Leading a 100-Year Dealership into the AI Era with William M. Hoeft, President, Ziegler Companies
What does it take to lead a 112-year-old equipment dealership into the future without losing what made it successful in the first place?
In this episode, Remi sits down with William M. Hoeft, President of Ziegler Companies, one of North America’s largest Caterpillar and AGCO dealerships. With 30+ locations and over 2,000 employees, Ziegler is a third-generation family-led business navigating the realities of consolidation, rapid technological change, and rising customer expectations.
William shares what it means to carry forward a legacy while continuing to evolve. From his early days mowing lawns at a branch to leading a complex, multi-division organization, he reflects on the moments that shaped his leadership philosophy, and why culture, not just strategy, determines long-term success.
The conversation dives deep into Ziegler’s unwavering focus on uptime, how that mission aligns every role in the company, and why customer success remains the ultimate north star. William also offers a candid look at how AI, automation, and connected equipment are changing not just machines, but the expectations placed on dealerships and their people.
In this episode, Remi sits down with William M. Hoeft, President of Ziegler Companies, one of North America’s largest Caterpillar and AGCO dealerships. With 30+ locations and over 2,000 employees, Ziegler is a third-generation family-led business navigating the realities of consolidation, rapid technological change, and rising customer expectations.
William shares what it means to carry forward a legacy while continuing to evolve. From his early days mowing lawns at a branch to leading a complex, multi-division organization, he reflects on the moments that shaped his leadership philosophy, and why culture, not just strategy, determines long-term success.
The conversation dives deep into Ziegler’s unwavering focus on uptime, how that mission aligns every role in the company, and why customer success remains the ultimate north star. William also offers a candid look at how AI, automation, and connected equipment are changing not just machines, but the expectations placed on dealerships and their people.
They also explore:
- How to lead in a family business while building your own path
- Why high-performing teams are essential
- The evolving role of technicians in an AI-enabled service model
- Why the future dealership will rely on modern systems and data openness
- How technology is compressing experience and accelerating expertise
Grab your copy of The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience at BrilliantPowered.com or using the link below.
About William M. Hoeft
William M. Hoeft is the President of Ziegler Companies, a leading Caterpillar and AGCO dealership group serving customers across the Midwest. A third-generation leader, William has spent his career inside the business, gaining hands-on experience across operations before stepping into executive leadership.
Under his leadership, Ziegler continues to expand its capabilities across construction, agriculture, power systems, and more, while staying grounded in its core mission: maximizing uptime for customers and the communities they serve.
Under his leadership, Ziegler continues to expand its capabilities across construction, agriculture, power systems, and more, while staying grounded in its core mission: maximizing uptime for customers and the communities they serve.
Resources discussed in this episode:
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Contact Remi Schmaltz | Brilliant Harvest:
- BrilliantPowered.com
- LinkedIn: Remi Schmaltz
- LinkedIn: Brilliant Harvest
- Youtube: Brilliant Harvest
- The Equipment Dealer's Guide to Creating an AI-Powered Customer Experience
- Make Your Equipment Experience Brilliant — Schedule a Demo
Contact William M. Hoeft | Ziegler AG Equipment:
Creators and Guests
Host
Remi Schmaltz
Farm-born and raised, Remi Schmaltz is a serial Agtech entrepreneur who has successfully built and grown two previous agriculture companies (DynAgra & Decisive Farming). Honesty, integrity, and his focused can-do attitude are what he is known for.
Guest
William M. Hoeft
William M. Hoeft is the President of Ziegler Companies, a leading Caterpillar and AGCO dealership group serving customers across the Midwest. A third-generation leader, William has spent his career inside the business, gaining hands-on experience across operations before stepping into executive leadership. Under his leadership, Ziegler continues to expand its capabilities across construction, agriculture, power systems, and more, while staying grounded in its core mission: maximizing uptime for customers and the communities they serve.
