Sonsray Machinery
Sonsray Machinery is a private, authorized CASE IH, CASE CE, Kubota, and Hitachi heavy equipment dealer group operating 30+ locations across the Western US, serving agricultural operators, construction contractors, and transport/logistics fleets with equipment sales, OEM parts, factory-trained service, rentals, and financing.
- Company typePrivate
- Founded2013
- HeadquartersTorrance, United States
- Headcount251–500
- GTM typeB2B
- OfferingServices
What Sonsray Machinery does
Sonsray Machinery is a private, family-owned authorized heavy equipment dealer group headquartered in Torrance, California, founded by Matthew Hoelscher in 2013 via the rebrand of TK Services. The company represents CASE IH and CASE CE (both CNH Industrial brands), Kubota, and Hitachi Construction Machinery, operating across more than 30 physical dealership and fleet service locations spanning California, Nevada, Arizona, New Mexico, Texas, Oregon, and select East Coast markets (New York, New Jersey, Connecticut). It is organized into three divisions: Sonsray Machinery (equipment sales, parts, service), Sonsray Fleet Services (Thermo King transport refrigeration), and Sonsray Rental & Leasing (refrigerated trailer leasing and equipment rentals).
The product portfolio spans new, used, and demo agricultural equipment (tractors, combines, sprayers, tillage, hay and forage) and construction equipment (excavators, skid steers, wheel loaders, dozers, backhoe loaders), backed by an online parts store, factory-trained service technicians, a 24/7 emergency service line, and the proprietary Sonsray Edge service guarantee (4-hour response, 4-day repair completion, free loaner equipment, covered technician travel within 100 miles). Live on-hand inventory across locations totals 494 machines at the time of disclosure.
Revenue is generated across five streams: one-time equipment sales, transaction-based parts sales, professional service and repair, transaction-based equipment rentals (short- and long-term), and managed refrigerated trailer leases. Customers span agricultural operators (farmers, ranchers, harvest-dependent businesses), construction and infrastructure contractors, project-based equipment rental customers, and transportation/logistics fleets requiring refrigeration. Pricing is quote-based and supported by multiple financing partnerships (CNH Industrial Capital Productivity Plus, Commercial Credit Group APPROVE, Net-30 commercial terms, Section 179 tax-deduction assistance). The channel strategy combines a sales-led dealer field force with an inside-sales quote engine and a 24/7 e-commerce parts storefront. Growth has been entirely organic-plus-acquisition: five disclosed dealership/brand acquisitions over 2013-2025, with no institutional funding rounds or public-market activity.
Sonsray Machinery firmographics
Firmographics- Name
- Sonsray Machinery
- Legal name
- Sonsray Machinery
- Website
- https://sonsraymachinery.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Sonsray Machinery is a private, authorized CASE IH, CASE CE, Kubota, and Hitachi heavy equipment dealer group operating 30+ locations across the Western US, serving agricultural operators, construction contractors, and transport/logistics fleets with equipment sales, OEM parts, factory-trained service, rentals, and financing.
- Ownership category
- akta.pro rank
Sonsray Machinery industry classification
Industry- Product category
- Heavy Equipment Dealership
- NAICS
- Construction and Mining (except Oil Well) Machinery and Equipment Merchant Wholesalers (423810), Construction, Transportation, Mining, and Forestry Machinery and Equipment Rental and Leasing (53241), Other Commercial and Industrial Machinery and Equipment Rental and Leasing (532490)
- SIC
- Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Services-Miscellaneous Equipment Rental & Leasing (7350), Wholesale-Motor Vehicle Supplies & New Parts (5013)
- akta.pro primary industry
- Construction, Hardware & MRO Supply Clubs (Trades/Contractors) (CRAEAEAG)
- akta.pro secondary industries
- Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Construction & Industrial Equipment Rental/Leasing (Earthmoving, Material Handling, Aerial) (TLABAHAF), Heavy-Duty Commercial Truck Leasing & Rental (Class 7–8 Tractors & Straight Trucks) (TLABABAC)
Keywords
Where Sonsray Machinery is headquartered
LocationHeadquarters
- HQ city
- Torrance
- HQ country
- United States
- HQ region
- North America
Offices23 records
Markets served
Sonsray Machinery business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Infrastructure, Marketing or Sales
Revenue model
- Equipment Sales: New, used, and demo equipment sales across agricultural and construction categories from authorized brand dealerships
- Parts Sales: OEM parts and accessories sales through online parts store and in-location parts departments for all major brands carried
- Service & Repair: Factory-trained technician services including preventive maintenance, field service, warranty repair, and emergency service available 24/7
- Equipment Rentals: Short-term and long-term equipment rentals with rent-to-own options through 16 West Coast locations. Flexible daily, weekly, and monthly rental terms.
