Tracey Road Equipment, Inc.
Tracey Road Equipment is a privately held, family-founded heavy-duty truck and construction equipment dealership operating 11 full-service locations across New York and Pennsylvania, serving contractors, municipalities, and aggregate operators with integrated sales, rental, parts, service, and cooperative purchasing.
- Company typePrivate
- Founded1976
- HeadquartersSyracuse, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Tracey Road Equipment, Inc. does
Tracey Road Equipment, Inc. is a privately held, family-founded heavy-duty truck and construction equipment dealership headquartered in East Syracuse, NY. Founded in 1976 by Jerry Tracey, the company operates 11 full-service facilities across New York (7: Syracuse, Albany, Binghamton, Queensbury, Rochester, Utica, Watertown) and Pennsylvania (4: Wilkes-Barre, DuBois, Erie, Pittsburgh/Zelienople), with each location offering integrated sales, rental, parts, and service under one roof. The customer base is primarily construction contractors, municipal and government agencies, and aggregate and mining operators, with procurement facilitated through Sourcewell and New York State OGS cooperative purchasing contracts.
The company distributes new and used heavy equipment from manufacturers including Hitachi, Hyundai, Kobelco, Liebherr, New Holland, Bell, Astec, Sakai, and Morbark, and new trucks from Freightliner and Western Star under the Daimler Truck North America umbrella, supplemented by trailers (Felling, Load King, XL Specialized, Etnyre, Trout River) and attachments (Werk Brau, Geith, Engcon, Bradco). The technology stack includes a proprietary dealer management system, a 24/7 parts e-commerce platform (TraceyTruckParts.com), and integration with Daimler's Excelerator parts ordering platform. The Syracuse facility operates a specialized collision and frame repair center featuring a 40-foot Star-A-Liner HD frame correction machine, Chief TRUSCAN HD laser measuring, PPG Touch Mix XI paint mixing, and a 53-foot Blowtherm baking booth — described as one of only a few such facilities in the country. Tracey Road is an Elite Support Certified Freightliner dealer at six locations.
Revenue is generated across multiple streams: one-time new and used equipment, truck, and trailer sales (financed through the Trnsact platform); usage-based equipment rental with daily/weekly/monthly terms and a Rental Purchase Program that converts rental payments to purchase; subscription-style extended warranties through Protect My Iron (Powertrain, Powertrain Plus, and Premium tiers) and the Mega Tire & Wheel Protection program ($7,500 cap, zero deductible); parts sales across 11 parts warehouses with delivery to shops and jobsites; and fee-based service, repair, DOT inspections, and mobile onsite maintenance. The go-to-market is sales-led, organized by division (Truck Sales, Construction Equipment Sales, Aggregate Product Sales, Rental) and by location, targeting contractors, municipalities, and fleet operators through 11 field sales teams, cooperative purchasing contracts, a content marketing blog (Proving Ground), and active social media presence.
Tracey Road Equipment, Inc. firmographics
Firmographics- Name
- Tracey Road Equipment, Inc.
- Legal name
- Tracey Road Equipment, Inc.
- Website
- https://traceyroad.com
- Company type
- Private
- Founded year
- 1976
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Tracey Road Equipment is a privately held, family-founded heavy-duty truck and construction equipment dealership operating 11 full-service locations across New York and Pennsylvania, serving contractors, municipalities, and aggregate operators with integrated sales, rental, parts, service, and cooperative purchasing.
- Ownership category
- akta.pro rank
Where Tracey Road Equipment, Inc. is headquartered
LocationHeadquarters
- HQ city
- Syracuse
- HQ country
- United States
- HQ region
- North America
Offices11 records
Markets served
Tracey Road Equipment, Inc. business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D
Revenue model
- New & Used Equipment Sales: Sale of new and used heavy construction equipment (excavators, wheel loaders, dozers, haul trucks, rollers, pavers, chippers, etc.) and truck equipment. The company carries a multi-million dollar inventory with hundreds of options across multiple equipment categories and manufacturers.
- New & Used Truck Sales: Sale of new and used heavy-duty trucks including Freightliner, Western Star, and various vocational truck body manufacturers. Trucks are sold with options for financing (through Trnsact platform) and trade-in evaluations.
