About Us

Our Companies



This is the story of Peterson Tractor Co., a company that was started in 1936 by founder and company namesake, Howard Peterson. In 1977, Howard sold the business to his son-in-law, Bill Doyle, who provided leadership and continued growth for the company until 1995 when Duane Doyle, grandson of the founder, was elected president. Duane Doyle Jr. officially signed on to Caterpillar’s Sales & Service Agreement as Peterson’s next dealer principal in 2020, starting the fourth generation of leadership.


The First Sixty Years

Read about Peterson's first 60 years (1936-96) in this interactive history book.

Interactive Book

Great for computers, laptops, and mobile devices


85 Years and Going Strong

Read about Peterson's next 25 years (1996-2021) in one of three formats.

Interactive Book

Great for computers, laptops, and mobile devices

Download PDF

Great for computers and laptops

Download eBook

Great for mobile devices and eReaders

Executive Team

Vision and Mission


Safety is the primary foundation to our core values, purpose, and vision.


We will be our customers’ first choice.


We partner with our customers to build a better future.



The reason we exist!
  • Communication
  • Urgency
  • Empathy



We do what we say!
  • Honesty
  • Fairness
  • Trust
  • Reliable



Best in all we do!
  • Professional Growth
  • Continuous Improvement
  • Done Once - Done Right
  • Hustle
  • Grit



Together we do what we couldn’t do alone!
  • Collaboration
  • Respect
  • Commitment
  • Communication
  • Family



We enjoy what we do!
  • Positivity
  • Enthusiastic
  • Friendly
  • Accomplishment


The Four Universal Communication Principles

  1. I show up and choose to be present, to honor others and give my best self.
  2. I pay attention to what has heart and meaning, to understand and acknowledge the true intent.
  3. I tell the truth without blame or judgement, to motivate and build confidence.
  4. I am open to outcome, not attached to outcome, to learn from what happened and never stop improving.