Highway Equipment Company, now doing business as New Leader Manufacturing (NLM), is committed to protecting your privacy and developing technology that gives you the most powerful and safe online experience. This Privacy Statement applies to the NLM website (, NLM Dealer Portals, NLM mobile application, and any other digital property owned by NLM (collectively “NLM Properties”) and governs data collection and usage. By using the NLM Properties, you consent to the data practices described in this statement.

What information we collect

Personal information you voluntarily disclose to us

NLM collects personally identifiable information that you voluntarily provide to us when you create an account or profile through the NLM Properties, express an interest in obtaining additional information about our products or services, participate in activities on the NLM Properties, or otherwise contact or engage with us.

The type of personally identifiable information collected depends on the context of your interactions with NLM and the NLM Properties, but generally include your name, email address, home or work address, telephone number, job title, survey answers, and/or similar data. If you are an authorized NLM dealer, we may collect additional information that will be set forth and governed by your contract with us.

Information automatically collected

When you visit, navigate, or otherwise engage with the NLM Properties, NLM may also collect (through our website, marketing, or analytics service provider) anonymous demographic information, which is not unique to you, such as your ZIP code, age, gender, and business-related information (information that helps us understand who you are as it relates to our products such as industry).

There is also information about your mobile device and computer hardware and software that is automatically collected by NLM (through our website, marketing, or analytics service provider). This information includes your IP address, browser type, domain names, access times, referring website addresses, device type, website activity, operating system, and app usage.

Information provided by third parties

When you purchase an NLM product, our authorized New Leader® and Hi-Way® dealers may share your information with NLM for purposes of warranty registration or other legitimate business purposes to provide services and support to you. If you are applying to become an authorized NLM dealer, we may collect personal information from third parties in order to complete or process such requests such as obtaining credit information.

NLM encourages you to review the privacy statements of websites you choose to link to from NLM so that you can understand how those websites collect, use and share your information.

NLM is not responsible for the privacy statements or other content on third party websites.

NLM does not knowingly collect, use, or disclose sensitive personal information, such as race, religion, or political affiliations.

NLM does not knowingly solicit information from minors. By using the NLM Properties, you represent that you are at least 18 years of age or that you are the parent or guardian of the minor user and consent to such minor’s use of the NLM Properties. If we learn that personal information of minors has been collected, we will deactivate the account and take all reasonable efforts to promptly delete such data from our records.

How we use your information

NLM collects and uses your personal information to operate the NLM Properties and deliver the services you have requested. In addition, NLM keeps track of the NLM-owned or operated websites and pages our customers visit in order to determine what NLM services are the most popular, maintain and improve our systems, and develop new services. This data is also used to deliver customized NLM content and advertising to customers whose behavior indicates they are interested in a particular NLM product, part, or service. An example of this is remarketing website visitors through Google ads and/or Facebook.

NLM uses your personally identifiable information to inform you of other products or services available from NLM and its affiliates. NLM may also contact you via surveys to conduct research about your opinion of current services or of potential new services that may be offered.

Other uses of your personal information include:

  • Perform and administer customer service
  • Send administrative information to you
  • Fulfill and manage your orders
  • Fulfill the terms of a contract we have with you
  • Provide product, part, and other support
  • Determine your eligibility for our products or services
  • Respond to legal requests and prevent harm
  • For other legitimate business purposes such as data analytics, identifying usage trends, determining the effectiveness of our promotional campaigns, and to evaluate and improve our NLM Properties, products, services, and marketing campaigns.

How your information is shared

NLM does not sell, rent, or lease your information to third parties. NLM may, from time to time, contact you on behalf of external business partners about a particular offering that may be of interest to you. In those cases, your unique personally identifiable information is not transferred to the third party.

