Truck Country
Truck Country is a privately held, family-owned commercial truck dealership group and one of the largest Freightliner dealers in the US, operating 26+ locations across six Midwestern states. It sells and services Class 6-8 trucks from Freightliner, Western Star, Autocar, and Wabash, with primary customers being commercial fleet operators.
- Company typePrivate
- Founded1958
- HeadquartersDubuque, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Truck Country does
Truck Country, operating as part of McCoy Group, Inc., is a privately held, family-owned commercial truck dealership group founded by Robert McCoy in 1958 in Shullsburg, Wisconsin. The company is one of the largest Freightliner dealership groups in the United States, operating under the Truck Country and Stoops Freightliner-Western Star brands with 26+ locations across six Midwestern states (Iowa, Indiana, Illinois, Ohio, Michigan, and Wisconsin). It represents Freightliner, Western Star, Autocar, and Wabash brands, selling and servicing Class 6, 7, and 8 medium- and heavy-duty commercial trucks.
The company generates revenue across four primary streams: new and used truck sales (hardware), parts sales across multiple brands including Freightliner and Western Star, service and repair (including mobile repair, body shop, and trailer services), and financing/leasing solutions for commercial vehicle purchases. Many locations hold Daimler Trucks North America's Elite Support certification and Freightliner's OASIS Service Network certification for RV service, with a 3-year ASE-accredited technician training program supporting the workforce. The product portfolio has expanded into alternative-fuel vehicles, including Freightliner eCascadia and eM2 electric trucks and RNG-powered Cascadias (Cummins X15N engines), alongside additional trailer brands such as Wabash, MAC Trailer, and Seneca Tank.
Truck Country serves commercial fleet operators as its primary customer segment, with secondary segments including owner-operators, trucking companies, and RV owners. Distribution is through a traditional physical dealership model with direct field sales at each location, supported by online inventory browsing, a Build Your Cascadia configurator, and inquiry forms. The company has pursued a sustained facility and product expansion strategy since 2020, including multiple new dealership openings, an $85 million Stoops expansion project, and notable transactions such as a 60-truck RNG fleet sale to Sagepoint Logistics in 2026.
Truck Country firmographics
Firmographics- Name
- Truck Country
- Legal name
- Truck Country
- Website
- https://truckcountry.com
- Company type
- Private
- Founded year
- 1958
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Truck Country is a privately held, family-owned commercial truck dealership group and one of the largest Freightliner dealers in the US, operating 26+ locations across six Midwestern states. It sells and services Class 6-8 trucks from Freightliner, Western Star, Autocar, and Wabash, with primary customers being commercial fleet operators.
- Ownership category
- akta.pro rank
Truck Country industry classification
Industry- Product category
- Commercial Truck Dealership
- NAICS
- Heavy Duty Truck Manufacturing (336120), Motor Vehicle Body and Trailer Manufacturing (33621), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Truck Trailer Manufacturing (336212)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010), Truck & Bus Bodies (3713)
- akta.pro primary industry
- Class 7–8 Heavy-Duty Truck & Tractor Manufacturing (IMACABAC)
- akta.pro secondary industry
- Truck Body & Upfitting Manufacturing (Box Bodies/Service Bodies/Cranes/Liftgates) (IMACABAI)
Keywords
Where Truck Country is headquartered
LocationHeadquarters
- HQ city
- Dubuque
- HQ country
- United States
- HQ region
- North America
Offices28 records
Markets served
Truck Country business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Truck Sales: Sales of new and used medium- and heavy-duty trucks including Freightliner, Western Star, Autocar, and Wabash brands. Includes commercial truck sales, fleet sales, and individual vehicle sales.
- Service and Repair: Full-service repairs and maintenance for truck and trailer classes 6, 7, and 8, including mobile repair services, body shop services, and trailer services
- Parts Sales: Sales of truck and trailer parts from Freightliner, Western Star, and other manufacturers. Offers parts ordering through multiple locations and delivery services for volume customers.
- Financing Services: Semi-truck financing and leasing solutions for commercial vehicle purchases
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Truck sales with competitive pricing and financing options |
| Other | Pay-as-you-go | Service and repair for Class 6, 7, and 8 vehicles |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Truck Country product offering
Product offeringCore offering
Truck Country is a commercial truck dealership group that sells new and used medium- and heavy-duty trucks (Class 6, 7, and 8) under the Freightliner, Western Star, and Autocar brands, along with trailers from Wabash, MAC Trailer, and Seneca Tank. The company provides parts, full-service truck and trailer repair, body shop collision work, mobile on-site repair, financing and leasing solutions, and used-truck warranty programs across more than 26 locations in the U.S. Midwest.
