Roberts Truck Center

What Roberts Truck Center does

Roberts Truck Center is a privately held, family-owned commercial truck and bus dealer group founded in 1974 and headquartered in Amarillo, Texas. The company sells, rents, services, and finances new and pre-owned heavy- and medium-duty trucks through seven strategically located full-service dealerships across Texas (Amarillo, Lubbock, Midland, San Angelo, Abilene/Tye) and New Mexico (Albuquerque, Farmington), covering a 600-by-600-mile service territory that also extends into Colorado and Oklahoma via the Idealease network.

The company operates as a multi-OEM authorized dealer representing International Trucks, Kenworth, Isuzu, and IC Bus/Collins Bus. Its product portfolio spans traditional diesel powertrains (International MV, HV, HX, LT, CV, RH series; Kenworth T680; S13 Integrated Powertrain) and zero-emission vehicles (International eMV Series electric truck with 210kWh battery). Roberts supports these vehicles with over 100 manufacturer-certified technicians (Navistar, Paccar, Cummins, Caterpillar, Allison, Eaton), 20 body shop bays across Amarillo and Albuquerque, a 15-plus mobile service truck fleet with 24/7 dispatch and a reported 95% on-site repair rate, and a parts inventory of 10 million SKUs distributed through RepairLink and TRP online ordering portals.

The business operates five concurrent revenue streams: (1) hardware sales of new and pre-owned trucks ($29,950 to $231,995+ per unit), (2) professional service and maintenance including diagnostics and mobile repair, (3) parts distribution across all makes and models, (4) in-house financing (Traditional Debt, TRAC Lease, FMV Lease), and (5) full-service leasing and short-term rental through the Idealease and PacLease networks. Customer segments span commercial fleet operators, independent owner-operators, and—via the Roberts Bus Center sub-brand—school districts throughout New Mexico. Go-to-market is sales-led, executed through direct field sales at each dealership, complemented by digital inventory search, online parts ordering, and a telematics-enabled fleet management interface.

Name

Roberts Truck Center

Legal name

Roberts Truck Center

Website

https://robertstruck.com

Company type

Private

Founded year

1974

Operating status

Operating

Headcount range

101–250 employees

Short description

Roberts Truck Center is a privately held, multi-OEM commercial truck and bus dealer group operating seven full-service dealerships across Texas and New Mexico, representing International, Kenworth, Isuzu, and IC Bus brands with sales, service, parts, leasing, financing, and mobile repair capabilities.

Ownership category

akta.pro rank

Product category

Commercial Truck Dealership

NAICS

Motor Vehicle Supplies and New Parts Merchant Wholesalers (42312)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Wholesale-Motor Vehicle Supplies & New Parts (5013)

akta.pro primary industry

Heavy-Duty Commercial Truck Leasing & Rental (Class 7–8 Tractors & Straight Trucks) (TLABABAC)

akta.pro secondary industries

Medium-Duty Commercial Truck Leasing & Rental (Class 3–6) (TLABABAB), Bus & Coach Depots / Storage Yards (TLALAKAI)

Keywords

• Commercial truck dealership
• Heavy-duty trucks
• Truck parts service
• Commercial vehicle leasing
• Truck rental fleet

Headquarters

HQ city

Amarillo

HQ country

United States

HQ region

North America

Offices7 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: Sale of new and pre-owned commercial trucks, including International, Kenworth, and Isuzu brands. Revenue generated from vehicle transactions with pricing from $29,950 to over $231,995 per unit.
2. Service and Maintenance: Diesel truck service, mobile service, two-hour diagnostic testing, and body shop services across all seven locations.
3. Parts Sales: Sale of heavy-duty and medium-duty truck parts for all makes and models through in-store and online platforms (RepairLink and Online Parts Counter). Large inventory of 10 million parts.
4. Financing Services: In-house financing department offering Traditional Debt, TRAC Lease, and FMV Lease financing options for commercial truck purchases.
5. Lease and Rental: Full-service leasing through Idealease and PacLease networks, plus short-term and long-term truck rentals for day, week, or month periods.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Roberts Truck Center is a multi-point commercial truck and bus dealership group that sells, rents, leases, and services new and pre-owned medium- and heavy-duty trucks and buses. Operating seven locations across Texas and New Mexico, the company represents International, Kenworth, Isuzu, and IC Bus brands, and provides parts, certified diesel service, body shop and collision repair, 24/7 mobile service, in-house financing, and full-service leasing through Idealease and PacLease.

Product overview

Roberts Truck Center operates as a multi-point commercial truck and bus dealer group offering a comprehensive portfolio of truck and bus brands (International, Kenworth, Isuzu, IC Bus), electric vehicles (eMV Series), advanced powertrains (S13), and full-service capabilities including parts, service, body shop, mobile service, leasing (Idealease, PacLease), financing, and telematics (OnCommand Connection). The company provides a unified solution through seven Texas and New Mexico locations with online tools like truck builder configurator and parts ordering portals.

