Foster Coach Sales
Foster Coach Sales is a family-owned regional ambulance dealership founded in 1957 in Sterling, Illinois, serving fire departments, EMS services, and health systems across Illinois, Iowa, Wisconsin, and Missouri as the dedicated dealer for Horton Emergency Vehicles and Medix Specialty Vehicles, offering new, used, demonstrator, and remount ambulances plus parts and service.
- Company typePrivate
- Founded1957
- HeadquartersSterling, United States
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Foster Coach Sales does
Foster Coach Sales, Inc. is a privately held, family-owned regional ambulance dealership founded in 1957 and headquartered at 903 Prosperity Drive in Sterling, Illinois. Operating across three generations, the company serves fire departments, EMS/ambulance services, and health systems across Illinois, Iowa, Wisconsin, and Missouri as the dedicated regional dealer for Horton Emergency Vehicles and Medix Specialty Vehicles. Its product portfolio spans new ambulances (Type I, Type II, Type III, and Critical Care Transport units), used and demonstrator ambulances, certified Ford QVM chassis remounts, ambulance parts (with 90% same-day shipping from in-house inventory, including legacy MedTec parts), and post-sale service and body repair performed in-house by four specially trained technicians.
The company generates revenue primarily through quote-based hardware sales of new, used, and demonstrator ambulances sourced from its two OEM partners, supplemented by professional-service revenue from certified remount operations (dismounting an ambulance module from one chassis and remounting it onto a new chassis) and ongoing parts and service revenue. Its go-to-market is a regional field-sales and service motion with dedicated local reps across the four-state territory, supported by a public deliveries gallery, a regional contact form, and an opt-in newsletter. Competitive positioning rests on Ford QVM certification, NTEA and AMD membership, NHTSA registration, FMVSS/KKK compliance, $5M in product liability insurance, and 65+ years of institutional knowledge in the ambulance vertical — rather than on proprietary technology or software. Pricing is not publicly disclosed and is handled through direct quotes.
Foster Coach Sales firmographics
Firmographics- Name
- Foster Coach Sales
- Legal name
- Foster Coach Sales, Inc.
- Website
- https://fostercoach.com
- Company type
- Private
- Founded year
- 1957
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Foster Coach Sales is a family-owned regional ambulance dealership founded in 1957 in Sterling, Illinois, serving fire departments, EMS services, and health systems across Illinois, Iowa, Wisconsin, and Missouri as the dedicated dealer for Horton Emergency Vehicles and Medix Specialty Vehicles, offering new, used, demonstrator, and remount ambulances plus parts and service.
- Ownership category
- akta.pro rank
Foster Coach Sales industry classification
Industry- Product category
- Ambulance Sales and Emergency Vehicle Dealership Services
- NAICS
- Truck, Utility Trailer, and RV (Recreational Vehicle) Rental and Leasing (53212)
- SIC
- Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Charter & Tour Coach Operators (TLAFAFAB)
Keywords
Where Foster Coach Sales is headquartered
LocationHeadquarters
- HQ city
- Sterling
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Foster Coach Sales business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Infrastructure, Marketing or Sales
Revenue model
- New Ambulance Sales: Sale of new ambulances manufactured by Horton Emergency Vehicles and Medix Specialty Vehicles. Includes Type I, Type II, Type III, and Critical Care Transport units.
- Used Ambulance Sales: Sale of pre-owned ambulances targeted at budget-constrained departments seeking reliable vehicles with remaining service life.
- Demonstrator Sales: Sale of demonstrator units from Horton and Medix featuring cutting-edge safety and technology, often used as templates for customization.
- Ambulance Remount Services: Service of dismounting an ambulance module from its existing chassis and remounting it onto a new chassis, with optional upgrades, performed in-house by certified technicians.
- Ambulance Parts: Sale of ambulance parts supported by a large inventory investment, with 90% of parts shipping the same day. Includes parts for MedTec legacy equipment (despite MedTec being out of business).
