American Rentals

What American Rentals does

American Rentals, Inc. is a privately held, founder-controlled equipment and tool rental company founded in 1984 and headquartered in Long Beach, California, operating five physical branches across Southern California (Long Beach, Stanton, Highland, San Marcos, Riverside) that collectively serve the greater Los Angeles, Orange County, Riverside, San Bernardino, and San Diego markets. The company rents construction, industrial, and lawn/garden equipment across twelve-plus categories — aerial lifts (including boom lifts to 185 ft), earth moving (skid steers, mini through large excavators, wheel loaders, backhoes), forklifts (5,000–15,000 lb), portable power and lighting, trucks and trailers, compaction, air compressors and tools, concrete and masonry equipment, industrial power tools, and floor care/surface prep — drawing on major OEM brands such as Skyjack, Genie, JLG, John Deere, Kubota, and Bobcat. Supporting product lines include Redi Mix Concrete (sold by the yard), Used Equipment Sales, an AR Motorsports sub-brand tied to off-road racing, and 6-day-per-week delivery with 24-hour emergency replacement service.

The underlying technology stack is described as a standard equipment rental inventory management system paired with a public-facing e-commerce catalog for browsing, carting, and reservation requests; no public API, no proprietary data assets, and no AI/ML capabilities are disclosed. The revenue model is almost entirely usage-based equipment rental, billed on daily, weekly, and 4-week cycles with rates ranging from roughly $3/day for consumables (traffic cones) to $2,500/day for a 150 ft boom lift, plus unit-priced ready-mix concrete sales and a smaller resale channel for used equipment. Go-to-market is direct-to-customer via phone (a single 1-800 number), walk-in branch traffic, and the website, with delivery completing the field sales motion. Customers split between professional contractors (primary) needing heavy equipment for commercial projects and a long tail of residential/homeowner DIY renters, and the customer base is structurally diversified with no named enterprise accounts disclosed. The company is owned and led by CEO Tony Murray, who also serves as American Rental Association Region 9 Director for California, Nevada, and Hawaii, and operates with no external institutional investment, no parent entity, and no public listing.

Name

American Rentals

Legal name

American Rentals, Inc.

Website

https://american-rentals.com

Company type

Private

Founded year

1984

Operating status

Operating

Short description

American Rentals is a privately held, founder-led equipment and tool rental company operating five branches across Southern California, renting heavy construction, aerial, and industrial equipment to professional contractors and residential customers under daily, weekly, and monthly usage-based pricing.

Ownership category

akta.pro rank

Product category

Construction Equipment Rental

NAICS

Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), General Rental Centers (532310)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350), Construction Machinery & Equip (3531)

akta.pro primary industry

Earthmoving & Excavation Equipment Rental/Leasing (TLABAFAA)

akta.pro secondary industries

Material Handling Equipment Rental/Leasing (Forklifts, Telehandlers, Reach Trucks) (TLABAFAF), Surface Preparation & Compaction Equipment Rental/Leasing (Compactors, Rollers, Grinders) (TLABAFAJ), Lifting & Hoisting Rental & Leasing (IMAHAJAN)

Keywords

• Construction equipment rentals
• Heavy machinery rental
• Aerial lift rentals
• Tool and equipment leasing
• Earthmoving equipment

Headquarters

HQ city

Long Beach

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Equipment Rentals: Short-term rental of construction equipment, tools, and machinery with daily, weekly, and monthly billing options. Revenue generated from rental fees based on equipment category and rental duration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

American Rentals rents construction equipment, tools, and machinery on a short-term basis from five branch locations across Southern California. The catalog spans aerial lifts, earth moving equipment, forklifts, generators, lighting, trucks, trailers, compaction, air compressors, lawn and garden, industrial tools, concrete and masonry, and floor care equipment. Auxiliary services include Redi Mix Concrete sales, used equipment sales, job-site delivery, and 24-hour emergency replacement.

