What Pierce Manufacturing does

Pierce Manufacturing, founded in 1913 and headquartered in Appleton, Wisconsin, is the leading North American manufacturer of custom fire apparatus and a wholly-owned subsidiary of Oshkosh Corporation (NYSE: OSK). Pierce designs and builds a full portfolio of pumpers, aerial ladders and towers (including the Ascendant 107' and 100' heavy-duty steel aerials), rescue pumpers, wildland and BX-series apparatus, high-flow industrial pumpers, ultra high-rise pumpers, tankers, and the Volterra electric pumper on proprietary chassis (Enforcer, Velocity, Saber, Impel, Arrow XT) and commercial chassis (Ford, Freightliner, International, Kenworth). Proprietary technology underpins the lineup, including the Pierce Ultimate Configuration (PUC) pump that eliminates the traditional pump house, Command Zone electronics, ClearSky Intelligence telematics, TAK-4 independent suspension, Husky 3 / Husky 12 foam systems, Hercules compressed air foam system, and the Collision Avoidance Mitigation System (CAMS) developed with sibling Pratt Miller Motorsports.

The business model is custom one-time apparatus sales, with each truck built to department specification and priced in the $750,000-$1.3M range for conventional diesel pumpers and $1.4M-$2.1M for electric units. Distribution runs through an authorized dealer network covering all 50 U.S. states and Canada, supplemented by cooperative purchasing programs (HGAC, NASPO ValuePoint, NPPGov, Sourcewell) that streamline public-sector procurement, and by direct sales from Appleton for major accounts. The primary customer base is municipal fire departments, with secondary industrial/private fire services (petrochemical, refinery, manufacturing) and government/homeland security buyers. Marketing relies on annual Road Rally multi-city demonstration tours, FDIC International participation, the Pierce Dispatch podcast, an extensive resource library (Pierceopedia, buying and design guides), and active social media presence.

Name

Pierce Manufacturing

Legal name

Pierce Manufacturing Inc.

Website

https://piercemfg.com

Company type

Private

Founded year

1913

Operating status

Operating

Headcount range

501–1,000 employees

Ownership category

akta.pro rank

Product category

Fire Apparatus and Emergency Response Vehicles

NAICS

Pump and Compressor Manufacturing (33391)

SIC

Pumps & Pumping Equipment (3561), Electrical Industrial Apparatus (3620)

akta.pro primary industry

Pump & Compressor Packages (Skids, Booster Sets) (IMAHANAG)

Keywords

• Custom fire apparatus
• Fire truck manufacturing
• Emergency response vehicles
• Aerial ladder trucks
• Pumper fire engines

Headquarters

HQ city

Appleton

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Technology or R&D, Infrastructure, Marketing or Sales

Revenue model

1. Custom Fire Apparatus Sales: Pierce Manufacturing generates revenue through the design, manufacturing, and sale of custom fire apparatus including pumpers, aerial ladders, platforms, towers, rescues, tankers, wildland trucks, and industrial fire trucks. Each apparatus is custom-built to specification, commanding premium pricing. The global fire truck market is projected to grow from USD 9.155 million in 2024 to USD 16.71 million by 2035 at a 5.62% CAGR, with North America holding approximately 45% market share.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Pierce Manufacturing designs, engineers, and builds custom fire apparatus including pumpers, aerial ladders and platforms, rescues, wildland trucks, tankers, high-flow industrial apparatus, and the Volterra electric pumper. Apparatus are produced on proprietary custom chassis (Enforcer, Velocity, Saber, Impel, Arrow XT) and commercial chassis (Ford, Freightliner, International, Kenworth), integrating proprietary technologies such as the PUC pump, TAK-4 independent suspension, Command Zone electronics, ClearSky Intelligence connectivity, and proprietary foam systems, sold primarily to municipal fire departments, industrial fire brigades, and government/homeland security agencies through an authorized North American dealer network.

Product overview

Pierce Manufacturing is the leading North American manufacturer of custom fire apparatus, producing a comprehensive portfolio of emergency vehicles built on proprietary and commercial chassis. The core product line includes multiple apparatus types—pumpers, aerials (ladders, towers, platforms), rescues, and tankers—manufactured on custom Enforcer, Velocity, Saber, and Impel chassis, as well as commercial Ford, Freightliner, International, and Kenworth platforms. Key innovations include the proprietary Volterra electric pumper, the PUC (Pierce Ultimate Configuration) pump design, Ascendant aerial family, and advanced technology systems like ClearSky Intelligence connected solutions, Command Zone electronics, and CAMS collision avoidance. Supporting systems include Husky foam systems (3, 12, and Hercules CAFS), TAK-4 independent suspension, and Frontline Communications mobile command vehicles. The company operates as an Oshkosh Corporation subsidiary with over 100 years of manufacturing experience.

