Wagner Equipment

What Wagner Equipment does

Wagner Equipment Co. is a privately held, authorized Caterpillar dealer founded in 1976 and headquartered in Aurora, Colorado, serving construction, mining, agriculture, oil and gas, municipal, forestry, paving, and critical-infrastructure customers across Colorado, New Mexico, and far west Texas. The company operates 13 full-service facilities and 15+ Wagner Cat Rentals locations, staffed by 235+ field service technicians, with a nightly parts shuttle from the Aurora hub and 90+ parts drop boxes across the territory. Its product and service portfolio spans new and used Cat heavy equipment (excavators, dozers, wheel loaders, motor graders, articulated trucks), Cat Compact construction equipment (skid steers, mini excavators, compact track loaders, compact wheel loaders, small dozers), allied brands in crushing/screening (Metso, McCloskey, McLanahan, Deister, etc.), paving (Weiler), trailers (Load King, Trail King, SmithCo, Clement, Towmaster, XL Specialized), power systems and generator sets for data centers and healthcare, mobile track solutions, and 49 families of Cat work-tool attachments.

Wagner monetizes through a mix of one-time equipment sales, usage-based equipment rentals (hourly rates quoted, e.g., Cat 416 Backhoe Loader at $53/hour and Cat 226D3 Skid Steer Loader at $25/hour), transaction-based parts sales (Parts.Cat.Com catalog of 1.4M+ SKUs), professional service and maintenance contracts (shop, field, 24-hour emergency service, Cat Certified Rebuilds), and recurring revenue from Customer Value Agreements (CVAs) with guaranteed next-business-day parts and Cat Credits. Financing is delivered through Cat Financial and the Cat Commercial Account, with loyalty economics tied to Cat Credits and Cat Rewards. The company is organized into divisions including Wagner Cat Rentals, Wagner Used Equipment, Wagner Power Systems, Wagner Crushing and Screening, Cat Compact at Wagner, 2nd Steel (used parts), and SITECH Rocky Mountain (Trimble technology integration), supported by the Wagner Training Institute for technician and operator development.

Wagner delivers Caterpillar's digital stack as part of its offering — VisionLink fleet telematics, Cat Command for Dozing remote/autonomous operation, Cat Grade, Cat Payload, Cat Detect, Cat Inspect, Cat Product Link, and the Cat AI Assistant — but develops no proprietary AI of its own. Go-to-market is a regional direct dealer model with resident sales and service representatives, supported by 24/7 online parts ordering, a mobile app (Cat Central), email and content marketing (Wagner Review newsletter, blog), events/open houses, and targeted social media. The company appears privately held with no identified parent, venture, or private-equity sponsor and no disclosed funding events in the source material.

Name

Wagner Equipment

Legal name

Wagner Equipment Co.

Website

https://wagnerequipment.com

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

Wagner Equipment Co. is an authorized Caterpillar dealer serving Colorado, New Mexico, and far west Texas since 1976, offering new and used heavy equipment sales, rentals, parts, service, and power systems through 13 full-service facilities and 15+ rental locations.

Ownership category

akta.pro rank

Product category

Heavy Construction Equipment Distribution

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Construction Machinery Manufacturing (333120), Mining Machinery and Equipment Manufacturing (333131), Construction Machinery Manufacturing (33312)

SIC

Construction Machinery & Equip (3531), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Construction, Mining & Materials Handling Machinery & Equip (3530), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)

akta.pro secondary industries

Excavators (IMAHAAAA), Utility / Service Body Truck Leasing & Rental (Bucket, Field Service, Telecom/Power) (TLABABAJ), Power Generation & Grid Equipment Transport (Transformers, Turbines) (TLADAGAK)

Keywords

• Heavy equipment sales
• Construction equipment rental
• Equipment parts service
• Power systems distribution
• Crushing screening equipment

Headquarters

HQ city

Aurora

HQ country

United States

HQ region

North America

Offices24 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Heavy Equipment Sales: Sales of new and used Caterpillar heavy equipment including excavators, dozers, wheel loaders, skid steers, compact track loaders, and compact equipment
2. Equipment Rentals: Rental of Cat compact machines, telehandlers, and contractor equipment through Wagner Cat Rentals locations across the territory
3. Parts Sales: Genuine Cat parts and allied line parts through parts counters, online ordering via Parts.Cat.com, and 90+ parts drop boxes
4. Service and Maintenance: Shop service, field service, 24-hour emergency service, preventive maintenance, hydraulic service, engine service, and Cat Certified Rebuilds
5. Power Systems: Cat engines, generator sets, electric power solutions, and rental power for data centers, healthcare, oil and gas, industrial, and microgrid applications
6. Crushing and Screening: Crushing and screening equipment sales, rentals, parts, and service through Wagner Crushing and Screening division

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Wagner Equipment Co. is an authorized Caterpillar dealer selling, renting, and servicing new and used Cat heavy and compact construction equipment across Colorado, New Mexico, and far west Texas. The company operates 13 full-service facilities and 15+ rental locations, offering power systems, crushing and screening solutions, genuine Cat parts, maintenance and rebuild services, equipment financing, and digital fleet management tools to construction, mining, agricultural, municipal, oil and gas, and forestry customers.

