FordPros | Issue 83 | June 2025

REFLECTIONS ON THE SPRING 2025 COMMERCIAL VEHICLE Business SUMMIT

Issue 83 JUNE 2025

INNOVATION & ADAPTABILITY in a Shifting Commercial Vehicle Market

THEME:

BUILT FOR BETTER

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JUNE 2025 | FordPros

LETTER FROM THE EDITOR As the calendar moves toward summer, we all start thinking about things like vacations, ways to keep the kids busy while they’re out of school, and… self-development. If you did a double take when you read the last item in this list, you’re probably not alone. But, the summer might be the perfect time to work on self-development, even though the reality is many of us are always looking at ways to improve.

Summer may offer a good opportunity to focus on ways to “get better” because many others are on those vacations I mentioned, so the demands of your work may have slowed, even if just a little. Regardless of whether or not the pace is different as we hit June, July and August, seeking out ways to improve ourselves is what separates those who get by from those who are truly successful and at the top of the heap. And who doesn’t want to be at the summit of their professional, and personal, mountain?

No matter what this self-development process looks like for you, finding ways to build skills - both the “hard” and “soft” ones - will pay dividends. There are MANY studies that tout the advantages of lifelong learning / selfdevelopment and most agree there are many benefits.

Here are just a few:

Self-development can take many forms. It might be considering what a good day looks like, as Will Brogan suggests, to generate results, regardless of your role in the commercial vehicle space (it doesn’t just apply to sales).

Or maybe it’s seeking out resources you can leverage for the benefit of your customers, as is mentioned in the Knapheide article. Perhaps it’s educating yourself about products like those from Prime Design and American Van that improve the health and well-being of customers.

It could even be simple self-reflection, comparing how you’ve handled a situation in the past and applying the lesson learned to today’s environment as Mike Scelzi did.

• Enhancing social connections.

• Assisting with success on the job.

• Keeping the brain healthy.

• Adding to a sense of personal fulfillment.

• Improving quality of life.

Enjoy our June edition as you consider what selfdevelopment looks like for you.

JUNE JUNE 2025 2025 || FordPros FordPROs

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the industry’s toolbox

READ + LISTEN + WATCH + NEWS

STAFF

special thanks to: Adrian Steve Henning Executive Editor

Deist Industries, Inc. Knapheide Manufacturing Company Mitsubishi HC Capital America OEM Systems, LLC Reading Truck Rockport Commercial Vehicles

Carla Aoyagi

Ryan Day

Rachelle Fernald

Media Director

Assistant Editor

Sr. Media Coordinator

Transfer Flow Safe Fleet Scelzi Enterprises, Inc. Unicell Work Truck Solutions COMVOY Commercial Truck Training

Candy McCollum

Ardina Chaco Ferrin

Josh Smith

Business Development

Assistant Editor

Creative Director For inquiries or to be added to the mailing list:

Contributing authors + support

admin@cvbnetwork.com 1-800-413-9030 CVBNetwork/Commercial Vehicle Pro 2485 Notre Dame Blvd., #370-130 Chico, CA 95928

Powered by:

Kathryn Schifferle Executive Producer, CVBNetwork

4

JUNE 2025 | FORDPROS

Will Brogan

Commercial Truck Training

Shawn Horswill

Chief Data Officer Work Truck Solutions

What’s inside »

TABLE OF CONTENTS Issue 83 • June 2025

3

Letter from the Editor

6

Powering Progress:

9

In The Highbeams

13

Blue Oval

14

How to Choose the Right Crane—And the Body to Match

15

These 4 Solutions Don't Just Improve Work, They Improve You.

18

Building the Future Together:

20

Commercial Truck Success:

22

Investing In Core Strengths During Uncertain Times

23

Why the 45W Tax Credit Matters More Than Ever for America’s Commercial EV Future

25

Beyond the Tariffs:

27

Why Modern Contractors Choose Adrian tUpfits for their Trucks

28

Knapheide Blog:

29

Looking Back for Clues to the Future of the Commercial Vehicle Market

32

Innovation & Adaptability in a Shifting Commercial Vehicle Market

34

Upcoming Events

How Digital Marketplaces are Revolutionizing the Commercial Vehicle Industry

Here's How.

Highlights from the Spring 2025 Commercial Vehicle Business Summit

What Does a Good Day Look Like?

Strengthening Dealer-Customer Relationships

Elevate Your Expertise by Leveraging Learning Resources

JUNE 2025 | FordPros

5

Powering Progress:

How Digital Marketplaces are Revolutionizing the Commercial Vehicle Industry The commercial vehicle industry is experiencing a profound transformation, driven by several factors, including a rapidly evolving buyer demographic. With millennials now making up a significant portion of the workforce and Generation Z steadily growing, the expectations for how businesses acquire vehicles have fundamentally changed.

These digitally native generations demand seamless, mobile-optimized buying experiences on platforms that are intuitive and easy to navigate. This cultural shift, coupled with the increasing sophistication of digital tools, is reshaping the very landscape of commercial vehicle sales, moving beyond traditional models to embrace the efficiency and reach of online marketplaces.

What Defines a Modern Marketplace?

In a session of the Spring 2025 CVB Summit, Greg Brink, Director, North America, Eccentric, described the term Marketplace as simply “Anywhere where you're congregating a universe of people that are exchanging goods and services.”

The scale and diversity of these platforms are immense, ranging from consumer-focused sites like Amazon to industry-specific hubs like Comvoy.com. What sets the most successful marketplaces apart is their deep understanding of buyer psychology. They meticulously analyze behaviors, 6

JUNE 2025 | FordPros

optimizing the customer journey.

This focus on user experience is critical, especially in specialized sectors like commercial vehicles, where tailored solutions and intuitive interfaces are paramount.

The Undeniable Advantages of Digital Marketplaces

Digital marketplaces offer compelling benefits that address the inherent complexities of the commercial vehicle industry: Convenience and Variety Online platforms provide unparalleled convenience, allowing businesses to explore a vast selection of vehicles and configurations from anywhere, at any time, even during global crises, and to do so as efficiently as possible.

In that same CVBS session, Kathryn Schifferle, founder and Chief Vision Officer of Work Truck Solutions, highlighted the value of digital marketplaces for the commercial vehicle industry, saying, “We launched Comvoy in November of 2019. A few months later, COVIDv hit, and everybody had to go home.

It was perfect timing for the digital marketplace because a lot of dealers were actually closed. A really important part of the Comvoy marketplace is giving equal footing to every seller. A marketplace shouldn't be based on giving one advertiser an advantage over another just because they can pay more. The whole point of a true digital marketplace is to present the widest selection of

products and the easiest way to find the vehicle that fits your needs.

A true marketplace really is about helping the customer.”

Transparency Price transparency, while a historical challenge in the dealer community, is a cornerstone of effective marketplaces. Data consistently demonstrates that transparent pricing builds customer trust and offers a clear competitive advantage, leading to increased sales.

Schifferle punctuates this idea: “We have data now that proves that if a dealer isn’t transparently pricing inventory, they’re going to be at a measurable disadvantage, because more and more people aren't comfortable with that.”

Visibility Marketplaces significantly enhance visibility, making it easier for buyers and sellers to connect, while reducing friction in the purchasing process. This streamlined interaction is vital for complex commercial vehicle acquisitions.

