FordPros | Issue 84 | August 2025

FORD REPORTS Second Quarter 2025 Financial Results

SUCCESS IN ACTION

ISSUE 84

august 2025

Resilience in Motion: How the Commercial Vehicle Ecosystem is Adapting to Disruption

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LETTER FROM THE EDITOR Depending on what part of the country you live in, it’s quite possible the temperature still feels like you’re in the dog days of summer. However, a quick glance at the calendar tells us otherwise. And that means a few different things, such as: •

Those summer vacations with the family are just about wrapped up, if not already complete.

•

New vehicle models will soon be hitting dealership lots.

•

School is about to be back in session.

And if you’re a parent, this may be cause for celebration (no judging here).

While that last bullet point implies that those who are in school will be getting back to “learning mode,” the reality is that many of us are — or should be — always learning.

In fact, a more preferred scenario is one of continuous learning. More schools have begun adopting shorter summer and winter breaks based on this philosophy.

The belief is that students who are away from a learning environment for too long have a more difficult time building on what they learned the prior year or semester.

products to discover ways to improve their own operation, or take a training course that builds their efficiency or work habits. Whatever form it takes, all of these are examples of learning and improving.

Our hope as you read through this edition - and any others that we’ve produced - is that you find nuggets to take with you and apply to your business, enabling you to run more efficiently, improve processes, serve your customers in a better way, or help your team achieve their goals.

Enjoy these last few days of summer, all while continuing to learn, grow and improve!

The same can be said in all facets of business, from bookkeeping to commercial vehicles. Those who are the most successful in their profession, whatever it might be, are in learning mode perpetually. They might seek out a collaborative working relationship with another company to help both entities grow, or they might investigate new

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the industry’s toolbox

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STAFF

special thanks to: Steve Henning

Adrian

Executive Editor

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

Carla Aoyagi

Ryan Day

Rachelle Fernald

Rockport Commercial Vehicles

Media Director

Assistant Editor

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

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Josh Smith

Business Development

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

Contributing authors + support

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Kathryn Schifferle Executive Producer, CVBNetwork

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AUGUST 2025 | FORDPROS

Will Brogan

Commercial Truck Training

What’s inside »

TABLE OF CONTENTS Issue 84 • August 2025

3

Letter from the Editor

6

From Silos to Synergy:

9

In The Highbeams

14

Enhancing the Commercial Customer Buying Experience with Dealership Transport Services

16

Rethinking the Road Ahead:

18

Resilience in Motion:

21

Turning Challenges into Progress:

23

Blue Oval

24

Spec’d for Success:

25

Kathryn Schifferle on Disrupting the Commercial Truck Market

26

Motorcraft’s 2025 Plan to Help Fleet, Retail Customers Drive Forward

28

This 35-Year Paving Veteran Will Only Buy Scelzi Truck Bodies

29

From Vehicle to Voltage:

30

AI’s Quiet Revolution in Commercial Vehicle Operations

32

Five Hours Per Week

33

Celebrating Carla Aoyagi

34

Upcoming Events

Reimagining Collaboration Across the Commercial Vehicle Ecosystem

A Strategic Shift for the Future of Commercial Vehicles

How the Commercial Vehicle Ecosystem is Adapting to Disruption

Inside the Commercial Vehicle Business Summit

Delivering Purpose-Driven Upfits to Get the Job Done

PowerFlex On The Future Of Fleet Electrification

And Wishing Her Well

AUGUST 2025 | FordPros

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From Silos to Synergy:

Reimagining Collaboration Across the Commercial Vehicle Ecosystem

In today’s commercial vehicle industry, complexity is a growing storyline. OEMs, dealers, fleet managers, upfitters, and distributors operate within a fragmented network of touchpoints, each with its own priorities and pressures. Although fragmentation is too often the norm, there is always the opportunity for intentional, ecosystemwide collaboration between stakeholders.

The Hidden Power of Cross-Functional Alignment At The Dealership Level

At the dealership level, operational silos remain a stubborn barrier to growth. Commercial sales teams who are excluded from marketing or inventory planning meetings have limited ability to influence strategic decisions. However, when departments coordinate through shared goals, ride-alongs, joint customer meetings, and cultural efforts such as cross-team lunches, dealerships can serve their commercial customers in a way that fosters long-term loyalty.

What’s more, this internal integration enables dealerships to better serve business buyers with multifaceted needs, from telematics and financing to customized upfits.

Commercial vehicle sales isn’t just product delivery—it’s solution delivery. And solution-building requires more than isolated expertise.

Ecosystem Complexity and the Cost of Fragmentation

Communication breakdowns are common. Inventory forecasts are vague or overpromised. Marketing funds remain untapped. And training often bypasses the people

who will actually use or support the vehicle—creating friction downstream, especially when multi-brand components and complex platforms are involved.

Dealerships and ecosystem partners feel the strain of these disconnects daily. On Tuesday, the pain might be box truck supply delays. By Friday, it’s a misfire in dump truck marketing execution or unclear service expectations. The frustration evolves, but the root issue remains: misalignment.

watch THE SUMMIT RECORDINGS Fixing the Disconnect: Segmentation, Transparency, and Empowerment

Alignment begins with understanding. Segmenting partners based on scale and sophistication enables OEMs and service providers to tailor training, support, and incentives. Small dealers need different tools than national groups—and frontline service techs need visibility into product complexities just as much as finance leads need clarity on funding options.

Transparency is non-negotiable. Partners cannot plan confidently when inventory arrival timelines shift without explanation. It’s not enough to say “you’ll get it when you get it.” Open, honest forecasting builds trust—and trust is the linchpin of long-term partnerships.

Marketing, too, demands a strategic refresh. Dealership coop funds too often go unused, and the disconnect is costing real opportunities. Organizations must find the balance between centralized branding and local agility. The most effective strategies empower dealers to localize their efforts while retaining brand alignment, turning dormant capital into active influence.

The Case for Continuous Dialogue

If there’s one truth echoed across the ecosystem, it’s this: collaboration isn’t a onetime event—it’s a posture, a culture. Training must reach the final mile. Communication must adjust as market dynamics shift. Incentives must evolve with business models. And stakeholders must be willing to share what’s working (and what isn’t) in real time.

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The remark “It’s always a partnership until it’s not” captures the fragility of business relationships. Without mutual respect, shared strategy, and open dialogue, even strong alliances deteriorate. But with systems that enable connection—from inventory visibility tools to dealership engagement platforms—the ecosystem can thrive together, not just survive independently.

The ideas in this article are excerpted from the following two sessions of the 2025 Spring Commercial Vehicle Business Summit. Click the links to get the full story: How OEMs, Dealers, and Fleets Win Through Collaboration Win-Win Collaboration = Current & Future Success

Conclusion: Connected is Competitive In a market defined by rapid change and rising customer expectations, success will favor the players who collaborate at every level. Dealerships that align their departments outperform those that silo them. OEMs that partner transparently with distributors and dealers reduce friction and foster loyalty. And organizations that invite ongoing dialogue rather than dictate one-sided solutions build ecosystems that are resilient, responsive, and ready for what’s next.

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IN THE HIGHBEAMS Mullen Automotive Changes Name to Bollinger Innovations Mullen Automotive recently announced the consolidation of Mullen and Bollinger Motors operations.