Product overview

Wagner Equipment Co. is an authorized Caterpillar dealer serving Colorado, New Mexico, and far west Texas since 1976, operating from 13 full-service facilities and 15+ rental locations. The company offers a comprehensive equipment portfolio centered on Cat heavy machinery (excavators, dozers, wheel loaders, motor graders, backhoes, articulated trucks) and Cat Compact construction equipment (skid steers, mini excavators, compact track loaders, compact wheel loaders, small dozers). Core product lines include: new, used, and rental equipment; power systems (generators, engines for oil/gas/industrial); crushing and screening (Deister, McCloskey, McLanahan, Metso, and other allied brands); paving equipment (Weiler); trailers (Load King, Trail King, SmithCo, Clement, Towmaster, XL Specialized); mobile track solutions; and attachments/work tools. Digital technology offerings include VisionLink® fleet telematics, Cat® Command autonomous dozing, Cat® Grade, Cat® Payload, Cat® Detect, and Cat® AI Assistant. The company is organized into divisions including Wagner Equipment (core dealer), Wagner Cat Rentals (compact rentals), Wagner Power Systems, Wagner Crushing and Screening, Wagner Used Equipment, 2nd Steel (used parts), and SITECH Rocky Mountain (Trimble technology). Support services include parts, service/maintenance (CVAs), financing (Cat Financial), and training (Wagner Training Institute).

Differentiator

Problem solved

Functional benefit

Brands

• Wagner Cat Rentals: Cat compact machines, telehandlers, and contractor's equipment for rent or purchase
• Wagner Used Equipment
• Wagner Power Systems
• Wagner Crushing and Screening
• Cat Compact at Wagner
• 2nd Steel
• SITECH Rocky Mountain
• Wagner Training Institute

Products and services

• Cat Heavy Equipment
• Cat Compact Construction Equipment
• Attachments and Work Tools
• Wagner Cat Rentals
• Power Systems
• Rental Power
• Crushing and Screening Equipment
• Wagner Used Equipment
• Weiler Paving Equipment
• Heavy Duty Trailers
• Mobile Track Solutions
• 2nd Steel Used Parts
• SITECH Rocky Mountain
• SDX Screed Plate System
• Equipment Service and Maintenance

Quantifiable outcome

• Next-business-day maintenance parts and second-day technician response guaranteed through CVA Services Commitment
• +2 more outcomes

Named customers3 records

Segments9 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

AI capability6 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Caterpillar Inc.coreChannel Partner/ Reseller/ Distributor · 1 January 1976Authorized Cat dealer since 1976, selling and renting Cat machines, providing parts, service, and support across Colorado, New Mexico, and far west Texas. Full access to Cat product lines, technology solutions, financing through Cat Financial, and Cat dealer network support.
• MetsocoreChannel Partner/ Reseller/ DistributorCrushing and screening products distributed through Wagner, providing customers with crushing equipment, screening equipment, and related parts and service
• McCloskeycoreChannel Partner/ Reseller/ DistributorMcCloskey crushing and screening products offered for sale and rent through Wagner Equipment
• Segs4VetsminorStrategic or Co-development PartnerNon-profit partnership supporting disabled veterans. Caterpillar and Wagner work with Segs4Vets to provide Cat Command for Dozing technology enabling disabled veterans to operate construction equipment remotely, opening job opportunities in the construction workforce.
• WeilerminorChannel Partner/ Reseller/ DistributorWeiler paving equipment distributed through Wagner for paving and road construction applications
• SullairminorChannel Partner/ Reseller/ DistributorAir compressors available for sale and rental through Wagner Equipment

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Holt Cat: Largest Caterpillar dealer in the US, serving Texas with a full-line Cat dealer model covering heavy equipment, compact equipment, power systems, rentals, parts, and service. Operates a comparable multi-divisional structure and is the closest direct analogue to Wagner in scale and scope.
• Quinn Company: Authorized Caterpillar dealer serving California and Nevada with a full-service dealership model covering heavy equipment, compact, power systems, parts, service, and rentals. Directly comparable full-line Cat dealer at multi-state scale.
• Thompson Tractor: Authorized Caterpillar dealer serving Alabama, Georgia, and the Florida Panhandle. Offers the full Cat product line plus rentals, parts, service, and Cat Financial — a closely comparable authorized-dealer business model.
• Empire Cat: Authorized Caterpillar dealer serving Arizona, New Mexico, southeastern California, and bordering regions. Operates the same Cat dealer franchise model with heavy equipment, compact, rentals, parts, and service — directly comparable to Wagner's territory and operating model.
• Yancey Bros. Co. Authorized Caterpillar dealer serving Georgia with heavy equipment, compact, power systems, parts, service, and used equipment. Closely comparable full-line authorized Cat dealer with similar multi-division structure and multi-decade operating history.
• Fabick Cat: Authorized Caterpillar dealer serving Missouri, Illinois, and surrounding states with heavy equipment, compact, power systems, parts, service, and rental operations. Comparable full-line authorized Cat dealer at similar regional scale.
• Ring Power: Authorized Caterpillar dealer serving Florida with heavy equipment, power systems, cranes, and used equipment divisions. Operates the same full-service authorized Cat dealer model with multiple divisions and a strong parts/service backbone.

Broad incumbents

• Caterpillar Inc. Manufacturer of the entire Cat product line that Wagner distributes. Indirect incumbent — controls franchise territory rights, pricing, technology roadmap, and the Cat Financial financing program that anchors Wagner's commercial offering.
• RDO Equipment Co. Largest John Deere construction equipment dealer in North America, also carrying Vermeer and other allied lines. Operates a multi-state authorized dealer model with construction equipment, parts, service, and technology solutions — directly competes for similar customers in overlapping territories.
• United Rentals: Largest equipment rental company in the world with national fleet, broad product range, and digital platform. Competes with Wagner Cat Rentals for contractor and industrial rental spend, particularly on multi-region projects and national accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/wagnerequipment
• Xx.com/wagnerequipment
• LinkedInlinkedin.com/company/wagner-equipment

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries7 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 Wagner Equipment