Peters & Keatts Equipment

What Peters & Keatts Equipment does

Peters & Keatts Equipment Inc. is a privately held vocational truck and equipment dealership founded in 2004 and domiciled in Idaho. The company retails new and used heavy-duty trucks from Peterbilt, Kenworth, Western Star, and International, alongside trailers from Brandt, Eager Beaver, Globe, Fellings, TRAILMAX, DOEPKER, and SIDUMP'R, and construction equipment including Caterpillar wheel loaders. It also offers equipment rentals and value-add content around Section 179 tax write-offs for commercial buyers. Its customer base skews toward heavy industry contractors (construction, excavation, heavy hauling, farming) with secondary demand from government and utility buyers — Seattle Public Utilities is publicly cited as a rental customer.

The business operates three physical showroom locations in Lewiston ID (headquarters), Snohomish WA, and Richland WA, serving the Pacific Northwest. GTM is direct-to-consumer via phone-based quote requests and in-person showroom visits, with online inventory search, Google Reviews (Darrell Hall, Josh Werner testimonials), and organic social channels (Facebook, Instagram, YouTube) used for top-of-funnel awareness. Pricing is quote-based and not publicly disclosed for individual units beyond sample listed inventory.

The firm's primary differentiator is operator credibility — founders came from excavation contracting, heavy hauling, and farming — combined with curated brand partnerships (Brandt is flagship; Eager Beaver, Globe, Fellings are core). Revenue is split between one-time equipment sales and usage-based rentals. With 11-50 employees, no institutional investors, no M&A activity, and no public revenue disclosure, the company is a small, founder-led regional dealer competing on field expertise and brand mix rather than scale or technology.

Name

Peters & Keatts Equipment

Legal name

Peters And Keatts Equipment Inc.

Website

https://petersandkeatts.net

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

Peters & Keatts Equipment is a privately held, founder-led vocational truck and equipment dealer founded in 2004 in Lewiston, ID, with three Pacific Northwest showrooms serving heavy construction, excavation, hauling, farming, and government buyers with new and used trucks, trailers, rentals, and brand partnerships.

Ownership category

akta.pro rank

Product category

Vocational Truck and Equipment Dealership

NAICS

Heavy Duty Truck Manufacturing (336120), Truck Trailer Manufacturing (336212)

SIC

Wholesale-Construction & Mining (No Petro) Machinery & Equip (5082), Wholesale-Industrial Machinery & Equipment (5084)

akta.pro primary industry

Vocational/Work Truck Manufacturing (Dump/Refuse/Mixer/Utility) (IMACABAF)

akta.pro secondary industries

Semi-Trailer Manufacturing (Dry Van/Reefer/Tanker/Lowboy) (IMACAGAB), Heavy-Duty Truck & Tractor Rentals (THADAJAC)

Keywords

• Vocational truck sales
• Heavy equipment dealer
• Trailer sales
• Construction equipment rental
• Commercial truck dealership

Headquarters

HQ city

Lewiston

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Equipment Sales: One-time sales of new and used vocational trucks, trailers, and construction equipment through company showrooms
2. Equipment Rentals: Rental services for trucks and equipment mentioned as part of business operations

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Peters & Keatts Equipment sells new and used vocational trucks, semi-trailers, and construction equipment (including wheel loaders) from manufacturers such as Peterbilt, Kenworth, Western Star, International, Brandt, Eager Beaver, Globe Trailers, Felling, Trailmax, Doepker, Sidump'r, and Caterpillar. The company also rents trucks and equipment and provides Section 179 tax write-off guidance for commercial vehicle purchases. Operations are conducted through three showroom locations in Idaho and Washington.

