Peterson CAT
Peterson CAT is a family-owned authorized Caterpillar dealer with 17+ branches across Northern California, Oregon, and Southwest Washington, selling, renting, servicing, and supplying parts for Cat construction, paving, and forestry equipment.
- Company typePrivate
- Founded1936
- HeadquartersSan Leandro, United States
- Headcount1,001–5,000
- GTM typeB2B
- OfferingServices
What Peterson CAT does
Peterson CAT is a family-owned, authorized Caterpillar dealer operating under the Peterson Holding corporate umbrella, with four generations of family involvement and a branch network of 17+ locations across Northern California, Oregon, and Southwest Washington. The company distributes new Caterpillar construction, paving, and forestry equipment — including mini excavators, skid steer loaders, compact track loaders, backhoe loaders, wheel loaders, telehandlers, dozers, articulated trucks, motor graders, and forestry/demolition machines — alongside used equipment, short- and long-term rentals (including Magni rotating telehandlers and Toro Dingos), and consignment services. It complements equipment sales with a parts division offering 60,000+ genuine Cat SKUs through parts.cat.com with 24/7 ordering, certified-technician service and rebuild operations, and proactive maintenance programs (Customer Value Agreements) that guarantee next-day parts availability.
Revenue mechanics combine one-time equipment sales (new and used), transactional parts sales, professional service and repair work, recurring CVA maintenance contracts, rental fleet income, and transaction-fee revenue from arranging Cat Financial financing. The go-to-market motion is sales-led, anchored in field sales teams at each branch and supported by inside sales for parts/service, a dedicated rental line, and online quote and inventory tools. Customer segments are primarily construction contractors, forestry operations, paving/roadwork firms, and equipment rental companies, with a deliberate push into data-center power systems via the sister company Peterson Power.
Underlying technology is largely OEM-supplied: Cat Product Link cellular telematics (PL240, PL243, PL641, PL643), VisionLink fleet monitoring, Cat Service Information System (SIS), and Cat Inspect digital tools are integrated into Peterson's sales and service workflows. Peterson adds digital customer-facing layers including online parts ordering, virtual 3D product tours, and the ThinkBIG technician apprenticeship plus Peterson University training programs. Sister entities under Peterson Holding — Peterson Power, Peterson Trucks (International dealer), SITECH Norcal/Oregon (Trimble machine control), and BuildingPoint Pacific — provide adjacent power, on-highway truck, and construction-technology offerings that round out a multi-vertical heavy-equipment ecosystem.
Peterson CAT firmographics
Firmographics- Name
- Peterson CAT
- Legal name
- Peterson
- Website
- https://petersoncat.com
- Company type
- Private
- Founded year
- 1936
- Operating status
- Operating
- Headcount range
- 1,001–5,000 employees
- Short description
- Peterson CAT is a family-owned authorized Caterpillar dealer with 17+ branches across Northern California, Oregon, and Southwest Washington, selling, renting, servicing, and supplying parts for Cat construction, paving, and forestry equipment.
- Ownership category
- akta.pro rank
Where Peterson CAT is headquartered
LocationHeadquarters
- HQ city
- San Leandro
- HQ country
- United States
- HQ region
- North America
Offices17 records
Markets served
Peterson CAT business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- New Equipment Sales: Sale of new Caterpillar construction, paving, and forestry equipment including excavators, skid steer loaders, compact track loaders, wheel loaders, backhoe loaders, dozers, telehandlers, and attachments. The company also sells complementary brands like Bobcat, John Deere, and others.
- Used Equipment Sales: Resale of pre-owned heavy equipment across multiple product categories including mini excavators, skid steer loaders, compact track loaders, telehandlers, backhoe loaders, and wheel loaders. Inventory includes Cat and other manufacturer brands.
- Parts Sales: Sale of genuine Cat parts including Cat Advansys adapters, hydraulic hoses and couplings, batteries, filters, ground engaging tools (GET), linkage pins and bearings, fluids, seals and fasteners, undercarriage components, starters and alternators. Online ordering available 24/7 through parts.cat.com with 60,000+ parts in stock.
- Service and Repair: Service operations including fluid analysis, custom fabrication, hydraulic service, repair options, and equipment rebuilds. Services performed by certified technicians on customer and rental fleet equipment.
- Equipment Rental: Rental of construction equipment including aerial equipment, carts and UTVs, excavators, light towers, rotating telehandlers (Magni brand), and Toro Dingos. Rental operations through separate contact number and partnered with CrescoRent for California and Cat Rental for Oregon and Washington.