- Refrigerated Trailer Leasing: Refrigerated trailer rentals and leases nationwide through Sonsray Rental & Leasing division. Single-temp, multi-temp, electric, lift-gate, and stationary storage trailers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Productivity Plus Credit Line - CNH Capital financing for parts, service, and rentals |
| Transaction based/ take rate | Pay-as-you-go | Net-30 Commercial Terms |
| Other | Multi-year contract | Section 179 Tax Deduction |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Sonsray Machinery product offering
Product offeringCore offering
Sonsray Machinery is an authorized heavy equipment dealer selling new, used, and demo CASE IH, CASE CE, Kubota, and Hitachi agricultural and construction equipment through 30+ locations across the Western US. The business also provides OEM parts and accessories via a 24/7 online parts store, factory-trained service and repair (preventive maintenance, warranty work, 24/7 emergency support, field service), short- and long-term equipment rentals with rent-to-own options, and equipment financing through CNH Capital, Commercial Credit Group (APPROVE), and Net-30 commercial credit. Complementary divisions include Sonsray Fleet Services (Thermo King transport refrigeration) and Sonsray Rental & Leasing (refrigerated trailer rentals).
Product overview
Sonsray Machinery is a heavy equipment dealer offering a portfolio of integrated products and services for agricultural and construction equipment across the Western United States. The core offerings include Agricultural Equipment (tractors, combines, sprayers, hay & forage, tillage from CASE IH and Kubota) and Construction Equipment (excavators, skid steers, wheel loaders, dozers, backhoes from CASE CE, Hitachi, and Kubota). These are supported by Parts & Accessories (OEM parts through the Online Parts Store), Service & Repair (factory-trained technicians for maintenance and repairs), Equipment Rentals (16 West Coast locations with short-term, long-term, and rent-to-own options), and Equipment Financing (Productivity Plus via CNH Capital, APPROVE via Commercial Credit Group, Section 179 Calculator, and Net-30 terms). The portfolio also includes specialized programs like Sonsray Edge (4-hour response guarantee and free loaner equipment) and branded offerings like Summit Supply Products and Solar Panels. The company also includes affiliated brands Sonsray Fleet Services (Thermo King transport refrigeration) and Sonsray Rental & Leasing (refrigerated trailers).
Differentiator
Problem solved
Functional benefit
Brands
- Sonsray Edge: Industry-leading service program with 4-hour repair response, 4-day repair completion promise, free loaner equipment, and covered technician travel for warrantable repairs.
- Force for Good
- APPROVE Financing
- Productivity Plus
Products and services
- Agricultural Equipment New and used tractors, combines, sprayers, hay & forage equipment, tillage, and planting/seeding equipment from CASE IH and Kubota, sold to farmers, ranchers, and agricultural businesses.
- Construction Equipment New and used excavators, skid steers, wheel loaders, dozers, and backhoe loaders from CASE CE, Hitachi, and Kubota, sold to contractors, excavation companies, and infrastructure developers.
- Parts & Accessories OEM parts, accessories, filters, fluids, and attachments for all major brands carried (CASE IH, CASE CE, Kubota, Hitachi, Thermo King), available in-stock and for order through the 24/7 Online Parts Store with fast shipping.
- Service & Repair Factory-trained technicians providing preventive maintenance, emergency repairs, warranty work, field service, and inspections across all 30+ locations, with 24/7 emergency service line availability.
- Equipment Rentals & Leasing Flexible rental and leasing options for agricultural and construction equipment through 16 West Coast locations, with short-term, long-term, and rent-to-own options plus delivery.