The commercial vehicle ecosystem extends far beyond the initial sale, encompassing financing, insurance, maintenance, warranties, and a myriad of other essential services, collectively valued at trillions of dollars. Marketplaces play a crucial role in reducing friction across this intricate web by improving transparency and ease of access for

“We have data now that proves that if a dealer isn’t transparently pricing inventory, they’re going to be at a measurable disadvantage, because more and more people aren't comfortable with that.”

– Kathryn schifferle, work truck solutions

both customers and businesses.

Data, Psychology, and Innovation The principles driving successful marketplaces are deeply rooted in human behavior and psychology.

Platforms leverage data-driven insights to boost sales through strategies like suggesting "frequently bought-together" items, and AI-driven FAQs that dynamically address potential buyer concerns, accelerating purchasing decisions.

While consumer and commercial marketplaces share foundational psychological underpinnings, there are critical distinctions. In business-tobusiness (B2B) settings, purchasers are driven by specific business outcomes and a precise return on investment. This necessitates highly tailored data models and predictive analytics that cater to distinct business needs and behaviors.

“The elephant in the e-commerce room is Amazon,” says Brink. “They are the number one e-commerce platform in the world. They get 236 million customers a month, and if you look at their workforce, they almost have as many psychologists as they do technologists.”

Data is a powerful catalyst for transformation in commercial vehicle sales. Providing detailed data on vehicle configurations

can unlock significant value for commercial vehicle dealers, enabling them to stock and sell profitable niche vehicles efficiently. There's also enormous untapped potential in upfitting. By using data to identify customer interests, such as shelving, ladder racks, lifts, etc., marketplaces can facilitate upfit sales during vehicle purchases, increasing profits. The complexity of the commercial vehicle market, involving multiple layers of experts—OEMs, upfit manufacturers, distributors, and dealers—underscores the need for marketplaces that aggregate and integrate data from all stakeholders to provide a streamlined, userfriendly buying experience.

Technology and Demographics in the Commercial Vehicle Marketplace

Technological advancements are driving innovation in commercial vehicle marketplaces. Dynamic, visual vehicle configurators, often featuring 3D visualization and realtime adjustments, guide customers step-by-step to their ideal vehicle based on vocational requirements.

These tools enhance buyer confidence and are being adapted to address unique market challenges, such as fragmented supply chains for vehicle upfits. Furthermore, API integrations with logistics providers enable quick transport quotes based

on accurate vehicle data, minimizing last-minute shipping issues.

The evolving buyer demographic, largely including both Millennials and Generation Z, further necessitates continuous adaptation.

These generations have grown up with digital platforms and expect seamless, mobile-optimized buying experiences. Marketplaces must evolve to meet these expectations, offering intuitive digital tools that cater to varying levels of digital literacy and diverse user preferences.

A Vital Industry Embracing Change

The commercial vehicle industry, often the blue-collar backbone of the economy, is crucial, yet can be misunderstood. Facing challenges like an aging workforce, it stands to benefit immensely from modernization. Digital marketplaces and technology can play a pivotal role in making the industry more accessible and appealing to a new generation of workers and buyers.

While complexities persist, the path forward for digital transformation in commercial vehicle marketplaces is clear, promising continued innovation and growth for this essential sector.

This article was excerpted from a Spring 2025 CVBS session. Get more details by watching the session here.

JUNE 2025 | FordPros

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IN THE HIGHBEAMS M.H. Eby announces New 14K Kneeling Trailer M.H. Eby, Inc. is proud to introduce the new KN14K kneeling equipment trailer engineered for contractors, rental fleets, and equipment haulers who need a smarter solution for loading and hauling low-profile machinery. With a 10,700 lb. payload capacity and an ultra-low 6-degree loading angle, the KN14K makes transporting equipment like forklifts and scissor lifts safe, simple, and efficient.

The KN14K trailer features an innovative kneeling axle system that eliminates the need for long ramps or complex loading procedures.

“The KN14K was designed with real-world challenges in mind,” said Erin Varley, VP of Dealer Sales and Development at Eby. “It gives operators a simple, efficient way to load and transport heavy, low-clearance equipment directly to the job site. It’s a versatile and user-friendly trailer built to make loading and unloading quick, easy, and safe.”

• Wheels & Tires: 215/75R17.5 LRH tires on aluminum wheels + steel spare • Toolbox: A-frame style with removable fry basket • Battery: 10-amp plug-in charger + 12-amp trail DC-DC charger • Hydraulics: Power-up / gravity-down with hydraulic axle locks (front & rear) + mechanical front lock • Tie Points: (14) in-floor tie points for 3/8” chain • Flooring: 3" x 9" extruded aluminum interlocking deck board with integrated 4” center cross-members • Empty Weight: Approx. 3,300 lbs • Payload Capacity: Approx. 10,700 lbs • Loading Angle: 6 degrees

Key Specifications:

• Dimensions: 20’ x 80” (15’ flat deck + 5’ beavertail) • Axles: (2) 7,000 lb rubber torsion axles w/ electric brakes

Adrian Steel changes name to Adrian, updates logo design Adrian Steel announced the next chapter in the company's story, building on its legacy of quality and innovation while better positioning itself for continued growth. Moving forward, Adrian Steel will simply be known as Adrian, which more closely aligns with the company's broadening product offerings.

For over 60 years, Adrian Steel has been a trusted name in the cargo management solutions industry, delivering equipment and gear that is versatile, dependable, safe, and ergonomically friendly, providing a high return on investment to men and women in the skilled trades.

"This isn't just a new name. It's a subtle but meaningful evolution that honors our heritage and allows us to retain our iconic name recognition, reputation and equity that we have built over the past six decades," said Don DeLong, CEO. "At the same time, it reflects the full breadth of our current product portfolio and where we are headed in the future. We love steel and always will, but today, we are so much more."

The iconic Adrian Steel shelves and accessories, Power A and Adrian Blue will continue to be seen in vans and pickups across the U.S. and Canada. But Adrian's expanding portfolio now includes aluminum, composites, plastics, graphics, slide-outs and electronics.

While the company's name, logo and visual identity are changing, the company's purpose remains unchanged: equipping workers in the skilled trades with the tools and gear they need to work efficiently and safely – and, most importantly, returning them home to their families in the same condition they left in the morning.

Over the next 12 to 14 months, customers will start to see the transition to the updated logo throughout the company, starting with the website, marketing campaigns and company-owned signage.

For more information, visit adrian.com.

JUNE 2025 | FordPros

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IN THE HIGHBEAMS Ford Pro Trucks and Vans Take Home Four 2025 Vincentric Awards In the 20th annual Vincentric Best Fleet Value in America Awards, Ford Pro took home four awards across pickup and van categories. The awards recognize the specific vehicle and trim with the lowest total cost of ownership in the greatest number of 28 different lifecycle cost scenarios.

“Ford has been designing vehicles with business in mind since 1905,” said Matt Atkenson, executive director of Sales and Operations, Ford Pro. "That longstanding commitment to our commercial customers has resulted in vehicles that not only get the job done but help bring value and efficiency to any fleet.”

