Central Equipment Company
Central Equipment Company is a privately held Idaho heavy-equipment dealer (founded 1968) selling, renting, and servicing machinery from brands such as Liebherr, Kobelco, ASV, and Toro for construction, mining, landscaping, and dairy customers across the region.
- Company typePrivate
- Founded1968
- HeadquartersPocatello, United States
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Central Equipment Company does
Central Equipment Company is a privately held heavy-equipment dealership founded in 1968 and headquartered in Jerome, Idaho, with the parent company listed as Sandhills Global, Inc. The company operates as an authorized dealer for eight major equipment brands — Liebherr, Kobelco, ASV, Toro, Genie, JLG, Rokbak, and Walton Trailers — and offers new and used heavy equipment including excavators, wheel loaders, skid steers, compact track loaders, forklifts, boom and scissor lifts, telehandlers, trailers, and attachments. Its customer base spans the construction, mining and scrap, landscaping, and dairy industries across Idaho and the surrounding region.
The business runs an integrated four-pillar model: (1) equipment sales, both new and used, facilitated through a physical showroom and an online inventory platform powered by Sandhills' listing CMS; (2) a flexible rental program offering daily, weekly, and monthly terms; (3) parts supply via an online parts store (shop.centralequipment.us) and downloadable parts manuals; and (4) service and maintenance, including preventative maintenance, repairs, field service, cylinder and hydraulic work, and rebuilds. Equipment financing is brokered through four external lenders — Currency Finance, Wells Fargo Equipment Finance, ASV Financial Services, and Brahma — giving buyers multiple credit application paths.
The company is small (11-50 employees), single-location after the closure of its Pocatello branch, and regionally focused on Idaho. Marketing is conducted through its website, an email newsletter, and a Facebook page. No public funding, M&A, or AI/technology platform initiatives are disclosed in the source material.
Central Equipment Company firmographics
Firmographics- Name
- Central Equipment Company
- Legal name
- Central Equipment Company
- Website
- https://centralequipment.us
- Company type
- Private
- Founded year
- 1968
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Central Equipment Company is a privately held Idaho heavy-equipment dealer (founded 1968) selling, renting, and servicing machinery from brands such as Liebherr, Kobelco, ASV, and Toro for construction, mining, landscaping, and dairy customers across the region.
- Ownership category
- akta.pro rank
Central Equipment Company 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)
- SIC
- Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Services-Miscellaneous Equipment Rental & Leasing (7350), Wholesale-Industrial Machinery & Equipment (5084)
- akta.pro primary industry
- Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF)
- akta.pro secondary industry
- Outdoor Power Equipment Parts & Service Retail (CRAIADAH)
Keywords
Where Central Equipment Company is headquartered
LocationHeadquarters
- HQ city
- Pocatello
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Central Equipment Company business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Inventory / Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Equipment Sales: Sale of new and used heavy equipment including excavators, wheel loaders, skid steers, forklifts, lifts, trenchers, trailers, and attachments. Revenue generated from one-time equipment transactions.
- Equipment Rentals: Flexible rental plans offering daily, weekly, and monthly rental options for various heavy equipment including mini skids, skid steers, compact track loaders, excavators, lifts, loaders, telehandlers, and attachments.
- Parts Sales: Online parts store and parts manuals for equipment maintenance and repair. Customers can purchase parts online through shop.centralequipment.us.
- Service and Maintenance: Comprehensive service and maintenance packages including preventative maintenance, repairs, field service, cylinder repairs, diesel repair, hydraulic system service, and rebuilds.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Monthly | Newsletter subscription for industry updates |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels3 records
Central Equipment Company product offering
Product offeringCore offering
Central Equipment Company is a heavy machinery dealership based in Jerome, Idaho, selling new and used construction, mining, landscaping, and dairy equipment from brands such as Kobelco, Liebherr, ASV, Toro, Genie, JLG, Rokbak, and Walton Trailers. The company also offers flexible daily/weekly/monthly equipment rentals, an online parts store with downloadable parts manuals, and in-house service and maintenance including preventative maintenance, repairs, hydraulic and cylinder work, and full equipment rebuilds.
Product overview
Central Equipment Company is a heavy machinery dealership offering a comprehensive equipment portfolio across multiple branded lines. The company operates as a single-location (Jerome, ID) heavy equipment dealer with an integrated business model combining equipment sales (new and used), flexible rental programs, parts supply, and full-service maintenance. The product portfolio includes eight equipment brands (ASV, Genie, JLG, Kobelco, Liebherr, Rokbak, Toro, Walton Trailers) spanning excavators, wheel loaders, track loaders, skid steers, lifts, telehandlers, trailers, and attachments. Services include equipment financing through multiple lenders, downloadable parts manuals, and scheduled service/maintenance packages. The company primarily serves dairy, scrap, mining, landscaping, and construction industries in the Idaho region.
