Regional Partnership Howell Tractor operates in Northern Illinois and Northwest Indiana and was acquired by Alta Equipment Group in 2020. This creates a regional platform to cross-sell new and used equipment, parts and service across Alta's extended dealer network, with potential to win government and industrial projects in the Midwest.

Aftermarket Growth Leverage around-the-clock sales, rental, service and parts support to upsell maintenance plans, extended warranties, parts subscriptions, and remote monitoring/telemetry for excavators, loaders, and other machines. Aligns with Salesforce and Pardot to automate lead nurturing and service contract renewals, boosting aftermarket revenue.

Rental Expansion Expand the rental fleet to meet project-based demand from heavy construction, mining, and material handling. Target rapid deployment for short-term needs in the Midwest and bundle maintenance packages to increase attached revenue.

Marketing and CRM With Salesforce, Pardot, Google Analytics and other tools, Howell can optimize lead capture, nurture programs, and cross-sell parts and service to regional contractors and fleet managers, improving close rates and customer retention.

Manufacturer Focus The strong lineup of manufacturers (including Hitachi, Sennebogen, Moxy, Allied, KCM and others) and the Midwest location position Howell to pursue bids and long-term service contracts; opportunities exist to coordinate with Alta’s ecosystem for joint marketing, financing options, and expanded resale channels.