FAMILY-OWNED. WORK-DRIVEN.
CUSTOMER-FOCUSED.
We're not just truck equipment dealers — we're people who care about getting your truck right the first time.
OUR HISTORY
BUILT FROM THE GROUND UP TO SERVE PEOPLE WHO WORK HARD
Northland Equipment has been a trusted name in truck equipment since 1937, but our story goes back even further — rooted in the early automotive industry of Janesville, Wisconsin.
In 1919, Ed Shebiel and W.R. Arthur arrived from Illinois to haul vehicles for the newly opened General Motors plant. Struggling to source basic parts like mirrors and oil filters, they launched Northland De Luxe Equipment Company, eventually expanding into truck bodies and school bus installations.
The partners split in 1923, and Shebiel carried the Northland name forward. By 1937, Northland Equipment was the official company name and became incorporated in 1945. Shebiel's sons, Jim and Dave, took over the business in the late '60s and, in 1979, built the facility we still operate from today.
Northland Equipment, 1979
In the late '90s, Brian Williams transitioned from sales to leadership, becoming president in 1989 and sole owner by 2002. Around this time, the school bus division was sold off, and Northland sharpened its focus solely on truck equipment and custom upfitting. The building was expanded in 2006 to better serve our growing customer base.
Today, Northland is known for high-performance, custom truck upfits—not your typical cookie-cutter installs. We specialize in complex, highly technical builds tailored to make your work easier, safer, and more efficient.
With over a century of legacy behind us, we continue to build trucks that work as hard as you do.
MEET OUR TEAM
Brian Williams
Owner
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WHAT WE DO TODAY
For over 87 years, Northland Equipment has proudly served southern Wisconsin and the surrounding region with truck equipment solutions built to last. We're a family-owned and operated business focused on doing things right — no shortcuts, no gimmicks.
Here's what we offer:
High-quality truck equipment from the most trusted brands
Expert installation by experienced, full-time technicians
Parts and service to keep your equipment working season after season
Custom upfitting solutions for contractors, fleets, landscapers, municipalities, and everyday truck owners
Winter equipment installs including plows, salt spreaders, strobe lights, and storage options
Accessories and add-ons like liftgates, cranes, auxiliary axles, tarp systems, and tonneau covers
We know your truck is more than just a vehicle — it's your mobile workstation. Whether you're a contractor, fleet manager, dealer, or weekend warrior, we're here to help you get more from your truck.
WHY CUSTOMERS KEEP COMING BACK
We Know Trucks - Over 87 years of experience and hands-on installs
We Stand Behind Our Work - Service doesn't stop at the sale
Perfection is our Motto - Every upfit receives a multi-point quality inspection
Stocked & Ready - Huge inventory of quality brands
Local Matters - Family-owned, communication-driven
PROUD AFFILIATIONS & MEMBERSHIPS
