Fat Truck
Fat Truck (Zeal Motor Inc.) manufactures amphibious off-road utility vehicles — five core models with low ground pressure and 8x8 configurations — serving electric utility, defense, mining, oil and gas, search and rescue, and recreational customers across North America via a dealer network and direct enterprise sales.
- Company typePrivate
- Founded-
- HeadquartersCowansville, Canada
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Fat Truck does
Fat Truck, a brand operated by Zeal Motor Inc. (Quebec, Canada), designs and manufactures amphibious off-road utility vehicles for industrial, government, and recreational customers. The product line comprises five core models — the FT2 Pickup, FT3 Pickup, FT3 Wagon, FT5 Hauler, and FT5 Wagon — plus amphibious and transport trailers. The underlying technology centers on an 8x8 articulated chassis with low ground pressure tires operating at 3-4 PSI, enabling the vehicles to float and traverse water at 5 km/h, drive on land at up to 40 km/h, and operate across mud, snow, soft terrain, and rocky environments. Over 40 selectable options and customization capabilities allow integration of cranes, medical equipment, firefighting systems, communications gear, and other mission-specific payloads; the Defense FAT TRUCK AMAV (Arctic Mobility Amphibious Vehicle) variant extends the platform to defense and Arctic operations with a 1,816 kg payload and 16-passenger configuration. The company manufactures at a single facility in Cowansville, Quebec (11 employees) and sells through a global network of approximately 15 named authorized dealers across the US and Canada, supplemented by direct enterprise field sales to utilities (National Grid, Hydro One), defense forces (Canadian Armed Forces), and emergency services agencies (Florida State Guard, Florida State Patrol, Manitoba RCMP, Punta Gorda Fire Department). Revenue is generated primarily through hardware sales (vehicles and accessories), customization services, and dealer-channel aftermarket activity; pricing is quote-based and not publicly disclosed. Named commercial and humanitarian partners include Pursuit's Banff Jasper Collection (glacier tourism) and the American and Canadian Red Cross (disaster relief). Fat Truck is privately held, founder/management-controlled, with no disclosed external funding or institutional investors.
Fat Truck firmographics
Firmographics- Name
- Fat Truck
- Legal name
- Zeal Motor Inc.
- Website
- https://fattruck.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Fat Truck (Zeal Motor Inc.) manufactures amphibious off-road utility vehicles — five core models with low ground pressure and 8x8 configurations — serving electric utility, defense, mining, oil and gas, search and rescue, and recreational customers across North America via a dealer network and direct enterprise sales.
- Ownership category
- akta.pro rank
Fat Truck industry classification
Industry- Product category
- Amphibious Off-Road Utility Vehicles
- NAICS
- Heavy Duty Truck Manufacturing (33612), Motor Vehicle Body and Trailer Manufacturing (3362)
- akta.pro primary industry
- Specialty Off-Road Utility Vehicles (UTVs, ATVs, Side-by-Sides) (IMAHAIAG)
- akta.pro secondary industry
- Off-Highway Trucks & Haulage Vehicles (IMAHAIAA)
Keywords
Where Fat Truck is headquartered
LocationHeadquarters
- HQ city
- Cowansville
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Fat Truck business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Technology or R&D, Marketing or Sales
Revenue model
- Vehicle Sales: Sale of amphibious off-road utility vehicles including FT2 Pickup, FT3 Pickup, FT3 Wagon, FT5 Hauler, and FT5 Wagon models. The Defense FAT TRUCK AMAV variant offers specialized capabilities for military applications.
- Accessories and Attachments: Sale of vehicle accessories including roof racks, LED light bars, winches, cargo boxes, trailers, and specialized equipment attachments for various industrial applications.
- Customization Services: Customization services for integrating specialized equipment and configuring vehicles for specific industry requirements, including defense, search and rescue, and utility applications.
- Dealer Network Revenue: Revenue generation through authorized dealer network with highest rental revenue on the market and best aftermarket resale value. Dealers benefit from lowest maintenance requirements in the industry.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Vehicle sales through authorized dealers |
Go-to-market motion2 records
Distribution channels1 record
Marketing channels5 records
Fat Truck product offering
Product offeringCore offering
Fat Truck (Zeal Motor Inc.) designs, manufactures, and sells the FAT TRUCK line of amphibious, low-ground-pressure off-road utility vehicles for industrial, governmental, and recreational customers. The product family includes the FT2 Pickup, FT3 Pickup, FT3 Wagon, FT5 Hauler, and FT5 Wagon, complemented by amphibious and transport trailers. Vehicles are configured for remote-terrain work in sectors such as utilities, defense, mining, oil & gas, forestry, and search and rescue, and are also used recreationally for hunting, fishing, and backcountry access.
Product overview
Fat Truck, manufactured by Zeal Motor Inc., offers a lineup of off-road amphibious utility vehicles comprising five main models (FT2 Pickup, FT3 Pickup, FT3 Wagon, FT5 Hauler, FT5 Wagon) plus supporting trailers. The FT2 represents the compact model, FT3 serves as the mid-size pickup and wagon variants, and FT5 provides heavy-duty hauler and large 8x8 wagon configurations for the most demanding industrial applications. Accessories include amphibious trailers and transport trailers that complement the vehicle lineup. All vehicles feature amphibious capabilities enabling them to float and traverse water, low ground pressure tires for soft terrain, and extensive customization options with over 40 selectable configurations to serve diverse industrial markets including electric utility, defense, mining, oil and gas, vegetation management, search and rescue, and recreational applications.
