Kriete Truck Centers

What Kriete Truck Centers does

Kriete Truck Centers is a privately held, third-generation family-owned heavy- and medium-duty truck dealership organization headquartered in Milwaukee, Wisconsin, founded in 1951. The company sells and services new trucks from Mack, Volvo, Hino, Isuzu, and Autocar across 11 Wisconsin locations, with a Certified Uptime Dealer designation for Mack and Volvo at most sites and the only Certified Putzmeister Service and Refurb Center in the United States at its Racine facility. Beyond sales, the company operates a full-service parts business (OEM and all-makes aftermarket brands including KAMP, Road Choice, Dinex, Northern Radiator, and A-Line), a service and repair operation staffed by nearly 200 ASE-certified and factory-trained technicians, body shop facilities at Madison and Racine, and equipment partnerships spanning Barko, Heiden, Kesla, Palfinger, and Serco.

The business generates revenue through one-time truck sales (new and used), parts sales, service and repair contracts, recurring full-service leases and rentals (operating since 1971), and finance and insurance products originated through Volvo/Mack Financial Services, Toyota Commercial Finance, the TRNSACT platform, and Interstate Billing Service. Customer-facing digital infrastructure includes the Nexpart 24/7 online parts store, ASIST service messaging platform, PartsASIST FleetPREFERRED portal, and online credit applications. The recently expanded customer base spans commercial fleet operators, medium/light-duty truck buyers, government and municipal fleets, concrete equipment operators (Putzmeister), and companies outsourcing fleet maintenance through service contracts.

Strategically, the company has executed three acquisitions in recent years — Putzmeister's Refurb business (2019), La Crosse Truck Center (July 2024), and Badger Truck (November 2025, explicitly doubling company size) — under sustained third-generation family ownership with no public listing or institutional equity backing evident in the data. Distribution remains centered on the Wisconsin dealership footprint, supplemented by leasing/rental coverage through dealer network partnerships extending service range beyond state borders.

Name

Kriete Truck Centers

Legal name

Kriete Truck Centers

Website

https://krietetrucks.com

Company type

Private

Founded year

1951

Operating status

Operating

Headcount range

251–500 employees

Short description

Kriete Truck Centers is a third-generation, family-owned Wisconsin truck dealership founded in 1951 operating 11 locations (recently doubled via the Badger Truck acquisition) selling and servicing Mack, Volvo, Hino, Isuzu, and Autocar trucks, with parts, service, leasing/rental, captive F&I, and the only US Certified Putzmeister Service and Refurb Center.

Ownership category

akta.pro rank

Product category

Commercial Truck Dealership Services

NAICS

Motor Vehicle and Parts Dealers (441), Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312), Motor Vehicle and Motor Vehicle Parts and Supplies Merchant Wholesalers (4231)

SIC

Services-Automotive Repair, Services & Parking (7500), Wholesale-Motor Vehicle Supplies & New Parts (5013), Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicles & Motor Vehicle Parts & Supplies (5010)

akta.pro primary industry

General Heavy-Duty Truck & Bus Repair (Full-Service Shops) (TLAKABAA)

akta.pro secondary industries

Heavy-duty truck, trailer & commercial vehicle parts distribution (CRAOANAJ), Heavy-Duty Commercial Truck Leasing & Rental (Class 7–8 Tractors & Straight Trucks) (TLABABAC), Medium-Duty Commercial Truck Leasing & Rental (Class 3–6) (TLABABAB)

Keywords

• Commercial truck sales
• Truck parts service
• Fleet leasing rental
• Heavy duty trucks
• Truck financing insurance

Headquarters

HQ city

Milwaukee

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Truck Sales (New and Used): Sales of new heavy-duty, medium-duty, and light-duty trucks from Mack, Volvo, Hino, Isuzu, and Autocar brands, as well as used commercial trucks. Revenue from vehicle sales, including bodies and upfits.
2. Service and Repairs: Truck diagnostics, repairs, preventive maintenance, warranty work, body shop services, and engine overhauls on heavy-duty and medium-duty trucks. Includes Putzmeister equipment service and refurbishment.
3. Parts Sales: Sales of OEM parts for Mack, Volvo, Hino, Isuzu, and Autocar trucks, plus aftermarket all-makes parts (KAMP, Road Choice, Dinex, Northern Radiator, A-Line) for all truck makes and models.
4. Leasing and Rental: Full-service leasing programs (TRAC lease, operating lease), short-term and long-term truck rentals, and fleet management services. Rental options include day cabs, sleepers, box trucks, wet kits, spotters, and trailers.
5. Service Contracts: Customized service plans including preventative maintenance, dynamic maintenance, and contract maintenance designed to maximize uptime and manage maintenance costs.
6. Finance and Insurance Products: Retail installment loans, municipal financing, repair financing, GAP insurance, and captive lender financing options through Volvo/Mack Financial Services and Toyota Commercial Finance.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Kriete Truck Centers sells new and used heavy-duty, medium-duty, and light-duty commercial trucks from Mack, Volvo, Hino, Isuzu, and Autocar across 11 Wisconsin locations. It complements truck sales with OEM and aftermarket parts, certified maintenance and repair, body shop services, full-service leasing, short- and long-term rentals, customized service contracts, and finance and insurance products.