Awards given to 2025 Ford products:

• 2025 Ford Maverick Hybrid XL Supercrew FWD – Best Fleet Value in America: Small Pickup segment (fourth consecutive for Maverick) • 2025 Ford F-250 XL Reg Cab 2WD – Best Fleet Value in America: Full-Size 3/4-Ton Pickup segment (fifth time, third consecutive for F-250 XL) • 2025 Ford F-350 XL Crew Cab 2WD LWB SRW – Best Fleet Value in America: Full-Size 1-Ton Pickup

Work Truck Solutions Releases Q1 2025 Commercial Vehicle Market Analysis Amid Looming Trade War Tariff uncertainty adds pressure to recently recovered supply chains Work Truck Solutions®, the leading commercial vehicle authority, has released its Q1 2025 Commercial Vehicle Market Analysis, highlighting ongoing market adjustments as new inventory stabilizes amid uncertainty surrounding emissions standards and international trade.

New Work Truck and Van Market

New commercial vehicle inventory remained largely stable, with the average number of trucks on-lot per dealer showing no change quarter over quarter, following a 24.1% year-over-year (YoY) increase. Despite this, movement, or sales, per dealer declined by 11.1% compared to the previous quarter, though it remains up by 9.1% YoY. 10

JUNE 2025 | FordPros

segment (ninth time for F-350 XL) • 2025 Ford T350 Vans XLT Low Roof RWD 148 – Best Fleet Value in America: Full-Size 1-Ton Passenger Van segment (fourth time, third consecutive for T350 Vans) F-Series® is the best-selling truck in America for 48 consecutive years1 and Transit is America’s number one selling commercial van,2 with the E-Transit marking the end of 2024 as America’s best-selling electric van with its best sales quarter ever.

Ford U.S. Class 1 – 7 commercial truck and van share grew to 41% - double our closest competitor - and up 1.6 percentage points compared with the same period last year.

Transit continues to demonstrate its versatility and capability, with more than 1.2 million units produced at the Kansas City Assembly Plant since April 2014. Remarkably, 99% of all Ford Transits sold over the past decade are still operational today, emphasizing their durability and enduring value.

Vincentric, a privately held automotive data compilation and analysis firm, measures vehicle cost of ownership using eight factors: depreciation, fees and taxes, financing, fuel, insurance, maintenance, opportunity cost and repairs.

Click here to see the full list of 2025 Vincentric Best Fleet Value in America Award winners.

New work truck and van prices softened almost imperceptibly, declining 0.7% quarter-over-quarter (QoQ), but edging up 0.4% compared to the same period last year. Meanwhile, Days to Turn (DTT) continued rising, increasing by 12.4% from the previous quarter and 65.4% YoY, reinforcing the trend of slower vehicle movement.

IN THE HIGHBEAMS When comparing the current environment to the early stages of COVID, there are similarities. At the beginning of the pandemic, business owners did not immediately react with aggressive purchasing when faced with a looming inventory shortage; it took several months for demand to truly accelerate. Now, with a potential trade war threatening the automotive supply chain, we’re seeing a similar pattern of cautious buying behavior.

However, as concerns over tariff impacts continue, it’s likely that businesses will be proactive and pull purchases forward that were planned for later in the year.

Used Work Truck and Van Market

The used work truck and van market continues to adjust, with inventory levels showing modest quarterover-quarter growth (up 3.7%) while flat year-over-year.

While the number of used work trucks sold per dealer remained unchanged from the previous quarter, yearover-year sales increased by 10.0%.

Used commercial vehicle prices remained unchanged QoQ, with a slight year-over-year decline of 6.3%. The price trend aligned with the modest increase in mileage of used vehicles, up 1.6% quarter-over-quarter and 5.2% YoY. Meanwhile, DTT saw an uptick of 5.8% from Q4 2024, but decreased by 1.8% year-over-year, suggesting continued demand for used vehicles despite elevated new truck inventory.

BEV Market Insights

The battery electric vehicle (BEV) work vehicle segment experienced notable price shifts, with new BEV final prices increasing by 11.4% quarter-over-quarter and 6.1% year-over-

year. In contrast, used BEV truck prices declined by 9.2% quarter-over-quarter and 17.08% year-over-year, reflecting shifting demand dynamics in the commercial EV sector.

Industry Perspective

“The commercial vehicle market continues to rebalance, with new commercial vehicle inventory holding steady over the last two quarters and pricing showing minor fluctuations,” said Aaron Johnson, CEO of Work Truck Solutions.

“However, ongoing trade tensions may well introduce new supply chain challenges, similar to those seen during the pandemic. Dealers who successfully navigated inventory shortages in 2020 by adopting digital merchandising strategies are in a position to thrive again. The ability to showcase available vehicles efficiently, connect with buyers online, and optimize inventory visibility has proven to be a timeless advantage—one that will continue to serve the industry through any market disruption.”

Johnson further noted that external factors, including interest rate changes, economic forecasts, and ongoing shifts in government policy surrounding low-emission vehicles, are impacting purchasing behavior. “Business owners and fleet operators are being very strategic about their approach to low-emission vehicles. Many are seeking out tools to help them with these evaluations, weighing use cases and business needs, such as those associated with delivery vehicles, against costs and ROI,” he added.

As the market progresses through 2025, Work Truck Solutions will continue to provide deep analysis and expert insights into commercial vehicle trends, helping industry professionals navigate an evolving landscape.

JUNE 2025 | FordPros

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The Switch-N-Go® system, from 9’ - 14’, plus interchangeable truck bodies, including dump bodies and dumpsters, will transform your truck into the greatest tool in your business.

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the blue oval Ford Pro Accelerates Commercial Fleet Connectivity with 5.2 Million Vehicles Now Online Ford Pro is setting the pace in commercial vehicle innovation with a 40% year-over-year increase in connected fleet vehicles—now totaling 5.2 million globally. This surge underscores Ford Pro’s growing impact on how businesses manage their fleets using real-time data and advanced telematics to boost efficiency, safety, and compliance.

Key features like in-vehicle driver coaching have led to a 25% reduction in speeding, 16% fewer hard braking events, and a 73% jump in seatbelt use. Tools like Top Speed Limiter and Fleet Start Inhibit give managers greater control over vehicle usage, reinforcing Ford Pro’s commitment to safer, smarter, and more cost-effective fleet operations.

learn More

Ford F-150 Lightning Tops U.S. EV Truck Sales, Surpassing Cybertruck The Ford F-150 Lightning has reclaimed the title of best-selling electric pickup in the U.S., edging out the Tesla Cybertruck in Q1 2025. According to S&P Global Mobility, Ford registered 7,913 Lightning units vs. Tesla’s 7,126 Cybertrucks.

While Cybertruck led 2024 sales, its Q1 numbers dropped significantly— down from nearly 13,000 last quarter. Meanwhile, Lightning held steadier despite a slight April dip, reaching 8,927 units year-to-date.

The shift highlights Ford’s staying power in the EV market and evolving consumer preferences in the electric truck segment.

learn More

June 2025 | FordProS

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How to Choose the Right Crane—And the Body to Match Choosing a crane isn’t just about how much weight it can lift. It’s also about where that weight needs to go and how your truck body supports the crane’s performance. Understanding key crane ratings, like pounds and foot-pounds, is the first step in making an informed decision—followed closely by selecting a crane body that can handle the job just as reliably.

