When Equipment Goes Down, Your Service Partner Matters
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When Equipment Goes Down, Your Service Partner Matters
For fleet managers, construction superintendents, and municipal buyers, equipment uptime isn't a nice-to-have. It's part of the job. When a machine goes down, the impact can extend far beyond the equipment itself.
In fact, equipment failure accounts for approximately 42% of unplanned downtime in manufacturing and industrial operations. A delayed project, an idle crew, missed deadlines, or an unexpected repair bill can quickly turn a service issue into a business problem.
That's why choosing an equipment dealer shouldn't be based solely on the machine you're buying. It should also be based on what happens after you buy it.
At ASCO, we believe the equipment sale is just the beginning of the relationship. Our goal is to provide the parts, service expertise, and equipment support our customers need to keep their machines working and their businesses moving.
How to Find a Service Partner That Supports Equipment Uptime
The right service partner combines parts, service, and rentals in one solution. Here's what to look for in a service partner to help keep your equipment running when it matters most.
1. Don't Just Look at the Machine, but the Support Behind It
When evaluating equipment, it's easy to compare horsepower, operating weight, lift capacity, fuel efficiency, and other specifications. However, other questions can be just as important:
Does the dealer have experienced service technicians?
Can they diagnose and repair the equipment I operate?
Do they offer field service and on-site equipment repair?
What happens when a machine goes down in the middle of a project?
Can they service equipment from multiple manufacturers?
Is there a service team I can rely on after the sale?
Fleet and maintenance managers should ask these questions long before they ever contact a salesperson. The best equipment in the world doesn't help you meet a deadline if it isn't running.
2. Make Sure They Support More Than the Equipment They Sell
Your fleet may include equipment from several manufacturers. This is common for contractors, municipalities, and large fleet operators.
That is why ASCO’s parts and service support doesn't stop with the brands we represent. Our service and parts teams support mixed fleets and equipment from more than 30 manufacturers, helping customers simplify their service and parts needs through one trusted partner.
Whether you operate construction equipment, forklifts, agricultural equipment, compact equipment, or a combination of machines, having a knowledgeable service partner who understands your operation can make a significant difference.
3. Prioritize Skilled Technicians and Real-World Experience
According to a recent report, best-in-class fleets dedicate about 21% of maintenance hours to planned maintenance — and there's a reason for it. A trained technician can catch issues ahead of time, helping reduce the risk of costly breakdowns.
Equipment technology continues to evolve, but experience still matters. Our technicians work with equipment every day, diagnosing problems, performing planned maintenance and repairs, and helping customers get their machines back to work.
At ASCO, we invest in technician training and certifications to help our teams stay current as equipment becomes more sophisticated. Our team has more than 250 shop and field technicians supporting customers across Texas, Oklahoma, and New Mexico. They represent the people and resources behind the equipment you depend on.
4. Have a Plan When Downtime Can't Wait
An essential machine can go down in the middle of a project or when your crew is already working against a deadline. That's when having a service partner with the resources to help can make a real difference.
ASCO provides 24/7 emergency service support, but our support doesn't stop with getting your machine repaired. Our team also maintains a comprehensive rental fleet. When a machine is down for repairs, having access to a rental unit can help keep your crew working and your project moving.
Our goal is simple — when you need help, we want you to know where to turn.
5. Treat Parts and Service as Part of the Purchase
Customers should evaluate the entire ownership experience, not just the initial purchase price. A machine's true value is influenced by:
What options are available when unexpected downtime occurs.
That's why we continue to invest in our parts, service, and rental capabilities, while making those capabilities easier for customers to see and understand.
Frequently Asked Questions
Here are common questions and answers about finding the right equipment service partner.
What should I look for in a heavy equipment service partner?
A strong heavy equipment service partner goes beyond selling you a machine. Look for a dealer with experienced, factory-trained technicians, a well-stocked parts inventory, field service capabilities, and 24/7 emergency support. The ability to service multiple equipment brands, not just the ones they sell, is also essential for mixed-fleet operators.
How quickly can a heavy equipment dealer respond when a machine goes down?
Response time varies by your dealer, though strong service partners have dedicated service trucks and technicians available around the clock. At ASCO, we bring more than 180 service trucks across Texas, Oklahoma, and New Mexico. Our field service teams operate 24/7, dispatching directly to your jobsite so major repairs don't wait for business hours.
Can one dealer service equipment from multiple manufacturers?
Yes — for contractors and fleet managers running mixed fleets, this is one of the most valuable things a dealer can offer. ASCO's parts and service teams support equipment from a wide range of manufacturers. That means you can work with a single trusted partner regardless of the brands in your fleet.
How can I keep my operation running while equipment is being repaired?
A full-service equipment partner should be able to bridge the gap between breakdown and repair. ASCO maintains a large rental fleet, so when a machine is down, you can access a rental replacement to keep your crew working and your project on schedule while the repair is completed.
Why does the equipment dealer I choose matter as much as the equipment itself?
The machine is only part of the equation. A dealer's parts availability, technician expertise, response time, and rental access all determine how quickly you recover from unexpected downtime — and how much that downtime costs your operation. A partner who can support you after the sale can help minimize disruption.
We're Here for the Long Haul
ASCO has been serving customers since 1960. Over the decades, we've seen equipment change dramatically, but one thing has not changed — our customers depend on us as their heavy equipment service partner.
Whether you manage a large construction fleet, oversee a jobsite, or are responsible for keeping an entire fleet operational, we understand that your equipment is a tool for getting the job done. Our job is to help keep those machines working — and help keep your operation moving when they aren't.
