Alta Equipment Group
Alta Equipment Group is a publicly traded (NYSE: ALTG) integrated equipment dealership platform that sells, rents, and services forklifts, heavy construction equipment, material handling systems, and electric commercial trucks through 80+ branches across 15 U.S. states and 3 Canadian provinces.
- Company typePublic
- Founded1984
- HeadquartersLivonia, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Alta Equipment Group does
Alta Equipment Group is a publicly traded (NYSE: ALTG) integrated equipment dealership platform founded in 1984 and headquartered in Livonia, Michigan. The company distributes, rents, and services industrial forklifts, heavy construction equipment, material handling systems, environmental processing equipment, and, more recently, battery-electric commercial trucks. It operates through three primary divisions — Material Handling, Construction, and Environmental Processing — supported by over 80 full-service branch locations spanning 15 U.S. states and 3 Canadian provinces (Ontario, Quebec, plus another per source data), and approximately 20 acquired and sub-brand entities including Ginop Sales, Ambrose Equipment, Burris Equipment, Case Power & Equipment Pennsylvania, PeakLogix, Ecoverse, Midwest Mine Services, and Ault Industries.
The company generates revenue through three core streams: (1) equipment sales of new and used units from OEM partners such as Case, Yale, McCloskey, and Daimler/Rizon; (2) equipment rentals through its Alta Rents division, which operates one of North America's largest rental fleets at 22,000+ units; and (3) service and parts, supported by 1,300+ factory-trained technicians and 700+ mobile service vehicles. Pricing is quote-based and not publicly disclosed across all streams. The customer base spans four vertical segments — Construction, Industrial & Warehousing, Mining & Aggregate Processing, and Government & Municipal — and ranges from small contractors (e.g., Cole Landscaping) to enterprise and municipal fleet buyers (e.g., City of Bakersfield). Alta also offers equipment financing (Alta Financing) and is building a new electric mobility vertical (Alta eMobility) in partnership with Daimler Truck's Rizon brand.
The go-to-market model is sales-led through direct enterprise field sales at branch locations, supplemented by exclusive OEM dealership agreements (e.g., McCloskey in Canada) and a growing channel for electric Class 4-5 commercial trucks. The company's growth trajectory has been acquisition-driven since at least 2020 (Burris, PeakLogix, Ecoverse, Ault, Gibson, Midwest Mine Services, Yale Industrial Trucks, and others), and FY2025 revenue of $1.84 billion was modestly down year-over-year, with Q1 2026 revenue down 3% YoY and Q1 2026 adjusted EBITDA down 16.4% YoY, even as material handling bookings showed renewed momentum (+12.7% YoY).
Alta Equipment Group firmographics
Firmographics- Name
- Alta Equipment Group
- Legal name
- Alta Equipment Group, Inc.
- Website
- https://altaequipment.com
- Company type
- Public
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Alta Equipment Group is a publicly traded (NYSE: ALTG) integrated equipment dealership platform that sells, rents, and services forklifts, heavy construction equipment, material handling systems, and electric commercial trucks through 80+ branches across 15 U.S. states and 3 Canadian provinces.
- Ownership category
- akta.pro rank
Alta Equipment Group industry classification
Industry- Product category
- Industrial Equipment Dealership
- NAICS
- Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)
- SIC
- Construction, Mining & Materials Handling Machinery & Equip (3530), Construction Machinery & Equip (3531), Industrial Trucks, Tractors, Trailors & Stackers (3537), Services-Miscellaneous Equipment Rental & Leasing (7350)
- akta.pro primary industry
- Construction & Industrial Equipment Rental/Leasing (Earthmoving, Material Handling, Aerial) (TLABAHAF)
Keywords
Where Alta Equipment Group is headquartered
LocationHeadquarters
- HQ city
- Livonia
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Alta Equipment Group business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales
Revenue model
- Equipment Sales: Sale of new and used construction equipment and material handling equipment including forklifts, telehandlers, and earthmoving machinery from various OEM brands.
- Equipment Rentals: Rental operations with one of the largest rental fleets in North America (22,000+ units), providing short-term and long-term equipment rentals to construction and industrial customers.