As a result, the company is updating its name to Bollinger Innovations and expects to update its NASDAQ ticker symbol prior to August 15, 2025.

Since January 2025, the Company has eliminated 155 positions and reduced overall operating expenses by a minimum of $35 million annually.

Consolidation includes moving commercial vehicle operations to Oak Park, Michigan, and merging Mullen and Bollinger sales, marketing and service operations under the unified Bollinger brand. This companywide consolidation eliminates redundancy while continuing focus on Class 1, 3 and 4 Commercial vehicle segments.

“After the consolidation, we are laser focused and confident we will drive our products into the market while being fiscally responsible under one unified brand,” said Jim Connelly, chief revenue officer of Bollinger Motors and now Mullen.

Veriforce is proud to be recognized in the 2025 Smart Innovators: Contractor Safety Management report by Verdantix, an independent research and advisory firm.

This recognition highlights our growth, global reach, and commitment to innovation in contractor safety and supply chain risk management.

Verdantix is known for its rigorous, unbiased evaluations of technologies that address complex business challenges. Its research includes comprehensive questionnaires, customer interviews, live product demos, and market momentum analysis. While the report does not rank companies, Veriforce’s inclusion underscores our meaningful capabilities in a competitive market.

Our placement validates the trust hiring clients and suppliers place in our platform to deliver tangible results— improved contractor safety, stronger compliance visibility, and enhanced operational efficiency. Backed by this respected third-party analysis, the recognition reinforces our credibility, scale, and impact across high-risk industries.

“The consolidation of Mullen and Bollinger brands and operations provides the company with significant savings in marketing, sales, engineering and operational expenses,” said Jonathon New, chief operating officer for Mullen Automotive. David Michery, chairman and chief executive officer of Mullen Automotive, continues in the same role.

Mullen’s commercial EV lineup includes the Mullen One, Class 1 EV cargo van, and the Mullen Three, Class 3 EV cab chassis truck for urban last-mile delivery. Both vehicles are available for sale and in full compliance with U.S. Federal Motor Vehicle Safety Standards, the Environmental Protection Agency, and the California Air Resources Board (“CARB”) certifications denoting strict adherence to clean air emissions standards.

The Bollinger B4 Chassis Cab is an all-electric Class 4 commercial truck with a 158-kWh battery pack. The truck has an estimated 185-mile range, 46-foot turning radius and a payload of 7,325 pounds.

Why a Leading Analyst Firm Recognized Veriforce in Its 2025 Contractor Safety Report In its evaluation, Verdantix noted that Veriforce achieved a “Market Leading” rating in Safety Pre-qualification & Onboarding, with comprehensive functionality and notable innovation across nearly all categories. “Veriforce had market-leading functionality for safety pre-qualification and onboarding and scored above average in all 9 capabilities,” said Verdantix Industry Analyst Moses Makin.

To learn more about why Veriforce was featured, read the full article at veriforce.com.

READ THE FULL ARTICLE

AUGUST 2025 | FordPros

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IN THE HIGHBEAMS Ford Reports Second Quarter 2025 Financial Results DEARBORN, Mich., July 30, 2025 – Ford Motor Co. (NYSE: F) today announced its second quarter 2025 financial results.

“Our second-quarter performance shows the power of the Ford+ plan and continued execution on cost and quality,” said Jim Farley, Ford president and CEO. “Ford Pro is a unique competitive advantage driving both top and bottom-line growth while creating new high-margin revenue streams from software and physical services. Ford Blue delivered profitable market share gains, and we continue to improve the efficiency of our Ford Model e business. We have scheduled an event on Aug. 11 in Kentucky where we will share more about our plans to design and build breakthrough electric vehicles in America.”

Added Ford CFO Sherry House: “We recorded our fourth consecutive quarter of year-over-year cost improvement, excluding the impact of tariffs, building on progress we made last year when we closed roughly $1.5 billion of our competitive cost gap in material cost. Our balance sheet keeps getting stronger, further enabling our ability to invest in areas of strength. We are remaking Ford into a highergrowth, higher-margin and more durable business – and allocating capital where we can compete, win and grow.”

The company reported second-quarter revenue of $50.2 billion, a 5% increase from the same period a year ago, which outpaced wholesale growth. Net loss was $36 million, which primarily includes special charges related to a field service action and expenses related to a previously announced cancellation of an electric vehicle program; adjusted earnings before interest and taxes was $2.1 billion, including $0.8 billion of adverse net tariff-related impacts.

Cash flow from operations in the second quarter was $6.3 billion, and adjusted free cash flow was $2.8 billion. At quarter end, Ford had $28.4 billion in cash and $46.6 billion in liquidity.

The company also declared a third-quarter regular dividend of 15 cents per share, payable on Sept. 2 to shareholders of record at the close of business on Aug. 11.

In the second quarter, Ford Pro generated $2.3 billion in EBIT with a margin of 12.3% on $18.8 billion in revenue. Software and physical services contributed 17% of Ford Pro’s EBIT on a trailing 12-month basis. In the quarter, Ford Pro paid subscriptions grew 24% year-overyear to 757,000.

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IN THE HIGHBEAMS Ford Model e reported a second-quarter EBIT loss of $1.3 billion, a $179 million higher loss than the same quarter a year ago. Second quarter results reflect net tariffrelated cost, strategic investments in next-generation electric vehicles and expenses related to the launch of Ford’s new battery plant in Marshall, Mich. The segment doubled revenue to $2.4 billion; EBIT performance for first-generation products, Mustang Mach-E and F-150 Lightning, was essentially flat year-over-year, excluding the impact of tariffs, underscoring gains in operating leverage and cost reduction.

Ford Blue reported $661 million in EBIT, which reflected profitable market share gains, higher net pricing and cost improvement. This was more than offset by the nonrecurrence of last year’s F-150 stock build following the new-model launch and tariff-related headwinds. Segment revenue declined 3% to $25.8 billion.

Ford Credit reported second-quarter earnings before taxes (EBT) of $645 million, an 88% increase compared to a year ago.

Full-Year 2025 Outlook

Ford now anticipates full-year adjusted EBIT of $6.5 billion to $7.5 billion, which includes a net tariff-related headwind of about $2 billion, and to generate $3.5 billion to $4.5 billion in adjusted free cash flow, with capital expenditures of about $9 billion. In February, the company initially provided adjusted EBIT guidance for the year of $7.0 billion to $8.5 billion and then withdrew that guidance in May due to tariff-related uncertainty.

The company’s updated guidance reflects the strong underlying first half performance across Ford Blue, Ford Model e, Ford Pro and Ford Credit, and continued improvement in cost.

The net tariff-related headwind of about $2 billion reflects a $3 billion gross adverse adjusted EBIT impact, offset partially by $1 billion of recovery actions.

The company is only providing Total Company outlook for the remainder of the year.

READ THE FULL REPORT

Work Truck Solutions Taps Automotive Product Veteran Alex Young As Company’s First Chief Product Officer Work Truck Solutions, the leading commercial vehicle authority, announced Alex Young has joined the company as its first Chief Product Officer, a newly created position emphasizing the company's continued commitment to innovation in the commercial vehicle ecosystem.

