The Meaning of ATL Diesel and Our Enduring Legacy

ATL Diesel isn't just a name; it's a commitment and a philosophy that permeates every aspect of our operations. The 'ATL' in ATL Diesel stands for "Above the Line," and it embodies the core values and principles that drive us as a business.

Our History

Our story began in 1973 when my grandfather, a true embodiment of the American Dream, founded this business. My grandfather's life was marked by adversity from an early age. At the tender age of six, he faced the loss of his father, a pivotal moment that would shape his character and determination. By the time he was twelve, he found himself shouldering the responsibility of supporting his mother and without access to further education.

With grit and determination, my grandfather ventured into the diesel industry, driven by a burning desire to create something meaningful for his family and community. ATL Diesel emerged as a labor of love, a testament to his tireless efforts to turn dreams into reality.

Throughout the years, ATL Diesel has evolved and expanded, yet it has always remained rooted in the values and principles instilled by my grandfather. Being "Above the Line" is not just a slogan; it's a tribute to his legacy. Being "Above the Line" means that we hold ourselves to a higher standard, one that surpasses industry norms and expectations. It's a promise to our customers, partners, and ourselves that we will always go the extra mile in everything we do.

Our Values

First and foremost, it means we're above the industry standard in our approach to problem-solving. When faced with challenges, we don't merely seek quick fixes. Instead, we take a step back, analyze the root causes, and find innovative, sustainable solutions that truly address the issue at hand. We understand that excellence requires continuous improvement, and we're dedicated to exceeding our own benchmarks.

In our interactions with customers, authenticity is key. We don't believe in smoke and mirrors or empty promises. Our commitment to authenticity means that every interaction with ATL Diesel is grounded in transparency and honesty. We don't sugarcoat the facts, and we always strive to deliver on our commitments.

Accountability and responsibility are two cornerstones of our company culture. We take ownership of our actions and decisions, whether they lead to success or present challenges. When things don't go as planned, we don't point fingers or make excuses; we focus on finding solutions and learning from our experiences. This is how we grow and become better with each passing day.

Communication is the lifeblood of any successful relationship, and we prioritize it above all else. We listen attentively to our customers, partners, and team members. We value feedback, both positive and constructive, as it helps us improve and adapt to evolving needs. Our lines of communication are always open, ensuring that everyone feels heard and valued.

Lastly, we take great pride in our commitment to fair pricing. Unlike some competitors and dealers who engage in price gouging, we believe in offering competitive and transparent pricing. We want our customers to know that they're getting exceptional value without breaking the bank.

Our Future

As we celebrate our history, we also look to the future. We are a company that values innovation and growth, but we will never forget our roots. The spirit of my grandfather's journey continues to guide us in our pursuit of excellence. Together, we honor our past while forging ahead, always striving to rise "Above the Line" and redefine industry standards.

Warm regards,

Dan Bendever
Owner, ATL Diesel