- Service and Parts: Service operations including 1,300+ factory-trained technicians and 700+ mobile service vehicles providing maintenance, repair, and parts supply for equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Equipment Sales - New and Used Equipment |
| Usage-based | Monthly | Equipment Rentals - Short and Long-term |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels3 records
Alta Equipment Group product offering
Product offeringCore offering
Alta Equipment Group is an integrated equipment dealership platform that sells, rents, and services new and used material handling equipment (forklifts, lift trucks, warehouse automation, robotics) and heavy construction equipment (excavators, loaders, compactors, power systems) across more than 80 branches in 15 U.S. states and 3 Canadian provinces. The company also distributes electric commercial trucks through its Alta eMobility division, designs and installs aggregate processing plants through Midwest Mine Services, and offers equipment financing to customers.
Product overview
Alta Equipment Group operates a multi-divisional integrated equipment dealership platform structured around three core divisions: Material Handling (forklifts, lift trucks, warehouse automation, robotics, environmental cleaning, motive power, and lighting), Construction (heavy equipment, power systems, aggregate processing via Midwest Mine Services), and Environmental Processing (Ecoverse brand). The platform is further built on 20+ acquired and sub-brand entities including Ginop Sales, Ambrose Equipment, Burris Equipment, Case Power & Equipment Pennsylvania, Ault, PeakLogix, and others, all operating under the unified Alta umbrella. Supporting services include Alta Rents (22,000+ unit rental fleet), Alta Financing, and Alta eMobility (EV trucks via Rizon/Daimler partnership). The company holds over 80 locations across 15 U.S. states and 3 Canadian provinces, supported by 1,300+ technicians and 700+ mobile service vehicles.
Differentiator
Problem solved
Functional benefit
Brands
- Alta Rents: Equipment rental division offering one of the largest rental fleets with over 22,000 units
- Alta eMobility
- Alta Robotics
- Alta Motive Power
- PeakLogix
- Ecoverse
Products and services
- Material Handling Equipment Sales and Service
Quantifiable outcome
- Record Q4 2025 equipment sales exceeding $300 million driven by tax benefits and improving customer sentiment
- +1 more outcomes
Companies that use Alta Equipment Group
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Alta Equipment Group technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Alta Equipment Group partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered strategic, minor and core.
- Daimler Trucks / RizonstrategicAlta eMobility division, part of Alta Equipment Group, serves as a dealership partner for Rizon battery-electric Class 4-5 commercial trucks, providing localized sales, service, and fleet support across new markets including Arizona, Washington, and New York/New Jersey region.
- Allmark DoorminorAlta Equipment Group divested its Dock & Door Services division to Allmark Door for $6.4 million, expanding Allmark's geographic coverage from Virginia to Massachusetts along the East Coast.
- McCloskey (OEM)coreAult Industries acquisition included assumption of exclusive dealer agreement with McCloskey, expanding Alta's construction equipment offerings into Canadian markets with McCloskey's crushing, screening, and washing equipment product line.
Scale indicators10 records
Expansion highlights6 records
Alta Equipment Group competitors and assessment
Company assessmentDirect peers
- H&E Equipment Services: H&E is the closest direct peer to Alta, operating as an integrated equipment rental, sales, and service dealer focused on aerial work platforms, earthmoving, and material handling equipment across the U.S. Both companies combine rental fleets, OEM dealerships, and branch-based service with similar customer profiles in construction and industrial markets.
- Herc Holdings: Herc Holdings is a full-service equipment rental company serving construction, industrial, and infrastructure markets with a similar mix of aerial, earthmoving, and material handling equipment. While more rental-centric than Alta's full dealership model, Herc is directly comparable in fleet composition, customer base, and exposure to the same cyclical end markets.
- McGrath RentCorp: McGrath RentCorp rents relocatable and modular buildings, portable storage, and liquid and solid containment tanks, with a complementary equipment rental business. It is a relevant peer because it shares Alta's business model of renting industrial equipment to construction and commercial customers through a branch network, though its product mix is more modular-focused.
