Cervus Equipment hosts Peterbilt’s Innovation and Class tour

MISSISSAUGA, Ont. — Peterbilt’s Innovation and Class tour rolled into Cervus Equipment’s Mississauga location today, showcasing the company’s latest products.

The tour centers around a mobile display that lets customers get an up close look at the Paccar MX-11 and MX-13 engines, learn more about Peterbilt products and even try their hand at a driving simulator. The air-conditioned trailer offered a welcome reprieve from the heat outside, where a free barbecue lunch was served up and where Cervus reps mingled with customers.

Andy Pipe, branch manager, Cervus Equipment Mississauga
Andy Pipe, branch manager, Cervus Equipment Mississauga

“We’re mainly giving them an opportunity to see some of the new innovations and technologies that are going into the trucks,” explained Andy Pipe, branch manager for Cervus Equipment in Mississauga. “Also, it helps customers to build a relationship with the dealership, meet the service manager, the parts manager and the sales manager and go through the trucks we have in stock.”

Trucks in stock is something most dealers industry-wide have too many of. Inventories are high after orders slowed suddenly last year while truck plants were producing at near capacity. Pipe said this makes it a good time to buy a new truck from stock.

“We’re focusing hard on moving some of those stock trucks,” he said. “We have had some really good success. We’ve had employee incentives for referrals on stock trucks and have been aggressive with our customers to work out deals with them to get some of those trucks into their hands. I’m very comfortable with the success we’ve had so far in moving those stock trucks.”


The company continues to offer attractive financing (1.99% was displayed prominently in the windshields) as it continues to bring its inventory back in balance.

Pipe said he was expecting 100-150 customers throughout the afternoon at the event. One of the things generating the most interest was the new EPIQ package, a series of aerodynamic features that optimize the fuel efficiency of the on-highway Model 579.

Cervus will also be hosting the tour at its Windsor and London dealerships, July 15 and 18, respectively. The events run from 10 a.m. till 3 p.m. On July 27, the tour will visit Cervus’s Regina dealership.

Remaining Canadian dates on the tour include:

Cervus Equipment Peterbilt Windsor Ontario July 15
Cervus Equipment Peterbilt London Ontario July 18
Thunder Bay Truck Centre Thunder Bay Ontario July 22
Peterbilt Manitoba Winnipeg Manitoba July 25
Cervus Equipment Peterbilt Regina Saskatchewan July 27
Stahl Peterbilt – Edmonton Edmonton Alberta July 29
Peterbilt Red Deer Red Deer Alberta August 1
Calgary Peterbilt Calgary Alberta August 3
Peterbilt Lethbridge Lethbridge Alberta August 5
Stahl Peterbilt – Grande Prairie Grande Prairie Alberta August 8
Peterbilt Pacific – Prince George Prince George BC August 10
Peterbilt Pacific – Kamloops Kamloops BC August 12
Peterbilt Pacific – Surrey Surrey BC August 15


James Menzies is editor of Today's Trucking. He has been covering the Canadian trucking industry for more than 20 years and holds a CDL. Reach him at james@newcom.ca or follow him on Twitter at @JamesMenzies.

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