- Financing Services: Arrangement of financing through Cat Financial with promotional rates including 0% for 36-60 months on various equipment categories. The company facilitates credit and financing for equipment purchases.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | 0% Financing for 60 Months |
| Other | Multi-year contract | 0% for 36 Months or 3.99% for 48 Months |
| Other | Multi-year contract | 0% for 36 Months |
| Other | Multi-year contract | Parts Financing 0% for 36 Months |
| Unit Pricing | Pay-as-you-go | 15% Discount on Oil & Grease |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels8 records
Peterson CAT product offering
Product offeringCore offering
Peterson CAT is an authorized Caterpillar dealer that sells new and used construction, earthmoving, forestry, and paving equipment; rents the same classes of equipment; distributes over 60,000 genuine Cat parts; and provides certified technician service, rebuilds, and Customer Value Agreements (CVA) maintenance programs across Northern California, Oregon, and Southwest Washington. It also facilitates customer financing through Cat Financial.
Product overview
Peterson CAT is an authorized Caterpillar dealer providing a comprehensive heavy equipment ecosystem through sales, rental, parts, and service operations. The core offerings center on new and used Caterpillar construction, earthmoving, forestry, and paving equipment including mini excavators (303.5 to 306 models), skid steer loaders (D3 series), compact track loaders, backhoe loaders, wheel loaders (compact through small classes), telehandlers, articulated trucks, dozers, motor graders, and forestry/demolition specialized machines. These are supported by a parts division offering over 60,000 genuine Cat parts through Parts.Cat.Com, full-service repair and rebuild capabilities, Customer Value Agreements (CVAs) for proactive maintenance, and operator training programs including the ThinkBIG technician apprenticeship and Peterson University for ongoing employee development. Technology integration includes Product Link telematics and VisionLink fleet management across equipment. Rental operations span California, Oregon, and Washington with aerial equipment, excavators, telehandlers, and specialty equipment. The company also handles consignment sales for pre-owned equipment.
Differentiator
Problem solved
Functional benefit
Products and services
- New Caterpillar Equipment Sale of new Caterpillar construction, earthmoving, forestry, and paving equipment including mini excavators, skid steer loaders, compact track loaders, backhoe loaders, wheel loaders, dozers, telehandlers, articulated trucks, motor graders, and scrapers. Targeted at construction, forestry, and paving contractors.
- Used Equipment Sale of pre-owned Cat and other manufacturer equipment including mini excavators, skid steer loaders, compact track loaders, telehandlers, backhoe loaders, and wheel loaders, with 94+ used units listed in inventory.
- Equipment Rental Short- and long-term rental of construction equipment including aerial equipment, carts and UTVs, excavators, light towers, Magni rotating telehandlers, and Toro Dingos. Available through Peterson CAT rental operations and partnered with CrescoRent (California) and Cat Rental Store (Oregon/Washington).
- Genuine Cat Parts Sale of genuine Caterpillar parts including Advansys adapters, hydraulic hoses and couplings, batteries, filters, ground engaging tools (GET), linkage pins and bearings, fluids, seals and fasteners, undercarriage components, starters, and alternators. Over 60,000 parts available through in-branch inventory and online ordering.
- Service and Repair Full-service repair and maintenance performed by certified technicians on customer and rental fleet equipment, including fluid analysis, custom fabrication, hydraulic service, repair options, and equipment rebuilds.
- Customer Value Agreements (CVA) Recurring maintenance programs that provide proactive parts and service support, including a Services Commitment that guarantees maintenance parts are available by the next day for enrolled customers.
- Rebuild Services Equipment rebuild and restoration services to extend the life of heavy machinery, performed by certified technicians at branch locations.
- Consignment Services Equipment consignment services enabling customers to sell their used heavy equipment through Peterson CAT's retail channels.
- Operator Training Training programs for equipment operators to ensure safe and efficient operation of Caterpillar machinery. Targeted at construction and forestry operators purchasing or renting Cat equipment.
- Equipment Financing Facilitation Arrangement of customer financing through Cat Financial, including promotional 0% APR offers for 36-60 months on qualifying equipment categories and parts purchases above a $3,500 minimum.
Quantifiable outcome
- Next-day parts availability for CVA customers
- +2 more outcomes
Companies that use Peterson CAT
Customer profileSegments4 records
Ideal customer profiles4 records
Peterson CAT technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Peterson CAT partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core and minor.
- Caterpillar Inc.corePeterson CAT is an authorized Cat Dealer for construction, paving, and forestry equipment. This authorized dealer relationship provides access to Cat's full product line, genuine parts distribution, factory technical support, and marketing resources. The relationship includes Cat Financial financing programs and access to Cat technology platforms including Product Link, VisionLink, and Cat Inspect.
- Peterson Power SystemscoreSister company and authorized Cat Dealer for energy and transportation power systems. Operates under Peterson Holding corporate umbrella. Shares careers page and some job postings with Peterson CAT.
- Peterson TruckscoreSister company operating as International truck dealer for on-highway commercial vehicles. Part of Peterson family of companies under Peterson Holding corporate parent.