Crane Ratings: Pounds vs. Foot-Pounds

When evaluating a crane, you’ll typically encounter two types of ratings: Pounds: The Basic Weight Capacity The pound rating is the simplest and most straightforward way to measure a crane or body’s lifting capacity, but this rating applies only when the load is at the crane’s optimal lifting point – with the crane boom fully retracted and at a high lifting angle. So, it is not very useful in establishing your required crane lifting capacity.

Foot-Pounds: The Lifting Moment The foot-pounds rating, on the other hand, is a more detailed measurement. This rating doesn’t just tell you the weight a crane can lift; it also considers how far the load is from the crane’s base. This is known as the “lifting moment”.

The lifting moment is a combination of both the weight of the load and the distance it is from the crane’s base. A 2,000-pound load, 10 feet away from the crane base center, for example has a lifting moment of 20,000 foot-pounds (10 feet x 2,000 pounds). The further the load is from the crane’s base, the more effort it takes to lift, which is why foot-pounds are used to measure the true lifting capacity of the crane.

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Why These Ratings Matter

When you’re selecting a crane or body for your truck, the foot-pounds rating gives you a clearer understanding of the crane’s capabilities across different lifting scenarios.

See the appropriate crane lifting chart from the crane manufacturer of your choice for a detailed visual of weight, distances and boom angles that the selected crane can handle. A crane with a higher foot-pounds rating can handle heavier loads at greater distances, meaning it’s better equipped for greater lift options.

On the other hand, a lower foot-pounds rating might indicate a crane that’s suitable for lighter tasks or shorter reaches.

Knowing both the weight capacity and the lifting moment is crucial for ensuring that your truck and crane setup are suited for the specific tasks you need to perform. Whether you're lifting materials close to the crane or working at a distance, understanding these ratings will help you make an informed decision.

Matching the Crane to the Right Body

Reading Truck offers a full line of crane bodies paired with cranes ranging from 11,500 to 78,000 foot-pounds of lifting moment. Each combination is designed to meet specific work requirements—whether you're performing routine maintenance or heavy-duty field service.

Expert Engineering. Proven Performance.

Choosing the right crane for your needs isn’t just about the weight it can lift, but also about how far it can extend that lifting power. By understanding the difference between pounds and foot-pounds, you can select the right equipment for your projects, ensuring safety, efficiency, and success on every job.

At Reading Truck, we combine decades of truck body innovation with crane expertise to ensure every component works in sync. From electric to hydraulic models, we offer versatile crane body packages that boost jobsite productivity, increase operator safety, and protect your long-term investment.

Ready to learn more? Explore our full RM Crane Body lineup and let our team help you find the best fit for your next job.

Visit Reading Truck’s Crane Body Page

Open your favorite industry publication and it won’t be long before you see ads or articles touting features that “optimize efficiency” or “streamline operations.”

You'll rarely find these same products advertised for their less tangible, more personal benefits, like peace of mind or better health in the long run.

So, we’re pulling back the curtain on a few new products, detailing their technical features and explaining how their benefits apply to both work and personal life.

Work Ladder Storage for Better Back Health

If you’re a tradesperson or contractor, there’s a good chance you’ll need a ladder at some point during your workday, and chances are, it’ll require some muscle.

From loading and unloading to carrying (or rolling) it to the exact spot on your worksite, to doing the actual work, your back muscles will take the brunt of the heavy lifting. With the Next Gen ErgoRack, half the battle is already won. Its rotation-with-slide feature allows the rack to drop further than ever, for easier ladder access on vehicles of all roof heights.

By not extending yourself to load or unload a heavy ladder, you’re removing a ton of physical stress from your body. A day with a stiff back isn't just energy-

These 4 Solutions Don't Just Improve Work, They Improve You. Here’s How. draining enough to dissuade you from exercise; persistent stiffness can ultimately determine whether you’ll have a strong back in your twilight years.When it comes to back health, ErgoRack provides enough support for the human anatomy to ensure you’ll be able to pick up your grandkids with little trouble. From your work morale to the future of your back, it offers improvements in efficiency and lifestyle.

Life Saving Partition for Peace of Mind

It’s no secret that American Van’s partitions are literal life-savers.

Having that level of safety at work is great for the mental health of you, your workers, and your family. Knowing that you’ll make it back home in one piece without equipment or cargo getting propelled towards you is true peace of mind.

JUNE 2025 | FordPros

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You’ll gain relief knowing that you and your team are protected. With the updated steel partition’s reduced installation time (lower by 50%), and 75% less drilling into your vehicle (including none through the floor), you’ll experience less stress getting your vehicle ready to roll. With quicker installation comes less downtime, so your business can run a bit easier with drivers hitting the road ASAP.

The RVS LedgeAlert AI Improves Your Awareness

Beyond typical road hazards like sideswipes and head-on collisions, last-mile delivery personnel encounter a significant, yet less recognized, risk: falls from vehicle cargo bays.

The RVS LedgeAlert AI aims to curb this issue, with its AI-enabled camera designed to pick up movement in predetermined zones, such as when a driver gets too close to the edge. When this happens, they’ll get both audible and visual alerts that warn them of their proximity to the danger zone.

With LedgeAlert AI at your back, being more careful when backing up and boosting your situational awareness becomes second nature. While you won’t be gaining a supernatural sixth sense of any kind, you’ll be a bit more conscious of your surroundings, especially when working close to the open door of your cargo area.

Business & Personal Stability

There’s a thin line between profitability and failure in the waste-hauling business and the equipment you invest in plays a big part in determining this.

With an advancement like Roll-Rite’s DC800 TORC™ technology (launching soon), you’ll forgo the traditional steel spring and hydraulic-powered systems in lieu of a patent-pending pivot system.

This system makes it easy to keep loads covered (as per local regulations) and keep tarps down with the push of a button. Not only does it ensure workers’ safety, it works fast enough to keep drivers moving to the next site quickly, while requiring far less parts and maintenance than traditional systems.

You’ll stay compliant, be free of worker’s compensation woes, maintain profitability, and reduce regular maintenance. With your waste hauling business prospering and a load off your mind, you can turn your attention to important matters at home, like spending time with your family or getting some much-needed rest and relaxation.

LEARN MORE Products shown: Top right, American Van Steel Partition. Top left, Next Gen ErgoRack. Bottom left, RVS LedgeAlert AI. Bottom right, Roll Rite DC800

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JUNE 2025 | FordPros

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Building the Future Together: Highlights from the Spring 2025 Commercial Vehicle Business Summit The Spring 2025 Commercial Vehicle Business Summit, held virtually on April 2–3, brought together a vibrant community of OEMs, dealers, fleet managers, and solution providers. Hosted by Work Truck Solutions, the event centered around the theme “Building the Future Together, The Community of Commercial,” emphasizing collaboration, improvement, innovation, and resilience in the commercial vehicle industry.

A Virtual Gathering with Real Impact

The Spring Summit attracted a diverse audience from across the commercial vehicle ecosystem. Attendees engaged in discussions on pressing topics such as electrification, supply chain challenges, and digital transformation. The virtual format facilitated widespread participation, enabling professionals from various sectors to connect, discuss ways to improve operations, and share insights.

Key Themes and Insights

1. Collaboration Across the Ecosystem A recurring theme was the importance of collaboration among OEMs, dealers, and fleets. In a session titled “How OEMs, Dealers, and Fleets Win Through Collaboration,” John Gough from Element Three highlighted the need for cohesive strategies to address distribution complexities. He noted, “Despite everyone wanting the channel to work, there are still pain points of friction and frustration within the ecosystem.”

