RAM Equipment
RAM Equipment is a privately held South Australian heavy equipment hire and sales company that rents and sells excavators, wheel loaders, tipper trucks, and attachments to civil, mining, landscaping, and demolition contractors from three South Australian locations.
- Company typePrivate
- Founded2014
- HeadquartersRichmond South, Australia
- Headcount11–50
- GTM typeB2B
- OfferingServices
What RAM Equipment does
RAM Equipment Pty Ltd (ACN 626 189 311) is a privately held South Australian heavy equipment hire and sales company founded in 2014, operating from three locations: its Adelaide headquarters at Richmond (181 Richmond Rd, SA 5033), a regional facility at Whyalla Barson (70 Industry Road, SA 5601), and an operational site at Olympic Dam (Olympic Way, SA 5725) servicing the BHP mining operation. The company rents and sells a fleet spanning 0.8T to 50T excavators, skid steers, site dumpers, compaction rollers, wheel loaders, dozers, graders, tipper trucks, and water trucks, carrying major OEM brands including Hitachi, Kubota, Kobelco, Case, Dynapac, John Deere, Wacker Neuson, and Hamm. Its underlying technology stack is conventional: GPS monitoring of hired equipment for location and operating-hour tracking underpins usage-based billing via timing devices, with no public-facing API or SDK.
RAM generates revenue across four streams: usage-based equipment hire (calculated from timing-device readings, with overtime charges above 8 hours/day or 40 hours/week), outright equipment sale, attachment sales (from RAMRADE's own line plus distributed brands Norm Engineering, FAE, ROBI, Himac, Auger Torque, Digga, and Kerfab), and a Loss Theft Damage Waiver subscription (10% of replacement value, capping customer liability). Pricing is not publicly disclosed; enterprise customers access 30-day credit accounts while cash customers transact on shorter terms, and a rent-to-buy pathway allows weekly or monthly transition from hire to ownership. Distribution runs through direct sales at all three locations plus an e-commerce storefront filtered by hire/buy, category, brand, and application, supported by an active social media presence. The company targets four customer segments — civil and construction contractors (primary), mining and resources, landscaping and property services, and demolition and recycling — and holds triple ISO certification (9001, 14001, 45001). Hire equipment is currently restricted to South Australian residents, reflecting a deliberate regional density strategy led by founder and managing director Kevin Grace.
RAM Equipment firmographics
Firmographics- Name
- RAM Equipment
- Legal name
- RAM Equipment Pty Ltd
- Website
- https://ramequipment.com.au
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- RAM Equipment is a privately held South Australian heavy equipment hire and sales company that rents and sells excavators, wheel loaders, tipper trucks, and attachments to civil, mining, landscaping, and demolition contractors from three South Australian locations.
- Ownership category
- akta.pro rank
RAM Equipment industry classification
Industry- Product category
- Heavy Equipment Rental and Sales
- NAICS
- Construction, Mining, and Forestry Machinery and Equipment Rental and Leasing (532412), Agriculture, Construction, and Mining Machinery Manufacturing (3331)
- SIC
- Construction Machinery & Equip (3531), Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082)
- akta.pro primary industry
- Construction & Industrial Equipment Rental/Leasing (Earthmoving, Material Handling, Aerial) (TLABAHAF)
Keywords
Where RAM Equipment is headquartered
LocationHeadquarters
- HQ city
- Richmond South
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
RAM Equipment business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Equipment Hire: Short-term and long-term rental of heavy machinery including excavators, skid steers, wheel loaders, dozers, graders, tipper trucks, site dumpers, and compaction rollers. Hire charges are calculated based on timing devices, with additional charges for usage exceeding 8 hours/day or 40 hours/week.
- Equipment Sales: Sale of new and used heavy equipment. RAM sells equipment outright and also offers rent-to-buy options allowing customers to transition from rental to ownership through weekly or monthly payments.
- Attachments Sales: Sale of earthmoving attachments including excavator and skid steer attachments from brands like Norm Engineering, RAMRADE, FAE, Robi, Himac, Auger Torque, and Digga.
- Loss Theft Damage Waiver: Optional waiver program charging 10% of equipment replacement value to limit customer liability for loss, theft, or damage to $2,500 or 10% of replacement cost, whichever is greater.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Dry Hire - Equipment Only |
| Subscription | Monthly | 30-Day Credit Account |
| Hybrid | Monthly | Rent-to-Buy Option |
| Subscription | Pay-as-you-go | LTD Waiver |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels4 records
RAM Equipment product offering
Product offeringCore offering
RAM Equipment sells, hires, and rents heavy construction and earthmoving machinery — including excavators (0.8T to 50T), skid steers, wheel loaders, dozers, graders, compaction rollers, site dumpers, tipper trucks, and water trucks — alongside a large range of excavator and skid steer attachments from brands such as RAMRADE, Norm Engineering, FAE, ROBI, Himac, Auger Torque, Digga, and Kerfab. Offerings span short-term dry hire, long-term rental, rent-to-buy arrangements, and outright purchase of new and used equipment, with operations concentrated in South Australia and service coverage extending to Adelaide, Whyalla, and Olympic Dam.