Differentiator

Problem solved

Functional benefit

Brands

• Kriete Leasing & Rental: Flexible leasing and rental solutions for commercial trucks, operating since 1971
• Forward with Kriete
• Putzmeister Service & Refurb Center
• Kriete Nexpart Store
• Kriete Pros

Products and services

• New Truck Sales Sales of new commercial trucks from Mack, Volvo, Hino, Isuzu, and Autocar brands at 11 Wisconsin dealership locations, including body and upfit configurations for fleet and owner-operator buyers.
• Used Truck Sales Sales of used and work-ready commercial trucks across heavy-duty, medium-duty, and light-duty categories, available through online inventory browsing and 11 Wisconsin locations.
• Truck Parts OEM parts for Mack, Volvo, Hino, Isuzu, and Autocar trucks plus all-makes aftermarket parts under brands including KAMP, Road Choice, Dinex, Northern Radiator, and A-Line. Available 24/7 online via the Nexpart store and at all 11 Wisconsin locations.
• Truck Service and Repair Certified diagnostics, preventive maintenance, warranty work, body shop services, and engine overhauls on heavy-duty and medium-duty trucks at Mack and Volvo Certified Uptime Dealer locations across Wisconsin, supported by nearly 200 ASE-certified and factory-trained technicians.
• Truck Leasing and Rental Full-service TRAC and operating leases (12- to 72-month terms), short- and long-term rentals, rent-to-own options, and fleet management services. Rental fleet includes day cabs, sleepers, box trucks, wet kits, spotters, and trailers.
• Service Contracts Customized preventative maintenance, dynamic maintenance, and contract maintenance plans designed to maximize uptime and control maintenance costs while customers retain the depreciation benefits of truck ownership.
• Finance and Insurance Products Retail installment loans, municipal financing, repair financing, GAP insurance, and captive lender financing through Volvo/Mack Financial Services and Toyota Commercial Finance, accessible online via the TRNSACT platform.
• Putzmeister Service and Refurbishment Specialized Putzmeister concrete pump and Telebelt parts, certified service, refurbishment, and ACPA boom inspections at the Racine facility, including a 12-bay shop and state-of-the-art paint booth (85ft x 22ft x 22ft).
• Truck Bodies and Upfits Body shop and upfit services at the Madison and Racine locations, including collision repair, paint, and custom body configurations for Mack and Volvo trucks.
• Equipment Sales Sales and service of allied equipment including Barko hydraulics, Heiden crane attachments, Kesla forestry and material handling equipment, Palfinger cranes and lifts, and Serco loaders.
• Trailer Sales Sales of Cross Country Trailers and Great Lakes Trailers, offered alongside new and used truck sales across the Wisconsin dealership network.

Quantifiable outcome

• Truck diagnostics completed within 45 minutes at certified uptime dealer locations
• +3 more outcomes