- Sales & Service: Post-sale service and repair work for ambulances, emphasized as a core part of the value proposition alongside initial sales.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Quote-based pricing for all ambulances, parts, remounts and service |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Foster Coach Sales product offering
Product offeringCore offering
Foster Coach Sales is a regional ambulance dealership selling new, used, and demonstrator ambulances from Horton Emergency Vehicles and Medix Specialty Vehicles to fire and EMS customers in Illinois, Iowa, Wisconsin, and Missouri. It also provides ambulance remount services (chassis-to-chassis module transfers with optional upgrades), ambulance parts with 90% same-day shipping, and post-sale service through an in-house body shop and dedicated local reps.
Product overview
Foster Coach Sales operates as a unified product/service portfolio rather than a modular software platform. Its core offering consists of ambulance sales (New, Used, and Demonstrators) sourced from two OEM partners, Horton Emergency Vehicles and Medix Specialty Vehicles, sold to Fire and EMS customers across Illinois, Iowa, Wisconsin, and Missouri. Supporting service offerings include Remounts (chassis-to-chassis ambulance conversions with upgrades), Parts (with 90% same-day shipping), and Sales & Services (post-sale support), all delivered from its Sterling, Illinois headquarters. The Deliveries gallery is a showcase rather than a separate commercial offering, providing visual documentation of units delivered to customer departments.
Differentiator
Problem solved
Functional benefit
Products and services
- New Ambulances New ambulances from Horton Emergency Vehicles (Type I trucks, Type III cut-away vans, and Critical Care Transport/CCT units) and Medix Specialty Vehicles (Type I, Type II, and Type III), sold to fire and EMS customers in Illinois, Iowa, Wisconsin, and Missouri.
- Used Ambulances Pre-owned ambulances for budget-constrained fire and EMS departments seeking suitable vehicles with additional service life.
- Demonstrator Ambulances Demonstrator ambulance units from Horton and Medix featuring cutting-edge safety and technology, offered for quick delivery and to serve as customization templates.
- Ambulance Remount Services Service of dismounting an ambulance module from its existing chassis and remounting it onto a new chassis, with optional upgrades, performed in-house by Ford QVM-certified technicians under FMVSS and KKK compliance.
- Ambulance Parts Ambulance parts inventory including legacy MedTec parts, with 90% of orders shipped the same day the request is received.
- Sales and Service Support Post-sale service and repair for ambulances, including in-house body shop and paint/body repair work performed at the Sterling, Illinois facility, with service personnel available to answer customer questions and address concerns.
Quantifiable outcome
- 90% of ambulance parts orders ship the same day
- +3 more outcomes
Companies that use Foster Coach Sales
Customer profileNamed customers57 records
Segments4 records
Ideal customer profiles3 records
Foster Coach Sales technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Foster Coach Sales partnerships and signals
Strategic signalScale indicators6 records
Recent moves1 record
Expansion highlights2 records
Foster Coach Sales competitors and assessment
Company assessmentEmerging players
- Leader Emergency Vehicles: Leader Emergency Vehicles is a US ambulance manufacturer producing Type I, II, and III ambulances with a focus on innovation. Comparable OEM competitor targeting the same fire/EMS dealer channel as Horton and Medix.
- Osage Ambulances: Osage Ambulances manufactures Type I and Type III ambulances and competes with Horton, Medix, and AEV for fire/EMS fleet contracts. Comparable as a competing ambulance OEM pursuing similar municipal and private EMS customers.
Direct peers
- Excellance Inc. Excellance is a US-based ambulance manufacturer producing Type I, II, and III ambulances and custom emergency vehicles, with distribution through regional dealers to municipal fire/EMS agencies. Comparable OEM competitor with similar dealer-based go-to-market.
- Braun Industries: Braun Industries is a US ambulance manufacturer selling Type I, II, III, and Medium Duty ambulances through regional dealer networks to municipal and private EMS services. Comparable as an OEM whose products compete with Horton/Medix in Foster Coach's territory.
