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22 The Trailer Show sets records ... again NATDA’s annual gathering continues to grow with more space, more programs for dealers 23 How to add truck equipment to a trailer dealership
Moving into truck bodies can be a good (up)fit, but trailer dealers need to be educated 32 Innovation Showcase winners
Winners recognized for bringing the best of “what’s next” to the 2024 NATDA Trailer Show
Coverage 42 IAA 2024: Welcome to the fair Global OEMs, suppliers demand policy
for clean transportation goals, or the ride is over
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MaxiTRANS
Trailer industry hit by halfbillion-dollar ‘shockwave’
Kevin Jones Editor
How safe is safe enough? Truck OEMs and trailer builders, along with their fleet customers, have worked for decades with federal regulators to find an achievable policy balance that serves the public while also allowing businesses to develop and grow. But so-called “nuclear verdicts” are putting a thumb on the scale to the benefit of a certain sort of attorney, and at the expense of about everyone else.
Latest case in point: A St. Louis jury returned a $462 million verdict September 5, with $450 million of that designated as punitive damages, in a lawsuit claiming Wabash National should have built a better rear impact guard 20 years ago.
I’m filing this as an opinion column because this is a story that demands a lot of answers I don’t immediately have: What will it mean for trailer OEMs that might wonder: What’s the point of federal safety standards if a jury can come back in a decade or two and decide you should’ve done better? What will this mean for fleets still operating older trailers (or trailers with RIGs spec’d to meet NHTSA standards when stronger upgrades are available)? And that’s not even scratching the surface of the complicated issues that have created an enviroment where nine-figure nuclear verdicts are no longer suprising—and which are leading to unsustainable trucking insurance rates.
Coincidentally, I was working on a side underride regulation update when the Wabash news landed. More to come there, as well.
Here’s what we do know: Two young men (a father and a father-to-be) died in a 2019 accident when their Volkswagen sedan slammed at highway speed into the back of a tractor-trailer slowed to a near-stop in a construction zone. A toxicology report indicated that the driver was intoxicated at the time of the incident, and a separate police report indicated that neither passenger was wearing their seat belt, according to a filing by the carrier named in the suit, GDS Express. (The carrier no longer has operating authority, per FMCSA records.)
Attorneys for the plaintiffs, the surviving family members, argued that a stronger RIG could have saved the lives of the driver and passenger, and that Wabash used a design that met the 2004 federal requirements rather than adopting a more robust RIG. Wabash contended that the collision severity was
“far in excess” of that contemplated by the RIG regulations, and that the plaintiffs’ case—which focused on a RIG design from a decade later—punished Wabash for “current conduct” rather than the conduct related to the accident, a violation of Missouri legal statutes and even a violation of Wabash’s Constitutional rights, as the company argued in a motion for a partial summary judgment.
Mainly, for the sake of fleets and equipment manufacturers, is the jury’s award an outlier, or is this yet another instance of judgments with little basis in reality? What are the Wabash appeal options and arguments going forward? How can fleets and equipment manufacturers better protect themselves? How can a company defend itself without appearing unsympathetic to accident victims? When will it end?
Speaking several weeks after the decision at the Wabash Ignite conference (see Page 34 for event coverage), Wabash President and CEO Brent Yeagy— noting he had to choose his words carefully due to the ongoing matter—called the award “a significant shockwave in the quest for innovation.”
“Let me tell you right now, Wabash is going to be fine—flat out, we will be fine,” he said. “But what’s important to really understand is the larger impact that this can have on our industry, and in some adjacent industries as well—automotive and equipment across the board. We will defend this for our own interest to the maximum degree possible. We will not accept what we do not believe is appropriate for many reasons, because we have to drive forward with innovation.”
In the company’s initial statement, Wabash General Counsel and Chief Administrative Officer Kristin Glazner said “no rear impact guard or trailer safety technology has ever existed that would have made a difference here.”
Attorneys for the plaintiffs, led by Simon Law, a firm that specializes in truck accidents, commended the jury and cited “decades of failures” by the industry to protect the public from underride crashes.
