What Premium Lift Truck does

Premium Lift Truck is a family-owned material handling services company headquartered in Anaheim, California, founded in 1992 by Bill and Lana Mock. The company sells new and used forklifts (including reconditioned units, lease returns, and repossessions), rents short- and long-term forklift equipment spanning electric, LPG, gas, and diesel powertrains, and distributes parts for all major forklift and aerial equipment brands through a Master Distributor relationship with TotalSource. It also provides mobile repair and four tiers of preventative maintenance plans, complete engine and transmission rebuilding (one of only four licensed rebuilders in Southern California), Cal OSHA forklift safety certification, and CAD-based warehousing layout and rack installation services via a 10,000 sq ft shop facility and a 30-truck mobile service fleet.

The business model combines one-time equipment sales, recurring subscription maintenance contracts, recurring and transactional rental revenue, transaction-based parts distribution, and professional services for engine rebuilding, safety training, and facility consulting. Pricing is predominantly quote-based, with flat hourly service rates (no travel or service call charges) plus parts markup for repairs, and fixed monthly costs for the four maintenance plans. Distribution is direct-to-customer through a sales-led motion, with equipment financing facilitated by US Bank and Wells Fargo partnerships.

Following the merger with Lift Tek Forklifts and acquisitions of John's Forklift Service, Super Lift Inc. Material Handling, and Performance Engines & Transmissions, Premium Lift Truck self-identifies as the largest independent forklift dealer in Southern California. The company serves over 1,400 clients across small/mid-sized businesses, enterprise operations, warehouse and distribution centers, and government agencies, and reports over 50 years of industry experience and 6 consecutive years of the TVH Total Performance Award through 2025.

Name

Premium Lift Truck

Legal name

Premium Lift Trucks

Website

https://premiumforklifts.com

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

1–10 employees

Short description

Premium Lift Truck is a family-owned Anaheim, California forklift dealer offering sales, short- and long-term rentals, mobile repair, preventative maintenance plans, parts distribution, engine and transmission rebuilding, safety certification, and CAD warehousing solutions to over 1,400 SMB, enterprise, and government customers across Southern California.

Ownership category

akta.pro rank

Product category

Material Handling Equipment and Forklift Services

NAICS

Industrial Truck, Tractor, Trailer, and Stacker Machinery Manufacturing (333924)

SIC

Industrial Trucks, Tractors, Trailors & Stackers (3537), Wholesale-Machinery, Equipment & Supplies (5080), Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Forklifts & Industrial Trucks (IC & Electric) (IMAHABAA)

Keywords

• Forklift sales service
• Forklift rentals leasing
• Forklift parts distribution
• Engine transmission rebuilding
• Material handling equipment

Headquarters

HQ city

Anaheim

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Forklift Sales: New and used forklift sales including reconditioned units, lease returns, and repossessions
2. Forklift Rentals: Short-term and long-term forklift rentals with diverse inventory including electric, LPG, gas, and diesel powered units
3. Parts Sales: New and used forklift parts for all makes and models through TotalSource partnership
4. Service and Repairs: Mobile repair service with 30 service trucks, maintenance plans, and on-site service at customer locations. Flat hourly rate billing with parts markup.
5. Engine and Transmission Rebuilding: Complete engine and transmission rebuilds as one of only 4 rebuilders in Southern California
6. Preventative Maintenance Plans: Four flexible service plans for forklift fleet maintenance
7. Forklift Safety Certification: Cal OSHA required forklift safety certification training
8. Warehousing Solutions: Rack installations, high density storage layouts, narrow-aisle applications, and CAD facility planning

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Premium Lift Truck is a family-owned independent forklift dealer that sells new, used, reconditioned, lease-return and repossessed forklifts; rents forklifts short- and long-term across electric, LPG, gas, and diesel configurations; distributes forklift parts as a TotalSource Master Distributor; and operates 30 mobile service trucks delivering onsite repair, preventative maintenance plans, engine and transmission rebuilding, OSHA-compliant forklift safety certification, and warehouse design and equipment installation for material handling customers across Southern California.