Differentiator

Problem solved

Functional benefit

Brands

• Pierce Volterra: Electric fire truck product line featuring the Volterra electric pumper with parallel electric drive architecture and backup internal combustion engine mode.
• Enforcer
• Velocity
• Impel
• Saber
• Ascendant
• Arrow XT
• ClearSky Intelligence
• Command Zone
• Husky Foam Systems
• TAK-4 Independent Suspension
• PUC (Pierce Ultimate Configuration)
• Hercules CAFS
• Build My Pierce (BMP)

Products and services

• Enforcer Custom Chassis Custom fire apparatus chassis offering balanced performance, maneuverability, and customization for various emergency response vehicles including pumpers, aerials, and rescues. The Enforcer chassis underpins the Volterra electric pumper and a broad range of custom Pierce apparatus.
• Velocity Custom Chassis Custom chassis platform designed for heavy-duty fire apparatus requiring maximum strength and durability, commonly used for industrial high-flow pumpers and aerial platforms such as those delivered to Celanese Clear Lake and Grapevine Fire Department.
• Saber Custom Chassis Custom chassis offering design flexibility for fire apparatus configurations, used by departments such as Vernon Fire Department (WI) for the Saber Pumper and Triple Community Fire Department (NC) on the Saber chassis with 9' 3" overall height.
• Impel Custom Chassis Custom chassis platform providing cab design options for various fire apparatus types.
• Ascendant 107' Heavy-Duty Aerial Ladder Single rear axle aerial ladder with 107 feet vertical and 100 feet horizontal reach, featuring heavy-duty 100,000 psi high-strength steel ladder construction and integrated ground pads with below-grade operation to -20 degrees. Deployed to departments including Round Rock Fire Department and North Myrtle Beach Fire Department.
• Ascendant 100' Heavy-Duty Aerial Tower Mid-mount aerial tower with 100 feet vertical and 93 feet horizontal reach, featuring 5-section steel aerial device, 9% downhill and 12% uphill slope operation, and superior maneuverability. Deployed to St. Paul's Fire District (SC) and Terre Haute Fire Department (IN).
• 100' Heavy-Duty Steel Aerial Platform Elevating platform device with basket capacities up to 3,000 gpm water flow and payload capacity up to 1,000 lb dry/500 lb wet. Deployed to Laredo Fire Department (enforcer) and Grapevine Fire Department (Velocity).
• 100' Heavy-Duty Low Profile Steel Aerial Ladder Low-profile aerial ladder with overall height as low as 10' 8" with waterway, providing 100 feet vertical and 93 feet horizontal reach for height-restricted areas. Deployed to Lenox Fire Department (MA) and Richmond Fire Department (VA).
• PUC Pumper (Pierce Ultimate Configuration) Proprietary pumper design that eliminates the pump house and places the pump forward below the cab, maximizing compartment space, enabling wheelbases as short as 163.5", up to 50-degree cramp angle for maneuverability, and supporting up to 2,000 gpm water flow with integrated pump transmission.
• Heavy-Duty Rescue Pumper Combined rescue and suppression apparatus offering reinforced strength with up to 500 cubic feet of storage space and 800-lb compartment carrying capacity. Deployed to Manhattan Fire Department (KS) and Sheridan Fire-Rescue (WY).
• High-Flow Industrial Apparatus Industrial apparatus offering water flow rates up to 10,000 gpm for oil, petrochemical, and industrial fire suppression applications. Deployed to HollyFrontier, Celanese Clear Lake, and the City of Pasadena industrial fleet.
• BX Pumper Wildland and rural fire apparatus with aluminum body, spatter-painted compartments, and 1,250 gpm pump designed for terrain access in rural and wildland firefighting operations.
• Pierce Volterra Electric Pumper Electric fire truck built on the Enforcer chassis with 500-gallon water tank, Waterous 1,500-gpm pump operating continuously in electric mode with backup internal combustion engine capability, featuring the Oshkosh patented Electro-Mechanical Infinitely Variable Transmission (EMIVT) with regenerative braking. Showcased at CES 2025 and at Pierce 2025/2026 Road Rally events.
• Mini Pumper Compact fire pumper designed for fire departments requiring smaller vehicles for tight access and quick response in constrained environments.
• Responder Quick-response fire apparatus designed for rapid deployment and initial attack operations.
• Walk-In Rescue Walk-in heavy-duty rescue apparatus providing interior crew space and equipment storage for extended rescue operations.
• Non-Walk-In Rescue Non-walk-in rescue apparatus with exterior compartmentation for equipment storage in a more compact footprint than walk-in designs.
• Combination Rescue Combination rescue apparatus combining heavy-duty rescue capability with fire suppression equipment in a single vehicle.
• BX Tanker Wildland and rural fire tanker for water supply operations in areas without hydrant infrastructure.
• Custom Dry Side Tanker Custom dry side tanker designed for water shuttle operations and rural water supply with high-capacity storage.
• Commercial Wet Side Tanker Commercial wet side tanker built on a commercial chassis for water transport and supply in areas without hydrant infrastructure.
• Commercial Dry Side Tanker Commercial dry side tanker built on a commercial chassis for water shuttle and rural water supply operations.
• PUC Tanker PUC (Pierce Ultimate Configuration) tanker applying Pierce's space-saving pump-forward design to a water tanker configuration.
• Commercial Chassis Fire Apparatus (Ford, Freightliner, International, Kenworth) Pre-built commercial chassis options from Ford, Freightliner, International, and Kenworth used as the foundation for fire apparatus builds when a custom chassis is not required, including apparatus deployed to Prater Fire & Rescue (VA) on a Freightliner commercial chassis with Detroit Diesel DD13 505hp engine.
• Frontline Communications Mobile Command Vehicle Mobile command vehicles built by Frontline Communications (an Oshkosh Corporation subsidiary integrated with Pierce) featuring integrated command workstations, Starlink satellite integration, Cradlepoint 5G routers, JPS interoperability gateways, Extron AV-over-IP systems, and external display compartments with PTZ and thermal camera masts. Example delivery: Frontline C-45X-4 Mobile Command Vehicle for Louisville-Jefferson County Emergency Management (KY).
• Ultra High-Rise Pumper Specialized fire apparatus capable of pumping fire suppression agents up to 420 meters (1,378 feet) in height for ultra high-rise building fire suppression, with UL-certified highrise testing. Introduced at China Fire 2019 in Beijing.
• Sky-Boom Aerial Specialized aerial device in the Ascendant Class of Aerials, designed for unique aerial operations beyond standard ladder and platform configurations.
• 107' Ascendant Tiller Tiller configuration of the Ascendant 107' aerial ladder providing additional maneuverability for tight streets and long wheelbase layouts common in dense urban environments.
• Traditional Pumper Conventional pumper configuration with mid-mount pump house, serving as Pierce's traditional pumper design alternative to the PUC configuration.
• BX Wildland Wildland firefighting variant of the BX platform with aluminum body and terrain-access capabilities for wildland fire response.
• Stock Trucks Pre-built fire apparatus inventory available for shorter delivery timelines, supplementing Pierce's primarily custom-built offering for departments needing faster deployment.