- Peterson HoldingcoreParent company providing corporate services to Peterson CAT and related entities including Peterson Power, Peterson Trucks, SITECH Norcal, SITECH Oregon, and BuildingPoint Pacific.
- DBO Technology / BuildingPoint PacificminorVertical construction and design-build-operate technology solutions through BuildingPoint Pacific brand.
- Machine Control (SITECH)minorConstruction and Ag technology provider through SITECH Norcal brand for machine control and site positioning solutions.
- Magni Telescopic HandlersminorMagni rotating telehandlers available through rental operations. Supplier relationship for specialized equipment.
- Toro (Dingos)minorToro Dingo compact utility loaders available through rental operations.
- CrescoRentminorEquipment rental partner for California locations, extending rental coverage through this partnership.
- Cat Rental Store (rent.cat.com)minorCaterpillar's rental network partner for Oregon and Washington locations providing extended rental equipment availability.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Peterson CAT competitors and assessment
Company assessmentDirect peers
- HOLT CAT: Authorized Caterpillar dealer operating across Texas with a similar full-line model covering new/used equipment, parts, service, and rental. Highly comparable business model, OEM relationship, and integrated service offerings to Peterson CAT.
- Cashman Equipment: Authorized Caterpillar dealer headquartered in Nevada serving Nevada and parts of California — directly adjacent to Peterson CAT's territory with the same Cat OEM relationship and product portfolio.
- Thompson Machinery: Authorized Caterpillar dealer in California and Nevada — directly overlaps with Peterson CAT's Northern California territory. Same OEM, same product categories (construction, paving, power), and similar regional dealer economics.
- Stowers Machinery: Authorized Caterpillar dealer serving Tennessee and surrounding states with new/used equipment, parts, and service. Closely comparable authorized-dealer operating model to Peterson CAT in a different regional market.
- Altorfer CAT: Authorized Caterpillar dealer in the U.S. Midwest (Iowa, Illinois, Missouri) offering construction equipment, power systems, and rental. Same authorized-dealer structure with multi-state regional coverage.
- RDO Equipment Co. Authorized John Deere construction equipment dealer with a multi-state footprint (including California and the West) plus Vermeer and Topcon. Comparable authorized-dealer model serving construction, forestry, and agriculture contractors.
Broad incumbents
- H&E Equipment Services: Public equipment rental and sales company operating across the U.S. with aerial, earthmoving, and material handling lines. Comparable in scale and business mix to the equipment rental and sales operations at Peterson CAT.
- Sunbelt Rentals: Major national equipment rental company offering construction and industrial equipment. Competes with Peterson CAT's rental division while serving a broader, less-specialized customer base.
- United Rentals: Largest equipment rental company in North America with overlapping rental offerings (aerial, excavators, telehandlers). Operates nationally rather than as a regional Cat dealer but directly competes with Peterson CAT's rental business.
- Finning International: World's largest Caterpillar dealer (Canada, U.K., South America) operating a full equipment, parts, and service business analogous to Peterson CAT, but at much greater international scale and as a public company.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks5 records
Key highlights6 records
Customer concentration
Peterson CAT social profiles
Digital presencePeterson CAT financial estimates
Financial estimateRevenue estimate
Valuation estimate
Peterson CAT leadership team
Management profileNumber of profiles
Peterson CAT subsidiaries and ownership
Company hierarchySubsidiaries4 records
Peterson CAT funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Peterson CAT M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Peterson CAT
What does Peterson CAT do?
Peterson CAT is an authorized Caterpillar dealer that sells new and used construction, earthmoving, forestry, and paving equipment; rents the same classes of equipment; distributes over 60,000 genuine Cat parts; and provides certified technician service, rebuilds, and Customer Value Agreements (CVA) maintenance programs across Northern California, Oregon, and Southwest Washington. It also facilitates customer financing through Cat Financial.
Is Peterson CAT a public or private company?
Peterson CAT is a private company. It is classified as family owned and is currently operating.
When was Peterson CAT founded?
Peterson CAT was founded in 1936. It employs 1,001 to 5,000 people.
Where is Peterson CAT based?
Peterson CAT is headquartered in San Leandro, United States, in the North America region.
How does Peterson CAT make money?
Six revenue lines are on record. New Equipment Sales are the primary driver. The others are used Equipment Sales, parts Sales, service and Repair, equipment Rental and financing Services.
Who are Peterson CAT's main competitors?
Direct peers on record are HOLT CAT, Cashman Equipment, Thompson Machinery, Stowers Machinery, Altorfer CAT and RDO Equipment Co.. Broad incumbents are H&E Equipment Services, Sunbelt Rentals, United Rentals and Finning International.
Does Peterson CAT have an API?
No public API is recorded for Peterson CAT.