Sterling Truck & Trailer

What Sterling Truck & Trailer does

Sterling Truck and Trailer Sales Ltd. is a privately held, family-owned commercial truck and trailer dealership founded in 1972 by Sterling and Patricia Hornoi, operating across Alberta and Saskatchewan, Canada. The company holds authorized franchise agreements with Volvo Trucks Canada and Hino Motors Canada, and operates four physical locations (two in Regina, one in Saskatoon, one in Lloydminster) with 23 employees. Its core product offering spans new Volvo and Hino trucks (VNL, VNR, VHD, L Series, XL8), pre-owned trucks from multiple OEMs, and trailers from Felling and Vanguard. Revenue is generated through four interlocking streams: new and used vehicle sales (one-time transactions, with used units listed at CAD $31K-$142K and new units on quote-based pricing), parts (genuine OEM plus Aurora aftermarket), service and maintenance (including SGI/Alberta Vehicle Safety Inspection, 24-hour emergency call-out), collision repair (specialized for highway tractors and trailers, SGI-accredited, ICAR-trained), and contract maintenance (fixed monthly fee plus variable mileage charge for fleet customers).

The company's go-to-market is primarily enterprise field sales through its physical dealership network, selling to commercial fleet operators (primary segment) and owner/operators (secondary segment) across the Saskatchewan-Alberta corridor. It supplements direct sales with an online inventory platform listing and third-party financing integration through Sandhills Credit, Currency Finance, and affiliated Hornoi Leasing. The technology stack is a standard franchise dealership inventory and CRM system with no proprietary software, no public API, and no AI/ML capabilities. The business model is asset-heavy: dealer inventory is financed through OEM floor plans, fixed locations carry real estate and specialized shop equipment, and certified technician labor is required for warranty and safety inspection work.

Strategic positioning is built on multi-decade family ownership, OEM authorized status (a license to sell that is not easily replicated), a regionally dense four-location footprint, and a one-stop ecosystem that captures the full vehicle lifecycle from acquisition through maintenance, collision, and contract fleet management. The Sterling Collision Center is positioned as the first and only facility in Regina exclusively serving highway tractors and trailers. The company is AMVIC licensed, SGI accredited, and certified as both SGI and Alberta Vehicle Safety Inspection stations. No external institutional investors, private equity backing, or parent company affiliations are disclosed.

Name

Sterling Truck & Trailer

Legal name

Sterling Truck and Trailer Sales Ltd.

Website

https://sterlingtruckandtrailer.ca

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

11–50 employees

Short description

Sterling Truck and Trailer Sales Ltd. is a family-owned authorized Volvo and Hino commercial truck and trailer dealership operating four locations across Alberta and Saskatchewan, serving commercial fleet operators and owner/operators with new/used vehicle sales, parts, service, collision repair, and contract maintenance since 1972.

Ownership category

akta.pro rank

Product category

Commercial Truck Dealership

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510), Services-Automotive Repair, Services & Parking (7500)

akta.pro primary industry

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

akta.pro secondary industry

Dump & Tip Trucks Leasing & Rental (TLABAEAD)

Keywords

• Commercial truck dealership
• Truck sales service
• Trailer sales
• Fleet maintenance
• Collision repair

Headquarters

HQ city

Regina

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. New Truck Sales: Sales of new Volvo and Hino trucks through authorized dealership network. Includes day cab, sleeper, and dump truck configurations.
2. Used Truck Sales: Resale of pre-owned commercial trucks from various manufacturers including Volvo, Hino, Kenworth, and International.
3. Parts Sales: Genuine Volvo and Hino parts, plus aftermarket parts for all makes and models. Authorized Aurora parts and accessories dealer.
4. Service and Maintenance: Full-service truck and trailer maintenance including preventive maintenance, repairs, quick-lube, and vehicle safety inspections. SGI and Alberta Vehicle Safety Inspection Stations.
5. Collision Repair: Collision center exclusively serving highway tractors and trailers. SMC Plastic, fiberglass, aluminum, and steel repair. SGI accredited and ICAR trained.
6. Contract Maintenance: Fixed monthly fee plus variable mileage charge covering entire vehicle maintenance including preventive service, emergency road service, regular washing, and expert reporting.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels3 records

Core offering

Sterling Truck & Trailer is an authorized Volvo and Hino commercial truck dealership selling new and used Class 7-8 trucks, Felling and Vanguard trailers, and genuine OEM and aftermarket parts across four Saskatchewan/Alberta locations. The company also operates a full-service maintenance department, an SGI-accredited Sterling Collision Center dedicated exclusively to highway tractors and trailers, and a contract maintenance program that outsources fleet upkeep for a fixed monthly fee plus variable mileage charge.

Product overview

Sterling Truck & Trailer Sales Ltd. is an authorized truck and trailer dealership operating since 1972 across Alberta and Saskatchewan, Canada. The company offers a comprehensive portfolio centered on new Volvo and Hino truck sales, trailer sales (featuring Felling Trailers and Vanguard brands), used truck sales, and a full suite of after-market services including parts, service, collision repair, and contract maintenance programs. The product offering spans Class 7 to Class 8 commercial trucks including day cabs, sleepers, dump trucks, and box trucks, complemented by comprehensive financing and leasing options. The company positions itself as a one-stop solution for commercial transportation needs with four locations in Lloydminster, Saskatoon, Regina, and Regina GTH.

