What PETERSON HOLDING CO does

Peterson Holding Co is a privately held, fourth-generation family-owned holding company headquartered in San Leandro, California, that operates a diversified Caterpillar dealership platform across Northern California, Oregon, and southwest Washington. Founded in 1936 by Howard Peterson, the company runs eighteen full-service Peterson Cat locations and nineteen Cresco equipment-rental locations spanning more than 100,000 square miles, with wholy-owned operating subsidiaries in heavy equipment (Peterson Cat), power generation and engines (Peterson Power Systems), on-highway trucks (Peterson Trucks / International / Idealease), construction technology distribution (SITECH NorCal & Oregon, BuildingPoint Pacific), and marine subsea technology (Peterson Technology Group via Teledyne Marine), plus marine dock services (KKMI). Peterson's core technology base is Caterpillar heavy equipment and engines, Trimble GPS/machine control and buildings technology, and Teledyne Marine subsea systems, augmented by proprietary capabilities including the S·O·S Fluid Analysis predictive-maintenance service, certified training through Peterson University, and custom engineering work (Twin D8s, Quad D9, and the Range Master bomb-remediation scraper).

The company monetizes through multiple hardware and service streams: new and used equipment sales, a $33M+ parts inventory with worldwide Caterpillar distribution access, equipment rentals, 200+ megawatts of portable power rental capacity, multi-year Customer Support Agreements (CSA), field service, custom hydraulic/fabrication/welding/machining, and truck leasing. Distribution is primarily direct via factory-trained field sales representatives across the dealer network, supplemented by authorized dealer channels for Trimble (SITECH and BuildingPoint Pacific) and master distribution for Teledyne Marine products. Customer segments are split across construction contractors, power-generation customers (utilities, hospitals, data centers, telecoms), trucking and transportation, government/military, and marine — a deliberate vertical diversification that reduces reliance on any single end-market.

Peterson is not publicly traded, has no disclosed parent company, and operates without institutional or private equity backing. There is no disclosed revenue figure; the most recent formal valuation signals are indirect (89+ open job postings across 20+ states, $33M+ parts inventory, 200+ MW rental fleet, 37+ physical locations). Strategic intent, evidenced by recent moves (2015 BuildingPoint Pacific formation, 2013 KKMI acquisition, 2011 International Trucks expansion, 2009 Trimble/SITECH entry, 2020 fourth-generation leadership), is incremental vertical and geographic expansion within the core Caterpillar-adjacent industrial ecosystem rather than platform pivots.

Name

PETERSON HOLDING CO

Legal name

Peterson Holding Company

Website

https://petersonholding.com

Company type

Private

Founded year

1936

Operating status

Operating

Headcount range

11–50 employees

Short description

Peterson Holding Co is a fourth-generation family-owned Caterpillar dealership holding company operating 18 full-service Peterson Cat and 19 Cresco rental locations across Northern California, Oregon, and southwest Washington, serving construction, power generation, trucking, and marine customers with equipment, parts, service, and rental.

Ownership category

akta.pro rank

Headquarters

HQ city

San Leandro

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Heavy Equipment Sales & Rentals: Sale and rental of Caterpillar equipment including skid steer loaders to D11 track-type tractors, new and used equipment
2. Parts Sales & Distribution: $33 million+ parts inventory with worldwide Caterpillar distribution network, parts drops throughout territory, 24-hour availability
3. Service, Repair & Maintenance: Field service with heavy equipment service trucks, custom hydraulic service, fabrication, welding, machining, portable line boring, Customer Support Agreements (CSA)
4. Power Generation Solutions: Sales, rental, parts and service for power generation including 200+ megawatts of portable power rental, marine engines, generators, chillers, air compressors, cooling towers
5. Truck Sales & Service: Sales, lease, service and parts for International Trucks and Idealease truck leasing throughout Bay Area
6. Technology Distribution: Distribution of Trimble construction technology, Teledyne Marine subsea products through authorized dealer networks

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Peterson Holding Co is a privately held, family-owned Caterpillar dealership holding company that sells, rents, services, and supplies parts for Caterpillar heavy equipment, power generation systems, marine engines, and International Trucks across Northern California, Oregon, and southwest Washington. Through wholly owned subsidiaries it also distributes Trimble construction technology, Teledyne Marine subsea products, and operates equipment rental stores, a certified technician training program (Peterson University), and custom fabrication services. The company serves construction contractors, government/military, power generation customers, trucking operators, and marine customers through 18 full-service locations and 19 rental branches.