Young brings 12 years of automotive experience, most recently from TrueCar, where he played a pivotal role in scaling the platform from a startup to a publicly traded company. Young’s expertise in driving digital automotive marketplaces makes him an ideal leader to accelerate growth within Work Truck Solutions’ Comvoy offering, and expand the company’s overall product strategy.

"Alex's deep understanding of automotive marketplace dynamics and user-centric designs will be transformative for the next steps for our organization," said Aaron Johnson, CEO of Work Truck Solutions. "His proven ability to create platforms that connect buyers and sellers efficiently aligns perfectly with our mission to continue to revolutionize the efficiency and effectiveness of the commercial vehicle life cycle."

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IN THE HIGHBEAMS At Work Truck Solutions, Young will focus on enhancing Comvoy's user experience, with plans to introduce personalized features, enhance mobile interfaces, and develop additional tools for commercial vehicle buyers.

His strategy includes leveraging data analytics to provide more targeted, meaningful content for fleet operators and business owners.

Additionally, Young will have product responsibility for dealership SaaS offerings, with an eye toward further expanding the company’s leadership position and history of innovation, as demonstrated by products such as EZ Order™ and CV Showroom™, while keeping the B2B buyer experience as the cornerstone of future efforts.

"Our goal is to build on the capabilities Comvoy has today, and further our position as the most comprehensive, user-friendly commercial vehicle marketplace," Young said. "We'll be looking at implementing shopping tools, reliability scores, and personalized recommendations that simply don't exist in this space today."

Transfer Flow Partners with ProTech to Launch New 40-Gallon In-Bed Under Tool Box Fuel Tanks Chico, CA – Transfer Flow, the industry leader in aftermarket fuel tank systems, has added an exciting expansion to its product lineup. In partnership with ProTech, Transfer Flow is proud to introduce two innovative 40-Gallon In-Bed Under Tool Box Fuel Tanks, designed for truck owners who demand efficiency, durability, and smart space utilization.

Built to fit neatly under most over-the-rail tool boxes, including ProTech tool boxes, these fuel tanks provide maximum capacity without compromising truck bed space—a must-have solution for work truck owners, offroad adventurers, and long-haul travelers alike.

Two Options, Endless Possibilities

Transfer Flow’s new 40-gallon tanks come in two configurations to suit every fueling need: • Refueling Tank System – Keep your equipment fueled and ready with on-the-go refueling capabilities.

• Auxiliary Tank System with Trax 4 – Extend your truck’s fuel range with a seamless fuel transfer system, ensuring you go further without frequent stops.

Built to Perform, Designed to Last

These new fuel tanks are engineered with high-yield 12- and 14-gauge aluminized steel, ensuring long-lasting durability in the harshest conditions. Plus, they are designed to fit under most tonneau covers, offering truck owners a sleek and practical solution without sacrificing protection.

With an easy installation process, unmatched reliability, and the backing of Transfer Flow’s trusted engineering, these tanks are the ultimate upgrade for those who rely on their trucks for work or adventure.

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The 40-Gallon In-Bed Under Tool Box Fuel Tanks are available now. To learn more or make a purchase, visit www.transferflow.com.

IN THE HIGHBEAMS Complex Commercial Vehicle Market Shows Signs of Recovery Work Truck Solutions, the leading commercial vehicle authority, has released its Q2 2025 Commercial Vehicle Market Analysis, highlighting continued strength in the new commercial vehicle market and its ripple effects across the used sector. With inventory level stabilization, the commercial vehicle ecosystem is showing signs of healthy alignment—as robust new vehicle sales are beginning to replenish used inventory and drive movement across both segments.

New Work Truck and Van Market

New vehicle pricing continued its gradual rise, with the average final price increasing by 0.4% quarter-over-quarter (QoQ) and 0.3% year-over-year (YoY) to $59,842. On-lot inventory per dealer dipped slightly from Q1 (down 0.6%) but remains significantly higher year-over-year (up 14.7%).

Sales activity picked up, with units moved per dealer rising 12.5% from Q1 and 35.0% year-over-year, reflecting operational demand, as well as a likely number of pullahead sales due to tariff concerns. Still, Days-to-Turn (DTT) rose again—up 17.4% from last quarter and 69.7% compared to Q2 2024—revealing slower commercial vehicle inventory turns despite higher sales as pockets of inventory remain mismatched to their market demand.

Used Work Truck and Van Market

Used vehicle pricing continued to soften, falling 1.7% from Q1 and 2.9% year-over-year to an average final price of $34,456. Used inventory per dealer remained nearly flat compared to the first quarter of the year, after dipping in the final two quarters of 2024, while sales ticked upward by 4.5% QoQ and 10.5% YoY. Despite an anomalous uptick in Q1 2025, DTT, as expected, continued to decline overall, dropping 5.6% YoY.

Commercial BEV/HEV Market Insights

New commercial battery electric and hybrid vehicle (BEV/HEV) pricing saw a substantial uptick, with new prices rising 1.8% QoQ and 19.1% YoY to an average of $57,513. Conversely, used commercial vehicle prices in this segment fell 0.64% QoQ and 3.7% YoY. As more alternative fuel vehicles come into the market, Work Truck Solutions will offer further insights into the commercial BEV/HEV sector.

Industry Perspective “Although sales across most body types remain strong, the continued rise in new vehicle Days-to-Turn tells an important story,” said Aaron Johnson, CEO of Work Truck Solutions. “While not a slowdown, there are more vehicles on the lot, more choices for buyers, and more competition among commercial vehicle dealers.”

Johnson continued, saying, “For dealerships, this means the landscape is shifting. Success will hinge on how well they differentiate and adapt—whether through pricing strategies, inventory mix, digital merchandising, or more likely, a combination of all of these. The same tools that helped dealers thrive during leaner inventory times are at least as essential, if not more so, in an environment of increased competition. Visibility, agility, and customer engagement aren’t just advantages—they’re requirements.”

Median mileage of used commercial trucks and vans dropped 10.8% QoQ, but is still up 5.1% YoY. The quarterly drop in mileage is likely a result of more businesses trading in fleet vehicles in general, and doing so earlier than during the “pandemic era” when on-lot inventories were dramatically impacted by supply challenges.

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Enhancing the Commercial Customer Buying Experience with Dealership Transport Services According to Work Truck Solutions’ latest Commercial Vehicle Market Analysis, rising on-lot inventory and days-to-turn indicate that competition in the commercial vehicle market is heating up. Shoppers have more inventory to choose from, so dealers must explore every opportunity to differentiate themselves and eliminate friction in the buying journey.

One common friction point for non-local shoppers is how they’ll get an out-of-town purchase back to their yard.

Enter truckaway transport: a delivery method that uses specialized trailers and carriers rather than temporary drivers or buyer employees. When executed properly, truckaway transforms delivery from a liability into a strategic advantage—enhancing customer experience and accelerating non-local purchasing decisions.

For commercial assets—especially those that are upfitted, customized, or heavy-duty—this method offers key advantages: •

Preserves vehicle integrity by avoiding mileage and road exposure

•

Accelerates delivery timelines through dedicated logistics coordination

•

Enables out-of-region sales without requiring customer travel or internal pickup

Compared to driveaway services, which often rely on third-party drivers with limited familiarity or equipment, truckaway introduces reliability, transparency, and professionalism into the last mile of delivery. It closes the gap between sale and deployment—a critical moment for buyer confidence.

