★ THE insider.
VOL. 01 · ISSUE 26 · LUVERNE EDITION 605-740-5040
Joe Juhl, Apparatus Insider
⚡ COVER FEATURE · MAY 2026
APPARATUS INSIDER · A PROFILE

The man who
builds the rig drives it. Joe Juhl — factory-direct fire trucks and apparatus, spec'd by a working firefighter.

I'm a firefighter who happens to sell trucks. I'll spec your next rig the way you'd spec it yourself — factory direct, all-poly, in-service in fifteen months.

Start your spec
THE PITCH ↘

Most apparatus salesmen send a brochure and wait for the PO. I don't. I run the same calls, know the same panel layouts, and walk every truck through the floor in Luverne — start to delivery.

Five years on Luverne FD. Factory direct, no dealer markup. All-Poly® tank with a lifetime warranty. And a 15-month build window when the rest of the industry is quoting three years.

BY THE NUMBERS
1,800+
TRUCKS DELIVERED SINCE '87
15 mo
AVERAGE BUILD TIME
50/yr
RIGS OFF THE FLOOR IN LUVERNE
LIFETIME
WARRANTY ON EVERY ALL-POLY® TANK
"

I'm not selling you a truck.
I'm building you the one
you'd build yourself.

— JOE, OFF THE LUVERNE FLOOR
FOUR REASONS

To put me on your apparatus committee.

01
01 / OPERATOR

I run the same calls you do.

Five years on Luverne FD. I know what a 1¾" line feels like at 3 a.m. and why a poorly-laid-out pump panel gets people hurt.

02
02 / FACTORY DIRECT

No dealer. No middleman. No telephone game.

You spec it with me, I walk it through the floor with the build team. When something needs to change, it's one phone call — not three.

03
03 / ALL-POLY®

Lifetime tank, 15-month lead.

Stress-relieved virgin copolymer polypropylene. Won't rust, won't crack, won't come back to bite you in year seven. PO to in-service in 15 months — not 36.

04
04 / TURNKEY

Spec sheet to in-service.

I'll meet your apparatus committee, walk your township board through the funding, and walk you through operation at delivery. You get a truck. I get a referral.

↘ Ready when you are
Start your spec
↘ START THE BUILD

Pull up
a chair.

Drop your specs, your budget cycle, or just your gripes about the last truck. I'll get back to you before the next shift change.

CELL 605-740-5040
FACTORY 901 Commerce Rd · Luverne, MN
Or skip the form — build your spec online →
↘ NEW INQUIRY
10-4 · COPY THAT

Got it.
Talk soon.

I'll text you back from 605-740-5040 before the next shift change.