2. Embracing Technological Advancements The Summit spotlighted the transformative role of AI and data in reshaping the industry. In the session “Data and AI: Expressways to the Future,” Kevin Kinell, CTO at Work Truck Solutions, led a panel exploring how these technologies 18

JUNE 2025 | FordPros

are streamlining everything from vehicle purchasing and fleet management to finance and insurance.

Panelists highlighted real-world applications like predictive maintenance, performance-based lending, and usage-based insurance models, showing how AI is not just a future concept but a present-day game changer.

The consensus was clear: to stay competitive in today’s market, embracing these smart, data-driven tools is no longer optional - it’s essential.

3. Navigating Market Uncertainties Industry leaders addressed the challenges posed by market uncertainties, including tariffs and supply chain disruptions. A Fireside Chat featuring Jim Press and representatives from GM Envolve, Mitsubishi HC Capital America, and Knapheide delved into strategies for maintaining stability and growth amidst these challenges.

Voices from the Summit

Attendees and speakers alike shared valuable perspectives: •

Kathryn Schifferle, Chief Vision Officer and Founder of Work Truck Solutions, reflected on the Summit’s collaborative spirit: “The Commercial Vehicle ecosystem is vastly different from the retail automotive space. B2B sales are all about relationships… we’re in it together, forging the future as a community for the mutual benefit of all.”

•

Gregory Skinner, VP Strategic Insights at Escalent, emphasized the importance of adaptability: “Success strategies for the commercial vehicle market during uncertain times involve drawing parallels with the passenger car industry and embracing flexibility.”

Accessing the Summit Content

For those who missed the live sessions or wish to revisit the discussions, all sessions from the Spring 2025 Commercial Vehicle Business Summit are recorded and available for viewing on YouTube: CVB Summit Spring 2025 Playlist.

Looking Ahead

The Spring 2025 Commercial Vehicle Business Summit reaffirmed the industry’s shared commitment to innovation, resilience, and collaborative progress. As challenges around electrification, supply chain dynamics, and customer expectations continue to evolve, the event served as a vital forum for sharing solutions and forging connections that will shape the road ahead.

And the journey doesn’t stop here. Mark your calendars for the next big event: the Fall Commercial Vehicle Business Summit, happening October 8–9, 2025. With fresh perspectives, deeper insights, and a growing community of forward-thinkers, it promises to be another milestone in driving the commercial vehicle industry forward.

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Commercial Truck Success

WHAT DOES A GOOD DAY LOOK LIKE?

In my role in this industry, I often come across those looking for a sense of direction. Some just need a dose of motivation and some need a full-on system. Naturally, there are plenty in between.

Something that has become evident over the course of those conversations is a question posed to me by a mentor, Dr. Karl Morris.

I find I ask it of myself, and those who consult with me: some form of “What does a good day look like?”

In the end, the more “good days” we stack on top of each other, the more the activities that make a good day stack on each other too, leading to results.

It’s no different than a fitness program, or diet, or writing a book, or even efforts like building a house. So, here are the key components that enable the best to accumulate one good day after another, setting a standard of daily excellence with which to follow.

Defining Your WHY

In commercial vehicle sales, the most powerful motivator isn’t the commission—it’s the cause.

For many of our clients, selling work trucks isn’t just about moving metal; it’s about moving businesses forward. Their “WHY” is rooted in purpose: helping small companies grow, keeping essential services running, and supplying the backbone of America’s workforce with the tools to succeed.

When you define your WHY, you tap into something bigger than a quota.

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You become a partner in progress, not just a seller of products. You care about the welder who needs reliable transportation to feed his family, or the HVAC company trying to expand their fleet to meet growing demand.

This clarity sharpens your focus, fuels resilience, and builds trust.

When money fades as a motivator, your WHY keeps you committed.

Because at the end of the day, you’re not just selling trucks—you’re enabling dreams to roll forward.

Don’t forget the personal component in this as well – what your WHY fuels in your personal life. The commission that you earn, how is it helping you smile at the end of the day? Think beyond the numbers you see after the dollar sign… what will it help you accomplish or enjoy?

Define that first, deeply, then move on.

Defining Your Top 10 Daily Priorities in Work Truck Sales

Once you’ve defined your WHY, the next step is aligning your actions with it.

In work truck sales, success depends on intentionality. That means knowing what truly moves the needle—every single day. Defining the top ten things that need to get done isn’t about checking boxes. It’s about creating structure around your purpose, using disciplined habits to serve your customers, grow your market, and lead with clarity.

Start by identifying the core categories of your business: prospecting, follow-up, vehicle management, deal structure, internal coordination, and customer retention. From there, drill into repeatable, high-impact tasks—like making outbound calls, updating CRM notes, walking inventory, reviewing key accounts, or meeting with service and upfit departments.

These actions should reflect your WHY: helping businesses thrive.

When your daily priorities are built on that foundation, you’re not just staying busy—you’re building something that lasts.

Make that iron-clad Top Ten. Think of defining them in this way: “If I hit as many of these as possible, I can sleep very well at night, knowing I put in an excellent effort.”

Another way to think about it: “Did today reflect my priorities—or my distractions?”

Injecting the Top Ten into Your Day

Knowing your top ten daily priorities is powerful—but living them is what drives results. To make them actionable, they must become non-negotiable fixtures in your calendar, not vague intentions. Start by time-blocking. Dedicate specific chunks of your day to the categories that matter most: prospecting in the morning when your energy is high, inventory walks before lunch, customer follow-ups and deal

Commercial Truck Success progressions in the afternoon.

Use a daily planning sheet or CRM task board to visually track completion. Set a 15-minute morning reset to review your schedule and a 15-minute afternoon wrap-up to assess progress. Eliminate distractions during high-value windows—no email, no multitasking.

Instead of asking “What do I have to do today?” start asking, “Which of the ten have I knocked out?”

When you optimize your day around these ten essentials, you’re not just hoping to succeed—you’re engineering it with purpose and precision.

So, What Does a Good Day Look Like?

The difference between an average

performer and a top producer isn’t just knowledge or effort—it’s clarity.

That’s why the most powerful question you can ask yourself and your team each morning is: “What does a good day look like?”

A good day starts with a clear WHY—understanding that you’re not just selling trucks, you’re helping businesses grow, solve problems, and serve their communities. It’s followed by intentionality: knowing the top ten high-value actions that, if executed daily, create momentum.

Prospecting, follow-up, inventory review, internal alignment—each one moves the business forward.

just in deals closed, but in priorities honored. Because in this business, a good day isn’t accidental—it’s designed. And when you repeat enough good days, you build a great career!

Will Brogan

Commercial Truck Training Specialist Commercial Truck Training, (CTT) + One Nexus

But most importantly, a good day is built, not hoped for. You inject structure through time-blocking, you track your impact, and you measure success not

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Investing In Core Strengths During Uncertain Times As many companies nervously grapple with supply chain concerns and the threat of rising costs, some may yield to the temptation to put their growth and expansion plans on hold. For Scelzi Enterprises, that is not the current mindset. A regret for owner Mike Scelzi during his 45+ years at the company helm was his nervous reaction to the 2009 housing bubble collapse.