- Trailer Sales: Sale of new and used trailers from manufacturers including Felling, Trout River, MANAC, Etnyre, Load King, XL Specialized, and others.
- Equipment Rental: Short- and long-term rental of construction equipment including excavators, wheel loaders, dozers, pavers, compactors, trailers, and more. Rental terms available daily, weekly, and monthly. Includes Rental Purchase Program (RPO) allowing rental payments to be applied toward eventual purchase.
- Extended Warranties / Equipment Protection Plans: Extended service contracts for construction equipment and commercial trucks through Protect My Iron, offering Powertrain, Powertrain Plus, and Premium coverage tiers structured by time or machine hours.
- Mega Tire & Wheel Protection: Tire and wheel protection program with zero deductible, covering road hazard damage (potholes, nails, curbs) up to $7,500 per agreement. Valid through tire tread life up to 4/32 inches remaining.
- Parts Sales: Sale of OEM and aftermarket truck and equipment parts across 11 locations, with delivery to shops and jobsites. Parts categories include brake systems, suspension, electrical, filters, hydraulics, drivetrain, cooling systems, and more. Online ordering available via TraceyTruckParts.com and Excelerator.
- Service & Repair: Full-service truck and equipment maintenance and repair including DOT inspections, engine overhaul, transmission/differential service, AC systems, hydraulics, welding, roadside repair, and mobile onsite service. Collision and frame repair available at Syracuse location.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | New & Used Equipment / Truck / Trailer Sales — Contact for Price |
| Subscription | Multi-year contract | Extended Warranty Tiers (Construction Equipment & Trucks) |
| Subscription | Pay-as-you-go | Mega Tire & Wheel Protection — Zero Deductible Program |
| Usage-based | Pay-as-you-go | Equipment Rental — Daily, Weekly, Monthly Terms |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Tracey Road Equipment, Inc. product offering
Product offeringCore offering
Tracey Road Equipment is a heavy-duty truck and construction equipment dealership that sells, rents, and services new and used equipment from manufacturers including Freightliner, Western Star, Hitachi, Hyundai, Kobelco, Liebherr, New Holland, Bell, Astec, Sakai, and Morbark across 11 locations in New York and Pennsylvania. The company combines new/used equipment, truck, trailer, and attachment sales with a parts distribution network, full-service truck and equipment repair, specialized collision and frame repair, equipment rental with a Rental Purchase Program, and extended warranty protection plans.
Product overview
Tracey Road Equipment is a heavy-duty truck and construction equipment dealership operating across New York and Pennsylvania. The company offers a comprehensive portfolio centered on new and used equipment sales (Kobelco, Hitachi, Liebherr, Hyundai, New Holland, Bell excavators, wheel loaders, dozers, rollers; Freightliner and Western Star trucks), equipment and truck attachments (Werk Brau, Geith, Bradco), trailers (Felling, Load King, XL Specialized), and equipment rentals with a Rental Purchase Program option. The business is structured around a vertical integration model combining equipment/truck sales with complementary service departments, a parts distribution network (11 locations), extended warranty programs (Protect My Iron), and specialized collision repair. The product portfolio also includes tire protection plans and an e-commerce parts platform (Excelerator/DTNAParts.com). With 7 New York and 4 Pennsylvania locations serving as certified Elite Support dealers, the company provides a one-stop-shop experience for contractors and municipalities seeking equipment acquisition backed by ongoing service support.
Differentiator
Problem solved
Functional benefit
Products and services
- New Construction Equipment Sales Sale of new heavy construction equipment including excavators, wheel loaders, dozers, rollers, skid steers, track loaders, haul trucks, chippers, and pavers from manufacturers including Kobelco, Hitachi, Liebherr, Hyundai, New Holland, Bell, Sakai, Astec, and TANA. Sold to contractors, municipalities, and aggregate operators across NY and PA.
- Used Construction Equipment Sales Sale of used heavy construction equipment, including used excavators, wheel loaders, dozers, pavers, haul trucks, and attachments. Inventory filterable online by type, condition, manufacturer, location, hours, and price.
- New & Used Commercial Truck Sales Authorized dealer for Freightliner and Western Star commercial trucks, including M2, 114SD Plus, 49X, and 47X models, plus truck-mounted equipment such as sweepers, deicers, hydro excavators, hook lift systems, and body equipment. Financing applications handled through Trnsact platform.