Product overview

Peterson Holding Co. operates as a diversified Caterpillar dealership holding company with multiple subsidiary brands. The portfolio consists of core equipment dealerships (Peterson Cat for heavy equipment; Peterson Power for engines and power generation; Peterson Trucks for on-highway trucks) supported by technology divisions (SITECH for construction GPS/machine control; BuildingPoint Pacific for vertical construction technology; Peterson Technology Group for marine subsea technology). Equipment rental is served through Cresco and Peterson Cat Rentals. The company also offers specialized training (Peterson University), digital asset management tools (VisionLink, ProductLink), and custom fabrication services. Founded in 1936, it is a fourth-generation family-owned business serving Northern California, Oregon, and southwest Washington.

Differentiator

Problem solved

Functional benefit

Products and services

• Peterson Cat Equipment Dealership Authorized Caterpillar equipment dealership providing new and used equipment sales, parts, service, and rental for the entire line of Caterpillar products, from skid steer loaders to D11 track-type tractors, with 18 full service locations across Northern California.
• Peterson Power Systems Power generation and engine services including sales, rental, parts, and service for Caterpillar engines, generators, marine engines, chillers, air compressors, and cooling towers, offering over 200 megawatts of portable power rental capacity.
• Peterson Trucks Authorized International Trucks dealer and Idealease truck leasing, rental, and maintenance provider serving the Bay Area and northern California coast with three locations in San Leandro, Santa Rosa, and San Martin.
• SITECH NorCal & Oregon Construction Technology Authorized Trimble dealer providing construction technology products including laser levels, GPS systems, machine control systems, surveying equipment, and engineering software for construction and agricultural markets across Northern California and Oregon.
• BuildingPoint Pacific Authorized distribution partner for the Trimble Buildings Portfolio providing vertical construction technology solutions, field technology hardware, and professional services including training, scheduling, estimating, implementation, and scanning across California, Oregon, and Washington.
• Peterson Technology Group - Teledyne Marine Distribution Master distributor for Teledyne Marine subsea technology products in the United States, including imaging, instruments, interconnect, seismic, and vehicle technology, distributed through a network of select dealer partners.
• Cresco - The Cat Rental Store Heavy equipment and specialty tool rental service with 19 locations throughout Northern California, offering Caterpillar equipment and tools for contractors and DIY homeowners.
• Peterson University Training Program Technician training program with regionally certified facilities by Caterpillar and International, offering courses in earthmoving, electric power generation, marine engines, natural gas engines, on-highway trucks, and buses for employees and customers.
• Customer Support Agreements (CSA) Pre-scheduled maintenance service where certified technicians perform routine service and waste disposal in compliance with local, state, and federal regulations at customer sites.
• S·O·S Fluid Analysis Service Fluid analysis service that detects impurities in engine oil, hydraulic fluid, or coolant to predict system-wide failures before major failure occurs.
• Field Service and Custom Fabrication 24/7 fleet of heavy equipment service trucks providing factory-trained field service, custom fabrication, welding, machining, and portable line boring services at customer jobsites.
• Bomb Remediation Scraper (The Range Master) Remote-controlled CAT 633 scraper with body armor, telemetry gear, and Virtual Cab System allowing operators to control the machine from one mile away with five video cameras and hydraulic slave controls for unexploded ordnance clearing operations.
• Electronic Invoicing Service Digital invoicing service for streamlined billing and payment processing, with online bill pay platform operated through BillTrust integration.

Quantifiable outcome

• Parts availability within 24 hours across territory
• +2 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core, minor and flagship.