Quantifiable outcome

• Pierce Volterra electric pumper delivers 1500 gpm continuous fully-rated performance in electric mode with backup internal combustion engine capability
• +5 more outcomes

Named customers24 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

AI capability6 records

Feature15 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• MacQueen GroupcoreChannel Partner/ Reseller/ DistributorMacQueen is an authorized Pierce dealer serving Illinois, Indiana, Minnesota, Missouri, and South Dakota. The dealer is staffed with industry and product knowledge gathered over decades from the field and the Pierce factory, providing sales and service for rural departments to large urban interface fire departments.
• Atlantic Emergency Solutions, Inc.coreChannel Partner/ Reseller/ DistributorAtlantic Emergency Solutions is a premier provider of fire and emergency solutions serving nine states and the District of Columbia. The company comprises over 300 sales and service professionals with 18 Regional Service Centers including a paint and collision center and a large mobile service fleet.
• Siddons-Martin Emergency GroupcoreChannel Partner/ Reseller/ DistributorSiddons-Martin Emergency Group is an authorized Pierce dealer providing sales and service for fire departments. The dealer partnered with Pierce for the 2026 Road Rally multi-city tour and has facilitated multiple new deliveries across various customer departments.
• Oshkosh Corporation (Pratt Miller Motorsports)coreTechnology or IntegrationThe Collision Avoidance Mitigation System (CAMS) was developed by Oshkosh Corporation's Pratt Miller Motorsports business and field-tested on Pierce fire apparatus. This AI-powered, radar-based safety system uses computer vision and AI to detect approaching vehicles during roadside emergency operations.
• Frontline CommunicationscoreChannel Partner/ Reseller/ DistributorFrontline Communications, an Oshkosh Corporation subsidiary, builds mobile command vehicles integrated with Pierce apparatus. The C-45X-4 Mobile Command Vehicle for Louisville-Jefferson County Emergency Management features Starlink integration, Cradlepoint 5G router, and Command Zone electrical system interoperability. Pierce and Frontline collaborate on combined apparatus solutions.
• Firefighter Cancer Support Network (FCSN)minorStrategic or Co-development PartnerPierce partnered with the Firefighter Cancer Support Network to develop the CARE (Carcinogen Awareness and Reduction to Exposure) initiative, bringing awareness and providing solutions to reduce fire personnel exposure to carcinogens through cab customization options including cleanable seats and light-color interiors.
• HGAC (Houston-Galveston Area Council)minorChannel Partner/ Reseller/ DistributorPierce participates in HGAC cooperative purchasing, enabling government fire departments to procure apparatus through pre-negotiated contracts.
• NASPO ValuePointminorChannel Partner/ Reseller/ DistributorPierce participates in NASPO ValuePoint cooperative purchasing program for fire trucks and fire apparatus, streamlining procurement for state and local government customers.
• NPPGovminorChannel Partner/ Reseller/ DistributorPierce participates in NPPGov cooperative purchasing program facilitating procurement of fire apparatus for government customers through pre-negotiated contracts.
• SourcewellminorChannel Partner/ Reseller/ DistributorPierce participates in Sourcewell cooperative purchasing program for government and municipal fire departments to procurement apparatus through contracted pricing.
• PACCARcoreTechnology or IntegrationPierce installs PACCAR MX-13 engines across multiple apparatus models including Enforcer, Saber, and Ascendant products. The PACCAR MX-13 Big Block Engine is listed as a core technology component across the Pierce apparatus lineup.