- Trailer Sales Sale of new and used trailers including deck-over trailers, drop-deck tilt trailers, lowboy trailers, and compact loader trailers from manufacturers such as Trout River, Felling, Manac, Etnyre, Deloupe, MAC-LTT, Load King, XL Specialized, and ABS.
- Equipment Attachments Sales Sale of attachments for construction equipment including excavator attachments, buckets, forks, tiltrotators, brooms, mulchers, and snow removal equipment from manufacturers such as Werk Brau, Paladin, Geith, LaBounty, Engcon, and Bradco.
- Equipment Rental with Rental Purchase Program Short-term and long-term rental of excavators, wheel loaders, dozers, pavers, compactors, trailers, and more with flexible daily (up to 8 hours/day), weekly (up to 40 hours/week or 5 business days), and monthly (up to 160 hours/month or 20 business days) terms. Includes lowboy delivery to jobsites across NY and PA and a Rental Purchase Program allowing rental payments to be applied toward purchase.
- Truck & Equipment Service & Repair Full-service maintenance and repair including DOT inspections, engine maintenance, transmission/differential service, air conditioning, radiator repair, oil/lube, welding, roadside repair, and mobile onsite service for trucks and heavy equipment across NY and PA.
- Frame & Collision Repair Certified PPG paint refinishing with Star-A-Liner HD 40-foot frame correction machine (ten 25-ton pulling towers), Chief's TRUSCAN HD collision measuring system with laser accuracy, and a 53-foot Blowtherm baking booth for heavy-duty truck and equipment frame repair and restoration at Syracuse.
- Parts Department Stocking of thousands of OEM and aftermarket parts for heavy-duty trucks and construction equipment (brake systems, suspension, electrical, filters, hydraulics, drivetrain, cooling systems) across 11 locations in NY and PA, with direct delivery to shops or jobsites and online ordering via TraceyTruckParts.com.
- Extended Warranties for Construction Equipment Equipment protection program through Protect My Iron offering Powertrain, Powertrain Plus, and Premium coverage tiers for construction equipment, structured by time or machine hours and transferable to new owners.
- Extended Warranties for Commercial Trucks Commercial truck protection plans covering engine parts, electrical systems, and vital components to extend vehicle life and reduce fleet downtime, available through the company's truck protection offering.
- Mega Tire & Wheel Protection Road hazard protection program covering tire and wheel damage (potholes, nails, curbs) with zero deductible and maximum coverage of $7,500 per agreement, valid through tire tread life up to 4/32 inches remaining and transferable to new owners with a $100 transfer fee.
Quantifiable outcome
- Elite Support certified status — recertified every year ensuring consistent, high-quality service
- +3 more outcomes
Companies that use Tracey Road Equipment, Inc.
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles3 records
Tracey Road Equipment, Inc. technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Tracey Road Equipment, Inc. partnerships and signals
Strategic signalPartnerships
26 partnerships are on record, tiered core and minor.
- Freightliner (Daimler Truck North America)coreTracey Road Equipment is an authorized Freightliner dealer and Elite Support℠ Certified Freightliner dealer — the highest standard in the DTNA dealer network, recertified annually. The company sells Freightliner trucks (including M2, 114SD Plus models) and accesses DTNA's parts ecosystem through the Excelerator platform for OEM parts ordering.
- Western Star (Daimler Truck North America)coreTracey Road Equipment is an authorized Western Star truck dealer, selling Western Star vocational trucks (49X, 47X models) as part of the Daimler Truck North America family.
- Detroit (Daimler Truck North America)coreAs part of the DTNA dealer network, Tracey Road provides Detroit engine parts and service, including coverage for Detroit Diesel Gen 6 engines, backed by Daimler Truck North America's parts distribution system.
- Hitachi ConstructioncoreAuthorized dealer for Hitachi construction equipment including excavators (ZX series) and wheel loaders (ZW series). Sourcewell contract SW #011723-HTI covers wheel loaders and excavators for government purchasing.
- Hyundai Construction EquipmentcoreAuthorized dealer for Hyundai construction equipment including articulated dump trucks and next-generation excavators. Sourcewell contract SW #011723-HCE and OGS #PC69513 cover earthmoving and material handling equipment.
