While many dealerships take on the name of the city, county or state where they’re located, others take on the family name of its founders. But the story behind how Cervus Equipment got its name doesn’t follow any of these traditions.

Peter Lacey, one of the founders of the dealer group, explains: “I was trying to come up with a name for the new public company in 1999. I went to an English-Latin dictionary on the Internet and looked up the Latin equivalent of ‘Deere.’ It came up Cervus! In light of the service industry that we are in and that it was a unique name, it seemed like something we could use for new entity.”