- Sonsray Fleet Services (Thermo King Transport Refrigeration) Thermo King authorized dealer division specializing in transport refrigeration units, parts, and service for the trucking industry across multiple bi-coastal locations.
- Sonsray Rental & Leasing (Refrigerated Trailers) Refrigerated trailer rentals and leases offered nationwide. Single-temp, multi-temp, electric, lift-gate, and stationary storage trailers with short-term, long-term, and full-service lease options.
- Sonsray Edge Service Program Industry-leading customer support program providing a 4-hour repair response during business hours, a 4-day repair completion promise when parts are in stock, free loaner equipment if repair exceeds 4 business days, and 100% covered technician travel for warrantable repairs within 100 miles on new Hitachi, CASE IH, CASE CE, and Kubota equipment.
- Preventive Maintenance Plan
- Productivity Plus Credit Line CNH Capital dedicated credit line exclusively for CASE IH and CASE CE equipment covering parts, service, attachments, and rentals, with zero-interest and no-payment promotional periods, no annual fee, and a $50 statement credit for new applicants.
- Equipment Financing Programs Equipment financing solutions including competitive loan rates, seasonal payment structures, and credit lines through CNH Capital (Productivity Plus), Commercial Credit Group (APPROVE — 60-second application, soft credit pull), Section 179 tax savings calculator, and Net-30 commercial terms for qualified businesses.
- Insurance Solutions
- Customer Referral Program
Quantifiable outcome
- 4-hour repair response commitment during business hours
- +5 more outcomes
Companies that use Sonsray Machinery
Customer profileNamed customers6 records
Segments4 records
Ideal customer profiles4 records
Sonsray Machinery technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sonsray Machinery partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and major.
- Hitachi Construction MachinerycoreHitachi hydraulic excavators and wheel loaders added to construction equipment portfolio in 2025, reinforcing position as leader in heavy equipment for construction and infrastructure development.
- KubotacoreKubota agricultural equipment added through Goodman AG acquisition in 2024. Compact tractors, utility vehicles, excavators, and skid steer loaders. Expanded into Fabens, TX; Thatcher, AZ; and Las Cruces, NM.
- CASE IH (CNH Industrial)coreAuthorized CASE IH agriculture equipment dealer added in 2021, strengthening presence in Arizona and Nevada. Full lineup of tractors, combines, application equipment, hay & forage, and tillage equipment.
- Thermo KingcoreBi-coastal Thermo King dealerships acquired in 2021, with three East Coast locations and multiple West Coast locations. Specializing in transport refrigeration units, parts, and service for the trucking industry.
- CASE CE (CNH Industrial)coreAuthorized CASE Construction Equipment dealer with 11 dealerships acquired in 2013. #1 CASE CE dealer on the West Coast serving CA, NV, OR, WA & AZ. Full lineup including backhoe loaders, excavators, skid steers, dozers, and wheel loaders.
- Goodman AGmajorAcquired in 2024, Goodman AG acquisition brought Kubota equipment line and three new locations (Fabens TX, Thatcher AZ, Las Cruces NM). Expanded agricultural equipment footprint.
Scale indicators10 records
Recent moves8 records
Expansion highlights6 records
Sonsray Machinery competitors and assessment
Company assessmentDirect peers
- Five Star Equipment: Five Star Equipment is a CASE Construction Equipment dealer in the Northeast US. Direct competitor to Sonsray in construction equipment sales, parts, and service, with similar product lineup (excavators, dozers, skid steers) and customer base of contractors and excavators.
- RDO Equipment Co. RDO Equipment Co. is one of the largest multi-brand ag and construction equipment dealer networks in the US, with authorized dealer status across John Deere, Vermeer, and other major brands and a footprint overlapping the Western US. Directly comparable to Sonsray as a multi-brand dealer group with sales, parts, service, and rental across ag and construction.
- H&E Equipment Services: H&E Equipment Services is a national distributor of heavy construction equipment and aerial work platforms with one of the largest rental fleets in the US. Comparable to Sonsray in combining equipment sales, rental, parts, and service, though with a public-company balance sheet and broader national footprint.