Product overview

American Rentals is an equipment and tool rental company operating as a single unified platform with multiple product lines. The core offering is equipment rental (thousands of items across 12+ categories including aerial, earth moving, forklifts, portable power, trucks/trailers, compaction, air tools, lawn/garden, industrial tools, concrete/masonry, and floor care). Supporting offerings include Redi Mix Concrete sales, used equipment sales, AR Motorsports sponsorship, and delivery/emergency services. The company serves Southern California through 5 locations (Long Beach, Stanton, Highland, San Marcos, Riverside) with equipment from brands including Skyjack, Genie, JLG, John Deere, Kubota, and Bobcat.

Differentiator

Problem solved

Functional benefit

Brands

• AR Motorsports: Motorsports racing team that campaigns a Geiser Trophy Truck Spec and a Class 11 bug across Nevada and Baja California, comprised of friends, family and American Rentals employees.

Products and services

• Equipment Rental Core short-term equipment rental service offering thousands of rental items across 12+ categories including aerial lifts, earth moving equipment, forklifts, generators, trucks, trailers, and tools for construction, industrial, and lawn/garden applications.
• Redi Mix Concrete Ready-mixed concrete available for sale in 5-sack and 6-sack options, in quantities from 1/4 yard to 1 yard, with trailer rental available for transporting concrete (requires 3/4 or 1 ton vehicles for transport).
• Used Equipment Sales Pre-owned equipment from the company's rental fleet available for purchase, with current availability listed on the used equipment page.
• Delivery and Emergency Service Equipment delivery service available six days a week plus round-the-clock 24-hour emergency service for down equipment or new orders across the Southern California service area.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• United Rentals: Largest equipment rental company in North America with a fleet spanning aerial, earthmoving, material handling, and power — directly competing with American Rentals across its entire Southern California service area and exerting the most pricing pressure on heavy construction rentals.
• Sunbelt Rentals: Second-largest North American rental operator (Ashtead Group subsidiary) with full-line industrial and contractor equipment offerings; competes directly in aerial lifts, earthmoving, and general tool rentals across the same Southern California geographies.
• Herc Rentals: National full-line equipment rental provider with strong aerial, material handling, and industrial fleet — a direct competitor for mid-to-large commercial contractor accounts in Southern California.
• H&E Equipment Services: Major full-service equipment rental and sales operator with aerial, earthmoving, and material handling capabilities; competes for the same contractor customer base, particularly on heavy construction fleet.
• Ahern Rentals: Privately held regional rental company founded in 1953 with deep presence in Nevada, California, and Arizona — the closest comparable to American Rentals in fleet breadth, regional focus, multi-branch model, and family/founder ownership.

Emerging players

• EquipmentShare: Tech-enabled equipment rental platform with proprietary T3 operating system; an emerging competitive threat targeting the same contractor base with mobile-first ordering, fleet telematics, and digital dispatch American Rentals does not offer.

Broad incumbents

• The Home Depot (Tool Rental): National big-box retailer offering consumer and prosumer tool and small equipment rentals; overlapping at the residential/DIY and small-contractor end of American Rentals' customer base, but no heavy construction fleet.

Regional players

• Sunstate Equipment: Historically a strong regional rental operator in the Southwest (now part of Ashtead Group/Sunbelt); competes with similar aerial and earthmoving offerings but primarily serves Arizona and adjacent markets rather than directly in Southern California.
• Coastline Equipment: California-based Caterpillar heavy equipment dealer offering sales, service, and short-term rental of excavators, loaders, and similar machines; competes for the same heavy construction contractor segment in Southern California.

Others

• Caterpillar (Cat Rentals via dealer network): OEM whose dealer network operates branded Cat Rentals stores renting heavy construction equipment; competes indirectly with American Rentals' earthmoving fleet and influences used-equipment resale values that American Rentals monetizes.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AmericanRentals.Ca
• Instagraminstagram.com/americanrentalsinc/?hl=en
• LinkedInlinkedin.com/company/americanrentalsinc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 American Rentals