- KobelcocoreAuthorized dealer for Kobelco excavators including the SK1300DLC-11 and SK85CS-3E models. Sourcewell contract SW #011723-KBL and OGS #1100335175 cover compact, full-size, and short-radius excavators.
- LiebherrcoreAuthorized dealer for Liebherr construction equipment including XPower wheel loaders, Gen 8 dozers, and autonomous wheel loaders. Sourcewell contract SW #011723-LEB.
- New Holland ConstructioncoreAuthorized dealer for New Holland compact construction equipment including electric compact equipment (E25X, C314X models). Sourcewell contract SW #011723-CNH-2 and OGS #PC49383 for compact equipment.
- Bell Haul TruckscoreAuthorized dealer for Bell articulated haul trucks (B30E, B50E models) used in aggregate and mining operations.
- Astec IndustriescoreAuthorized dealer for Astec roadway paving and maintenance equipment including GT4280R radial tracked conveyors. Sourcewell contract SW #060122-ATE covers roadway paving and maintenance equipment.
- SakaicoreAuthorized dealer for Sakai asphalt and soil compaction rollers. HGAC contract #SM10-16 covers Sakai rollers.
- MorbarkcoreAuthorized dealer for Morbark tree maintenance equipment including brush chippers (BVR vs TW series). Sourcewell contract SW #031721-MBI covers tree maintenance equipment.
- Felling TrailerscoreAuthorized dealer for Felling trailers including FT-45-2 models. Sourcewell contract SW #092922-FTS and OGS #PC70388 cover heavy and utility trailers.
- TANA North AmericaminorAuthorized dealer for TANA hammerhead shredders and shark shredders used in recycling and material processing operations.
- KATOminorAuthorized dealer for KATO crawler carriers including the new 110R rotating carrier.
- Alamo IndustrialminorAuthorized dealer for Alamo Industrial flail and boom mowers, sickle bar, and rotary cutters. Sourcewell contract SW #070821-AGIOsg #PC69837 and OGS contract for municipal and public works equipment.
- EtnyreminorAuthorized dealer for Etnyre trailers including livebottom, lowboy, and asphalt tanker trailers. Sourcewell contract SW #092922-ETN.
- Schwarze IndustriesminorAuthorized dealer for Schwarze sweepers for public utility and airport applications. Sourcewell contract SW #093021-SWZ and OCC BID #0010914.
- MauldinminorAuthorized dealer for Mauldin asphalt pavers, maintainers, distributors, and rollers. HGAC contract #SM10-20.
- Hi-Vac CorporationminorAuthorized dealer for Hi-Vac sewer vac trucks. OCC BID #0010914.
- FioriminorAuthorized dealer for Fiori site dumpers and material handling equipment.
- RPM TechminorAuthorized dealer for RPM Tech snow blowers and airport/municipal vehicles. Sourcewell contract SW #111522-AGI.
- SourcewellcoreSourcewell is a government cooperative purchasing agency that provides pre-negotiated equipment contracts for government entities. Tracey Road Equipment participates in multiple Sourcewell contracts covering construction equipment, trucks, and trailers, enabling municipalities and government agencies to purchase equipment without individual RFP/bidding processes.
- NY State OGS (Office of General Services)coreNew York State Office of General Services cooperative purchasing contracts covering construction equipment, trucks, trailers, and rental fleet. Multiple OGS contract numbers referenced including PC69837, PC70388, PC69513, PC49383, PS69120 for rental fleet, and 1100335175.
- Protect My IroncoreProtect My Iron is the provider of Tracey Road's Equipment Protection Plan (extended warranties) and Mega Tire & Wheel Protection program. The web-based platform provides claims management, status tracking, and photo upload capabilities. Tracey Road offers Protect My Iron coverage as an authorized dealer partner.
- CumminscoreCummins engines are offered as powerplants in trucks sold by Tracey Road. The company is Cummins Warranty Certified for overhaul and maintenance services. Parts for Cummins engines are stocked and available through the parts department.