• Trimble Buildings Portfolio (via BuildingPoint Pacific)coreChannel Partner/ Reseller/ Distributor · 1 January 2015BuildingPoint Pacific formed as authorized distribution partner for Trimble Buildings Portfolio of products in California, Oregon, and Washington, providing integrated office solutions, field technology hardware, and professional services including training, scheduling, estimating, implementation, and scanning.
• Navistar (International Trucks)coreChannel Partner/ Reseller/ Distributor · 1 January 2011Peterson became the authorized International Trucks dealer in northern California (accepting territory formerly serviced by Bayshore International), providing bumper-to-bumper service and parts for all makes and models of on-highway trucks.
• IdealeaseminorChannel Partner/ Reseller/ Distributor · 1 January 2011Truck leasing, rental, and maintenance provider partnership with Peterson Trucks for Bay Area customers.
• Teledyne Marine (via Peterson Technology Group)coreChannel Partner/ Reseller/ Distributor · 1 January 2011Peterson Technology Group entered into master distribution contract with Teledyne Marine for United States distribution of marine construction products via network of select dealer partners. Teledyne Marine provides Imaging, Instruments, Interconnect, Seismic, and Vehicle technology.
• Trimble Navigation (via SITECH)coreChannel Partner/ Reseller/ Distributor · 1 January 2009Peterson acquired Spectra 3D and established SITECH NorCal/SITECH Oregon as authorized Trimble dealers for construction technology products including laser levels, GPS systems, machine control systems, surveying equipment, and engineering software throughout Peterson's territory.
• Pape MachineryminorStrategic or Co-development Partner · 1 January 2003Peterson expanded territory into Southern Oregon by acquiring territory from Pape Machinery with seven store locations.
• NorCal Rental Group, LLCminorChannel Partner/ Reseller/ Distributor · 1 January 1997NorCal Rental Group acquired Cresco Equipment Rentals on May 5, 1997, maintaining the Cresco name and expanding facilities across the Bay Area with corporate office in Livermore, California.
• Caterpillar Inc.flagshipStrategic or Co-development Partner · 1 January 1936Primary manufacturer partnership since 1936 - Peterson is an authorized Caterpillar dealer for heavy equipment, engines, power generation, and parts across 100,000+ square miles of territory. This is the company's core business relationship, representing the foundation of all operations for over 85 years.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Sunbelt Rentals: Major North American equipment rental company serving construction, industrial, and infrastructure markets with extensive fleet and branch network. Overlaps with Peterson's rental business but operates at much larger scale and broader geographic scope.
• H&E Equipment Services: Publicly traded distributor and renter of heavy construction and industrial equipment including aerial, earthmoving, and crane lines. Comparable combination of new/used equipment sales plus short-term rentals, though broader portfolio and national footprint.
• United Rentals: Largest equipment rental company in the world, with broad inventory across aerial, earthmoving, industrial, and specialty equipment. Comparable to Peterson's Cresco and Peterson Cat Rentals operations but at vastly greater scale and with national instead of regional footprint.
• Herc Holdings: Publicly traded full-line equipment rental supplier serving industrial, infrastructure, and commercial customers across North America. Comparable to Peterson's rental operations and overall equipment lifecycle support model.

Direct peers

• Stribling Equipment: Authorized Caterpillar dealer serving California, Arizona, and Nevada with heavy equipment, power systems, and rental divisions. Closely comparable regional CAT dealer with overlapping Pacific Coast territory and similar product mix.
• RDO Equipment Co. Largest John Deere construction and agriculture equipment dealer in North America, operating across multiple states with full-service locations, parts, service, and technology distribution. Comparable multi-state dealer model with adjacent precision agriculture/construction technology offerings.
• Holt Cat: Texas-based Caterpillar dealer operating heavy equipment sales, rental, power generation, and truck engine businesses across a large multi-state territory. Comparable to Peterson as a long-tenured, full-line CAT dealer with power systems and truck engine adjacencies.
• Ring Power Corporation: Family-owned Caterpillar dealer serving Florida, Georgia, and the Carolinas with heavy equipment sales, rental, parts, and service. Most directly comparable to Peterson given similar multi-generation family ownership, exclusive CAT franchise, full-service location density, and broad equipment/power systems portfolio.
• Papé Machinery: Pacific Northwest Caterpillar and agricultural equipment dealer with which Peterson has a direct territorial history (Peterson acquired Southern Oregon territory from Papé in 2003). Operates similar construction and agricultural equipment distribution across the western U.S.
• Gregory Poole Equipment Company: Authorized Caterpillar dealer serving North Carolina with heavy equipment, power generation, and truck engine divisions. Comparable family-owned (third generation), exclusive-CAT-franchise dealer with similar diversified product lines.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/petersoncat
• YouTubeyoutube.com/petersoncaterpillar
• Facebookfacebook.com/mypetersoncat
• LinkedInlinkedin.com/company/peterson-holding-co
• Instagraminstagram.com/peterson.cat

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries10 records

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 PETERSON HOLDING CO