Named customers9 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Putzmeister AmericacoreStrategic or Co-development Partner · 1 January 1999Since 1999, Kriete has provided Mack Trucks to Putzmeister for outfitting with concrete pumps at their North American headquarters in Sturtevant, Wisconsin. In 2019, Kriete acquired Putzmeister's Refurb business and operates the only Certified Putzmeister Service and Refurb Center in the United States.
• TRNSACTcoreTechnology or IntegrationOnline financing platform that simplifies truck and equipment financing with secure online application and access to network of commercial lenders. Single streamlined process for multiple financing options and faster responses.
• NexpartcoreTechnology or Integration24/7 online parts ordering platform allowing customers to access inventory at preferred Kriete store locations, check availability, verify pricing, and order OEM and aftermarket parts.
• Dinex Emission SolutionsminorChannel Partner/ Reseller/ DistributorPartnership to provide exhaust aftertreatment solutions including Dinex One Box Solutions for Cascadia and Detroit Engines.
• Barko HydraulicsminorChannel Partner/ Reseller/ DistributorEquipment partnership for Barko hydraulic equipment sold and serviced through Kriete locations.
• Heiden Crane AttachmentsminorChannel Partner/ Reseller/ DistributorEquipment partnership for crane attachments sold and serviced through Kriete locations.
• Kesla EquipmentminorChannel Partner/ Reseller/ DistributorEquipment partnership for Kesla forestry and material handling equipment sold through Kriete locations.
• Palfinger Cranes & LiftsminorChannel Partner/ Reseller/ DistributorEquipment partnership for Palfinger crane and lift products sold and serviced through Kriete locations.
• Serco LoadersminorChannel Partner/ Reseller/ DistributorEquipment partnership for Serco loader products sold and serviced through Kriete locations.
• Cross Country TrailersminorChannel Partner/ Reseller/ DistributorTrailer partnership offering Cross Country trailer options alongside truck sales.
• Great Lakes TrailersminorChannel Partner/ Reseller/ DistributorTrailer partnership offering Great Lakes trailer options alongside truck sales.
• KAMP (All Makes Truck Parts)minorChannel Partner/ Reseller/ DistributorAftermarket all-makes truck parts brand offered through Kriete locations. KAMP parts provide reliability at lower cost, backed by 70+ years of dealership experience.
• Road Choice PartsminorChannel Partner/ Reseller/ DistributorAftermarket parts brand for all truck makes and models including Freightliner, Iveco, Kenworth, Mack, MAN, Mercedes, Navistar, Peterbilt, Prevost, Scania, Volvo.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Velocity Vehicle Group: Velocity Vehicle Group (formerly Velocity DBA) is a Daimler Truck dealer network operating full-service commercial truck dealerships across the western and southwestern US, selling Freightliner, Western Star, and Detroit Diesel products. Comparable to Kriete as a multi-location, full-service heavy-duty dealer group with parts, service, and finance capabilities.
• TEC Equipment: TEC Equipment is one of the largest Volvo and Mack heavy-duty truck dealer groups in the western US, with locations across multiple states. Directly comparable to Kriete as a Mack/Volvo Certified Uptime dealer offering full sales, parts, service, and leasing.
• Truck Country: Truck Country is a Midwest-focused heavy-duty truck dealer group operating multiple locations in Iowa, Wisconsin, and surrounding states, with Freightliner, Western Star, and Isuzu franchises. Directly comparable to Kriete given overlapping Wisconsin presence and similar full-service dealership model.
• Premier Truck Group: Premier Truck Group is a network of heavy- and medium-duty commercial truck dealerships primarily serving Texas and surrounding states, with Freightliner and Western Star franchises. Comparable to Kriete as a multi-location full-service dealer group with a strong focus on aftermarket service revenue.
• Nuss Truck & Equipment: Nuss Truck & Equipment is a Mack and Volvo heavy-duty truck dealer group operating across Minnesota, Wisconsin, and the Dakotas. Highly comparable to Kriete given direct Mack/Volvo franchise overlap and Wisconsin/Midwest market overlap as a Certified Uptime dealer.
• Rush Enterprises: Rush Enterprises is the largest network of commercial vehicle dealerships in North America, operating the largest Peterbilt and International dealer group. Like Kriete, it sells new and used commercial trucks, provides parts, service, and collision repair, and operates Rush Truck Leasing. It is the most directly comparable publicly-traded peer for Kriete's full-service dealership model.
• Lynch Truck Centers: Lynch Truck Centers is a Midwest heavy-duty truck dealer group operating in Wisconsin and surrounding states, with Volvo, Mack, and Hino franchises. Directly comparable to Kriete given overlapping Wisconsin footprint and similar multi-brand Mack/Volvo/Hino dealership model.

Broad incumbents

• Mack Trucks: Mack Trucks is a Volvo Group brand and one of Kriete's two primary OEM partners. As a manufacturer, Mack is a structural dependency rather than a competitor, but its franchising terms, warranty policies, and Certified Uptime Dealer program define the operating envelope for Kriete's core business.
• Volvo Trucks North America: Volvo Trucks North America is the OEM for one of Kriete's core brands. While a manufacturer rather than a direct peer, Volvo's strategic decisions on EV transition, dealer network structure, and uptime programs directly shape Kriete's addressable market and operating model.
• SelecTrucks: SelecTrucks is Daimler Truck's branded used commercial truck retail network, operating dealership locations across the US. Comparable to Kriete's used truck inventory business and parts/service operations, though focused specifically on used commercial truck retail rather than full OEM representation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

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• LinkedInlinkedin.com/company/krietetruckcenters

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Kriete Truck Centers