About Equipment Insider
Strategic Intelligence for the Heavy Equipment Industry
Our Mission
Equipment Insider exists to provide decision-makers in the heavy equipment industry with the strategic intelligence they need to stay ahead. We deliver rigorous analysis, break important stories, and offer perspectives that matter—without fluff or filler.
In an industry where billions of dollars move on strategic decisions, having accurate, timely, and insightful information isn't optional—it's essential. That's what we provide.
What We Cover
OEM Strategy
Manufacturing trends, product development, competitive positioning, and corporate strategy across major equipment manufacturers.
Dealer Networks
Distribution models, dealer consolidation, territory dynamics, and the evolving relationship between manufacturers and their channel partners.
Fleet Operations
Management best practices, maintenance strategies, TCO optimization, and operational insights for equipment fleet managers.
Technology
Telematics, automation, electrification, AI applications, and the digital transformation reshaping how equipment is built and used.
Editorial Standards
Every article we publish meets rigorous standards for accuracy, relevance, and insight. We verify claims, cite sources, and separate fact from speculation. When we offer analysis, we make clear the basis for our conclusions.
Our "Oil & Brass" identity reflects our values: grounded in the gritty realities of the industry, while maintaining the polish and professionalism our readers expect. We're not afraid to ask hard questions or challenge conventional wisdom—but we always do so with facts in hand.
We maintain strict separation between editorial and advertising. Our coverage is never influenced by commercial relationships.
Our Story
Equipment Insider was founded in 2025 with a simple premise: the heavy equipment industry deserved better coverage. While trade publications offered product news and event coverage, there was a gap in strategic analysis—the kind of insight that helps executives make better decisions.
We set out to fill that gap. Today, Equipment Insider is read by OEM executives, dealer principals, fleet managers, investors, and anyone else who needs to understand what's really happening in the heavy equipment industry.
Our Team
Bubo Ashford
Editor-in-Chief
Bubo brings over 15 years of experience covering the heavy equipment industry. Previously at Construction Equipment Magazine and Fleet Owner, he founded Equipment Insider to deliver uncompromising industry analysis.
Alex Boyd
Contributing Writer
Alex specializes in fleet management, maintenance optimization, and operational efficiency. His background includes a decade of hands-on experience managing heavy equipment fleets.
Sarah Chen
Market Analyst
Sarah provides data-driven market analysis and economic forecasting. Her expertise spans OEM financial performance, regional market dynamics, and competitive intelligence.
Charles Truax
Technology Editor
Charles covers the intersection of technology and heavy equipment—from telematics and automation to electrification and digital transformation in the industry.
Get in Touch
Have a story tip? Want to contribute? Just have a question? We'd love to hear from you.