Product overview
Truck Country / Stoops Freightliner-Western Star is one of the largest Freightliner dealership groups in the United States, operating as a full-service truck and trailer dealership offering new and used medium- and heavy-duty trucks (classes 6, 7, and 8), comprehensive service and repair, parts, body shops, and flexible financing solutions. The company represents Freightliner, Western Star, Autocar, and Wabash brands, with operations spanning Iowa, Indiana, Illinois, Ohio, Michigan, and Wisconsin. Service offerings include Elite Support certified maintenance, mobile repair, trailer services, body shop repair, and technician training programs. The company also offers electric truck options (eCascadia, eM2), vocational trucks, spotter trucks, and various trailer products including Wabash, MAC Trailer, and Seneca Tank. Truck Country is part of McCoy Group, Inc., a family-owned company founded in 1958.
Differentiator
Problem solved
Functional benefit
Products and services
- New Medium- and Heavy-Duty Truck Sales Sale of new Class 6, 7, and 8 medium- and heavy-duty commercial trucks representing the Freightliner (Cascadia, M2), Western Star (vocational), and Autocar (severe-duty) brands for fleet operators, owner-operators, and vocational buyers across the Midwest.
- Used Truck Sales Sale of pre-owned Class 6, 7, and 8 commercial trucks, backed by a used semi-truck warranty program, for owner-operators and small fleet buyers seeking cost-effective vehicle acquisition.
- New Trailer Sales Sale of new trailers including Wabash (dry van, duraplate, flatbed), MAC Trailer, and Seneca Tank specialty tank trailers for freight and bulk transport applications.
- Used Trailer Sales Sale of pre-owned trailers through Truck Country's trailer inventory pages for commercial buyers seeking used trailer equipment.
- Electric Truck Sales Sale of battery-electric commercial trucks including the Freightliner eCascadia (Class 8) and eM2 (Class 6/7) models for fleets exploring zero-emission vehicle options.
- Spotter Truck Sales Sale of spotter trucks, yard dogs, and terminal tractors designed for warehouse, distribution center, and facility yard operations.
- Refuse and Vocational Truck Sales Sale of severe-duty vocational and refuse collection trucks under the Autocar brand and New Way Trucks line for waste management and specialized industries.
- Semi-Truck Financing and Leasing Financing and leasing solutions for new and used medium- and heavy-duty commercial truck purchases, helping customers acquire vehicles through dealership-arranged credit and lease products.
- Trailer Financing Financing solutions for new and used trailer purchases through the dealership to support fleet and owner-operator trailer acquisition.
- Used Semi-Truck Warranty Warranty program providing coverage and peace of mind for customers purchasing pre-owned trucks from Truck Country's used inventory.
- Truck Service and Repair Full-service maintenance and repair for Class 6, 7, and 8 commercial trucks at Truck Country and Stoops service departments, with focus on fast turnaround and communication. Many locations operate under Daimler Trucks North America Elite Support certification standards.
- Trailer Service and Repair Trailer repair, maintenance, and parts services offered across dedicated trailer repair facilities in Indianapolis, Lafayette, and Wayne, Michigan for commercial trailer owners.
- Body Shop Services Collision repair and body work services for commercial trucks and trailers, operated at dedicated body shop facilities in Indianapolis (Indiana), Lima (Ohio), and Shullsburg (Wisconsin).
- Semi-Truck Mobile Repair Service On-site mobile truck repair service that brings maintenance and repair capabilities directly to customer locations, minimizing vehicle downtime for fleet operators and volume customers.
- Truck and Trailer Parts Sales Comprehensive truck and trailer parts inventory for Class 6, 7, and 8 vehicles, including Freightliner and Western Star OEM parts and the Excelerator Parts value brand. Parts are distributed across locations and through the All-In Truck Parts online channel with the Inner Circle Rewards / Parts Savings Zone program.
- RV and Motorhome Service (OASIS Certified) Specialized motorhome and RV chassis maintenance and repair at OASIS Service Network certified locations, with dedicated motorhome facilities, specially trained technicians, secure parking, and amenities exclusively for motorhome owners.
- Sell Your Truck (Consignment / Trade-In) Service that enables commercial truck owners to list and sell or trade in their existing vehicles through Truck Country's dealer network.
Companies that use Truck Country
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Truck Country technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Truck Country partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Sagepoint Energy / Sagepoint Logisticsnotable transactionSagepoint Energy and its subsidiary Sagepoint Logistics completed the acquisition of 60 heavy-duty RNG Freightliner trucks powered by Cummins X15N engines from Truck Country's Kaukauna, Wisconsin location. This is a major customer transaction representing one of the largest single fleet sales for RNG-powered commercial vehicles in the region. Fleet deployment was led by VP of Logistics Curt Reitz.
