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It’s easy to find Deep South Equipment’s Lafayette location; just look for the gorilla. The Louisiana-based equipment dealer and service provider opened at 122 Southpark Road in late 2024 and decided to keep the well-known gorilla statue from the previous owner, George’s Lift Trucks.
Keeping the statue just made sense. It’s a local landmark and represents Deep South’s desire to be part of the community. For years, their technicians have traveled across the region—from Port Allen to the Texas border—helping customers on-site. As business continued to grow, it became clear they needed a physical location in Lafayette.
Top Executives: John Parsons, Owner & President; Patrick Parsons, VP of Used Truck Sales and JCP Construction Equipment; Lindsey Hernandez, VP of New Truck Sales; Gerald Boudreaux, CFO; Randall Kent, COO
Phone: 337.837.5438
Address: 122 SOUTHPARK ROAD, LAFAYETTE, LA 70508
Website: deepsouthequipment.com
Since opening its doors, Deep South’s Lafayette branch has grown quickly, increasing business by about 25 percent in 2025 as they expand their work in the industrial, oil and gas markets.
The newly renovated service facility includes a fully equipped shop and fully stocked parts department. From this location, the team handles equipment sales, rentals, parts, service and training. They specialize in Hyster forklifts, JCB construction equipment, TICO terminal tractors, FECON forestry equipment, PowerBoss scrubber sweepers and Columbia utility vehicles.
One thing that sets Deep South apart is consistency across all locations. Their technicians are factory-trained and certified, and they all follow the same “customer comes first” philosophy. They are rarely confined to the office; more than 75 percent of their service is performed in the field.Deep South also offers on-site operator training for lift trucks.
With 11 locations across four states, Deep South manages about 2,000 rental units. If needed, their Port Allen location can quickly send equipment to Lafayette. They are also quick to embrace new technologies for the benefit of their customers.
Deep South is the trusted supplier for many business owners. The Lafayette branch stocks parts for all makes of forklifts through their aftermarket program. They are always readily available when customers need them. Customers can pick up parts at the office, have them shipped to the jobsite, or have a technician deliver them
during a service call.
In just one year, the Lafayette branch is already ingrained in the local community. As Operations Manager Randall Kent says, “It’s been a natural fit. It feels like we’ve been here all along.”