Product overview

Peters & Keatts Equipment Inc. is a truck and equipment dealership established in 2004, specializing in road heavy vocational trucks and equipment. The company operates as a dealer network selling new and used trucks from manufacturers like PETERBILT, KENWORTH, WESTERN STAR, and INTERNATIONAL; trailers from brands including BRANDT, Eager Beaver, Globe, FELLING, TRAILMAX, DOEPKER, and SIDUMP'R; and construction equipment such as CATERPILLAR wheel loaders. The company also offers parts, service, and rental services through its three locations in Lewiston ID, Snohomish WA, and Richland WA. They provide Section 179 tax write-off guidance for commercial vehicle purchases.

Differentiator

Problem solved

Functional benefit

Products and services

• Vocational Trucks

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Brandt Heavy Haul TrailerscoreChannel Partner/ Reseller/ DistributorBrandt is a flagship partnership. Peters & Keatts announced partnership with Brandt Heavy Haul with trailers on the ground ready to go to work. They offer Brandt lowboy trailers and on-highway transporters including models C550, H450, H650, H750, M300, M400, and T300.
• Eager Beaver TrailerscoreChannel Partner/ Reseller/ DistributorEager Beaver is a key manufacturer partner offering trailers including Easyloaders, Lowboys, Paver specials, and Oil Field Lowboys with capacity ranging from 6 to 70 tons.
• Globe TrailerscoreChannel Partner/ Reseller/ DistributorGlobe Trailers is a manufacturer partner offering commercial and construction trailers.
• FellingsminorChannel Partner/ Reseller/ DistributorFellings is a manufacturer partner offering tilt trailers and drop deck trailers including FT-70-3 RGT-L and FT50-3 models.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• RDO Equipment Co. Large multi-state construction equipment dealer with significant Pacific Northwest presence, carrying John Deere construction, Wirtgen roadbuilding, and Vermeer equipment. Comparable in being a multi-location OEM-aligned heavy equipment dealer serving contractors.
• Tractor & Equipment Co. Multi-location Caterpillar dealer serving the Southeast US with construction, mining, and forestry equipment plus parts and service. Comparable dealer model with similar OEM relationships and contractor end markets.
• HOLT Cat: Texas-based Caterpillar dealer with a large multi-branch network selling Cat construction equipment, trucks, and engines. Comparable dealership model with similar OEM-aligned product mix (including vocational trucks and equipment).
• Papé Group: Pacific Northwest-based heavy equipment dealer with multiple locations in Oregon, Washington, Idaho, and California selling Caterpillar, John Deere, and other construction and material handling equipment. Highly comparable regional dealership footprint and product mix.
• Stowers Machinery: Caterpillar dealer serving East Tennessee and surrounding region with construction equipment, parts, service, and rental. Comparable dealer business model focused on Cat equipment and related vocational products.
• Mustang Cat: Houston-based Caterpillar dealer selling Cat construction equipment, power systems, and trucks with multiple branches across Texas. Comparable dealer business with similar product categories and contractor customer base.
• Western States Cat: Regional Caterpillar dealer covering Idaho and surrounding states, selling new and used Cat construction equipment with parts, service, and rental. Directly comparable as a PNW heavy equipment dealership with similar product categories to Peters & Keatts.

Broad incumbents

• United Rentals: Largest equipment rental company in North America, also selling new and used heavy equipment, including aerial, earthmoving, and power generation. Overlaps with Peters & Keatts on the rental/equipment side of the business at significantly greater scale.
• H&E Equipment Services: National heavy equipment rental and sales company with a large branch network carrying aerial work platforms, earthmoving, and material handling equipment. Comparable on rental and sales of vocational heavy equipment, but operates at much larger scale.
• Sunbelt Rentals: One of the largest equipment rental providers in North America with a broad fleet including aerial, earthmoving, and specialty construction equipment. Comparable on the rental side of Peters & Keatts' business, but at much larger national scale.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@PetersandKeattsEquipment
• Facebookfacebook.com/peterskeattsequip
• Instagraminstagram.com/Pkequipmentinc

Revenue estimate

Valuation estimate

Number of profiles

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 Peters & Keatts Equipment