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WATCH THE FULL PODCAST

The Commercial Buyer Perspective: Expectations Are Rising

Today’s commercial customers—whether small business owners or fleet managers—bring enterprise-grade expectations to the buying journey. They’re acquiring operational assets, and they look to dealers that offer a complete, frictionless experience.

Key delivery needs include: •

Accurate, real-time quoting with no hidden fees

•

Direct communication with transport specialists

•

Proper equipment for upfitted or specialty builds

Delivery becomes especially critical for vehicles like dump trucks or bucket trucks that aren’t suited for long-distance driving—or even for vehicles like box trucks when a buyer’s team simply can’t spare the time or manpower. Sellers who offer white-glove logistics reinforce trust, reduce objections, and position themselves for repeat business.

Dealer and Upfitter Advantage: Efficiency and Growth

Integrating truckaway transport is a strategic investment that: •

Expands Revenue Opportunities: Removes a key dropout point for non-local buyers, expanding your sales territory

•

Increases Sales Velocity: Eliminates travel coordination, speeding up decision timelines

•

Enhances Customer Retention: Builds credibility and encourages repeat business

•

Differentiates Your Brand: Signals that you offer more than equipment—you deliver complete solutions

Integrating Truckaway Into Your Merchandising To implement truckaway effectively, consider: •

Strategic partnerships: Work with logistics providers, such as Crestline Logistics, specializing in commercial and modified vehicles

•

Quoting tools: Add real-time shipping quotes directly to vehicle listings on digital retail platforms

•

Sales enablement: Train your team to present truckaway as a value-add

Strategic Outlook: Delivering on What Comes Next As buyers embrace remote sourcing, digital retail tools, and fleet platform integrations, truckaway transport plays a vital role in a seamless experience. Dealerships and upfitters that invest in delivery solutions build trust, reduce friction, and reinforce their market leadership.

When done right, truckaway delivery closes the gap—and opens the door to growth.

The more seamless and visible the transport offering, the more confidence buyers will have—from first click to final delivery.

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Rethinking the Road Ahead: A Strategic Shift for the Future of Commercial Vehicles What if commercial vehicles could evolve around the businesses they serve?

The commercial vehicle industry isn’t just facing a tech upgrade—it’s undergoing a strategic reinvention. While passenger cars have evolved steadily into softwaredefined environments rich in infotainment and user experience, the commercial vehicle sector is only beginning to reckon with what this type of future means for its own operations and growth.

For fleet business managers, original equipment manufacturers (OEMs), upfitters, dealers and suppliers, the time has come to rethink not just the vehicle—but the very mindset surrounding it.

Why Overwhelmed Fleet Businesses Push Back Against Technology in Commercial Vehicles

In the consumer automotive world, innovation is becoming synonymous with experiences; over-the-air updates, immersive cockpits and infotainment systems dominate the conversation. We’re talking about everything from safety sensors and driver-assist systems to seamless connectivity and personalized entertainment zones.

But in the commercial vehicle and fleet space, success is measured differently—by uptime, efficiency and the ability to get the job done. What used to be purely mechanical machines are now increasingly becoming softwareaffected, infusing themselves in operations management and unlocking new features primarily through software.

So, while some fleet professionals see new technology as an advantage, it can come at the cost of greatly increased complexity. I spend my days talking with fleet business decision-makers and drivers about their jobs, and I’ve heard countless stories about how frustrating the sheer amount of tech that’s onboard new vehicles can be. A $20 failed sensor hidden deep in a truck’s system shouldn’t mean days of downtime and thousands in lost productivity, but more often than not, it does. The cost in time, labor and productivity is staggering compared with the price of the failed part.

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BY GREGORY SKINNER

While OEMs and suppliers continue to push technology because it ultimately improves efficiency and control, many fleet businesses are overwhelmed by the added layers of diagnostics and cost. Decision-makers and drivers say the commercial vehicle sector doesn’t need flash—it needs functional evolution. The challenge and opportunity lie in balancing technological advances with real-world usability.

The good news is that as we increasingly move toward software-defined vehicles, there’s still lots of room for hardware-defined vehicles.

Modularity: The Smartest Commercial Vehicle Strategy You’re Not Using Yet

One of the biggest strategic opportunities ahead lies in reimagining commercial vehicles as modular platforms.

Historically, a commercial vehicle was purchased for a specific task and expected to serve that role for its entire lifecycle. But what if we could change that?

A delivery truck can become a mobile repair unit by swapping in different types of custom tooling and equipment. A van can move from an installation to sales role through adaptable shelving and reconfigurable storage. We’re not just talking about accessories—the platform would represent a new type of fundamental flexibility. And with that, dealers and upfitters could play an ongoing role in helping vehicles evolve with businesses, increasing value while reducing cost.

Modularity also opens the door to better standardization—creating systems that are more interoperable and serviceable across fleets. Systems that “just work” together make it easier to integrate new solutions without overhauling existing equipment.

Imagine hardware components, storage units or even cab controls that can be swapped, upgraded or reconfigured with ease. This transforms how we think about asset longevity and efficiency.

This evolution in thinking is already happening. One national upfitter I spoke with questioned why anyone would bother with a body swap—many fleets flip trucks often and don’t want the hassle. But a city fleet manager pushed back, telling me they keep trucks for 10 to 15 years and run them into the ground. For them, swapping out a chassis while keeping a high-quality, long-lasting body is not only practical—it helps them avoid an expensive rebidding process. The upfit becomes an asset.

The future of commercial vehicles won’t be won by chasing trends—it’ll be built by those who understand what fleet businesses really need and act boldly to deliver it.

Winning in a National, Digital Commercial Vehicle Marketplace

The digital age has also blown open the boundaries of geography. With next-day delivery and seamless inventory tracking, fleets are no longer constrained to local suppliers. They search nationally—digitally—for the right parts, tools and support. There is a massive opportunity for any commercial vehicle player that can establish a strong online presence with real-time visibility, integrated systems and user-friendly portals. The key? Making it as easy for a customer 500 miles away to do business with you as one who’s five miles down the road.

Fleet managers don’t just want someone who delivers a vehicle—they want someone who helps them run a smarter, more adaptable operation. Dealers who can offer guidance, training and effortless change position themselves as indispensable partners, not just vendors.

The Future of Commercial Vehicles is Built on Flexibility

Ultimately, the shift in the commercial vehicle space isn’t just about products—it’s about mindset. A rigid, one-sizefits-all approach no longer works. The industry should look to embrace adaptability, modularity and the power of collaborative relationships.

This future isn’t about chasing shiny technology for technology’s sake. It’s about creating tools and strategies that match the realities of the commercial vehicle world—where time is money, reliability is gold and customization is a necessity. If we embrace this shift in thinking, we don’t just future-proof our businesses—we redefine what value looks like across the entire commercial vehicle industry.

The future of commercial vehicles won’t be won by chasing trends—it’ll be built by those who understand what fleet businesses really need and act boldly to deliver it. Our commercial vehicle and fleet industry experts partner with OEMs, dealers, upfitters and suppliers to turn insight into action—helping you stay ahead, solve smarter and lead with confidence.