“We hope the decision the jurors reached sends a clear message to the trucking and trailer industry and will finally force them to build safer trailers,” added co-counsel Brian Winebright of Cantor Injury Law.
Stay tuned. And stay safe. TBB
MEMA launches CV aftermarket e-commerce survey
The MEMA Aftermarket Suppliers Heavy Duty e-Commerce Committee has launched a first-of-its-kind, cross-industry survey to evaluate e-commerce practices in the commercial vehicle aftermarket, the organization reports. The survey focuses on the current state of e-Commerce efficiency and related product information standards within the Commercial Vehicle Aftermarket.
Despite heavy investment in e-commerce technology within the commercial vehicle parts and service distribution chain, there is a perception of a low adoption rate of technology and industry standards among trading partners, according to MEMA. This slow uptake is seen as hindering the full potential of e-commerce, which is rapidly growing in other economic sectors.
“High-quality and standardized product data are crucial to meet
the rising demands of e-commerce and to shield our industry from external market threats,” Committee Chair Terence O’Reilly, president of Pricedex Software, said. “This survey is critical to establishing baseline information and bringing focus and purpose to future investments in e-commerce capabilities.”
The survey aims to assess the awareness and perceptions of the capability to provide high-quality digital product content on the supplier side. It will also identify barriers to adopting digital product information technologies and standards. The findings will help MEMA Aftermarket Suppliers and
Navistar rebrands as International Motors
Navistar is no more.
The legacy OEM producer of International trucks is returning to its roots. The company announced it will rebrand from Navistar Inc. to International Motors with a refreshed logo and customer solutions focus, effective October 1.
OEM leaders said this rebranding is part of a shift in company strategy to expand beyond truck and powertrain engineering and production. International is shifting its business strategies to focus on transportation solutions and streamlining fleet customer and driver experiences.
“International embodies determination, partnership, and collaboration in meeting every challenge with a solution,” Tobias Glitterstam, International chief strategy and transformation officer, said. “Our new name and look complement the strategic changes we are making to offer enhanced customer experiences.”
other industry bodies to advocate for modernization, improve member guidance, and support educational initiatives to advance e-commerce adoption.
The survey, an initiative of HDeCC, is a collaboration between MEMA Aftermarket Suppliers, the Auto Care Association’s AWDA Heavy-Duty membership, and the Commercial Vehicle Solutions Network (CVSN), targeting both suppliers and sellers in the commercial vehicle aftermarket. Results will be shared with members of all participating associations.
Suppliers and distributors will receive invitations from their respective associations and buying groups to participate in the survey, starting this week. All three associations are collaboratively urging all their respective member-recipients to participate and respond in the gathering of this important baseline information.
While the product remains the core of every customer interaction, International’s complete solutions portfolio will also include services such as parts, maintenance, financing, connectivity, and charging.
With a history of transportation solutions dating back to 1902, the then Chicago-based International Harvester sold its first engine-powered farm tractor in 1906. It followed that up with an early farm pickup-style vehicle called the Auto Buggy in 1908. It grew as a vehicle manufacturer over the next eight decades before rebranding as Navistar International Corp. in 1986 to focus mainly on its commercial truck, bus, and engine businesses. Germany-based Volkswagen parent company Traton AG acquired
Navistar in 2021.
Now, more than 120 years after its founding, the International name will again be front and center for the Illinoisbased OEM that owned about 14% of the Class 8 vehicle market in 2023, according to the American Truck Dealers trade organization.
The return to International is an acknowledgment of our rich heritage as much as it is an investment in our promising future,” Mathias Carlbaum, the OEM president and CEO, said. “The simplified brand structure, distinct visual identity, and clear strategy to more effectively engage with our customers ensure we can lay claim to another 200 years of success and signals a new phase of our company’s positioning.”
MEMA
Brandt expands US dealer network for durable trailers
For trailer owners in the Midwest frustrated by rust caused by road salt, Brandt’s partnership with LVI Supply has delivered rust-resistant Work Ready trailers.
“Our trailers are built for the most extreme conditions, so they are a perfect solution for anyone hauling equipment or materials in the Midwest,” said Brandt Senior Vice President Sales— Manufactured Products Jason Klassen. “Teaming up with LVI Supply will help us reach even more customers with these superior products.”