Product overview
RAM Equipment is a specialized heavy equipment hire and sales company operating primarily in South Australia, offering a diverse portfolio of construction and earthmoving machinery alongside an extensive range of attachments. The core offering consists of equipment categories including excavators (0.8T to 50T), skid steers, site dumpers, compaction rollers, wheel loaders, dozers, graders, tipper trucks, and water trucks. Supporting the equipment fleet is a comprehensive attachments division featuring products from multiple brands—RAMRADE (proprietary brand introduced 2014), Norm Engineering (Australian-made since 1984), FAE (Italian rock crushing), Himac (Australian attachments), ROBI (Finnish demolition tools), Auger Torque (earth drills), and others. The company provides both short-term dry hire and long-term rental options with rent-to-buy pathways, as well as new and used equipment sales across their South Australian locations in Adelaide, Whyalla, and Olympic Dam.
Differentiator
Problem solved
Functional benefit
Brands
- RAMRADE Attachments: World-class supplier of high-quality attachments to suit excavators, skid steers, and other earthmoving equipment. Introduced to Australia in 2014. Manufactured to exceed rigorous global standards with extensive field and factory testing.
Products and services
- Equipment Hire (Dry Hire - Equipment Only) Short-term and long-term rental of heavy construction and earthmoving machinery to civil, construction, mining, landscaping, and demolition customers in South Australia, with hire charges calculated based on timing-device-recorded usage. Additional charges apply for usage exceeding 8 hours/day or 40 hours/week.
- Equipment Sales (New and Used) Outright sale of new and used heavy equipment including excavators, skid steers, wheel loaders, dozers, graders, tipper trucks, water trucks, site dumpers, and compaction rollers to business customers across South Australia.
- Rent-to-Buy Equipment Program Hybrid hire-to-own arrangement offering easy weekly or monthly payments that allow customers to transition from equipment rental to ownership without large upfront capital outlays, preserving working capital for running the business.
- RAMRADE Attachments Proprietary brand of earthmoving attachments for excavators, skid steers, and other earthmoving equipment, including rock breakers, multi-grab buckets, skeleton buckets, and ripper tynes, designed and engineered for Australian conditions and safety standards with manufacturer-backed warranty.
- Earthmoving Attachments Distribution (Norm Engineering, FAE, ROBI, Himac, Auger Torque, Digga, Kerfab) Sale of excavator and skid steer attachments from third-party brands including Norm Engineering, FAE Group, ROBI, Himac, Auger Torque, Digga, and Kerfab, covering buckets, grapples, rock breakers, cutter crushers, multi-processors, demolition grapples, screening buckets, brooms, rotary drum cutters, post rammers, concrete mixer buckets, and earth drills.
- Loss Theft Damage (LTD) Waiver Optional waiver program charging 10% of equipment replacement value (non-refundable) to limit customer liability for loss, theft, or damage to the greater of $2,500 or 10% of replacement cost. Waived if customer provides a certificate of currency for appropriate insurance.
Quantifiable outcome
- Hire charges calculated based on actual usage via timing devices - no charge for standby time unless special arrangements made
- +1 more outcomes
Companies that use RAM Equipment
Customer profileSegments4 records
Ideal customer profiles4 records
RAM Equipment technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
RAM Equipment partnerships and signals
Strategic signalPartnerships
Eight partnerships are on record, tiered core and minor.
- Norm EngineeringcoreRAM Equipment distributes Norm Engineering earthmoving attachments for Mini Loaders, Skid Steers, Excavators, Backhoes and Telehandlers. Norm Engineering is a 100% Australian family-owned business established in 1984, known for durable and reliable attachments including buckets, brooms, dozer blades, concrete buckets, rippers, and grapples.
- FAE GroupcoreRAM Equipment distributes FAE vegetation control, rock crushing and soil stabilization attachments. FAE is globally recognized for leading-edge products that perform well in difficult conditions with low maintenance costs using special materials and patented cutting tools.
- ROBI AttachmentscoreRAM Equipment distributes ROBI Attachments manufactured in Finland, world-renowned for quality, innovation and design. ROBI products include demolition and handling grapples, crushers, screening buckets, hydraulic breakers, and excavator buckets suitable for demolition, sorting, screening, crushing and loading applications.
- RAMRADE AttachmentscoreRAMRADE is RAM Equipment's proprietary attachment brand, a world-class supplier of high-quality attachments to suit excavators, skid steers, and other earthmoving equipment. Introduced to Australia in 2014, RAMRADE Attachments are manufactured to exceed rigorous global standards, extensively field and factory tested for Australian conditions and safety standards.
- HimaccoreRAM Equipment distributes Himac attachments including rock breakers, claw grapples, concrete buckets, post rammers, fork tynes, and slashers. Himac provides tie-rodless hammer designs with sound and vibration suppression for skid steer and excavator applications.