If you have questions for our commercial vehicle and fleet industry experts, or want to learn more about Escalent’s Automotive & Mobility industry research and how we can build what’s next together, visit escalent.co.

Gregory Skinner

Vice President, Qualitative Research & Consulting, Automotive & Mobility

Evolving Roles: From Seller to Strategic Partner for Commercial Vehicle and Fleet Businesses This shift demands a new kind of relationship between dealers, suppliers, upfitters and their clients. It’s not just about selling a truck; it’s about becoming a strategic partner in that truck’s lifecycle. This consultative, entrepreneurial approach is where real opportunity lies.

AUGUST 2025 | FordPros

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RESILIENCE IN MOTION: How the Commercial Vehicle Ecosystem is Adapting to Disruption The commercial vehicle industry isn’t just facing momentary disruptions—it’s operating in a fundamentally altered environment. Tariffs, supply chain uncertainty, cost concerns, and emerging technologies have exposed the limitations of old playbooks. It’s becoming increasingly clear that success hinges on building models of sustained resilience.

While change is still ongoing, the industry’s pivot to a more adaptive, digitally integrated, and customerfocused model is unmistakable.

How Savvy Commercial Vehicle Dealers are Navigating Tariff Pressures

Tariffs on steel and aluminum are inflating prices and forcing dealers to get resourceful. The most forwardthinking commercial dealerships are using these challenges as a cue to evolve. Rather than absorbing costs or passing them directly to customers, they’re rebalancing their business models: introducing more leasing options, emphasizing service contracts, and investing in fixed operations to offset shrinking margins on new vehicles.

Most notably, the leaders at these dealerships aren’t waiting for conditions to stabilize—they’re making tactical moves to build customer trust and long-term value. The emphasis on relationships and partnerships are rooted in uptime, lifecycle cost savings, and financial flexibility.

Digital Transformation as the New Ground Game

Gone are the days of digital as an add-on. Today, it’s the connective tissue holding modern commercial operations together. Dealerships are refining online inventory visibility and enabling remote sales processes.

OEMs and upfitters are embedding telematics, safety tech, and predictive maintenance tools to generate datadriven value long after vehicles leave the lot.

And the transformation goes deeper, because CRM platforms designed for retail often fall short in managing complex commercial sales. The demand is growing for purpose-built tools that support fleet customization, multiple financing layers, and after-sales relationships. Those who invest in this foundation are gaining both transparency and traction.

Collaboration as a Business Model

Across the value chain, siloed strategies are giving way to integrated execution. OEMs are involving upfitters earlier in product development to ensure compliance and seamless tech integration. Financing providers are developing scalable models—such as leasing, balloon payments, and tech subscriptions—that absorb cost pressures while enabling more informed fleet planning. Dealers are leaning into partnerships that connect them to tailored inventory, better credit support, and long-term customer solutions.

Industry consolidation is one visible outcome—especially among upfitters and dealers—as complexity and capital demands rise. But at its heart, this shift is about something more fundamental: alignment across organizations and vision.

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Future-Ready, Customer-Centric Thinking

Despite headline-grabbing technologies like EVs and autonomous vehicles, most decision-makers know that transformation is gradual. Fleets are utilizing telematics and driver behavior insights to pinpoint the optimal time and assets for electrification. Upfitters are designing equipment compatible with autonomous platforms, even as they acknowledge human operation remains essential in most field applications.

Amid all this change, one principle endures: put the customer first. This means enabling smarter vehicle usage, emphasizing uptime, and creating scalable solutions that adapt to the market. Mobility services, safety subscriptions, and integrated financing aren’t just conveniences—they’re catalysts for loyalty in a volatile landscape.

The ideas in this article are excerpted from the following two sessions of the 2025 Spring Commercial Vehicle Business Summit: The Road Ahead for OEMs, Upfitters, and Finance Providers The Road Ahead for Commercial Vehicle Dealerships

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AUGUST 2025 | FordPros

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Turning Challenges into Progress:

REGISTER FOR THE FALL SUMMIT

Inside the Commercial Vehicle Business Summit

In a recent interview, Stacie Williamson, Vice President of Sales at Work Truck Solutions, joined host Steve Henning, host of the Commercial Vehicle Business Network podcast, to discuss how the commercial vehicle industry continues to push forward despite ongoing disruptions.

With 20 years of automotive experience, Williamson offered valuable insights into how dealers, OEMs, upfitters, and other partners are adapting through collaboration and well thought out strategy.

One of the focal points of their conversation was the upcoming Fall Commercial Vehicle Business Summit, a free virtual event happening October 8 and 9. This event brings together professionals from every corner of the commercial ecosystem, including OEM executives, finance leaders, dealers, and technology innovators. It is designed to be fully interactive, offering live Q&A, networking opportunities, and sessions packed with practical takeaways.

This event’s theme, Turning Challenges into Progress, reflects the innovative spirit of the industry. As Williamson noted, “The biggest key is that we have folks partnering across the ecosystem to really find solutions.” These partnerships, she explained, are helping the industry not only adapt, but thrive.

REGISTER NOW

Williamson will also be leading a session at the Summit, where she will share real-world examples and strategies that dealers and upfitters can implement to tackle challenges and move their businesses forward.

Reserve your spot today for the Commercial Vehicle Business Summit. Information on the Summit: • • • •

Virtual Event — No travel required October 8–9, 2025 Free registration Live Q&A, industry networking, and practical sessions

Click here to register now.

“The most successful dealers understand they cannot control every challenge, but they can control how they respond to it.”

– Stacie Williamson, Vice President of Sales, Work Truck Solutions

AUGUST 2025 | FordPros

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the blue oval Ford Transit Marks 1.5 Million Units Produced in the U.S. Ford has reached a major milestone with 1.5 million Transit vans built in the U.S. since production began at the Kansas City Assembly Plant in 2014. As America’s best-selling commercial van, the Transit has earned a reputation for versatility and reliability — with 98% of U.S.-built models still on the road today.

Over six decades, the Transit has evolved into a global icon with more than 13 million units produced worldwide.

Its adaptability, from multiple configurations to the allelectric E-Transit, continues to shape fleet operations and meet the needs of businesses across every industry.

LEARN MORE

Ford Super Duty, Mustang and Lincoln Nautilus Win J.D. Power APEAL Awards Ford continues to set the standard for driver satisfaction, with the 2025 Super Duty, Mustang, and Lincoln Nautilus earning top honors in the J.D. Power 2025 U.S. APEAL Study for heavyduty pickup, sporty car, and midsize premium SUV. The Super Duty repeated its win for the second year in a row, helping Ford achieve its strongest APEAL results since 2019. These accolades, alongside recent Initial Quality Study wins, highlight Ford’s commitment to delivering vehicles that excel in design, comfort, performance, and overall owner experience.

LEARN MORE

AUGUST 2025 | FordProS

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KNAPHEIDE BLOG

Spec’d for Success: Delivering Purpose-Driven Upfits to Get the Job Done

The City of Red Wing’s Public Works department relies on more than just manpower and planning to keep things running; they rely on their equipment, too. That’s why they use Knapheide utility bodies.