Brandt Work Ready trailers are purpose built with durable components to maximize service life. They have the toughest powder-coat paint finish in the industry, plus galvanized coatings to outlast any condition, the OEM noted. Trailers also come with a best-in-class two-year bumper-to-bumper warranty and five-year structural warranty supported by Brandt.
LVI Supply was founded in 2015 to provide a sustainable resource for hydraulic supply for customers in heavy industries throughout northern Minnesota. They’ve grown to serve the entire upper Midwest region with hydraulic and industrial brands.
“Most trailers around here will rust within the first year and need to be
repainted. So, one of the biggest selling points for Brandt trailers is the quality and durability of their coating to prevent that rust,” said Jason LaValley, CEO and president of LVI Supply. “Brandt builds robust, reliable equipment that delivers higher value for our customers, and we’re proud to sell these premium trailers.”
Brandt
EnTrans moves Jarco tank unit to Minnesota
Engineered Transportation International is relocating its Jarco tank truck business from Salem, Illinois, to a state-of-the-art facility in Holdingford, Minnesota, in an effort to enhance production capabilities, expand aftermarket support, and leverage EnTrans’ nationwide dealer network to better serve customers.
The upgraded Holdingford facility offers increased production capacity, advanced quality systems, and improved engineering resources, enabling EnTrans to meet the growing demand for Jarco propane and fuel delivery vehicles.
The relocation will lead to substantial improvements in lead times, safety, and quality— ultimately delivering an outstanding customer experience, the company reported.
“We are excited to relocate the Jarco business to Holdingford, Minnesota,” Jake Radish, EnTrans chief commercial
officer, said in a news release. “This move not only enhances our production capabilities but also strengthens our ability to provide comprehensive support to our customers. Our full support team, including both inside sales and our extensive outside dealer network, will be more integrated and responsive than ever, ensuring that our customers receive the highest level of service and support.”
The integration of Jarco’s operations into the Minnesota plant is designed to drive new synergies that will enhance efficiency and quality, while a focus on safety and lean manufacturing principles will ensure the delivery of products with shorter lead times, EnTrans added. This enhanced capacity, combined with a commitment to safety and quality, will position EnTrans to offer world-class delivery of the Jarco product line through a nationwide dealer network.
The transition will begin in Q4 2024
and is expected to be fully completed by the end of Q1 2025. During this period, there will be no disruptions in delivery to customers. The EnTrans team will remain fully operational and available to assist with any needs, ensuring a smooth and seamless transition.
“Our commitment to our customers remains unwavering,” Radish concluded.
“With this move, we are better positioned to offer robust sales, production, and aftermarket services, all supported by a fully integrated team dedicated to improving lead times, safety, quality, and delivery. We are confident that this relocation will result in even better products, services, and an overall customer experience.”
CSTH kicks off $28 million expansion
Commercial Specialty Truck Holdings (CSTH) Sept. 23 celebrated breaking ground on the company’s new manufacturing facility in Cynthiana, Kentucky, a $28 million project that will help the company meet increased consumer and industry demand and adding to the state’s growing manufacturing industry.
As the parent company of Continental Mixers, E-Z Pack Trucks, One Source Parts and Dynamic Towing and Manufacturing, CSTH is a leading producer of truck bodies and related aftermarket parts. company serves the specialized needs of concrete and refuse fleet operators across North America.
“We have been proud to call Cynthiana home for the past ten years,” saidFrank Busicchia, CEO of CSTH. “Kentucky and the economic development opportunities have been a large part of our success. We have added over 300 new jobs since we started and will continue to expand in the future.”
The project will see CSTH locate in a new state-of-the-art, 250,000-square-foot building that’s already under construction. The company has outgrown the existing manufacturing operation as consumer and industry demand has increased.
“Kentucky’s robust manufacturing sector continues to grow even stronger, adding fuel to the entire commonwealth’s red-hot economy,” saidGov. Andy Beshear, who joined local officials and the CSTH leadership for the event. “I am excited to join the Cynthiana community in celebrating this exciting new investment from CSTH. We look forward to the company’s continued success here in Harrison County.”