As economic fears rose, the company slashed spending and staffing. “It made it too difficult to bounce back fast,” recalls Scelzi. “We were too lean to take advantage of some opportunities during the recovery period.”

A lesson was learned, and in the following 15+ years the Scelzi reaction to bad economic news is never to panic or overact. As 2025 has unfolded, that commitment to long term growth and expansion is once again front and center at the company. “Several key suppliers immediately raised some pricing to us earlier this year at the first hint of supply chain disruption,” states Scelzi, “even before they had seen their actual costs increase. We’ve tried to absorb those increases as best we can. We understand how uncertainty can lead to cautious behavior, but at times you need to be bold and confident in the people and strategies you have already put into place.”

management. In the La Salle facility near Denver the original square footage in 2017 was tripled in 2024 as two adjacent buildings were added. The result is more efficient production. In Tacoma, a newer and larger facility is being prepared for a late-2025 move-in party.

The result should be even shorter production lead times for Scelzi truck bodies once all the new equipment and work teams are in place.

New Truck Body Styles

The need for more room is driven by the expanding Scelzi product line of Premium Truck Bodies. As Scelzi customers ask for more options, production facilities for those options must be found. Two new trends at Scelzi are the ever-expanding line of semi-elliptical dump bodies and a redesigned Hauler Body that drew large crowds at several trade shows earlier this year.

Semi-Elliptical Dump bodies have curved sides rather than the traditional square/rectangular bed design, allowing for better flow when dumping and increased strength of this design. The curved shape also offers better heat retention, load balancing, and higher payload capacity. Scelzi offers a variety of options on these dump bodies, which require a fair amount of space to build efficiently.

Facility Expansions

Due to more than a decade of double-digit sales growth, Scelzi Enterprises production facilities have been pushed to their limits. Plans for expansion have been in high gear for the past few years. In Fresno, the addition of 5 acres and over 50,000 square feet of production space in 2023 has allowed for more breathing room for Scelzi’s booming service and repair business, which moved to a new work area late last year. That expansion also has provided a more comfortable work area for sales support functions, like inside sales and chassis 22

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Scelzi Ranch Hauler Body

The new Scelzi Ranch Hauler body was the star of the World Ag Expo Farm Show in Tulare, CA this past February.

The polyurea-lined bed design improves both foot traction for increased worker safety, as well as providing enhanced corrosion protection for the bed itself. The ball hitch makes it a great towing vehicle as well.

The Calm After the Storm

Whatever delays and challenges are caused by the current economic bad weather, the effects are likely to be temporary. Looking ahead to brighter skies has always been a strength at Scelzi Enterprises.

“We are a bit dismayed that we have to put the brakes on some of our plans, but most are proceeding at full speed ahead,” declares Mike Scelzi. “The need for high quality work trucks has never been higher, and we should all be happy we are working successfully in this industry.”

It is this attitude and approach to business that has served the company well for over 45 years.

Scelzi Ranch Hauler Body

Why the 45W Tax Credit Matters More Than Ever for America’s Commercial EV Future

WATCH HERE

In an insightful conversation, Ardina Ferrin of CVBNetwork and Josh Green, CEO of Inspiration Mobility Group and spokesperson for the American Fleet Leadership Coalition (AFLC), discussed the 45W tax credit and its potential repeal.

Green notes, “Every company that has vehicles they use for business is a potential beneficiary.” Whether you're running a nationwide supply chain or a small business with two delivery vans, the 45W Credit can make clean fuel adoption more affordable and accessible.

The 45W Commercial Clean Vehicle Tax Credit supports businesses, nonprofits, and municipalities investing in clean fuel vehicles, including electric, plug-in hybrid, and other certain alternative fuels. “It’s very broad… covering light, medium, heavy-duty vehicles—even off-road machinery,” Green explained.

The broad applicability makes the 45W credit not just a fleet policy, but a powerful tool for economic equity and operational efficiency across virtually all industries.

Why is the 45W Tax Credit Important for Business Owners?

With over 32 million commercial vehicles on North American roads annually, work trucks and vans are the backbone of nearly every sector in the U.S. economy.

Grid Stability and National Security

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peak demand or emergency blackouts. Green highlights, “The more EVs connected, the more distributed batteries we have… boosting flexibility and reliability of the national grid.”

This energy independence reduces vulnerability to geopolitical manipulation, reinforcing both economic stability and strengthening U.S. energy security from the ground up.

Unlike gas-powered vehicles tied to volatile foreign oil markets, “Electric vehicles are fueled by domestically produced electricity,” asserts Green.

manufacturing take off.”

For business leaders, the message is clear: stay informed, act where EVs already work, and plan for a smarter fleet future. As Green puts it, “Don’t let perfect be the enemy of the good.”

This article was excerpted from the Commercial Vehicle Business Network Podcast. Listen to the full interview here.

A Strategic Transition, Not a Permanent Crutch

A House proposal to repeal 45W by December 31, 2025, poses serious risks. Green warns: “It would lead to a loss of 130,000 direct jobs and 310,000 indirect jobs” tied to clean vehicle and battery manufacturing. Sudden repeal would disrupt fleet planning and undercut momentum.

“Businesses thrive on predictability… They’ve already made decisions assuming this credit would be available.”

Green recognizes the value of limited government involvement in business affairs, but tempers that with a practical approach.

“These incentives are a runway,” Green explained. The coalition advocates for a phased, strategic approach rather than an abrupt cut. “We’re not looking for something permanent, just enough to let American EV

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Beyond the Tariffs: Strengthening DealerCustomer Relationships Tariffs have shaped the commercial vehicle industry for decades, and today’s trade war landscape presents both challenges and opportunities for dealers. In a recent podcast discussion, Steve Henning (VP Marketing) and Kathryn Schifferle (Founder & CVO) of Work Truck Solutions explored how dealers can adapt and thrive amid economic shifts.

The conversation begins with a look at the historical "chicken tax" from the 1960s, which had a profound impact on the automotive industry. Schifferle describes today’s tariff situation as a "slow crisis," one that demands strategic adaptation and deeper customer engagement rather than reactive decisions.

Henning and Schifferle emphasize that commercial customers operate differently from retail buyers—when a business vehicle is down, revenue is directly impacted.

This makes proactive outreach crucial. Dealers should connect with customers early, ask how tariffs are affecting their fleet decisions, and offer solutions that strengthen long-term partnerships. Training sales teams to highlight US-built vehicles, monitor shifting regulations, and offer creative financing options can further help businesses navigate uncertainty.

Schifferle also emphasizes the crucial role of service

WATCH THE FULL PODCAST NOW

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departments in maintaining fleets. With new vehicle acquisitions becoming more difficult, keeping existing trucks in peak condition is paramount. A well-maintained fleet minimizes downtime and financial losses, making dealership service teams more valuable than ever.

To help dealers navigate these challenges, Schifferle introduces key resources, including industry playbooks, strategic processes, and best practices designed to foster resilience. The discussion closes with a focus on partnership— finding trustworthy allies, maintaining transparency, and staying flexible to meet evolving customer needs.

This episode is a must-listen for commercial vehicle professionals looking to turn tariff challenges into strategic advantages.

“Every crisis—big or small—holds an opportunity.

The key is to understand your customer, ask how it’s affecting them, and position your business to support their needs. That’s how you turn uncertainty into strategy.”