Nearly a quarter of the department’s fleet is upfitted with Knapheide solutions, each one designed for a specific responsibility—traffic signage, street repairs, even water and sewer systems maintenance. The work trucks are made up of standard and customized bodies upfit with equipment like cranes, liftgates, inverters and outlets, false floors, channels, tubes and more. And this approach, creating and utilizing work trucks designed for the work they do, keeps the city’s Streets and Utilities teams prepared, organized and ready to tackle whatever the day demands.

And one thing has been made clear—customization matters. It isn’t a luxury, especially for crews with a broad range of responsibilities; it’s essential for achieving and maintaining operational efficiency. That’s why Knapheide approaches work trucks differently. They deliver more than just truck bodies; Knapheide delivers total solutions built around the specific challenges customers face in the field.

So, whether you’re a dealer guiding a customer through upfit options or a fleet manager overseeing a team or an entire operation, work with Knapheide to not just deliver a solution designed for the need, but to add value and build lasting trust with the work truck user, too.

Locate Your Nearest Knapheide Upfit Partner

“It’s important to have products like a Knapheide box that’s reliable,” Derek Weckerling, Operator for the City of Red Wing’s Utilities division, said. “We have the tools we need on the truck when we go out to do the job we’re supposed to do, instead of having to run back multiple times to grab this or that.

You grab what you need and go to work.”

As these fleet units age, they are phased out and replaced with new Knapheide-equipped work trucks, carefully designed and upfit to meet the evolving needs of the city’s crews. It’s a cycle of continuous improvement, made possible by collaboration and customization.

“The majority of our trucks are Knapheide because they’ve worked well for the employees, they’re well liked and they have longevity,” David Olson, Superintendent for the City of Red Wing’s Streets and Utilities division, said. “Knapheide has definitely been there for us when we needed them in the past. And going forward, when we need a replacement, they will be the first choice.”

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LEARN MORE

KNAPHEIDE BLOG

Kathryn Schifferle on disrupting the commercial truck market In an industry long shaped by tradition and male leadership, Kathryn Schifferle—founder and Chief Vision Officer of Work Truck Solutions—is carving out space for both innovation and inclusion. Featured in Women Driving the Industry, Schifferle shared how she transformed a major blind spot in the commercial vehicle sector into a SaaS business.v.

Today, Work Truck Solutions helps more than 1,300 dealerships streamline fleet operations, boost profitability, and better serve business buyers.

Her leadership goes beyond technology. Schifferle champions a culture of transparency, collaboration, and accountability—values she credits for attracting top talent and driving sustainable growth. She also urges dealers to embrace fleet sales as a resilient, highmargin opportunity, stable even in tough markets, and to leverage tools like telematics for recurring revenue. For Schifferle, success comes down to reliability, curiosity, and meaningful contributions—qualities that can disrupt even the most entrenched markets.

“The one thing that I am the most proud of is that we have built a company where people actually wait in line to become an employee and refer other people,” says Schifferle.

AUGUST 2025 | FordPros

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Motorcraft’s 2025 Plan to Help Fleet, Retail Customers Drive Forward When I think about Motorcraft auto parts, I think about a 50-year legacy of trust — trust in parts that are engineered to last, fit like factory originals, and perform under pressure. As we move into 2025, I’m proud to share how we’re expanding, innovating, and reinforcing that trust with every step we take.

Right now, Motorcraft boasts over 17,000 part numbers.

For 2025, we’re adding 350 high-volume parts to our portfolio — most of them tailored to the Ford Pro commercial customer, but also available to retail customers. Think fleet-centric vehicles like the F-150, Super Duty, Transit, and police utility vehicles.

For these customers, their vehicles are essential business tools. Keeping them on the road is absolutely crucial.

We’re not just increasing quantity; we’re expanding smartly and strategically, ensuring that the parts we bring in are the ones our customers rely on most. It's worth noting that replacement parts are a significant part of Ford's overall business, so we have a tremendous opportunity to be a major contributor to Ford's success. “ We're reinforcing trust with every step we take.”

-- Imran Jalal, Senior Manager of Maintenance and Light Repair Our customers are already seeing the value we provide.

“We have 1,000 Ford vehicles in our fleet, mostly for police units, and we continue to use Motorcraft due to its value, reliability, and availability,” said Eric Winterset, fleet services manager for the City of Long Beach, CA, who has been using Motorcraft parts for 10 years. “We notice the quality of Motorcraft is perfectly engineered to Ford specs, while aftermarket parts sometimes are not compatible with Ford.

In fact, Motorcraft parts outperformed our expectations.”

A huge part of building and maintaining that trust with Winterset comes down to rigorous testing. For example, replacement brake product tests are not required to meet federal motor vehicle safety standards, but Motorcraft track testing is conducted in accordance with those stringent standards to deliver the highest quality parts for the customer.

Testing includes pushing parts beyond what they'd typically experience, whether you're driving in scorching summers, freezing winters, or just handling the daily grind.

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Written by: Imran Jalal, Senior Manager, Maintenance and Light Repair for Ford and Lincoln.

“Motorcraft parts outperformed our expectations.”

Eric Winterset, City of Long Beach Fleet Services Manager The newly available parts can be found through various channels — Ford dealers and authorized distributors.

This accessibility strengthens our promise: when you need Motorcraft, you’ll find Motorcraft.

And while we’re known for our fit with Ford and Lincoln vehicles, Motorcraft’s versatility is growing. Products like wipers, batteries, spark plugs, and filters already serve the all-makes market. You’ll see them in Quick Lane centers, in Mobile Service units, and in Commercial Vehicle Centers across the country, servicing a wide range of vehicles. It's a natural step forward, and one that reflects our commitment to serving more customers with Motorcraft quality, no matter what they drive.

I often hear questions about our warranty, and for good reason. With a two-year warranty and unlimited mileage, Motorcraft’s guarantee is one of the strongest out there.

Based on feedback from our customers, we’re keeping that promise consistent while channeling our energy into growing the parts lineup.

Innovation remains a cornerstone of our strategy.

Customers like Winterset expect it.

“I would recommend Motorcraft to others, especially with new technologies, because we have experienced in the past that not all aftermarket parts are compatible with Ford and can cause premature failures after installation,” he said.

The competition in the aftermarket space is fierce.

But we have something others don’t: a deep, intrinsic knowledge of Ford vehicles. Our engineering is precise, and that’s why independent repair shops tell us they install Motorcraft with confidence. They know the risk of a repeat repair is low — and peace of mind is priceless.

Motorcraft’s parts warranty details can be found here.

AUGUST 2025 | FordPros

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This 35-Year Paving Veteran Will Only Buy Scelzi Truck Bodies When you've been in the asphalt business for three and a half decades, you learn what works—and what doesn't. Brooke Ashjian, CEO and founder of Seal Rite Paving, has seen it all. His Fresno-based company has grown into a statewide operation serving every corner of California with a fleet of over 40 trucks, including dump trucks, service bodies, and specialty rigs.

After years of trying different manufacturers, Ashjian has reached a definitive conclusion about truck bodies. "There's no going back once you have a Scelzi," he says. "The quality is night and day compared to anything else we've used."

The Game-Changer: Scelzi's Elliptical Dump Body

For contractors running diverse operations—from residential driveways to major municipal contracts— reliability isn't negotiable. Every day brings new challenges, and equipment failure can derail entire projects.

Scelzi's heavy-duty construction handles the punishment of daily commercial use. But it's the thoughtful details that set them apart: customizable storage solutions that keep tools secure and accessible, and engineering designed around actual job site needs rather than just specifications on paper.