Differentiator
Problem solved
Functional benefit
Products and services
- FT2 Pickup Compact amphibious, low-ground-pressure off-road pickup utility vehicle from the Fat Truck family, intended for remote-terrain work and recreational access in soft, wet, or flooded environments.
- FT3 Pickup Mid-size amphibious, low-ground-pressure off-road pickup utility vehicle from the Fat Truck family, used by industrial and government fleets for crew and equipment transport in remote terrain.
- FT3 Wagon Mid-size amphibious, low-ground-pressure off-road wagon variant with enclosed crew/cargo body, designed to transport personnel and equipment into sites inaccessible by road.
- FT5 Hauler Heavy-duty amphibious, low-ground-pressure off-road hauler from the Fat Truck family, designed for high-payload industrial work such as equipment, material, and supply movement in remote terrain.
- FT5 Wagon Heavy-duty amphibious, low-ground-pressure off-road wagon variant of the Fat Truck family, configured to carry larger crews and cargo volumes into remote and flood-prone terrain.
- Amphibious Trailer Companion amphibious trailer designed to be towed by Fat Truck vehicles, extending payload/cargo capacity while retaining water-transit capability.
- Transport Trailer Land-only trailer used to transport Fat Truck vehicles between job sites, bases, or dealerships without requiring them to be driven on roads.
Quantifiable outcome
- Can carry up to 16 passengers and 1,816 kg payload in defense configuration
- +3 more outcomes
Companies that use Fat Truck
Customer profileNamed customers8 records
Segments7 records
Ideal customer profiles5 records
Fat Truck technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Fat Truck partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor, strategic and core.
- Association of Equipment Manufacturers (AEM)minorFat Truck is a proud member of the Association of Equipment Manufacturers (AEM), an industry trade association for equipment manufacturers.
- Canadian Red CrossstrategicFat Truck supports humanitarian efforts in collaboration with the Canadian Red Cross, providing vehicles for disaster relief, emergency response, and critical missions in hard-to-reach areas.
- American Red CrossstrategicFat Truck supports humanitarian efforts in collaboration with the American Red Cross, providing vehicles for disaster relief, emergency response, and critical missions.
- Pursuit's Banff Jasper CollectioncoreFat Truck vehicles power the Ice Odyssey experience at the Columbia Icefield, taking guests on glacier tours in the Canadian Rockies. The FAT TRUCK amphibious glacier tour vehicle is at the heart of this premium tourist experience, providing access to terrain no ordinary vehicle could reach.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Fat Truck competitors and assessment
Company assessmentBroad incumbents
- John Deere (Gator):
- BRP (Can-Am): BRP manufactures Can-Am Defender and Maverick side-by-side utility vehicles used in hunting, agriculture, and commercial applications. Its broad dealer network and recreational brand compete for some of the same utility and recreational off-road customers as Fat Truck.
- Polaris Inc. Polaris is a major OEM of off-road utility vehicles, side-by-sides, and ATVs through its Ranger, Sportsman, and MRZR lines, including military variants. While not amphibious, Polaris competes for the same commercial and government utility-vehicle budgets as Fat Truck at significantly greater scale.
Direct peers
- Argo Extreme Terrain Vehicles: Argo is the closest direct peer, manufacturing amphibious 8x8 extreme terrain vehicles (XTVs) for utility, government, defense, and recreational markets. Its product positioning around amphibious all-terrain mobility with rubber track or tire configurations directly overlaps Fat Truck's core value proposition.
- Sherp: Sherp builds large-format amphibious all-terrain vehicles with extreme cold-weather capability for defense, oil & gas, and remote operations. It competes head-to-head with the FT5 Hauler and AMAV variants in extreme environment and Arctic mobility applications.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Fat Truck social profiles
Digital presenceFat Truck financial estimates
Financial estimateRevenue estimate
Valuation estimate
Fat Truck leadership team
Management profileNumber of profiles
Profiles2 records
Fat Truck funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Fat Truck 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 Fat Truck
What does Fat Truck do?
Fat Truck (Zeal Motor Inc.) designs, manufactures, and sells the FAT TRUCK line of amphibious, low-ground-pressure off-road utility vehicles for industrial, governmental, and recreational customers. The product family includes the FT2 Pickup, FT3 Pickup, FT3 Wagon, FT5 Hauler, and FT5 Wagon, complemented by amphibious and transport trailers. Vehicles are configured for remote-terrain work in sectors such as utilities, defense, mining, oil & gas, forestry, and search and rescue, and are also used recreationally for hunting, fishing, and backcountry access.
Is Fat Truck a public or private company?
Fat Truck is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Fat Truck founded?
Fat Truck was founded in -1. It employs 11 to 50 people.
Where is Fat Truck based?
Fat Truck is headquartered in Cowansville, Canada, in the North America region.
How does Fat Truck make money?
Four revenue lines are on record. Vehicle Sales are the primary driver. The others are accessories and Attachments, customization Services and dealer Network Revenue.
Who are Fat Truck's main competitors?
Broad incumbents on record are John Deere (Gator), BRP (Can-Am) and Polaris Inc.. Direct peers are Argo Extreme Terrain Vehicles and Sherp.
Does Fat Truck have an API?
No public API is recorded for Fat Truck.
What industry is Fat Truck in?
Fat Truck's product category is Amphibious Off-Road Utility Vehicles. Its primary akta.pro industry code is IMAHAIAG, Specialty Off-Road Utility Vehicles (UTVs, ATVs, Side-by-Sides), with a secondary code of IMAHAIAA, Off-Highway Trucks & Haulage Vehicles. Its NAICS code is 33612.