Cynthiana Mayor James Smith looks forward to the continued investment in the community from the company.
“Cynthiana is excited to have watched the explosive growth that CSTH has had over the last decade,” Smith said. “We’ve grown together and we’re even more excited to see how this investment continues to transform the lives of those who work here and this community that they call home.”
Western Global grows production capabilities
Western Global, a provider of portable tanks and dispensing equipment for the storage and handling of fuels, lubricants and other fluids, recently moved to a new production facility in Winnipeg, Manitoba, Canada. The new location increases production
capacity, with a focus on large tanks, the company reported.
“We are always looking for ways to improve and optimize our production capabilities for our North American customers,” Western Global CEO Clem Connor said in a news release. “With the growing demand for tanks across Canada and the U.S., we have invested in a larger footprint and new technology to increase production capacity and efficiency.”
The new facility is located not far from Western Global’s previous facility in Winnipeg, where it remains part of North America’s largest trimodal inland port and Foreign Trade Zone, for continued strategic distribution.
In addition to being in an optimal location, the 26,850-sq.-ft. facility is also 25% bigger than the previous plant and includes 32,000 sq. ft. of yard space, making it the largest Western Global location in North America. It was
purposely designed to capitalize on the growth opportunity in large tanks, which range from 2,000 to 19,000 gallons and are utilized for large-scale projects, including megaprojects and mining across the U.S. and Canada.
Customers can expect excellent lead times and availability of large tanks thanks to the updated facility, the company added.
The facility has a new dedicated training space, the “Centre of Excellence,” built for technical and hands-on experience. The Centre expands Western Global’s capabilities to train employees and customers on various Western Global products.
“We always strive to be a better employer for our team and a better partner for our customers,” Connor said. “This new facility further strengthens our ability to deliver an improved level of service to our customers and deliver product when and where they need it.”
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Wabash inks supply deal with Steel Dynamics
Wabash has entered a 10-year strategic agreement with steel producer and metal recycler Steel Dynamics Inc. This partnership is designed to secure critical steel components, including hot-rolled, galvanized, and painted steel coils and steel crossmembers, to support the Wabash portfolio of van trailers, tank trailers, platform trailers and truck bodies.
“We are excited to formalize our long-standing relationship with Steel Dynamics,” said Richard Mansilla, vice president, global supply chain at Wabash. “This agreement fortifies our supply chain with high-priority capacity during critical demand periods, ensuring our ability to meet customer needs without the constraints often faced by other manufacturers.”
Steel Dynamics has been a supplier to Wabash for 14 years, playing an essential role in supporting all product lines as the company has expanded its equipment offering, Wabash noted. This agreement not only guarantees high-priority capacity but also includes backup supply from multiple Steel Dynamics facilities, ensuring a robust and reliable domestic steel supply chain.
“Having collaborated for many years, we are pleased to extend our partnership with Wabash through this long-term agreement,” said Barry Schneider, president and chief operating officer of Steel Dynamics. “We strive to be our customers’ preferred partner,
through providing high-quality steel products and innovative solutions that meet and exceed expectations. This agreement aligns both of our companies to better serve the future demands of the commercial transportation industry, providing stability to our mutual customers.”
Wabash reinforces its commitment to long-term demand planning with similar agreements with Rockland Flooring, Ryerson, J.B. Hunt, and Hydro, the company added.
Fontaine introduces auto hauler conversion for Kenworth T880, W990
Fontaine Modification is expanding its extensive auto hauler offering with a new conversion for Kenworth T880 and W990 76” mid-roof sleeper cabs. The conversion lowers the truck’s overall height to 105” to accommodate a car carrier trailer of the customer’s choice.
“When it comes to vehicle transport, there isn’t a one-size-fits-all solution,” said Harrison Letchworth, Fontaine Modification vocational sales manager. “We thoroughly engineer, document and test our modifications so customers can rest assured that they’ll deliver lasting quality.”