"Our Scelzi dump is unlike anything else on the road," Ashjian notes. "It's helped us streamline our operations and deliver even better results for our clients."

The Service Factor

Beyond the trucks themselves, Ashjian values the relationship with Scelzi as a manufacturer. "Scelzi's customer service and willingness to customize have made a huge difference. They understand the unique needs of paving contractors, and it shows in every detail."

For fleet managers juggling multiple projects and tight deadlines, having a manufacturer who understands your business can be invaluable when you need modifications or support.

Seal Rite recently added two additional Scelzi trucks to their fleet—a semi-elliptical dump body and a crane service body. The semi-elliptical dump has transformed their asphalt operations in ways Ashjian didn't expect.

"No one else in California has an elliptical dump like ours. It's revolutionary for the asphalt business," Ashjian explains. The custom design prevents leakage, making it perfect for paver work. "The engineering and workmanship of the bed must be seen to be believed."

For fleet owners dealing with similar materials, this kind of specialized engineering can mean the difference between job site efficiency and costly delays or cleanup.

Why Ashjian Made the Switch to Scelzi-Only

The decision wasn't impulsive. Ashjian had the opportunity to discuss his specific needs directly with Mike Scelzi before making the investment. That conversation sealed the deal.

"After seeing the quality and variety of Scelzi truck bodies, I knew I wanted one. Now, I will only buy Scelzi from here on out," — Brooke Ashjian, CEO and founder of Seal Rite Paving.

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Seal Rite Paving owner Brooke Ashjian with one of his Scelzi work trucks

The Bottom Line for Fleet Owners

Looking ahead, Ashjian's purchasing decision is already made. "Yes, our next work truck body will absolutely be a Scelzi. Only Scelzi truck bodies from here on out."

His advice for other contractors considering their next truck body purchase is straightforward: "Once you experience the difference, you won't want anything else.

Scelzi is in a league of its own. They have mastered the art of the mobile mechanic, and if this isn't your mechanics' truck of choice then you hired the wrong guy!"

For fleet owners who depend on their trucks to make money every day, Seal Rite Paving's experience offers a clear lesson: sometimes paying for quality upfront saves you money— and headaches—in the long run.

Scelzi Premium Truck Bodies: The Top of the Line Since 1979

From Vehicle to Voltage: PowerFlex On The Future Of Fleet Electrification

WATCH THE FULL PODCAST

In a recent podcast, Ardina Ferrin chatted with Reid Gustin of PowerFlex to discuss considerations for fleet electrification and commercial EV charging.

PowerFlex helps companies manage the complexities of transitioning to electric vehicles, including charging infrastructure, energy management, and cost optimization. During the discussion, Gustinv emphasized the importance of planning for future growth and utilizing PowerFlex's software platform for monitoring, control, and load management to optimize uptime and reliability.

The conversation also covered the availability of various incentives and grants that can help offset the costs of EV charging infrastructure.

AUGUST 2025 | FordPros

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AI’s Quiet Revolution in Commercial Vehicle Operations Artificial intelligence is often portrayed as a disruptive force poised to upend entire industries.

But in the commercial vehicle space, its real power lies not in sweeping transformation—but in quiet, targeted enablement. For fleet managers, dealership leaders, OEMs, and upfitters, AI is emerging as a practical tool to convert fragmented data into intelligent decisions that drive efficiency, profitability, and customer satisfaction.

Smarter Decisions Across the Vehicle Lifecycle

The commercial vehicle industry is no stranger to complexity. From acquisition and financing to fleet operations and resale, each phase of a truck’s lifecycle generates vast amounts of data—often siloed across systems and stakeholders.

This is where moving past the hype of AI and harnessing its utility could benefit the entire commercial vehicle value chain. When applied with precision, AI helps businesses make sense of complexity, surfacing insights that were previously buried in spreadsheets, disconnected platforms, or tribal knowledge.

One of AI’s most immediate applications is in helping businesses make smarter decisions at every stage of vehicle ownership. For example, selecting the right truck isn’t just about specs—it’s about aligning use case, tax incentives, and long-term maintenance costs.

AI tools can analyze historical performance, geographic demand, 30

AUGUST 2025 | FordPros

and incentive structures to recommend optimal configurations.

Once in operation, AI supports asset management by monitoring fuel efficiency, driver behavior, and maintenance schedules. These insights help fleet managers reduce downtime, extend vehicle life, and improve ROI. On the resale side, AI can forecast residual value based on usage patterns and market trends, guiding trade-in timing and remarketing strategies.

AI Applications for Commercial Vehicle Financing and Insurance Traditional credit scoring models often fall short in capturing the nuances of commercial vehicle financing. AI changes the equation by incorporating engagement data, fleet performance metrics, and predictive analytics to assess borrower capacity more holistically.

This empowers dealerships and lenders to offer financing options that are both competitive and tailored to customer needs.

by transforming raw data into actionable intelligence. Predictive maintenance tools flag potential issues before they cause downtime.

Driver monitoring systems identify safety risks and training opportunities. Load optimization algorithms ensure that assets are used efficiently, maximizing revenue from depreciating vehicles.

Visualization tools play a critical role here. By overlaying insights on intuitive dashboards, AI enables operators to prioritize tasks, spot trends, and make informed decisions without needing a data science background.

Inventory and CRM Optimization

For dealerships and upfitters, AIpowered search engines can analyze inventory data to identify vehicles that best match customer needs— factoring in geography, cost-benefit, and financing options. These tools accelerate sales cycles and improve customer satisfaction by presenting relevant choices upfront.

Insurance pricing is also evolving.

Usage-based models—powered by telematics and AI—allow insurers to adjust premiums based on actual vehicle utilization, project types, and driver safety records. This not only reduces costs for operators but incentivizes better fleet behavior.

CRM systems enhanced with AI can also manage customer lifecycles more effectively. By tracking engagement signals and purchase history, businesses can nurture leads, personalize outreach, and anticipate future needs.

Fleet Management: Turning Data into Daily Decisions

Generic AI solutions often fall short in the commercial vehicle space. Success depends on domain-specific models built on curated, high-quality data.

Fleet managers face a daily barrage of decisions, from route planning to load matching. AI helps

Why Purpose-Built AI Wins

“AI isn’t a silver bullet—but it is a powerful lever. For the commercial vehicle industry, its promise lies in clarity, not complexity.”

The challenge lies in data integration. Commercial vehicle data is notoriously fragmented— spread across OEMs, upfitters, dealers, finance companies, and insurers. Inconsistent identifiers and unstructured formats make it difficult to create a unified view. AI can help bridge these gaps, but only when fed clean, structured, and relevant data.

Tips for AI Adoption

For businesses looking to adopt AI, the key is to start small and stay focused.

Begin by leveraging existing CRM systems with AI-enhanced features.

Structure your data to answer specific operational questions—such as “Which vehicles are underperforming?” or “Where are we losing margin?”

•

Integrate software systems to improve data flow and transparency.

•

Use visualization tools to simplify complex datasets and empower frontline decision-makers.

•

Most importantly, foster internal communication around data— ensuring that insights are shared across departments and not trapped in silos.