Differentiator

Problem solved

Functional benefit

Brands

• Roberts Bus Center: School and commercial bus sales and service division representing IC Bus and Collins Bus franchises in New Mexico.
• Roberts Idealease
• Roberts PacLease

Products and services

• International Trucks Full line of International medium- and heavy-duty commercial trucks including the MV, HV, HX, LT, RH, and CV Series sold to commercial fleet operators and owner-operators.
• Kenworth Trucks Full line of Kenworth commercial trucks including the T680 and other models for regional and long-haul applications, sold from the Amarillo and Lubbock dealerships.
• Isuzu Trucks Isuzu medium-duty commercial trucks sold through the Roberts dealership network.
• International eMV Series (Electric) Zero-emission electric version of the International MV medium-duty truck for fleet customers targeting emissions reduction and urban-duty cycles.
• International S13 Integrated Powertrain Next-generation International integrated powertrain option for heavy-duty trucks offering improved fuel economy and reduced emissions versus prior powertrains.
• Pre-Owned Trucks Used and pre-owned commercial trucks priced from $29,950 to $99,950, sold to owner-operators and small fleets.
• IC Bus and Collins Bus School and commercial buses including IC Bus CE Series and RE Series, plus Collins Bus products, sold primarily to New Mexico school districts through the Roberts Bus Center division.
• Parts Department Sale of heavy-duty and medium-duty truck parts for all makes and models through in-store counters and online ordering via RepairLink and TRP Online Parts Counter, with free delivery.
• Service Department Comprehensive diesel truck service including diagnostics, scheduled maintenance, and repair performed by manufacturer-certified technicians across all seven locations.
• Body Shop Heavy-duty paint and collision repair services for commercial trucks at the Amarillo and Albuquerque locations.
• Mobile Service 24/7 mobile truck service dispatch with fully equipped units and experienced technicians delivering on-site breakdown and scheduled maintenance support.
• Truck Lease and Rental Full-service truck leasing and short- or long-term rental through the Idealease and PacLease networks, including preventive maintenance and 24/7 roadside assistance.
• Truck Financing In-house commercial truck financing offering Traditional Debt, TRAC Lease, and FMV Lease options to support fleet and owner-operator purchases.

Quantifiable outcome

• Two-hour diagnostic service for quick problem identification
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• IdealeasecoreChannel Partner/ Reseller/ DistributorRoberts Idealease provides full-service truck leasing, rental, fleet services, and dedicated maintenance solutions. Part of a vertically aligned distribution network with 430+ community-based locations across North America and 45,000+ trucks, tractors, and trailers in the fleet.
• PacLeasecoreChannel Partner/ Reseller/ DistributorRoberts PacLease provides custom-configured trucks and leasing packages tailored to specific business needs. Part of the Nationwide PacLease Network serving the Texas Panhandle with locations in Amarillo and Lubbock.
• International TruckscoreChannel Partner/ Reseller/ DistributorAuthorized International Trucks dealer with seven locations representing the full line of International commercial trucks including MV, HV, HX, LT, CV, RH, and eMV Series.
• KenworthcoreChannel Partner/ Reseller/ DistributorAuthorized Kenworth dealer in Amarillo and Lubbock, Texas, representing the full line of Kenworth trucks including T680 and offering TRP parts.
• Isuzu TrucksminorChannel Partner/ Reseller/ DistributorAuthorized Isuzu Trucks dealer offering Isuzu commercial vehicles as part of their multi-brand dealership network.
• IC BuscoreChannel Partner/ Reseller/ DistributorRoberts Bus Center represents IC Bus and Collins Bus franchises with multiple dedicated account managers serving school districts throughout New Mexico.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Direct peers

• Rush Enterprises: Largest commercial truck dealer network in North America, operating ~150+ locations representing Peterbilt, International, and other brands with full-service sales, parts, service, and leasing. Most directly comparable multi-brand dealership platform to Roberts, though at substantially greater scale and publicly traded.
• Velocity Vehicle Group: Daimler Truck dealer network offering Freightliner, Western Star, and Detroit products with full-service sales, leasing, parts, and service across multiple states. Closely aligned business model and customer mix to Roberts' multi-brand dealership approach.
• Bruckner Truck Sales: Multi-location commercial truck dealer group providing sales, leasing, parts, and service for multiple OEM brands. Comparable multi-line dealership model and similar customer segments to Roberts.
• Fyda Freightliner: Freightliner dealer group with multiple locations offering new/used truck sales, parts, service, and leasing. Similar full-service dealership platform to Roberts with overlapping customer segments (commercial fleet operators and owner-operators).
• Empire Truck Sales: Multi-brand commercial truck dealer operating across the South-Central U.S. with sales, parts, service, and leasing offerings. Comparable regional dealership model and customer base overlap with Roberts' Texas/New Mexico territory.
• Premier Truck Group: Multi-brand commercial truck dealer group offering new/used sales, leasing, parts, and service across multiple states. Highly comparable integrated service model and similar geographic dispersion to Roberts.
• Truck Country: Commercial truck dealer group serving Midwest markets with multi-brand offerings including Freightliner and Western Star. Similar integrated service capabilities and customer segments to Roberts, though operating in a different geography.
• TEC Equipment: Volvo and Mack heavy-duty truck dealer with full-service sales, leasing, parts, and service across the West Coast. Comparable full-service dealership structure and customer mix to Roberts.
• MHC Kenworth: Major Kenworth dealer network with full-service dealership capabilities across multiple states. Directly comparable to Roberts' Kenworth operations in Amarillo and Lubbock, with similar product/service mix and customer base.
• SelecTrucks: Network of used commercial truck dealerships operated by Daimler Truck North America, offering pre-owned truck sales with extended warranties and financing. Comparable to Roberts' pre-owned truck business and competes for similar used-truck buyer demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/RobertsTruckCenters
• LinkedInlinkedin.com/company/roberts-truck-center
• Instagraminstagram.com/RobertsTruckCenters

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 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 Roberts Truck Center