- North Central Emergency Vehicles (a REV Group dealer): Various REV-affiliated dealers distribute Horton and Wheeled Coach ambulances across competing geographies. Comparable as direct channel competitors selling the same OEM brands (Horton) to similar fire/EMS customers in other US regions.
- American Emergency Vehicles (AEV): AEV is a major US ambulance manufacturer (Type I, II, III) that competes with Horton and Medix for the same fire/EMS customer base. Comparable as both a competing OEM and an indirect channel competitor whose products are sold through competing regional dealers.
- Midwest Emergency Vehicles (regional dealer group): Regional ambulance dealerships like Midwest Emergency Vehicles and similar REV/Horton-affiliated dealers compete with Foster Coach for fire/EMS fleet customers. Comparable as the closest go-to-market analogs — regional dealers selling the same OEM brands into similar customer segments.
Regional players
- PL Custom Emergency Vehicles: PL Custom is a US ambulance manufacturer and upfitter producing Type I, II, and III ambulances primarily for the Northeast and Mid-Atlantic, with a dealer network similar to Foster Coach's. Comparable as a regional ambulance OEM with analogous distribution model.
Broad incumbents
- REV Group (Wheeled Coach / Horton Emergency Vehicles parent): REV Group is the parent company of Horton Emergency Vehicles, one of Foster Coach's two key OEM partners, and also operates Wheeled Coach, one of the largest ambulance manufacturers in the US. Comparable as the upstream OEM whose products Foster Coach distributes regionally.
- Demers Ambulances USA (formerly Braun Northwest): Demers Ambulances is a North American ambulance manufacturer acquired by the Safra Group, with US operations through the former Braun Northwest brand. Comparable as a competing ambulance OEM with dealer-based distribution to fire/EMS customers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Foster Coach Sales social profiles
Digital presenceFoster Coach Sales compliance and trust
Trust signalCompliance5 records
Foster Coach Sales financial estimates
Financial estimateRevenue estimate
Valuation estimate
Foster Coach Sales leadership team
Management profileNumber of profiles
Foster Coach Sales funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Foster Coach Sales M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Foster Coach Sales
What does Foster Coach Sales do?
Foster Coach Sales is a regional ambulance dealership selling new, used, and demonstrator ambulances from Horton Emergency Vehicles and Medix Specialty Vehicles to fire and EMS customers in Illinois, Iowa, Wisconsin, and Missouri. It also provides ambulance remount services (chassis-to-chassis module transfers with optional upgrades), ambulance parts with 90% same-day shipping, and post-sale service through an in-house body shop and dedicated local reps.
Is Foster Coach Sales a public or private company?
Foster Coach Sales is a private company. It is classified as family owned and is currently operating.
When was Foster Coach Sales founded?
Foster Coach Sales was founded in 1957. It employs 11 to 50 people.
Where is Foster Coach Sales based?
Foster Coach Sales is headquartered in Sterling, United States, in the North America region.
How does Foster Coach Sales make money?
Six revenue lines are on record. New Ambulance Sales are the primary driver. The others are used Ambulance Sales, demonstrator Sales, ambulance Remount Services, ambulance Parts and sales & Service.
Who are Foster Coach Sales's main competitors?
Emerging players on record are Leader Emergency Vehicles and Osage Ambulances. Direct peers are Excellance Inc., Braun Industries, North Central Emergency Vehicles (a REV Group dealer), American Emergency Vehicles (AEV) and Midwest Emergency Vehicles (regional dealer group). PL Custom Emergency Vehicles is listed as a regional player. Broad incumbents are REV Group (Wheeled Coach / Horton Emergency Vehicles parent) and Demers Ambulances USA (formerly Braun Northwest).
Does Foster Coach Sales have an API?
No public API is recorded for Foster Coach Sales.
What industry is Foster Coach Sales in?
Foster Coach Sales's product category is Ambulance Sales and Emergency Vehicle Dealership Services. Its primary akta.pro industry code is TLAFAFAB, Charter & Tour Coach Operators. Its NAICS code is 53212 and its SIC code is 5013.