Conclusion: A New Mindset for a Data-Rich Industry

AI isn’t a silver bullet—but it is a powerful lever. For the commercial vehicle industry, its promise lies in

clarity, not complexity. By embracing purpose-built tools and focusing on real-world pain points, businesses can turn fragmented data into strategic advantage.

The future isn’t about chasing the latest AI trend. It’s about building intelligent systems that work quietly in the background—helping fleets run smoother, dealerships sell smarter, and the entire ecosystem operate with greater transparency and alignment.

The ideas in this article are excerpted from the following session of the 2025 Spring Commercial Vehicle Business Summit: Data and AI: Expressways to the Future

AUGUST 2025 | FordPros

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Commercial Truck Success

Five Hours Per Week I sat at the dinner table one night in January with my wife and kids, laptop open and still feverishly working because of a project not yet completed.

My daughter asked why I was still working during dinner and “after hours.” I shared that I was trying to get something done so [that project] would stop annoying me, adding “I’d do an awful lot to have just five more hours in my week.”

She looked back at me with all the innocence and hope that an 8-yearold would, and said,

“Daddy, is there anything that I can do for you that could give you those five hours so you can spend more time with us?”

That hit “right in the feels” as the cool kids say these days.

And this brings me to the most important letter combination of the year, and how it can help all of us as end users in our various roles: A.I. Yep, Artificial Intelligence.

A.I. might be the single greatest technological breakthrough since the internet.

Why? Because it has boosted both knowledge and productivity, accelerating their delivery at a speed almost as fast as a lightning strike.

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Here are two of my favorite examples in my niche of the industry in which A.I. has helped the end user accomplish more, at a faster pace, and as a result, sleep better.

The first occurred at an Ultimate Boot Camp in 2024. At the time, we only discussed A.I. as something “to get ready for,” not even training on it yet. I spoke on its potential for ten minutes, then moved on.

We took his previous three weeks of content, loaded it into ChatGPT, and asked it to come up with ten different ways to replicate those messages in a fresh way.

It gave us THIRTY. Ten for each example. He saw the nuances and the instant content generation, and the clear potential it had for him to still personalize and edit, but not stare at a blank page with writer’s block. What he did next left a lasting impact on me.

After the segment, a rep from our host asked, “I’m interested in the ‘GPT’ thing you were talking about.

Can you give me an example?”

He got up and hugged me. Full on bear hug like I was a brother coming back from deployment. “You just saved me at least five hours per week!

THANK YOU!”

We fired up Chat GPT, and I asked him a simple question:

Yes, I later stole his line in my conversation with my daughter.

“What’s the most annoying thing in your day that you’d realistically like to automate?”

The second example is from a friend of mine, who trains, consults, and creates content. She was tasked with developing 90 multiple-choice questions for an online course. She had blocked off an entire week for the project, with three days set aside just to create incorrect answers.

He responded, “I write update emails weekly on our lead times. It’s pretty easy to see those in the system, put them together and such, but I always like to give extra detail so it’s not just numbers and dates. Now it’s become an added expectation. It takes me at least five hours a week to come up with new content for this, and I feel like I’m wasting that time, even though I know it’s important.”

I asked, “Do you feel like you’re saying the same thing over and over?”

“Definitely, I’m out of new ideas.”

I hopped on a virtual call with her, showed her an A.I. tool, and demonstrated how to generate quizzes from her existing content. In less than an hour, she had finished the necessary edits. After another, they were loaded online and live.

What would have taken her at least forty hours was done in just two.

Commercial Truck Success When people talk about A.I. in dealerships, many go right to either the “Wild Wild West” nervousness, “snake oil” thoughts in a similar sentiment, or they use the “it’s too complicated/I can’t trust it/I can do that myself” fallback excuses. For some tools, that’s very true.

However, there are dozens of tools out there today that you can use to better your experience of doing your job, and doing so with speed. Your competition is already using A.I., every single day.

So is the next generation. Maybe not well, yet, but that’s coming.

Then ask the even better question, “What could those five hours give back to you?”

I’ve found my answers, and as you might imagine, they’ve made a world of difference to everyone at my dinner table.

We can help you find your answers, too. Reach out to me, or explore all of our training options at OneNexusDealerTraining.com.

LEARN MORE

Will Brogan

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

So I urge you, as an “end user” yourself, to ask a similar question my daughter asked me: “Is there anything out there that could give you those five hours so you can spend more time doing something else?”

Celebrating Carla Aoyagi And Wishing Her Well

After years of unwavering dedication, exceptional vision, and a true passion for connecting the commercial vehicle industry, we bid a fond farewell to Carla Aoyagi, the Media Director for our publications, and the person behind the inception of CVBNetwork.com.

Carla’s career has been defined by her ability to see not just what the industry is today, but what it could be tomorrow. From the earliest days of the Commercial Vehicle Business Network, she poured her energy into building a platform that informs, unites, and inspires professionals across the commercial vehicle ecosystem.

Her contributions extend far beyond the digital sphere—tracing her roots back to the original Ford Pros magazine, she also played a pivotal role in launching the Commercial Vehicle Pro publication, and stewarded the transition from physical print editions to the dynamic digital publications they are today.

One of Carla’s most cherished traditions was her annual trip to Work Truck Week in Indianapolis, where she would conduct interviews, gather stories, and connect with industry friends face-to-face. She’s shared how much she will miss seeing everyone in person, especially the warm hugs that came with those reunions. These moments spoke to her gift for building genuine relationships that go beyond business.

Those who have worked alongside Carla know her not just for her vision, but for her genuine care for the people who comprise the commercial vehicle community. She has been a tireless advocate for sharing the stories, innovations, and insights that drive our industry forward, and her dedication has left an indelible mark on every issue, article, and event of which she’s been a part.

As Carla steps into a well-earned retirement, we celebrate her contributions and the countless ways she has shaped our publications and strengthened our industry network. Her legacy will continue to inspire the Commercial Vehicle Business Network and all who have had the privilege to work with her.

From all of us—thank you, Carla, for your years of vision, commitment, and heart. We wish you nothing but joy and fulfillment in the next chapter of your journey.

AUGUST 2025 | FordPros

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UPCOMING

EVENTS

Ypsilanti, Las Vegas, Michigan NV | June | September 23-26, 2025 22-23, 2025

SEPT JUNE 22-23, 23-26, 2025

The NTEA NIADAExecutive Conference Leadership is a national event Summit for independent exploresauto key trends, dealers,forecasts, featuring and dealer-focused insights shaping education, the work networking, truck industry—featuring and access to top industry chassisvendors.

OEMs, economists, and industry leaders.

Designed Visit the Work to help Truck commercial Solutionsvehicle Booth #1227 companies grow and stay competitive.

LEARN MORE

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.

Oct 8-9, 2025

LEARN MORE

Sandusky, Las Vegas,Ohio NV | |June October 23-26, 14-15, 2025 2025

JUNE OCT 23-26, 14-15, 2025

Commercial The NIADA Conference Vehicle Upfitting is a national Summit— event connecting for independent dealers, autoupfitters, dealers, and featuring industry leaders dealer-focused to shareeducation, insights, strategies, networking, and innovations access to top that industry drive the vendors. future of commercial vehicle upfitting.

Visit the Work Truck Solutions Booth #1227

LEARN MORE

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