Page 76 - Peterson 85 Years and Going Strong

The Cat Rental Store offers a wide range of equipment to rent.
PETERSON GOES RENTAL
These types of time-sensitive construction projects cannot tolerate downtime.That’s one of the reasons Peterson’s rental business is booming. “Becoming a rental company is the single largest transition Pe- terson has gone through in the past fifteen years.” That was Jeff Goggin, back in 2007, as president of Peterson Machinery in Oregon. And it still holds true today after more than a decade of change and further expansion. “Peterson isn’t the company that Howard Peterson founded back in 1936. It isn’t a mom-and-pop company anymore. If you define a company strictly by its largest pool of assets, then
we’re a rental company that just happens to be a Caterpillar dealer,” says Goggin. “We have more assets in capitalized rental equipment than any- thing else.”
Of course, Peterson is still very much a sales and service organization with a constantly growing footprint. But demand drives focus. And today’s customers are demanding more rentals. The rental market is on a huge upswing in metropolitan areas all across the nation. From do-it-yourselfers and landscapers to contractors who want less risk or
74 | PETERSON: 85 YEARS AND GOING STRONG