Vogel Traffic Services, Inc.

What Vogel Traffic Services, Inc. does

Vogel Traffic Services, Inc. is a privately held, vertically integrated pavement marking and traffic safety company headquartered in Orange City, Iowa, with manufacturing operations in Billings, Montana. The company operates through three divisions: EZ Liner, which produces pavement striping equipment; Diamond Vogel Traffic Coatings, which manufactures traffic paints and coatings; and a Contract Marking services arm that deploys an in-house fleet for applied marking work. Together these lines allow Vogel to control equipment, consumables, and application services within a single operating entity.

The company's product portfolio spans proprietary striping machines, traffic paint and coating formulations, and turnkey pavement marking services executed by its own crews. Technical components include the retained EZ Liner equipment brand, Diamond Vogel's coatings heritage, and digital buyer tools such as a Traffic Paint Calculator hosted on its website. Underlying operations include in-house welding, electrical, and manufacturing capacity at the Billings facility, supported by dedicated Directors of Equipment Services and Traffic Coatings.

Vogel makes money through three coordinated channels: capital equipment sales to contractors and government entities, consumable coatings sales that pair with its equipment base, and contract marking services for government agencies. Pricing is quote-based across all three lines, and the company runs a sales-led B2B go-to-market with a dedicated VP of Sales & Marketing and direct relationships with state, local, and federal transportation buyers as well as private contractors. Leadership includes Steve Roesner as President, with functional VPs across Finance, Operations, and Sales & Marketing, and a Supply Chain Manager overseeing production inputs.

Name

Vogel Traffic Services, Inc.

Legal name

Vogel Traffic Services

Website

https://vogeltraffic.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Vogel Traffic Services is a vertically integrated pavement marking company operating EZ Liner striping equipment, Diamond Vogel Traffic Coatings paints, and Contract Marking services for government agencies and contractors. Headquartered in Orange City, Iowa, with manufacturing in Billings, Montana.

Ownership category

akta.pro rank

Product category

Traffic Safety & Pavement Marking Services

NAICS

Commercial and Service Industry Machinery Manufacturing (333310)

SIC

Construction Machinery & Equip (3531)

akta.pro primary industry

Road Building & Paving Equipment Vehicle Manufacturing (Pavers/Rollers/Milling) (IMACAFAE)

akta.pro secondary industry

Temporary Pavement Markings & Delineation (Tape, Temporary Striping, Raised Markers) (TLAJALAE)

Keywords

• Pavement marking equipment
• Traffic paint manufacturing
• Highway striping services
• Road marking solutions
• Traffic safety coatings

Headquarters

HQ city

Orange City

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Equipment Sales (EZ Liner): Sale of pavement marking striping equipment including walk-behind stripers for airfields and large long-line highway stripers. Revenue generated from one-time hardware purchases.
2. Traffic Coatings (Paint Products): Sale of traffic paint manufactured in their factory, including Diamond Vogel traffic paint that exceeds state specifications. Revenue from paint products sold to contractors and government agencies.
3. Contract Marking Services: Pavement marking services including center and edge lines for streets and highways, stencils/symbols, bike lanes, roundabouts, and specialty projects. Multiple mobile fleets provide quick response and reliable service.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels1 record

Core offering

Vogel Traffic Services manufactures pavement marking equipment (EZ Liner walk-behind and long-line highway stripers), produces traffic paint and coatings (Diamond Vogel Traffic Coatings) in its own factory, and delivers contract pavement marking services for streets, highways, airfields, parking lots, bike lanes, and specialty projects. The company serves government agencies and contractors across the United States with vertically integrated equipment, paint, and application services.

Product overview

Vogel Traffic Services operates as a traffic safety solutions provider offering three core products/services: EZ Liner striping equipment (walk-behind to highway striping machines), Diamond Vogel traffic coatings/paints manufactured in their factory, and Contract Marking services for pavement markings. The company also provides a Traffic Paint Calculator tool. These offerings work together to serve government agencies and contractors across the pavement-marking industry, from equipment manufacturing to paint production to application services.

Differentiator

Problem solved

Functional benefit

Brands

• EZ Liner: Striping equipment brand offering walk-behind stripers and long-line highway stripers for airfield, parking lot, and road marking applications.
• Diamond Vogel Traffic Coatings

Products and services

• EZ Liner Pavement Marking Equipment

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Diamond VogelcoreStrategic or Co-development PartnerDiamond Vogel is a related brand providing traffic coatings and paint products. Vogel Traffic Services uses Diamond Vogel traffic paint that exceeds state specifications. The partnership involves selling and applying Diamond Vogel coatings through Vogel Traffic Services' coating operations and contract marking services.

Scale indicators1 record

Recent moves1 record

Expansion highlights3 records

Emerging players

• SealMaster: SealMaster manufactures pavement sealers, crack sealants, and traffic paints marketed to contractors and municipalities. An emerging player with partial product overlap to Diamond Vogel Traffic Coatings in the contractor supply channel.

Broad incumbents

• 3M: 3M supplies reflective materials, glass beads, and pavement-marking tapes used alongside traffic paint systems. While not a direct paint competitor, it is a major adjacent incumbent in the broader pavement-safety materials market where Vogel competes.
• Asian Paints (Road Marking): Asian Paints, the largest paint manufacturer in India, has expanded into road-marking and traffic paints. While primarily regional, it represents a broader coatings incumbent competing for road-marking paint specifications globally.
• PPG Industries (Ennis-Flint): PPG acquired Ennis-Flint, one of the largest North American manufacturers of traffic paint and pavement-marking materials. Competes with Diamond Vogel Traffic Coatings and is a broad incumbent in the same traffic-coatings category.
• Sherwin-Williams (Traffic Paint): Sherwin-Williams manufactures and distributes traffic and road-marking paints through its industrial coatings division, competing with Diamond Vogel in contractor and government specifications for traffic paint.

Direct peers

• MRL Equipment Company: MRL Equipment manufactures line-striping and pavement-marking equipment, including ride-on and truck-mounted stripers. Directly overlaps with EZ Liner's product range in the contractor striping equipment market.
• Hofmann Marking Technologies: Hofmann (now part of a larger European road-marking group) designs and manufactures road-marking equipment for thermoplastic and paint applications. Closely comparable product line to EZ Liner's striping machines.
• Borum (A1 Roadlines): Borum is a Danish manufacturer of road-marking machines and equipment used for highways, airfields, and urban applications. Competes directly with EZ Liner in the long-line highway striper and walk-behind stripers category.
• Graco Inc. Graco is a leading global manufacturer of fluid handling equipment, including a significant line of road-marking and line-striping machines (Graco RoadLazer, ThermoLazer). Directly competes with EZ Liner in pavement-marking equipment sold to contractors and government agencies.
• Kelly-Creswell Company: Kelly-Creswell manufactures truck-mounted and walk-behind pavement-marking equipment in the US. Direct competitor in EZ Liner's core category of striping machines for contractors and municipal buyers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/vogel-traffic-services

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 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 Vogel Traffic Services, Inc.