Fontaine has engineered car carrier modifications for leading truck manufacturers for more than 20 years. This is the first auto hauler modification the company has developed for Kenworth models, with completed trucks meeting FMVSS regulations.
For the auto hauler conversion, Fontaine lowered the truck height by 21” to deliver an overall height of 105”. The final cab height depends on vehicle specifications including wheel, tire or frame options. Consult your truck dealer sales representative or OEM application engineer for details and recommendations on chassis specifications.
The Kenworth Auto Transport Modification is performed on new trucks as part of Fontaine’s ship-thru agreement with Kenworth, so the process is seamless and cost-effective for customers.
For more information, please visit fontainemodification.com/ auto-transport/.
Fontaine Modification
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Thermo King donates $15,000 to Feeding America
In honor of Hunger Action Month, Thermo King teamed up with its network of dealers and customers to donate $15,000 to Feeding America food banks in Orlando, Florida and Kansas City, Missouri through its We Move Food program.
“We are committed to delivering freshness and making our world a better place,” said Adam Wittwer, president, Thermo King Americas. “We are incredibly humbled by the impact We Move Food continues to make in communities and our industry thanks to the amazing support of our dealers and customers. The program helps us address the food instability challenges
that exist where we live and work, and the need is great as 1 in 8 people continue to face hunger.”
This latest donation will help the Orlando and Kansas City food banks address the more than 869,000 collective people impacted by hunger in the counties they serve.
Thermo King collected the money for its donation to Feeding America’s Harvesters – The Community Food Network from on September 23 and 24 at the IFDA Solutions Conference in Kansas City. Thermo King sponsored a Cool Down Lounge at the event for visitors to unwind, learn more about We Move Food and show their support to end hunger by adding their name to a special donation wall. Thermo King donated $3 for each visitor and presented a $5,000 check to Feeding America’s Harvesters by the end of the event.
On September 25, Thermo King of the Southeast presented another check for $10,000 to Second Harvest Food Bank of Central Florida.
Thermo King’s We Move Food program is designed to increase access to fresh healthy food by reducing waste and supporting nutrition education for families and communities that struggle with hunger and food instability. The We Move Food program also provides nutrition education through Feeding America’s mobile food pantries.
HDA Truck Pride unveils additional membership program
HDA Truck Pride has released a new membership level, MOHD, for distributors. This membership level is designed to expand potential members for the group, the company said, and is a response to consolidation, acquisitions, and evolving customer buying patterns in the aftermarket segment.
“MOHD represents a significant evolution in how we approach membership and market growth,” said Tina Hubbard, president and CEO of HDA Truck Pride. “By proliferating our value proposition throughout the Heavy-Duty Aftermarket, we are not only addressing current industry challenges but also positioning ourselves for future success. We are excited about the opportunities this new membership level will create and the enhanced value it will bring to our shareholders and our suppliers.”
The inaugural MOHD-member companies include:
• Acme Parts & Service, Windsor, ON
• Can Truck Trailer Parts, Brampton, ON
• Canady Tractor Trailer Parts, Greenville, NC
• Craftsmen Utility Trailer, St. Charles, MO
• Curt’s Truck & Diesel Service, Owatonna, MN
• Eshoe Truck Trailer Parts, Turlock, CA
• GoRight Fleet Solutions, Kitchener, ON
• J & B Trailers & Equipment, Odessa, TX
• Legacy Truck Parts, Las Vegas, NV
• Ohio Diesel, Sandusky, OH
• Parts Automotive, Conway, SC
• Robert’s and Son, Garfield, NJ
• Titan Truck & Trailer Parts, Surrey, BC
• Trailer Equipment, Byron Center, MI
• Trans Equipment Co., Ephrata, PA
• TR-S Truck Shop, Carman, MB
• World American Truck Parts, Mississauga, ON
On its own, MOHD is an association that provides heavy-duty distributors with access to parts, solutions, and strategic partnerships, according to the organization’s website.
Thermo King
HDA Truck Pride
INDUSTRY News
SEMA Show highlights adventure-travel builds
The SEMA Overland Experience is set to return to the Diamond Lot, adjacent to West Hall, during the SEMA Show taking place November 5-8 at the Las Vegas Convention Center.