Product overview

Premium Lift Truck is a family-owned forklift sales, rental, service, and parts business based in Anaheim, CA. The company operates as a single unified service offering that combines forklift sales (new, used, and reconditioned), rentals (daily to long-term), mobile repair services, maintenance plans, engine and transmission rebuilding, and parts distribution through a Master Distributor agreement with TotalSource. After merging with Lift Tek Forklifts and acquiring John's Forklift Service, Super Lift Inc. Material Handling, and Performance Engines & Transmissions, the company positions itself as the largest independent forklift dealer in Southern California. The product portfolio includes resold brands (EOSlift material handling equipment, Tailift forklifts, Monterey Industrial Batteries) and proprietary services for all makes and models of forklifts, aerial lifts, and material handling equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Forklift Sales Sales of new and used forklifts including reconditioned units, lease returns, and repossessions, with late-model fleet purchasing accepted. Targeted at Southern California businesses needing material handling equipment.
• Forklift Rentals Short- and long-term rental of electric pallet jacks, order pickers, reach trucks, 3-wheel and 4-wheel electric forklifts, LP/gas cushion and pneumatic forklifts, diesel pneumatic trucks, and scissor lifts with immediate delivery.
• Parts and Service Mobile repair service with 30 service trucks, plus new and used forklift parts for all makes and models, pallet truck parts, forklift tires with onsite tire pressing, aerial lift parts, and forklift attachments through the TotalSource Master Distributor partnership.
• Forklift Maintenance Plans Four flexible preventative maintenance plans delivering factory-specified interval service performed by factory-trained technicians at customer sites, with fixed monthly costs, waste disposal, and detailed equipment inspection reporting.
• Engine Repair and Rebuilding Complete engine repair and rebuilding services for forklifts, performed as one of only four licensed engine and transmission rebuilders in Southern California and serving dealers across SoCal and the lower 48 states.
• Warehousing Solutions Rack installations, high-density storage layouts, narrow-aisle applications, CAD facility drawings, and specialty equipment from Drexel, Landoll, and Bendi for tight-turning warehouse applications.
• TotalSource Parts Distribution Master Distributor offering parts for every brand of forklift, aerial equipment, construction equipment, floor scrubbers, and Taylor Dunn/Columbia Burden Carriers, with online ordering and same-day shipping.
• Forklift Safety Certification Cal OSHA required forklift operator safety certification training delivered to businesses needing regulatory-compliant forklift operators.
• Tailift Forklifts Distribution Sales and support for Tailift pneumatic tire trucks (3,000-15,500 lb capacity), cushion tire trucks (3,000-8,000 lb), LPG, diesel, and AC electric trucks in 3-wheel and 4-wheel configurations across Z-Series, 9L, and 9L Plus lines.
• EOSlift Material Handling Equipment Distribution of EOSlift manual and electric pallet trucks, pallet stackers, scissor lift table carts, and drum pickers for material handling customers.
• Monterey Industrial Batteries Industrial forklift batteries with 5-year or 1,500-cycle warranty, ISO9001-2000 and BCI certified, offered as 100% OEM replacement batteries for electric forklifts from Clark, Hyster, Caterpillar, Raymond, Toyota, Yale, and others.

Quantifiable outcome

• Reduced invoices by 50% compared to big dealership service providers
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• TotalSourcecoreChannel Partner/ Reseller/ DistributorPremium Lift Truck is now a Master Distributor for TotalSource, bringing customers parts for every brand of forklift, Aerial Equipment, Construction Equipment, Floor Scrubbers & Taylor Dunn/Columbia Burden Carriers. All orders can be done online with same-day shipping.
• Tailift USAcoreChannel Partner/ Reseller/ DistributorOfficial dealer for Tailift forklifts including Z-Series, 9L and 9L Plus lines. Products include pneumatic tire trucks (3,000 to 15,500 lb capacity), cushion tire trucks, LPG and diesel engines, and AC electric powered trucks.
• Eoslift USAcoreChannel Partner/ Reseller/ DistributorOfficial dealer for Eoslift material handling equipment including manual and electric pallet trucks, pallet stackers, scissor lift tables, and drum pickers. Eoslift serves major companies including Walmart, Home Depot, GM, Lego, and Coca-Cola.
• Monterey Industrial BatterycoreChannel Partner/ Reseller/ DistributorOfficial dealer for Monterey Industrial Battery products featuring tubular lead-antimony batteries with 5-year or 1,500-cycle warranty. ISO9001-2000 and BCI certified for industrial forklift applications.
• Good SamaritanminorStrategic or Co-development PartnerCommunity partnership for the Lifting Up Our Communities Program; feeding homeless twice monthly with hot meals to over 1500 people on 1st Sunday and 2500 people on 3rd Wednesday
• TVHcoreStrategic or Co-development PartnerPremium Lift Truck won the TVH Total Performance Award 6 consecutive years, indicating strong partnership and performance recognition in the parts and service industry

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Crown Equipment Corporation: Privately held U.S. forklift and material handling OEM with a direct dealer network. Comparable to Premium in offering new equipment sales, service, and parts across warehouse and logistics customers, though at significantly larger scale.
• Raymond Corporation: Intralogistics OEM specializing in electric forklifts, order pickers, and warehouse automation. Overlaps with Premium's warehousing solutions, narrow-aisle, and high-density storage offerings for distribution center customers.
• Toyota Material Handling: Largest forklift OEM globally with a dense U.S. dealer network offering sales, rentals, parts, and service. Directly competes with Premium across nearly every product line and customer segment, leveraging Toyota's brand, financing, and telematics capabilities.
• Hyster-Yale Group: Global OEM of Hyster and Yale forklifts with extensive North American dealer networks. Competes with Premium Lift Truck on new equipment sales, parts, and service across the same end customers, with much greater scale and manufacturer backing.

Emerging players

• Big Joe Forklifts: North American manufacturer of electric forklifts, pallet jacks, and material handling equipment. Overlaps with Premium's product portfolio in electric material handling and competes indirectly for similar end customers.

Direct peers

• Papé Material Handling: Independent forklift and material handling dealer representing Hyster-Yale brands in the Western U.S. Comparable to Premium as a regional dealer offering new equipment, parts, service, and warehouse solutions.
• H&E Equipment Services: Public heavy equipment rental and sales company with material handling exposure. Closely comparable business model of renting, selling, and servicing forklifts and industrial equipment to construction, industrial, and logistics customers.
• Modern Group: Family-owned independent forklift and material handling dealer on the U.S. East Coast. Comparable to Premium in business model mix of new/used sales, rentals, parts, and mobile service with OEM brand partnerships.
• MH Equipment: Independent material handling equipment dealer offering forklift sales, rentals, parts, and service across the Midwest and Southern U.S. Closest analog to Premium as an independent dealer competing with OEM-affiliated networks.

Others

• TVH Parts: Global master distributor of aftermarket parts for forklifts, aerial, and material handling equipment. Directly comparable as the parts ecosystem partner of Premium via the TotalSource distribution relationship and Total Performance Award.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Premium-Lift-Truck-640582219299271
• LinkedInlinkedin.com/company/premium-industrial-parts-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries4 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 Premium Lift Truck