- Howell Tractor & Equipment: Howell Tractor is a CASE Construction Equipment and Komatsu dealer in the Midwest US. Comparable to Sonsray in dealer business model, multi-OEM strategy (CASE plus a Japanese OEM), and customer base of contractors and municipalities.
- Papé Machinery: Papé Machinery is a Pacific Northwest-based multi-brand equipment dealer representing CASE CE, CASE IH, and other ag/construction brands. Highly comparable to Sonsray in product mix (CASE IH/CE), customer segments (ag and construction), and dealer business model (sales, parts, service, rental).
Broad incumbents
- NMC Cat: NMC Cat is the Caterpillar dealer for Nebraska and parts of surrounding states, offering new and used equipment, parts, service, and rentals. Comparable to Sonsray as a regional construction equipment dealer with a single dominant OEM franchise.
- Caterpillar Inc. Caterpillar is the largest heavy construction and mining equipment OEM globally and the parent of major competitors (Western States, NMC Cat) to Sonsray's franchises. Relevant as the dominant incumbent whose direct-to-customer push and dealer-consolidation strategy shapes Sonsray's strategic environment.
- United Rentals: United Rentals is the largest equipment rental company in the world with a national fleet across aerial, earthmoving, material handling, and power generation. Comparable to Sonsray's Sonsray Rental & Leasing business line and an established threat to dealer-led rental programs.
- Western States Equipment (CAT Dealer): Western States is the Caterpillar dealer for Idaho, Montana, Wyoming, and Oregon, covering a contiguous Northwest geography to Sonsray. Comparable as a regional heavy construction dealer with parts, service, and rental, though only representing a single OEM (Caterpillar).
Regional players
- Sunstate Equipment: Sunstate Equipment is a construction and industrial equipment rental company operating primarily across the Sun Belt and Western US. Comparable to Sonsray's rental operations and overlapping customer base of contractors in CA, AZ, and NV.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Sonsray Machinery social profiles
Digital presenceSonsray Machinery financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sonsray Machinery leadership team
Management profileNumber of profiles
Profiles1 record
Sonsray Machinery subsidiaries and ownership
Company hierarchySubsidiaries3 records
Sonsray Machinery funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sonsray Machinery 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 Sonsray Machinery
What does Sonsray Machinery do?
Sonsray Machinery is an authorized heavy equipment dealer selling new, used, and demo CASE IH, CASE CE, Kubota, and Hitachi agricultural and construction equipment through 30+ locations across the Western US. The business also provides OEM parts and accessories via a 24/7 online parts store, factory-trained service and repair (preventive maintenance, warranty work, 24/7 emergency support, field service), short- and long-term equipment rentals with rent-to-own options, and equipment financing through CNH Capital, Commercial Credit Group (APPROVE), and Net-30 commercial credit. Complementary divisions include Sonsray Fleet Services (Thermo King transport refrigeration) and Sonsray Rental & Leasing (refrigerated trailer rentals).
Is Sonsray Machinery a public or private company?
Sonsray Machinery is a private company. It is classified as family owned and is currently operating.
When was Sonsray Machinery founded?
Sonsray Machinery was founded in 2013. It employs 251 to 500 people.
Where is Sonsray Machinery based?
Sonsray Machinery is headquartered in Torrance, United States, in the North America region.
How does Sonsray Machinery make money?
Five revenue lines are on record. Equipment Sales are the primary driver. The others are parts Sales, service & Repair, equipment Rentals and refrigerated Trailer Leasing.
Who are Sonsray Machinery's main competitors?
Direct peers on record are Five Star Equipment, RDO Equipment Co., H&E Equipment Services, Howell Tractor & Equipment and Papé Machinery. Broad incumbents are NMC Cat, Caterpillar Inc., United Rentals and Western States Equipment (CAT Dealer). Sunstate Equipment is listed as a regional player.
Does Sonsray Machinery have an API?
No public API is recorded for Sonsray Machinery.
What industry is Sonsray Machinery in?
Sonsray Machinery's product category is Heavy Equipment Dealership. Its primary akta.pro industry code is CRAEAEAG, Construction, Hardware & MRO Supply Clubs (Trades/Contractors), with a secondary code of TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks). Its NAICS code is 423810 and its SIC code is 5082.