Scale indicators7 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• E-ONE (REV Group): Direct competitor as one of the three major U.S. fire apparatus manufacturers alongside Pierce. E-ONE produces custom pumpers, aerials, and industrial apparatus for municipal and industrial fire departments. Co-defendant with Pierce in multiple antitrust lawsuits, indicating close market overlap.
• Ferrara Fire Apparatus (REV Group): Another REV Group subsidiary and direct competitor, building custom pumpers, aerials, and industrial apparatus. Like E-ONE, named as co-defendant with Pierce in antitrust litigation, confirming equivalent market positioning in the U.S. fire apparatus oligopoly.
• Rosenbauer International: Austrian-headquartered global leader in firefighting technology, with significant U.S. presence through Rosenbauer America. Closest international peer with comparable aerial, pumper, and electric (Revolution Technology Vehicle) product lines, directly competing with Pierce in municipal and industrial segments.
• REV Group: Parent of E-ONE and Ferrara, REV Group is the publicly traded fire apparatus holding company and Pierce's most direct competitor at the corporate level. REV owns the other two of the three conglomerates alleged to control 70-80% of the U.S. fire apparatus market.
• KME (Kovatch Mobile Equipment): Pennsylvania-based custom fire apparatus manufacturer producing pumpers, aerials, rescues, and tankers on proprietary and commercial chassis. Slightly smaller than the top three but a meaningful direct competitor in the U.S. municipal market.
• Spartan Emergency Response: Specializes in custom chassis and apparatus for the fire service with pumpers, aerials, and rescues. A direct peer with overlapping dealer relationships and an authorized dealer network, also partnered with Pierce through dealer arrangements.
• Gimaex (Sapeurs-Pompiers): French fire apparatus manufacturer identified alongside Pierce, E-ONE, Ferrara, and Rosenbauer as a top-five global fire truck player. Comparable offering across municipal and industrial segments with international reach.

Broad incumbents

• Oshkosh Corporation: Pierce's parent company, a diversified industrial conglomerate with leading positions in access equipment (JLG), refuse collection (McNeilus), and defense vehicles. As parent, Oshkosh provides the capital, R&D, and EMIVT/Pratt Miller technology platform that powers Pierce products.

Others

• Frontline Communications: A Pierce Manufacturing subsidiary (Oshkosh Corporation) that builds mobile command vehicles integrated with Pierce apparatus. Sister company rather than competitor, but adjacent in emergency response vehicle market with shared customer base.
• HAAS Alert: Collision avoidance technology partner whose alerts are integrated into Pierce apparatus as an optional safety system. Represents the broader ecosystem of emergency-vehicle safety and connectivity vendors that Pierce incorporates into its Command Zone electronics platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/PierceMfg
• YouTubeyoutube.com/user/PierceMfg
• Facebookfacebook.com/Pierce
• LinkedInlinkedin.com/company/pierce-manufacturing
• Instagraminstagram.com/piercemfg
• TikToktiktok.com/@piercemanufacturing

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pierce Manufacturing