About Utility Sales and Service

Utility Sales & Service (USSI) was founded by Bill Loehrke in 1993. From the start USSI focused on building highly reliable vehicles, customized to our customers’ needs and backing them with outstanding service and parts support. As a result we have become the Midwest’s preeminent manufacturer of aerial lift and work vehicles for organizations servicing our nation’s infrastructure.

At our facilities in Appleton, WI. we design, manufacture, service and supply parts support for our customers. We are committed to being honest, ethical, and respectful in dealing with everyone.


Bill Loehrke – President & Founder

Bill grew up on a dairy farm in eastern Wisconsin and has 36 years experience in manufacturing and servicing aerial lift and utility work vehicles. Before founding USSI Bill worked in manufacturing & servicing of utility equipment at Pierce Manufacturing and was General Manager at ITEC, one of Pierce Mfg’s utility equipment dealers. Bill’s work ethic, vast experience and positive “can do” attitude has earned the respect of everyone he works with and is the foundation for USSI’s success.

Tom Saunders – Vice President & Sales Manager

Tom joined Utility Sales & Service after a successful career in the US Coast Guard. Since joining USSI in 1997 Tom has distinguishing himself in all facets of the business including Parts, Service, New Product Manufacturing and in Sales. Tom understands the need that organizations have for safe, high performance and reliable work vehicles and as a result sales have grown dramatically under his leadership.

Ted Breidenbach – CEO/Owner

Ted is an engineer who retired from John Deere after 37 years of service and held leadership positions in all of Deere’s global equipment businesses.