From equipment sales and rentals to parts, service, and support, ASCO helps you get more from your equipment and keeps your operation moving. That's what we mean when we say "We're On It!"
John Wright, Brax Wright’s son, joined ASCO in early 2013 as part of the third generation of family leadership. A proud member of the Fightin’ Texas Aggie Class of 2007, John earned a Bachelor of Science in Mechanical Engineering from Texas A&M University.
After graduation, John worked as a structural design engineer for L-3 Communications MID, specializing in C3ISR (Command, Control, Communications, Intelligence, Surveillance, and Reconnaissance) aircraft. In 2012, John completed a Master of Business Administration with a concentration in Strategy and Entrepreneurship from Southern Methodist University.
In January 2013, John joined the family business and played a key role on the Hi-Way acquisition team. He has since taken on a variety of responsibilities. He currently oversees the IT department.
In his spare time, John enjoys weightlifting, woodworking, cooking, and reading. He met his wife, Elizabeth Boothe, at Coronado High School while competing on the Math Team. Together, they have two beautiful daughters.
Courtney Wright Vanderham
VP, Branch Manager
Courtney Vanderham, Steve Wright’s daughter, joined ASCO in 2010. She earned a Bachelor of Business Administration in Finance from Texas Tech University in 2005 and went on to complete her MBA at West Texas A&M University in 2007 while working at ASCO. Courtney later attended Tulane University, earning a Master of Finance (MFIN) with a specialization in Energy Derivatives and Risk Management.
Following her MFIN, Courtney worked as a sales and use tax consultant for Ryan Inc., North America’s largest tax consulting firm. She returned to ASCO in 2010, where she gained experience in the accounting department in Lubbock before transitioning to Amarillo. She currently serves in an Operations Manager role
Courtney is actively involved in her community as a member of the Junior League of Amarillo, Daughters of the Republic of Texas, and the Power of the Purse committee for the Laura Bush Women’s Health Science Institute.
Courtney is married to Zachary Vanderham of Visalia, California. Together, they have two children. The family share a love for sports, the outdoors, and spending time with friends.
Charles Ellis (Chase) Key Jr.
VP, Sales Manager West TX
Paula’s son, Chase Key, joined ASCO in 2009 and was the first of the third generation to return to the family business. He earned a Bachelor of Science in Industrial Engineering from the University of Oklahoma and later completed a Master’s degree in Management at Texas Tech University.
After graduating from the University of Oklahoma in 2006, Chase began his career with UPS as part of their engineering team. In 2009, he rejoined ASCO, gaining experience in various roles, including the service department, rental sales, and as branch manager for the Lubbock Case store. Today, Chase serves as South Area Sales Manager.
Chase is actively involved in his community as Vice Chairman of the Covenant Hospital Foundation Board and a member of the Lubbock Executive Association (LEA). An Eagle Scout, Chase fondly recalls completing a 50-mile trek in Canada, an experience that continues to inspire him. He enjoys outdoor activities such as hunting and golf.
Chase is married to Amy Collins of Stillwater, Oklahoma, and together they have three children.
Paula Wright Key
Treasurer
Bill’s daughter, Paula Wright Key, and treasurer for ASCO, is also proud to be part of the family operation. She graduated from the University of Texas at Austin in 1979 with a Bachelor of Business Administration (BBA) in marketing. That same year, Paula married Charles Ellis Key and moved to Dallas, where Charles joined InterFirst Bank as a Vice President.
In 1988, Paula and Charles returned to Lubbock, and Paula began her career at ASCO, working in the accounting department, working with payroll and accounts receivable.
Paula has been deeply involved in her community, serving on various boards, including the Texas Tech Foundation Board, Hospice of Lubbock Board, the Laura W. Bush Institute for Women’s Health, and the Board of Trustees for All Saints Episcopal School.
Paula and Charles have two children, Charles Ellis Key Jr. (Chase) and Carolyn, as well as four grandchildren.
John Stephen (Steve) Wright
President
Steve Wright graduated from Texas Tech University in 1974 with a degree in Business Management. Shortly after, he joined his father and brother at ASCO, where he gained experience in nearly every role within the company.
In 1982, Steve and his family moved to Casper, Wyoming, where he managed ASCO Equipment-Wyoming, a Clark-Michigan distributorship serving the state. In 1984, he returned to Amarillo and now serves as President of ASCO.
Steve and his wife, Lea, are deeply involved in local, state, and national politics. Steve has also contributed to his community by serving on several boards, including Senate District 31, the Amarillo Executive Club, the Texas Tech Red Raider Club Board of Directors, and the Advisory Board for Wells Fargo Bank, among others.
An avid outdoorsman, Steve enjoys hunting and fishing. Steve and Lea have three children: Robyn, Courtney, and Brandon.
W.B. (Brax) Wright
CEO
Brax graduated from the University of Texas in 1971 with a Bachelor of Science in Mechanical Engineering. After graduation, he began his career as an Offshore District Project Engineer for Exxon. He also served in the United States Army Reserve for six years, achieving the rank of sergeant in a heavy construction battalion.
Brax has held nearly every position at ASCO, gaining invaluable experience across the company before becoming Chief Executive Officer in 1997. Over the years, he has also served on numerous manufacturer advisory boards as well as other bank and company boards, contributing his expertise to guide key decisions.
Outside of work, Brax teaches the Adult Seekers Sunday School class at First Christian Church, where he serves as an elder. In his spare time, he enjoys golfing, camping, fly-fishing, reading, and writing. Brax is married to Beth, and together they have two children, John and Jill, and five grandchildren.