Differentiator
Problem solved
Functional benefit
Companies that use Central Equipment Company
Customer profileSegments4 records
Ideal customer profiles4 records
Central Equipment Company technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Central Equipment Company partnerships and signals
Strategic signalScale indicators2 records
Recent moves5 records
Expansion highlights4 records
Central Equipment Company competitors and assessment
Company assessmentDirect peers
- RDO Equipment Co. RDO Equipment Co. is a multi-line heavy equipment dealer with authorized franchises across construction and agricultural equipment, operating a regional showroom network with sales, rentals, parts, and service — directly comparable to Central Equipment's regional dealer-plus-rental model.
- Papé Machinery: Papé Machinery is a Pacific Northwest regional heavy equipment dealer offering construction and forestry equipment sales, rentals, parts, and service across multiple OEM lines — closely aligned with Central Equipment's multi-brand dealership footprint and integrated service offering.
- H&E Equipment Services: H&E Equipment Services is a publicly traded heavy equipment distributor and rental provider operating across the U.S. with sales, rentals, parts, and service — a direct peer to Central Equipment's integrated dealership model at larger scale.
Regional players
- Tractor & Equipment Co. Tractor & Equipment Co. is a regional Caterpillar dealer with construction equipment sales, rentals, parts, and service across Montana and the Northern Rockies — structurally comparable to Central Equipment as a regional heavy equipment dealer serving rural/extractive industries.
- Fabick Cat: Fabick Cat is a regional Caterpillar dealer (now part of Caterpillar) operating across the Midwest with sales, rentals, parts, and service for heavy construction equipment — a structural peer to Central Equipment's regional dealership business model.
- Ahern Rentals: Ahern Rentals is a privately held regional equipment rental company concentrated in the western U.S. with a fleet of aerial, material handling, and earthmoving equipment — comparable to Central Equipment's rental mix and regional market posture.
- Western States Equipment: Western States Equipment is a Caterpillar dealer serving Idaho and the surrounding Mountain West region with full-line construction equipment sales, rentals, parts, and service — a same-region competitor with directly overlapping customer segments.
Broad incumbents
- United Rentals: United Rentals is the largest equipment rental company in North America, offering aerial, earthmoving, material handling, and industrial rentals nationwide — a broad incumbent that overlaps directly with Central Equipment's rental fleet and competes for the same Idaho-region customers.
- Herc Rentals: Herc Rentals is a national equipment rental provider offering aerial, material handling, and industrial equipment fleets across the U.S. and Canada — directly competing with Central Equipment's rental operations and offering a comparable customer experience at national scale.
- Sunbelt Rentals: Sunbelt Rentals is a top-tier national equipment rental company with a broad fleet spanning aerial work platforms, earthmoving, and power generation — overlapping significantly with Central Equipment's rental categories at materially larger scale.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Central Equipment Company social profiles
Digital presenceCentral Equipment Company financial estimates
Financial estimateRevenue estimate
Valuation estimate
Central Equipment Company leadership team
Management profileNumber of profiles
Profiles1 record
Central Equipment Company funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Central Equipment Company 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 Central Equipment Company
What does Central Equipment Company do?
Central Equipment Company is a heavy machinery dealership based in Jerome, Idaho, selling new and used construction, mining, landscaping, and dairy equipment from brands such as Kobelco, Liebherr, ASV, Toro, Genie, JLG, Rokbak, and Walton Trailers. The company also offers flexible daily/weekly/monthly equipment rentals, an online parts store with downloadable parts manuals, and in-house service and maintenance including preventative maintenance, repairs, hydraulic and cylinder work, and full equipment rebuilds.
Is Central Equipment Company a public or private company?
Central Equipment Company is a private company. It is classified as corporate owned and is currently operating.
When was Central Equipment Company founded?
Central Equipment Company was founded in 1968. It employs 11 to 50 people.
Where is Central Equipment Company based?
Central Equipment Company is headquartered in Pocatello, United States, in the North America region.
How does Central Equipment Company make money?
Four revenue lines are on record. Equipment Sales are the primary driver. The others are equipment Rentals, parts Sales and service and Maintenance.
Who are Central Equipment Company's main competitors?
Direct peers on record are RDO Equipment Co., Papé Machinery and H&E Equipment Services. Regional players are Tractor & Equipment Co., Fabick Cat, Ahern Rentals and Western States Equipment. Broad incumbents are United Rentals, Herc Rentals and Sunbelt Rentals.
Does Central Equipment Company have an API?
No public API is recorded for Central Equipment Company.
What industry is Central Equipment Company in?
Central Equipment Company's product category is Heavy Equipment Dealership. Its primary akta.pro industry code is TLABAFAF, Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks), with a secondary code of CRAIADAH, Outdoor Power Equipment Parts & Service Retail. Its NAICS code is 423810 and its SIC code is 5082.