Differentiator

Problem solved

Functional benefit

Products and services

• Volvo Trucks (New) New Volvo commercial trucks sold through Sterling's authorized dealership, including VNL, VNR, and VHD series models ranging from day cab to sleeper configurations for fleet operators and owner-operators.
• Hino Trucks (New) New Hino commercial trucks sold through Sterling's authorized dealership, including L Series and XL8 models ranging from Class 7 cargo trucks to Class 8 dump trucks.
• Used Trucks Pre-owned commercial truck sales including various makes such as International, Kenworth, and Volvo, with inventory available across all Sterling dealership locations and listed with specific CAD pricing online.
• Trailers Trailer sales featuring brands including Felling Trailers, Vanguard, and Aurora, with availability varying by Sterling location and market conditions across the Saskatchewan and Alberta service area.
• Parts Department Fully stocked parts department offering genuine Volvo and Hino OEM parts, plus authorized Aurora parts dealer for trailer components across all makes and models, available at all four Sterling locations.
• Service Department Full-service truck and trailer maintenance with SGI and Alberta Vehicle Safety Inspection certified facilities, 24-hour emergency call-out service, online service appointment booking, contract maintenance programs, factory-trained technicians, and extended service hours.
• Sterling Collision Center Collision repair center exclusively serving highway tractors and trailers in Regina, with SGI accreditation, ICAR trained technicians, and capabilities covering SMC plastic, fiberglass, aluminum, and steel repair.
• Contract Maintenance Outsourced fleet maintenance program covering entire vehicle maintenance for a fixed monthly fee plus variable mileage charge, including preventive maintenance, emergency road service, regular washing, and comprehensive reporting for fleet customers.
• Vehicle Financing and Leasing Vehicle financing and leasing options for truck and trailer purchases through partnerships with CurrencyFinance and Hornoi Leasing, with online credit application capabilities integrated on Sterling's website.

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

Seven partnerships are on record, tiered core and minor.

• Volvo Trucks CanadacoreChannel Partner/ Reseller/ DistributorAuthorized Volvo truck dealer in Alberta and Saskatchewan. Selling new Volvo trucks including VNL, VNR, and VHD series. Full service, parts, and warranty support for Volvo vehicles.
• Hino Motors CanadacoreChannel Partner/ Reseller/ DistributorAuthorized Hino truck dealer. Selling new Hino trucks including L7 and XL8 series with full parts and service support.
• Felling TrailersminorChannel Partner/ Reseller/ DistributorTrailer manufacturer partnership for sales of Felling brand trailers at Sterling locations.
• Vanguard Trailer CorporationminorChannel Partner/ Reseller/ DistributorTrailer manufacturer partnership for Vanguard brand trailers.
• Aurora Parts & AccessoriescoreChannel Partner/ Reseller/ DistributorAuthorized Aurora parts dealer offering largest in-depth line of high-quality trailer parts for transportation industry in North America.
• Road ChoiceminorChannel Partner/ Reseller/ DistributorAftermarket parts partnership for Road Choice truck parts and accessories.
• Hornoi LeasingminorChannel Partner/ Reseller/ DistributorRelated-party leasing and rental options for trucks and trailers offered through Sterling.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Premier Truck Group: Multi-OEM commercial truck dealer group with authorized dealerships (Volvo, Mack, Hino and others) offering sales, leasing, parts, and service. Closely aligned with Sterling's authorized Volvo/Hino dealer structure and integrated service offerings.
• Velocity Vehicle Group: Daimler Truck dealer group operating commercial truck dealerships across multiple U.S. states with sales, leasing, parts, and service. Comparable to Sterling's authorized-dealer model with full-service operations across multiple locations.
• Rush Truck Centres: One of the largest commercial truck dealership groups in North America, operating across multiple OEM brands with full sales, service, parts, and collision offerings. Directly comparable to Sterling's multi-location, multi-OEM authorized dealership model.
• MHC Kenworth: Large Kenworth dealer network with multi-location commercial truck sales, leasing, parts, and service across multiple U.S. states. Comparable in operating model as a full-service authorized dealership group with recurring service revenue streams.
• SelecTrucks: Daimler-affiliated used commercial truck retail network with dedicated locations for pre-owned Class 6-8 trucks. Directly comparable to Sterling's used truck business line and complementary to its new truck sales operations.

Broad incumbents

• Volvo Trucks North America: OEM parent of Sterling's primary brand, operating a national dealer network across North America. Comparable as a broad incumbent whose products Sterling sells; provides strategic context for dealer economics, EV roadmap, and brand positioning.
• Daimler Truck North America: OEM parent of Freightliner and Western Star brands with a direct dealer network across North America. Comparable as a broad incumbent in commercial truck sales/service with overlapping customer base, though not itself a dealer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/sterlingtrucktrailer

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Sterling Truck & Trailer