– Kathryn Schifferle, Founder & CVO, Work Truck Solutions

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Tool theft and mismanagement from work trucks are more than an inconvenience, they threaten productivity on the job and peace of mind for contractors when on the go. This cost is more than just financial — it leads to missed jobs, unexpected downtime, and expensive replacements of tools themselves. While traditional truck upfit solutions might seem like a convenient way to outfit your work vehicle, it might not be enough to get the most out of your workday.

Adrian’s integrated truck solutions are a smarter approach to the traditional truck upfit. By combining advanced electronic locking systems, ladder racks, and other accessories like truck slide-outs, with professional-grade truck caps, your work truck can be more than just your transportation to and from the job, it can be a hub for productivity.

The Challenge: Determining What is Right for the Job

With endless options available for truck upfits, it can be overwhelming to select the right option, especially if this is the first time handling an upfit. When facing the question of a preconfigured package or a tailored upfit for your truck, you might not be sure of the right avenue.

With the assistance of your local Adrian distributor, you can evaluate your needs and the options available for your work truck to determine the best upfit plan for your team. Before you visit your local Adrian showroom, consider the following: • What model of vehicle are you planning to upfit?

• What type of work do you do? What are the most important tools of your trade?

Why Modern Contractors Choose Adrian Upfits for their Trucks Why Adrian's Integrated Solutions Stand Out

At Adrian, we design integrated truck solutions that meet the demands of modern contractors. Our available solutions, such as eLock systems, barn door truck caps, and truck bed slideouts, are engineered specifically for tough work environments and combine to create a seamless work truck organization experience.

We understand that your work truck is more than just your truck; it’s your number-one asset and priority when on the job.

Together, we can help you develop a system optimized for you.

Protect Your Tools and Boost Efficiency

Adrian’s integrated truck solutions reflect a broader trend in work vehicle design: smarter, safer, and more connected mobile job sites. As trucks evolve into complete workstations, the need for integrated security and organization grows stronger.

Upgrading to Adrian’s solutions means investing in protection and efficiency that pay off day after day.

Protect what powers your business by contacting your local Adrian distributor today to learn how our integrated truck solutions can enhance your operations.

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• Do you need to bring long materials and equipment, such as ladder racks, to your worksite?

• What type of organizational system do you currently use? How can it be better?

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KNAPHEIDE BLOG

Elevate Your Expertise by Leveraging Learning Resources If you want to be a successful commercial vehicle dealer, you’ve got to do more than just offer quality work vehicle solutions to current and potential customers; you’ve got to provide them with insights into which products and solutions are right for their needs. But the path to acquiring the industry, product and solution-based knowledge needed for that can be challenging, which is why Knapheide provides dealers with learning resources like the Knapheide Blog and Dealer Sales School.

Knapheide Blog: A Knowledge Hub

The Knapheide Blog serves as a valuable hub for those looking to learn more about work truck industry trends, Knapheide-product updates and/or best practices. So, whether you’re trying to understand or explain which body type might be best for a particular customer or see if any recent releases might be better suited to their application and needs, The Knapheide Blog has you covered.

Leveraging the Resources for Success

The path to becoming a successful commercial vehicle sales professional is paved with continuous learning.

And these Knapheide resources will provide you with a solid foundation to build upon as you continue to learn and build your reputation as a knowledgeable, reliable professional in the commercial vehicle sales industry.

If you ever have any questions, want to learn more about Knapheide products and services or are interested in attending our Dealer Sales School, contact your Knapheide representative.

Added Bonus: The Knapheide Blog covers more than just work trucks. It also has a section dedicated to dealers!

So, if you need to know what questions you should ask your potential customers, tips for building successful relationships with them or even how to generate more online leads, you can easily find that information filed all in one place, under the Dealer Resources tab.

Dealer Sales School: An Exclusive Learning Experience

While the Knapheide Blog is a publicly available resource, Knapheide’s Dealer Sales School is a more exclusive learning opportunity, only open to Knapheide dealers once a year. With limited availability, it covers a range of topics, but focuses heavily on current and upcoming Knapheide products and innovations, as well as effective sales techniques that you can leverage to help move units on your lot. Dealers Sales School also provides professionals like you with the opportunity to tour Knapheide’s facilities, see the manufacturing and installation process and network with our personnel.

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They say, “You can’t see where you’re going if you don’t know where you’ve been.” While it may be a cliché, it holds undeniable truth, especially in the commercial vehicle industry. From the horse-drawn freight wagons of the past to the electric and autonomous vehicles on the horizon, history has a way of leaving breadcrumbs that hint at what’s coming next. Like the iconic film Back to the Future, where the past and future are interconnected, the evolution of commercial transportation is a constant loop of innovation, adaptation, and reinvention. By analyzing where we’ve been, assessing where we are now, and envisioning what’s ahead, we can uncover the trends and forces shaping the next chapter of the industry.

Where We’ve Been

Before the upheaval of the pandemic, auto dealers operated within a relatively stable ecosystem, balancing inventory levels, adjusting to shifting consumer preferences, and navigating the steady march of technological advancements. Supply chains were predictable, and demand followed familiar seasonal patterns. Then, seemingly overnight, the COVID-19 pandemic shattered those norms. Factory shutdowns, microchip shortages, and volatile economic conditions left dealers scrambling to adjust. Vehicle availability plummeted, prices soared, and consumer expectations shifted as digital retailing took center stage. The market that once relied on steady, in-person interactions suddenly had to reinvent itself, introducing new strategies for survival and selling in an era of uncertainty.

Where We are Now

The commercial vehicle market in 2025 is being shaped by lingering effects of the pandemic-era disruptions, trade war uncertainties, and the evolving strategies of commercial vehicle dealers.

Looking Back for Clues to the Future of the Commercial Vehicle Market As Steve Greenfield, founder and CEO of Automotive Ventures, describes, “Today’s dealers are coming down off of a raging sugar high following the artificially inflated margins of 2021 and 2022.”

Although profits remain stronger than pre-COVID levels, the industry is adjusting to increased competition, steady supply, and fluctuating tariff concerns that continue to challenge long-term stability.

One of the most pressing concerns for U.S. automakers is the rapid expansion of Chinese OEMs. Greenfield highlights that, outside the U.S., “You’ll see a proliferation of new Chinese brands on the street,” producing high-quality internal combustion and electric vehicles at remarkably low prices. While tariffs provide temporary protection, he warns, “Tariffs are a shortterm band-aid, and U.S. manufacturers must develop strategies to remain competitive.”

Kathryn Schifferle, founder and Chief Vision Officer of Work Truck Solutions, sees these shifts as an opportunity for dealers to embrace the consistency of commercial vehicle sales. While retail auto dealers grapple with unpredictable consumer behavior, commercial demand remains steady. “Commercial is consistent, the demand is consistent. It’s predictable, especially if you’re using data,” Schifferle explains. “Unlike individual consumers who might delay maintenance for convenience, businesses rely on their fleets and cannot afford downtime, creating a lucrative service and support market for dealers who recognize the opportunity.”

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Visions of the Future

If dealers truly desire a return to pre-pandemic margins, they must seek new revenue streams to maintain profitability.

According to Greenfield, “Commercial has been a secret weapon for a long time for those dealers who embraced it early.”

