Forty-eight years of
not overselling.
We are a family-held truck dealer with two Wisconsin branches and a straightforward proposition: the price is published, the inspection file comes with the unit, and the service network is ours rather than subcontracted.
- 48yrs
- Selling heavy iron since 1978
- 2
- Branches across Wisconsin
- 42
- Service bays under our own roofs
- 11k+
- Trucks delivered to working fleets
Built one lot at a time.
1978
One lot in Madison
Ray Okonjo buys a corner lot on Felland Road with four used tractors and a phone. The rule from day one: publish the price, show the work.
1991
The first service bays
Customers kept asking who should fix what we sold them. Rather than send them elsewhere we opened six bays behind the lot and started hiring technicians.
2004
Certification programme
We formalised the 140-point inspection and started handing the file to the buyer at delivery. Nobody in the region was doing that on used iron.
2015
Milwaukee opens
A second branch opens in Milwaukee for service and used trucks — chosen for the lanes our customers actually run, not for market size.
2026
Second generation
Still family-held. Still publishing every price. Eleven thousand trucks delivered and a service network that answers the phone at three in the morning.
Four rules we have not changed since 1978.
- 01
Publish the price
Every unit on this site shows its number. 'Call for pricing' exists to get you on the phone before you know whether the truck is worth your time. We think that is backwards.
- 02
Show the work
The inspection file, the service history, the repair invoices — they come with the truck. If we did work on it you get to see what we did and what we found.
- 03
Sell the right truck
Our people are not paid a spiff on margin per unit. If the cheaper truck fits your lanes better, that is the one we will put in front of you.
- 04
Stay after the sale
Parts counter, 42 bays and mobile units. The sale is the beginning of a fifteen-year relationship with that piece of equipment, not the end of one.
Fleets that buy twice.
We replaced fourteen tractors in eighteen months and Rocket Truck Center handled every one of them. What sold us was the reconditioning file — they showed us the work before we signed, not after.
Deborah Achebe
Director of Fleet, Merit Cold Chain
I bought my first truck here in 2011 as an owner-operator. I now run nine. They never once talked me into more truck than the lanes could pay for.
Marcus Villareal
Owner, Villareal Transport
The Granite arrived with the body already on it. That is three weeks of upfit delay we did not eat, on a job that had a hard start date.
Priya Raghunathan
Operations Manager, Keystone Aggregate
Two branches, chosen by lane.
Each branch exists because our customers run through it, not because a market study said so. Madison for the headquarters and main lot, Milwaukee for service and used trucks.
WI
Madison
Headquarters & main lot
WI
Milwaukee
Service & used trucks
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