Scale indicators6 records
Recent moves18 records
Expansion highlights8 records
Tracey Road Equipment, Inc. competitors and assessment
Company assessmentDirect peers
- Monroe Tractor: Regional Case Construction and heavy equipment dealer operating across upstate New York with multiple branch locations, directly comparable to Tracey Road in footprint, OEM mix, and customer segments (contractors, municipalities).
- Five Star Equipment: Pennsylvania-based Case Construction and heavy equipment dealer with multiple branch locations across the state, providing a directly overlapping product mix and competitive overlap with Tracey Road's newly expanded Pennsylvania footprint.
- Stoltzfus Equipment: Case Construction dealer serving Pennsylvania and surrounding states with sales, rental, parts, and service for heavy construction equipment — directly comparable multi-location dealer model.
- Cleveland Brothers Equipment: Pennsylvania-based Caterpillar dealer with sales, rental, parts, and service for heavy construction equipment, mining, and power generation — directly comparable as a long-standing regional full-line OEM dealer serving PA industrial and infrastructure customers.
- RDO Equipment Co. Large multi-state John Deere construction equipment dealer with sales, rental, parts, and service across many US regions — comparable dealer business model with a national footprint and similar OEM-authorized dealership economics.
- Foley Equipment: Regional Caterpillar dealer with sales, rental, parts, and service across multiple states; directly comparable as a multi-generation authorized dealer serving contractors and municipalities in a defined region.
- Tyler Equipment: Northeast regional heavy equipment dealer offering construction equipment sales, rentals, parts, and service — closely comparable as a multi-OEM authorized dealer competing in adjacent Northeast territories.
Broad incumbents
- H&E Equipment Services: Public heavy equipment rental and sales dealer operating a national branch network with broad OEM coverage; comparable on the rental, parts, and service revenue mix that Tracey Road is building around its NY/PA core.
- United Rentals: Largest US equipment rental company offering aerial, earthmoving, and heavy construction equipment for rent with national delivery — overlaps directly with Tracey Road's rental division and competitive on short-term contractor rentals.
- Sunbelt Rentals: National equipment rental provider with broad construction and industrial equipment categories; comparable on the rental motion and competes with Tracey Road for short-duration contractor and municipal rental demand in NY and PA.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Tracey Road Equipment, Inc. social profiles
Digital presenceTracey Road Equipment, Inc. financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tracey Road Equipment, Inc. leadership team
Management profileNumber of profiles
Profiles10 records
Tracey Road Equipment, Inc. funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tracey Road Equipment, Inc. 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 Tracey Road Equipment, Inc.
What does Tracey Road Equipment, Inc. do?
Tracey Road Equipment is a heavy-duty truck and construction equipment dealership that sells, rents, and services new and used equipment from manufacturers including Freightliner, Western Star, Hitachi, Hyundai, Kobelco, Liebherr, New Holland, Bell, Astec, Sakai, and Morbark across 11 locations in New York and Pennsylvania. The company combines new/used equipment, truck, trailer, and attachment sales with a parts distribution network, full-service truck and equipment repair, specialized collision and frame repair, equipment rental with a Rental Purchase Program, and extended warranty protection plans.
Is Tracey Road Equipment, Inc. a public or private company?
Tracey Road Equipment, Inc. is a private company. It is classified as family owned and is currently operating.
When was Tracey Road Equipment, Inc. founded?
Tracey Road Equipment, Inc. was founded in 1976. It employs 251 to 500 people.
Where is Tracey Road Equipment, Inc. based?
Tracey Road Equipment, Inc. is headquartered in Syracuse, United States, in the North America region.
How does Tracey Road Equipment, Inc. make money?
Eight revenue lines are on record. New & Used Equipment Sales are the primary driver. The others are new & Used Truck Sales, trailer Sales, equipment Rental, extended Warranties / Equipment Protection Plans, mega Tire & Wheel Protection, parts Sales and service & Repair.
Who are Tracey Road Equipment, Inc.'s main competitors?
Direct peers on record are Monroe Tractor, Five Star Equipment, Stoltzfus Equipment, Cleveland Brothers Equipment, RDO Equipment Co., Foley Equipment and Tyler Equipment. Broad incumbents are H&E Equipment Services, United Rentals and Sunbelt Rentals.
Does Tracey Road Equipment, Inc. have an API?
No public API is recorded for Tracey Road Equipment, Inc..