- Sunstate Equipment (Ashtead subsidiary): Sunstate Equipment is a regional construction and industrial equipment rental company in the U.S. Southwest, owned by Ashtead Group. It competes with Alta's Alta Rents division for short-term construction equipment rentals in overlapping geographies and is a useful size and regional peer for benchmarking Alta's rental operations.
Broad incumbents
- United Rentals: United Rentals is the largest equipment rental company in the world with a far broader fleet and national footprint than Alta. It is comparable as a competing source of construction, aerial, and material handling equipment rentals, though it is not a dealer of OEM-branded equipment and lacks Alta's integrated sales-and-service model.
- Ashtead Group (Sunbelt Rentals): Ashtead owns Sunbelt Rentals, the second-largest equipment rental company in North America. It competes with Alta's Alta Rents division for construction, industrial, and aerial equipment rental demand, though Sunbelt is a pure rental operator without Alta's equipment sales and dealer-service overlay.
- Hyster-Yale Materials Handling: Hyster-Yale is a major OEM of lift trucks (Yale and Hyster brands) that supplies dealer networks including Alta's Yale Industrial Trucks subsidiary. It is comparable as both a key supplier and a competitive reference point in the material handling space in which Alta distributes and services equipment.
- Crown Equipment Corporation: Crown is a privately held, major OEM of forklifts and material handling equipment with its own dealer and direct-sales network. It is a relevant comparable because it competes with the OEMs Alta represents (Yale, Hyster) for the same warehouse and industrial forklift customers Alta serves.
- KION Group: KION Group is a leading European-based OEM of forklifts, warehouse equipment, and supply chain solutions. It is comparable as a competing supplier of the same material handling equipment categories that Alta distributes, rents, and services in North America.
- Caterpillar: Caterpillar is the dominant global OEM of construction and mining equipment, including the Case brand that Alta distributes. It is a broad incumbent whose dealer network overlaps with Alta's construction equipment business and whose end-market exposure (construction, infrastructure, mining) is a direct driver of Alta's demand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Alta Equipment Group social profiles
Digital presenceAlta Equipment Group financial estimates
Financial estimateRevenue estimate
Valuation estimate
Alta Equipment Group leadership team
Management profileNumber of profiles
Profiles2 records
Alta Equipment Group subsidiaries and ownership
Company hierarchySubsidiaries10 records
Alta Equipment Group funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Alta Equipment Group M&A and investment
M&A and investmentM&A13 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Alta Equipment Group
What does Alta Equipment Group do?
Alta Equipment Group is an integrated equipment dealership platform that sells, rents, and services new and used material handling equipment (forklifts, lift trucks, warehouse automation, robotics) and heavy construction equipment (excavators, loaders, compactors, power systems) across more than 80 branches in 15 U.S. states and 3 Canadian provinces. The company also distributes electric commercial trucks through its Alta eMobility division, designs and installs aggregate processing plants through Midwest Mine Services, and offers equipment financing to customers.
Is Alta Equipment Group a public or private company?
Alta Equipment Group is a public company. It is classified as public and is currently operating.
When was Alta Equipment Group founded?
Alta Equipment Group was founded in 1984. It employs 1,001 to 5,000 people.
Where is Alta Equipment Group based?
Alta Equipment Group is headquartered in Livonia, United States, in the North America region.
How does Alta Equipment Group make money?
Three revenue lines are on record. Equipment Sales are the primary driver. The others are equipment Rentals and service and Parts.
Who are Alta Equipment Group's main competitors?
Direct peers on record are H&E Equipment Services, Herc Holdings, McGrath RentCorp and Sunstate Equipment (Ashtead subsidiary). Broad incumbents are United Rentals, Ashtead Group (Sunbelt Rentals), Hyster-Yale Materials Handling, Crown Equipment Corporation, KION Group and Caterpillar.
Does Alta Equipment Group have an API?
No public API is recorded for Alta Equipment Group.
What industry is Alta Equipment Group in?
Alta Equipment Group's product category is Industrial Equipment Dealership. Its primary akta.pro industry code is TLABAHAF, Construction & Industrial Equipment Rental/Leasing (Earthmoving, Material Handling, Aerial). Its NAICS code is 53241 and its SIC code is 3530.