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Trekker Tractor Opens in Florida

Fri August 20, 2010 - Southeast Edition
Construction Equipment Guide

Founded in 2010 to supply Case equipment throughout Florida, Trekker Tractor already has grown from an idea and a four-person operation to a statewide organization aimed at growing the Case brand and other complementary lines of construction equipment, parts, tools and attachments.

From headquarters to branch, Trekker is structured as a customer-driven organization, with a strict focus on reliability and support.

Trekker’s founding partners bring more than 50 years of experience to Florida and have a history of building businesses successfully. Prior to Trekker, the company’s founders brought to market Puerto Rico Wire, a Case/Kobelco dealer which has been growing steadily since it opened in 1945 and today is the largest distributor of construction equipment in Puerto Rico, and the biggest rental company in the Latin American market. Trekker Tractor’s President, Jose Cesterro Jr., also heads the Puerto Rico Wire operations.

“We have plenty of experience in the export business as well,” Cesterro Jr. said. “In 1995, we began exporting machines from the U.S. to Latin America, and this venture led to establishing several equipment dealerships in the region.”

The company is in the process of setting up a rental fleet with both rent-to-rent and rent-to-own options.

Trekker Tractor will focus on market needs, according to Vice President of Operations Efraim Vicente. “We will have our sales representatives involved in the equipment ordering because they know what the market and their customers need,” he said.

Trekker Tractor plans to set up a toll-free customer care telephone number and e-mail to follow up on all customer contacts. “We want to know what we did right and what we did wrong, and what else we can do for them,” Vicente said.

“We have been very successful in Puerto Rico and South America with this philosophy and hope to replicate it here,” he added.

Still Growing

In addition to its Miami Headquarters, Trekker Tractor has branches in West Palm Beach, Tampa and Ft. Myers. Each branch has its own parts and service departments, as well as field service trucks.

Bob Ramos is the operations manager responsible for parts and service of the Miami location; Greg Feverston is the branch manager of both the Tampa branch and the Ft. Myers satellite branch.

Vicente and Vice President of Finance Sam Silva will provide direct oversight in the West Palm Beach branch, especially in the sales and marketing areas. Senior Vice President Ronald Miller will oversee day to day operations.

The company plans to open an Orlando branch by the end of 2010, and Jacksonville and Tallahassee branches in the future.

Trekker Tractor also plans to have both heavy and light equipment at the same locations, tailored to meet local needs.

“We want our customers and potential customers to know we are a new company with a new philosophy and new owners that will service the needs of the markets. With local Florida ownership and managers who are active in the company, we will be able to change fast to meet the needs of the local market,” Silva concluded.

For more information, call 561/296-9710 or visit CEG

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