Historically seen as complex and requiring deep industry knowledge, the commercial vehicle market is now more accessible thanks to advances in technology, making it easier for dealerships to integrate commercial sales and service into their operations.

Schifferle highlights how innovation is transforming the industry: “Technology has captured all of the configuration information—what kinds of vehicles are used for what kinds of use cases—and created easy ways to streamline the process.”

With major OEMs rolling out dedicated commercial platforms such as Ford Pro, GM Envolve, and RAM Professional, dealerships have more tools than ever to serve commercial customers efficiently. Greenfield sees this shift as a win-win scenario. “The OEMs have woken up and understand this is a high-margin opportunity,” he explains.

Dealers who focus on lifetime customer value rather than short-term profits can establish lasting relationships with commercial customers. Even more significantly, this loyalty often extends beyond commercial transactions, creating ripple effects into personal vehicle sales and service, strengthening dealership profitability in multiple areas.

“If you serve commercial buyers in a way that supports their business and keeps them up and running, they’re very loyal,” explains Schifferle. “And that loyalty translates into what we call the ‘one-to-many’ phenomenon, which is when the people involved with a business account begin to bring you their retail business.”

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OEMs are not the only ones to recognize the potential of commercial business. Savvy dealers are also on board as Greenfield relates, “I asked Michael Hayes from the National Automobile Dealers Association (NADA) if there was a common theme for the top performing dealers across the U.S., and he said, ‘Oh, that's easy. They focus on the lifetime value of the customer. They aren't focused on maximizing profitability in the short term, nor are they about making the most profit off of a single transaction.

They think holistically around the customer, and they create lifetime value for customers who keep coming back to buy and service cars and trucks.’ ”

Conclusion

The future of the commercial vehicle market will be shaped by innovation, efficiency, and strategic positioning. As technology advances and OEMs invest more heavily in commercial vehicle solutions, dealerships that embrace this opportunity can carve out a sustainable and profitable path forward—one built on consistency, service, and long-term customer relationships.

This article is excerpted from the 2025 Spring CVBS session, “Two Auto Futurists Talk Commercial.”

WATCH THE FULL SESSION

JUNE 2025 | FordPros

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Innovation & Adaptability in a Shifting Commercial Vehicle Market The commercial vehicle industry is experiencing a profound transformation driven by technological advancements. As traditional driving experiences evolve into dynamic, software-enhanced interactions, businesses must adapt to these changes to stay competitive. Gregory Skinner, VP of Strategic Insights at Escalant, highlighted these shifts at the Spring 2025 CVB Summit, emphasizing the role of software-defined vehicles in shaping the future. This article explores the implications of these advancements and the opportunities they present for dealers and industry stakeholders.

The Rise of Software-Defined Vehicles

Software-defined vehicles represent a shift from traditional mechanical-centric automobiles to technologydriven platforms that prioritize user experience. Unlike conventional vehicles, these models integrate advanced software solutions, enabling real-time diagnostics, predictive maintenance, and seamless connectivity.

“A car from ten or twenty years ago was strictly a mechanical beast,” says Skinner. “Going into the future, they will be software-driven. They will be more about the ‘user’ experience rather than the ‘driver’ experience. Embedded systems, sensors, safety controls, telemetry systems allowing data collection, over-the-air updates, and vehicleto-vehicle communications, will all be commonplace in controlling the user’s environment and experience.”

Although moving beyond the simple function of transportation may offer a more holistic experience, business owners and fleet managers are not necessarily enamoured with the prospect of increasing technology in their commercial vehicles.

“That love affair with what a retail vehicle can be does not exist with commercial vehicles,” explains Skinner.

“Commercial is where vehicles are getting jobs done, and fleet managers are not happy if a work truck is out of commission for two weeks because it takes a technician that long to sift through the sheer amount of built-in technology.”

Skinner also points out that even amidst the shift toward increasing technology, there are plenty of opportunities for hardware-defined vehicles, especially in the commercial space.

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Opportunities for Dealers and Business Owners in Upfitting and Modular Design

Traditionally, dealers have focused on selling trucks with fixed configurations, but the rise of modular and flexible designs is unlocking new avenues for engagement.

One of the biggest opportunities lies in the upfitting market, which is evolving with increasingly sophisticated solutions. Upfits now offer higher-quality builds, improved usability, and enhanced customization options, enabling dealers to focus on becoming long-term partners in vehicle adaptability. As businesses evolve, their vehicle needs change, and dealers who embrace modular designs can provide ongoing customization and optimization services.

“This shift is also redefining how vehicles are used over their lifespan,” explains Skinner. “Historically, commercial truck owners purchased a vehicle with a specific purpose in mind, keeping it for years with little change. However, with modular adaptability, trucks can now evolve alongside business demands, allowing for changes in shelving, racking, storage compartments, and even cab configurations to suit different applications.”

Additionally, industry partnerships are fueling innovation.

Fleet operators value standardized and integrated systems, ensuring compatibility between different hardware and software components. This demand is driving companies to develop interchangeable solutions that support a wide range of tools and equipment, making modularity more practical for everyday fleet operations. Dealers who position themselves as connectors within this standardization movement will find opportunities to expand their role beyond sales and service into a more strategic partnership.

By embracing modularity, flexibility, and collaboration, dealers can future-proof their business models, ensuring they play a critical role in commercial vehicle evolution.

Instead of simply providing vehicles, they become key facilitators in helping businesses tailor their fleets to real-time operational needs, strengthening customer loyalty, and fostering long-term industry relationships.

watch THE SUMMIT RECORDINGS

Collaboration as a Catalyst for Industry Transformation

“The shift toward software-defined and modular commercial vehicles is not just about individual innovations,” opined Skinner. “It’s about industry-wide collaboration.

Manufacturers, dealers, and fleet operators must work together to create an integrated and sustainable future.”

By forming strategic partnerships, businesses can streamline technology adoption, improve vehicle efficiency, and enhance the overall transportation ecosystem. Open communication and shared advancements pave the way for a more cohesive industry, where solutions are tailored to real-world challenges rather than isolated developments.

Conclusion

The future of commercial vehicles is being shaped by technology, modularity, and industry collaboration.

Software-defined

vehicles enhance user experience, providing real-time adaptability that drives efficiency. The commercial vehicle sector is shifting toward modular innovations that empower commercial vehicle dealers to engage in the upfitting market and offer specialized solutions.

To thrive in this evolving landscape, industry stakeholders can embrace these changes, leveraging technological advancements to create a more connected and sustainable future. Business owners can integrate AI and telematics for smarter fleet management, carriers can leverage AI for logistics optimization, and third parties can consider investing in alt-fuel technology as government interest wanes.

As businesses adapt, the opportunities for growth, collaboration, and innovation will continue to expand, solidifying the role of softwaredefined vehicles in the commercial sector.

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Ypsilanti, Michigan | September 22-23, 2025

SEPT 22-23, 2025

The NTEA Executive Leadership Summit explores key trends, forecasts, and insights shaping the work truck industry—featuring chassis OEMs, economists, and industry leaders.

Designed to help commercial vehicle companies grow and stay competitive.

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Virtual Event | October 8-9, 2025 The commercial vehicle industry thrives on relationships-from customers to OEMs and solution partners. This FREE virtual event offers insights from industry experts, future trends, and key connections to help drive success.

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