This year’s Overland Experience will showcase the latest trends in the world of off-road adventure travel. Attendees will see custom-built vehicles designed to conquer rugged terrain and groundbreaking gear that supports off-grid living.
“The SEMA Show is committed to educating attendees on the latest aftermarket products and trends, and since its debut in 2019, the Overland Experience has become an attendee favorite,” said Andy Tompkins, trade show director, SEMA. “By transforming the Diamond Lot to showcase elements of overlanding, we highlight custom vehicles and introduce exciting new features that demonstrate what is coming next in the category.”
New for 2024
Debuting this year, the 2024 onX Offroad Build Challenge shines a spotlight on off-road innovation and showcases the creativity of prominent YouTube channels in the off-roading community. The lineup of participants includes Bleeping Jeep, Rudy’s Adventure and Design, Fab Rats, Mischief Maker JKU, Colt Builds It, Trail Mater, Dirtlifestyle, and Robby Layton Nation. Each channel brings its own unique style and expertise, transforming stock vehicles into off-road powerhouses.
• Innovative outdoor gear: Discover the latest overlanding gear, from rooftop tents and solar-powered systems to hightech kitchen setups and water filtration units. The Overland Experience will display the newest must-have products to ensure overlanders are well-equipped for any adventure, no matter how remote.
• Interactive exhibits: Engage with industry-leading brands and manufacturers showcasing the latest overlanding products and technologies. Explore interactive exhibits where attendees can test out new gear, see vehicle builds up close, and speak directly with experts to gain a deeper understanding of overlanding trends and innovations.
“The SEMA Show, known for celebrating automotive innovation, is the perfect venue for the culmination of the Build Challenge,” said Ian Johnson of the onX Offroad Build Challenge. “Attendees will get an up-close look at these one-ofa-kind off-road vehicles fresh off a week of tackling some of the most amazing trails in the Southwest and have a chance to meet the creators behind the builds.”
Other highlights
• Custom overlanding builds: See state-of-the-art vehicles customized for off-road and overland adventures. From trucks and SUVs to 4x4s, attendees will see firsthand how innovative modifications can turn vehicles into mobile homes ready for any terrain. Each build showcases the latest in suspension, lighting, storage solutions, and more.
• Live Demonstrations: Expert-led demonstrations will cover a wide range of topics, including off-road navigation, vehicle recovery, and wilderness survival. These sessions provide valuable insights for both beginner and seasoned overlanders.
• Truck and off-road builders’ panel, powered by TORA (SEMA’s Truck and Off-Road Alliance): Connect with shop owners and managers as they discuss current and future trends in the truck and off-road industry during a panel discussion moderated by OVR Magazine’s Sean Holman. (Tues., Nov. 5, 11 am-noon, West Hall #W316.)
To learn more about the 2024 SEMA Show or to register, visit www.semashow.com.
The Trailer Show sets records ... again
NATDA’s annual gathering continues to grow with more space, more programs for dealers
NASHVILLE, Tennessee— e North American Trailer Dealers Association (NATDA) Trailer Show once again set records at Music City Center here. e Aug. 27-29 event broke records in net square footage, attendance and exhibitor-count this year, the organization reported.
The NATDA Trailer Show, a business-to-business event that connects the light- to medium-duty trailer industry, welcomed more than 4,000 attendees representing more than 700 North American dealerships. Its exhibit space occupied the most expansive square footage in the show’s history and featured 300-plus exhibitors.
”What an amazing show we had this year: The energy was incredibly positive, the new formats for education were well-received, the show floor was buzzing with excitement, and everyone had a blast at the all-inclusive show party this year,” NATDA Executive Director Andria Gibbon said. “One of the highlights this year definitely included the new Tow Talk format, which was well-attended
and included interactive participation from the dealers in attendance. These more intimate sessions enabled dealers to share information on a granular level to help them in their day-to-day operations.”
The NATDA Trailer Show will return to Nashville again at Music City Center in 2025, scheduled for August 26-28. The NATDA expects the show floor to sell out quickly based on the number of already committed exhibitors returning.
