About Us

South Coast Fire Equipment was founded in 1996 as the exclusive Pierce Dealership in Southern California. We provide new apparatus sales and service for the counties of San Luis Obispo, Kern, San Bernardino, Santa Barbara, Ventura, Los Angeles, Orange, Riverside, San Diego and Imperial.

Letter from the President

South Coast has always been considered and recognized as one of the top producing and ever growing dealers in the Pierce dealer network. With over 1000+ units sold, our sales team has extensive knowledge of the unique and extremely complex territory that is Southern California.

With 125+ combined years in apparatus sales and firefighting experience, our associates know what unique challenges you face on a daily basis. We understand your special needs and will work with you to find a correct solution with a quality product at a fair value.

At South Coast, we take pride in knowing that we can deliver an exceptional product with customer service and an experience that is second to none. It is very important to us to build relationships that last over several purchasing cycles as not only customers, but also friends. The philosophy at South Coast is that we want to serve our customers for the long haul, not just a one time sale. We will be there for your first purchase, and we will be there to offer you the same experience on all of your future purchases.

Thanks for allowing us the chance to be your only fire apparatus dealership, and giving us the opportunity to serve you.

Kevin M. Newell
South Coast Fire Equipment

Mission Statement

“To provide the highest level of Quality Products, Customer Service and Immeasurable Knowledge to the most important aspect of our business, our customers. This level of service will continue not only through the purchase process, but throughout the life of the vehicle and beyond while building and maintaining lifelong relationships.”

Vision Statement

“To be the leading provider of fire apparatus and service in Southern California while providing the utmost quality, professionalism and customer service.”

Core Values

  1. Customers are the number one priority in all aspects of our business. We know that they have choices of who they want to provide them with their apparatus and we need to prove that we want them and keep them as OUR customers.
  2. Employees are the most important asset that South Coast provides. We value our employees and offer them all a pleasant work environment as well as a place to improve upon their personal skills by giving them opportunities to learn.
  3. We only choose to supply the best products available to our customers. At the end of the day, we are the people that need to answer for the products we sell, so we only provide products that are comprised of the highest quality available.
  4. South Coast knows that the fire industry is an ever-changing environment. With that in mind, we pride ourselves in that fact that we are continually learning and evolving with the industry while staying grounded with the values that have put us in the position where we are today.