Scale indicators4 records
Recent moves12 records
Expansion highlights5 records
Truck Country competitors and assessment
Company assessmentDirect peers
- Rush Enterprises: The largest network of commercial truck dealerships in North America and the largest Freightliner dealer in the U.S. Rush is the most direct comparable to Truck Country in terms of Freightliner/Western Star franchise mix, multi-state service footprint, and integrated sales/service/parts/financing model.
- TEC Equipment: Major Volvo/Mack and Freightliner-affiliated commercial truck dealer group on the West Coast and beyond. Comparable as a multi-brand heavy-duty truck dealer offering integrated sales, service, parts, and leasing.
- Premier Truck Group: Large Freightliner and Western Star dealer group with locations across multiple U.S. states. Operates a directly analogous full-service commercial truck dealership model with new/used sales, service, parts, and financing.
- MHC Kenworth: One of the largest Kenworth dealer networks in North America. Highly comparable business model — full-service commercial truck dealerships with parts, service, body shop, and financing — though aligned with PACCAR rather than Daimler.
- RWC Group: Volvo and Mack heavy-duty truck dealer group with multi-state presence. Comparable full-service dealership model with similar customer mix (fleets, owner-operators) and aftermarket parts/service focus.
- Velocity Vehicle Group: Major Daimler-aligned commercial truck dealer group (formerly Velocity Vehicle Group / Daimler Trucks dealer). Directly comparable as a multi-state Freightliner/Western Star dealer offering the same sales-service-parts-financing bundle to fleet customers.
Broad incumbents
- Daimler Truck North America: The OEM that manufactures Freightliner and Western Star trucks. Truck Country is effectively an extension of Daimler's North American dealer network and subject to its product, certification, and franchise strategy.
- Ryder System: Diversified commercial transportation and logistics giant that also operates one of the largest commercial truck rental and lease fleets in North America. Adjacent comparable due to overlapping fleet customer base, leasing/financing offerings, and maintenance service network.
- Penske Transportation Solutions: Major commercial truck leasing, rental, and fleet services operator. Comparable at the fleet customer and leasing/financing layer, and operates Penske Truck Leasing and Premier Truck Group, overlapping directly with Truck Country's customer base and OEM relationships.
Others
- Wabash National: Leading trailer manufacturer (a brand Truck Country sells). Connected via Truck Country's trailer sales and Stoops Freightliner-Quality Trailer subsidiary — a supplier / strategic partner rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
Truck Country social profiles
Digital presenceTruck Country compliance and trust
Trust signalCompliance1 record
Truck Country financial estimates
Financial estimateRevenue estimate
Valuation estimate
Truck Country leadership team
Management profileNumber of profiles
Profiles2 records
Truck Country subsidiaries and ownership
Company hierarchySubsidiaries2 records
Truck Country funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Truck Country 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 Truck Country
What does Truck Country do?
Truck Country is a commercial truck dealership group that sells new and used medium- and heavy-duty trucks (Class 6, 7, and 8) under the Freightliner, Western Star, and Autocar brands, along with trailers from Wabash, MAC Trailer, and Seneca Tank. The company provides parts, full-service truck and trailer repair, body shop collision work, mobile on-site repair, financing and leasing solutions, and used-truck warranty programs across more than 26 locations in the U.S. Midwest.
Is Truck Country a public or private company?
Truck Country is a private company. It is classified as family owned and is currently operating.
When was Truck Country founded?
Truck Country was founded in 1958. It employs 1,001 to 5,000 people.
Where is Truck Country based?
Truck Country is headquartered in Dubuque, United States, in the North America region.
How does Truck Country make money?
Four revenue lines are on record. Truck Sales are the primary driver. The others are service and Repair, parts Sales and financing Services.
Who are Truck Country's main competitors?
Direct peers on record are Rush Enterprises, TEC Equipment, Premier Truck Group, MHC Kenworth, RWC Group and Velocity Vehicle Group. Broad incumbents are Daimler Truck North America, Ryder System and Penske Transportation Solutions. Wabash National is listed as an others.
Does Truck Country have an API?
No public API is recorded for Truck Country.
What industry is Truck Country in?
Truck Country's product category is Commercial Truck Dealership. Its primary akta.pro industry code is IMACABAC, Class 7–8 Heavy-Duty Truck & Tractor Manufacturing, with a secondary code of IMACABAI, Truck Body & Upfitting Manufacturing (Box Bodies/Service Bodies/Cranes/Liftgates). Its NAICS code is 336120 and its SIC code is 7510.