- Auger TorqueminorRAM Equipment distributes Auger Torque earth drills and trenchers for excavator and skid steer attachments, providing equipment for drilling and earthmoving applications.
- DiggaminorRAM Equipment distributes Digga attachments for excavators and skid steers as part of their comprehensive attachment range.
- KerfabminorRAM Equipment distributes Kerfab concrete mixer buckets designed for areas where heavy vehicles cannot enter, streamlining loading, mixing and delivery processes for skid steers, telehandlers, and loaders.
Scale indicators1 record
Recent moves6 records
Expansion highlights5 records
RAM Equipment competitors and assessment
Company assessmentRegional players
- Bullivants (BRADKEN group): Australia and New Zealand specialist in lifting, rigging, and materials handling equipment including attachments. Comparable to RAM's attachment distribution business (Norm, FAE, ROBI-style) and to specialized earthmoving equipment supply.
- Earthmoving Plant Hire (EPH): Queensland-based earthmoving equipment hire and sales company offering excavators, dozers, graders and attachments. Closely comparable product set and hire-plus-rent-to-buy model to RAM, though operating in a different state.
- Allroads Group: Australian-owned heavy equipment dealer and rental group focused on earthmoving, road construction and infrastructure. Comparable product mix (excavators, loaders, attachments) and customer base (civil contractors, councils), primarily active in eastern Australia.
- Shermac Equipment: South Australian construction equipment supplier offering new/used sales, rental and servicing of excavators and attachments. Geographic overlap with RAM in South Australia and direct overlap on attachment distribution and earthmoving hire.
Direct peers
- Conplant: Australian equipment rental specialist known for non-operated equipment hire across construction and infrastructure. Directly comparable to RAM's dry-hire model on excavators and compact earthmoving equipment, with overlapping civil customer segments.
Broad incumbents
- Onsite Rental Group: National heavy equipment rental specialist focused on construction, infrastructure, mining and resources. Overlaps directly with RAM's excavator and earthmoving hire offering and serves many of the same mining and civil customers at a larger scale.
- BRADKEN: Global industrial supplier of wear products and engineered solutions, including attachments and parts for earthmoving equipment. Comparable to RAM's attachment and wear-parts supply business at much larger industrial scale.
- Kennards Hire: National family-owned equipment rental chain offering a broad range of construction and DIY equipment including excavators and attachments. Comparable business model (dry hire plus sales) and overlapping customer base with RAM, but with national branch coverage.
- Coates Hire: Australia's largest equipment rental operator with a national network across construction, mining and industrial hire. Directly comparable to RAM on excavator, skid steer and attachment hire, but at vastly greater scale and geographic reach.
- United Forklift and Access Solutions: Large Australian rental provider for materials handling, access and earthmoving equipment. Comparable in offering hire, sales and rent-to-buy of construction machinery and attachments, with broader geographic coverage than RAM.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
RAM Equipment social profiles
Digital presenceRAM Equipment compliance and trust
Trust signalCompliance3 records
RAM Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
RAM Equipment leadership team
Management profileNumber of profiles
Profiles1 record
RAM Equipment subsidiaries and ownership
Company hierarchySubsidiaries1 record
RAM Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
RAM Equipment 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 RAM Equipment
What does RAM Equipment do?
RAM Equipment sells, hires, and rents heavy construction and earthmoving machinery — including excavators (0.8T to 50T), skid steers, wheel loaders, dozers, graders, compaction rollers, site dumpers, tipper trucks, and water trucks — alongside a large range of excavator and skid steer attachments from brands such as RAMRADE, Norm Engineering, FAE, ROBI, Himac, Auger Torque, Digga, and Kerfab. Offerings span short-term dry hire, long-term rental, rent-to-buy arrangements, and outright purchase of new and used equipment, with operations concentrated in South Australia and service coverage extending to Adelaide, Whyalla, and Olympic Dam.
Is RAM Equipment a public or private company?
RAM Equipment is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was RAM Equipment founded?
RAM Equipment was founded in 2014. It employs 11 to 50 people.
Where is RAM Equipment based?
RAM Equipment is headquartered in Richmond South, Australia, in the Oceania region.
How does RAM Equipment make money?
Four revenue lines are on record. Equipment Hire is the primary driver. The others are equipment Sales, attachments Sales and loss Theft Damage Waiver.
Who are RAM Equipment's main competitors?
Regional players on record are Bullivants (BRADKEN group), Earthmoving Plant Hire (EPH), Allroads Group and Shermac Equipment. Conplant is listed as a direct peer. Broad incumbents are Onsite Rental Group, BRADKEN, Kennards Hire, Coates Hire and United Forklift and Access Solutions.
Does RAM Equipment have an API?
No public API is recorded for RAM Equipment.
What industry is RAM Equipment in?
RAM Equipment's product category is Heavy Equipment Rental and Sales. Its primary akta.pro industry code is TLABAHAF, Construction & Industrial Equipment Rental/Leasing (Earthmoving, Material Handling, Aerial). Its NAICS code is 532412 and its SIC code is 3531.