About Us
A Privilege to Serve You
Lakeside International Trucks and Badgerland Idealease is your best choice for comprehensive commercial truck solutions.
We provide industry-leading products and support services that improve vehicle uptime, reduce operating costs and help you to serve your customers even better.
Whether you operate a single truck or a large commercial fleet, we are committed to your organization’s success. As your truck transportation partner, we will take a comprehensive approach to understanding your needs and exceeding your expectations.
Today’s trucks are complex business tools and you operate them in a challenging environment of rising fuel prices, increasing industry regulations and pressure to do more with less. To deliver the support you deserve, Lakeside constantly invests in our facilities, systems and capable and dedicated employees.
I’m proud to say Lakeside is a strong supporter of charitable organizations. I feel fortunate that we are able to give back to the communities where we do business.
We look forward to the privilege of serving you.
Sincerely,
Bill Reilley, Jr. — President
A Rich History Of Strong Leadership And Industry Recognition
Bill Reilley Sr., began his career in the truck industry in 1972 with International Harvester’s Truck Group, progressing through the truck sales organization to the position of Fleet Sales Manager in 1981. In 1984, Bill purchased the International® medium and heavy-duty truck dealership and started Badgerland Idealease, Lakeside’s full-service lease, and rental division, in Milwaukee, Wisconsin.
Since 1984, Lakeside has expanded to eight full-service dealership locations, a centralized parts distribution center, and employs more than 325 employees across Wisconsin and Illinois. In this time, the Badgerland Idealease fleet has grown from three rental trucks to a fleet of more than 600 units today.
Industry Awards and Recognition
Industry Awards and Recognition
Over the years, Lakeside International Trucks and Badgerland Idealease have earned awards for excellence in operations and professionalism in the commercial truck dealership arena. As a recognized leader in the truck and leasing industries, Bill Reilley, Sr. has received honors from several industry organizations, including American Truck Dealers (ATD) Dealer of the Year finalist in 2004 and 2014; Navistar’s International Truck Dealer of the Year in 2000; Wisconsin Auto & Truck Dealers Association’s Truck Dealer of the Year in 1999 and 2004; 18-time recipient of the prestigious Circle of Excellence award for performance from International Truck.
Badgerland Idealease has earned the ONE Idealease award for operating excellence every year since the award’s inception 23 years ago and is a charter member of ONE Idealease ELITE status. Bill was a member of the Idealease Board in 2004 and has served as Vice Chairman and Chairman of the Idealease Board from 2006 to 2008 and from 2014 to 2015. He remains an active participant in industry and community organizations. He is a member of the Wisconsin Motor Carriers Association, the Wisconsin Auto and Truck Dealer Association, the American Truck Dealers Association, and a Board member of the Jesuit Retreat House in Oshkosh, Wisconsin, Board Member and Past Chairman of St. Ann’s Intergenerational Care Center in Milwaukee, Wisconsin.
The Next Generation of Leadership
The Next Generation of Leadership
Continuing the tradition of excellence and strong leadership, in 1994, Bill Reilley, Sr. recruited his son, Bill Reilley, Jr., from Navistar. After spending five years with the Chicago-based truck manufacturer, Bill, Jr. left Navistar and joined Lakeside. Playing an instrumental role in the growth of Lakeside, Bill, Jr. helped with the very first dealership acquisition in Racine, Wisconsin. Since this time, Bill, Jr. has been a key player in the successful acquisition of six additional dealerships. He transitioned into the role of President of Lakeside International Trucks in 2010. Bill, Jr. remains highly involved with Navistar and has served in many leadership roles representing the North American International® dealer group. In 2022, Bill was elected to the International® Truck Dealer Council and, since 2011, serves as a Navistar Parts Advisory Committee member. From 2003 to 2008, Bill, Jr. served as a board member of the Navistar Medium Duty Advisory board. Bill, Jr. is a graduate of St Norbert College, the ATD Dealer Academy, the UCLA Anderson School of Management’s Executive Dealer Leadership Program. He is a recipient of the International® Presidential Award top honor in 2019 and 2020.
Our Operating Philosphy
Our Operating Philosphy
As Lakeside looks to the future, the company remains focused on the Lakeside Pride operating philosophy. Lakeside Pride is more than a slogan. It is the foundation of the Lakeside culture and commitment to professionalism, operational excellence, and unwavering focus on the success of every customer served. Lakeside Pride guides how business is conducted with customers, how employees are treated, and how Lakeside supports the community at large. With a rich family history of hard work and focus on people, Lakeside is poised more than ever to serve trucking businesses in Wisconsin, Illinois, and beyond.
Timeline of Pride
Timeline
Milwaukee Parts Distribution Center Opens
Janesville Dealership Acquisition
ATD Truck Dealer of the Year Finalist
West Bend Dealership Acquisition
Random Lake Dealership Acquisition
New Milwaukee Facility Opens
Racine Dealership Acquisition
Decades of Serving
Lakeside has been committed to offering customers quality products, superior service, and responsiveness unequaled by any truck dealership in the region. No other dealership in the region can match our truck products, parts, service, and creative leasing options. More than a one-stop-shop – think of us as your round-the-clock transportation business partner. Moving you from where you are to where you want to be. Lakeside offers the complete line of International® medium, heavy, and severe service trucks, diesel engines, as well as International® brand and all-makes parts.
From tractors, day cabs, sleepers, utility vehicles, reefers, step vans and construction vehicles, Lakeside has the product and the vocational expertise to support your business from properly specing and building your truck to maintaining and repairing it once in service.
Community Engagement
The Women in Trucking is a non-profit organization with the mission to encourage the employment of women in the trucking industry, promote their accomplishments, and minimize obstacles faced by women working in the industry.
Truckers Against Trafficking is raising up a mobile army of transportation professionals to assist law enforcement in the recognition and reporting of human trafficking, in order to aid in the recovery of victims and the arrest of their perpetrators.
St. Ann Center specializes in adult and child day services in a safe, homelike intergenerational setting, where compassion, care and dignity are key. They bring all ages together—from 6 weeks old to 100+. For over 20 years, the Reilley family has been supporting St. Ann Center. Bill Reilley has served on the board and works directly with center founder and president, Sister Edna Lonergan. Recognizing Bill Reilley, Sr.
Rawhide is committed to helping teens and young adults struggling with mental health, emotional and behavioral challenges find joy and healing. It’s a faith-based commitment to love and serve those who need us most—and equip them with the tools to live a healthy and fulfilling life.
The HFOT mission is to build and donate specially adapted custom homes nationwide for severely injured post-9/11 Veterans, to enable them to rebuild their lives. In 2021, Lakeside employees volunteered their time to help lay sod and plant trees and scrubs for a family in Muskego, Wisconsin. Lakeside 2021
