, Kubota and New Holland dealer, has been serving customers in Rome, Ga., for more than 60 years. In 2008, Mark Easterwood, owner of Rhinehart Equipment, saw an opportunity in east central Alabama and opened a brand new Bobcat distributorship in Oxford, Ala. (Bobcat of Oxford). His most recent purchase was a bit bigger than opening a single location. Seeing another huge opportunity, Easterwood teamed up with his brother, Scott Easterwood, to purchase the four locations of Perimeter Bobcat in metro Atlanta, Ga.

The brothers officially purchased Perimeter Bobcat from Doosan on Oct. 16 and promptly changed the name of the company to Bobcat of Atlanta.

The Norcross, Ga., location will continue to remain the headquarters of the four branches of Bobcat of Atlanta, with the other three branches being located in Marietta, Lake City, and Gainesville, Ga.

Scott Easterwood will lead the operations for these locations and has appointed Matt Cochran to oversee the branch management of the Norcross and Gainesville locations, Randy Shavor for the Marietta location, and Scott Davison for Lake City.

“We think the present time offers us a good opportunity to bring in a new increased level of service for existing and potential customers in the Atlanta area,” Scott Easterwood stated.

“We’ve always had a great customer base in Rome [Georgia] that is mostly made up of repeat buyers, many of which have been buying from us for over 20 years and continue to trade with us and do business with us year after year. We want to establish that pattern here in Atlanta. We can only do that with top level customer service and competitive prices,” stated Scott.

“We started Bobcat of Oxford at the end of last year and that start up actually led us to the Perimeter Bobcat purchase opportunity. Bobcat looked at the geography of Alabama and determined that based on their entry into the tractor business, as well as being a central point between Birmingham, Ala., and Atlanta, Ga., Oxford would be a good place for a small scale dealership for tractors as well as skid steer and mini-excavators,” Scott said

“We now are seeing that Bobcat of Oxford can easily serve the extreme western portions of Georgia very well — areas that used to be a part of Perimeter Bobcat’s territory. So if a Bobcat customer in those areas doesn’t want to come to the metro area for their machine needs, they can go west, against the traffic leading towards Atlanta. Being right on I-20 in Oxford, customers from the extreme western counties of Georgia that are close to the interstate can benefit from an easy drive into Alabama for their complete needs,” stated Scott.

Customer service is something the Easterwood brothers believe is key to success.

“We intend to respond to each and every customer call in a very timely manner. We don’t want our customers to call only to find their voice mail message wasn’t returned. We want to provide a solution, get the customer assistance quickly. Whoever answers a call at any of our locations, we want them to be able to assist to the best of their ability so that the customer has to deal with as few individuals as necessary to meet their needs. We do not want to bounce them from one salesperson to another or from one location to another…that’s not the way we do business,” Scott said.

“The main guiding principle that we live by is that the customer is the boss, and we’ll do whatever necessary to satisfy the customer. We’ll do it quickly and at a competitive price. Ultimately, we would like to be everyone’s supplier for equipment,” he added.

Scott Easterwood concluded his assessment of the purchase of Perimeter and stated, “we have some fine tuning that is needed in our parts department to ensure we are properly stocked with the high demand parts. We have a good new fleet of field service vehicles operated by some very experienced service personnel, which we feel are more than capable of accommodating our customers’ on-site needs.”

For more information, call 770/242-6500.