NLM utilizes the services of third parties for purposes of data analytics, advertising, marketing campaigns, and other services including payment processing, email delivery, and mail delivery. We may allow third-party service providers, including Google Analytics and Hubspot, to use tracking technology on the NLM Properties which will enable them to collect data about how you interact with the NLM Properties over time. The information collected, and how it is used, is described in the first two sections of this policy. Your data may be shared with our trusted partners to help us perform statistical analysis, send you email or postal mail, provide customer support, arrange for deliveries, or perform other legitimate business activities. All such third parties are prohibited from renting, leasing, or selling your information to third parties. They are all required to maintain the confidentiality of your information.

For information on what information Google Analytics collects, how it is used, and how you can control what is collected about you, please visit: and

The NLM Properties will disclose your personal information, without notice, if required to do so by law or in the good faith belief that such action is necessary to: (a) conform to the edicts of the law or comply with legal process served on NLM or the NLM Properties; (b) protect and defend the rights or property of NLM; and, (c) act under exigent circumstances to protect the personal safety of users of NLM, or the public.

Cookie Policy

The NLM Properties may use “cookies” to help you personalize your online experience. A cookie is a text file that is placed on your hard disk by a web page server. Cookies cannot be used to run programs or deliver viruses to your computer. Cookies are uniquely assigned to you and can only be read by a web server in the domain that issued the cookie to you.

One of the primary purposes of cookies is to provide a convenience feature to save you time. The purpose of a cookie is to tell the web server that you have returned to a specific page. For example, if you personalize NLM pages, or register with the NLM website or services, a cookie helps NLM recall your specific information on subsequent visits. This simplifies the process of recording your personal information, such as billing addresses, shipping addresses, and so on. When you return to the same NLM website, the information you previously provided can be retrieved, so you can easily use the NLM features that you customized.

NLM may also use targeting/advertising cookies to serve you with advertisements that may be relevant to you and your interests. The information may also be used for frequency capping purposes and to help us regulate the advertisements you receive and measure their effectiveness.

You have the ability to accept or decline cookies. Most web browsers automatically accept cookies, but you can usually modify your browser setting to decline cookies if you prefer. If you choose to decline cookies, you may not be able to fully experience the interactive features of the NLM services or websites you visit.

Security of your Personal Information

NLM secures your personal information from unauthorized access, use or disclosure. NLM secures the personally identifiable information you provide on computer servers in a controlled, secure environment, protected from unauthorized access, use or disclosure. When personal information (such as a credit card number) is transmitted to other Web sites, it is protected through the use of encryption, such as the Secure Socket Layer (SSL) protocol.

California Residents

California law provides for additional rights for California consumers. You have the right to request a description of the categories and specific pieces of personal information about you we have collected and the categories of personal information about you that we may disclose for a business purpose to third parties, along with a description of the categories of third parties that may receive that personal information.

We do not sell your personal information.

You also have the right to request that we delete personal information about you that we have collected from you. Personal information that is needed to complete a transaction, provide goods or services you have requested, perform our contract(s) with you, or that was reasonably anticipated within the context of our ongoing business relationship with you, or that we can otherwise retain under applicable law, may not be deleted. The personal information we collect, use, and share is explained in the other portions of this Privacy Statement.

You may exercise these rights by calling us at 800-363-1771, by submitting a form that can be found HERE, or by mailing your request to Director of Marketing, New Leader Manufacturing, 1330 76th Avenue SW, Cedar Rapids, Iowa 52404. We will ask you to verify your identity to fulfill these requests. We may deny a request if your identity cannot be verified.

If you wish to use an authorized agent to submit a request, we will need to verify the authorized agent by confirming that the original requestor has given written permission. We may deny a request from an agent that does not submit proof that they have been authorized by the consumer to act on their behalf.

Please be advised that any California consumer that exercises a right under the California Consumer Privacy Act will not be discriminated against for exercising these rights.

Changes to this Statement

NLM will occasionally update this Statement of Privacy. NLM encourages you to periodically review this Statement to be informed of how NLM is protecting your information.

Contact Information

NLM welcomes your comments regarding this Statement of Privacy. If you believe that NLM has not adhered to this Statement, please contact NLM at We will use commercially reasonable efforts to promptly determine and remedy the problem.

Date of last update: October 10, 2022