“Exhibitor rebooking for the 2025 NATDA Trailer Show is well underway, and we are looking forward to another successful sold-out show,” notes Rick McConnell, NATDA CEO. “The feedback we have been receiving from our exhibiting and sponsor partners has
NATDA once again rolled out the Ultimate Prize Package Raffle in conjunction with its fundraising efforts, this year on behalf of the Wounded Warrior Project. This year’s prize included a 2024 E-Z-G Valor 48V golf cart, along with an Aluma Trailer, a FIRMAN Power Equipment Inverter Generator, and other exhibitor-donated items.
Kevin Jones | Trailer-Body Bulders
been incredibly positive and that this is a ‘can’t miss’ event for the industry.”
And if one big show is good, then two events must be better. To that end, the Trailer Tech Expo powered by NATDA is designed to be an immersive event focused on all things trailer technology. It will take place in Reno, Nevada, Feb. 25-27, 2025. TBB
How to add truck equipment to a trailer dealership
Moving into truck bodies and upfitting can be a good fit, but trailer dealers need to be educated
By Kevin Jones
Trailer dealers looking for new opportunities might consider adding truck bodies and truck equipment to their inventory— but there is a learning curve to buying, assembling, and servicing lines from this huge and growing market, as explained in a dealer education session ahead of the exhibition opening at the 2024 NATDA Trailer Show.
“Everybody here today is looking for a way to grow their trailer dealership,” Joe Lewis, of Mississippi-based Lewis Trailer Sales, began. “As everybody knows, the trailer industry has seen a slight decline over the last 24 to 36 months. So what we’ve put together here today is a way for you to diversify your dealership.”
Lewis, an NTEA board member and former GM for leading truck bed manufacturer, knows the truck equipment business—and he outlined the major equipment categories and market sizes: Flat deck bodies, a $450 million market, with about 100,000 new bodies built each year; service bodies, $1.8 billion, also with about 100,000 new bodies built each year; and dump bodies, which come in at almost $1.2 billion, are “a pretty neat” addition for trailer dealers, because of the number of dump trailers already being sold the trailer space today—so “it’s an easy body to upfit.” Similarly, landscape bodies dovetail nicely with landscape trailers for dealers who already have products and customers in that space.
Indeed, Lewis emphasized the importance of cross-selling opportunities and the potential for improved service department utilization by diversifying the business.
“If you’re selling to commercial customers today in your trailer business, many of those commercial customers have service bodies, platforms and
flatbeds on their trucks—it’s another way to service those customers,” Lewis said. “And just like trailer customers need truck equipment, truck equipment customers need trailers.”
Learning about chassis, parts
Among the NATDA audience, the most compatible truck equipment will be for trucks in the Class 1-5 range, so trailer dealers need to develop relationships with the auto dealerships in their area who sell pickups.
“Nine out of 10 successful truck-body dealers or upfitters have great relationships with their local and regional auto dealers,” Lewis said. “Commercial customers have multiple trucks, and they need bodies.”
Likewise, truck bodies typically need additional gear—and that means more parts and service opportunities.
“Every truck body, whether it’s a crane body, a dump body or service body, needs parts. Does anybody in here not want to sell more parts?” he continued. “You’re going to plug parts onto 95% of the truck beds you sell. Even if you’re sub-dealing them to somebody, they’re still going to need wiring harnesses, install kits, mudflaps, mudflap brackets—so a lot of opportunities.”
And while trailer dealers often express concern about the amount of investment in parts inventory needed to get into truck upfitting and sales, Lewis downplayed the worry.
“The neat thing about truck equipment is you really don’t have to add that much inventory,” he said. “You have to utilize what you already have, whether it’s ratchet straps or wiring. Buyers toolboxes are always a popular add-on to truck beds and truck equipment. You’re shifting the focus in your service shop
At the NATDA Trailer Show, Joe Lewis explains how trailer dealers can add truck equipment for additional revenue streams while also bringing in new customers for trailers. Kevin Jones | Trailer-Body Builders
from repairs to installs.”
A typical body install job will take four to seven hours, depending on the equipment and complexity, and will bring in $800-$1,000, Lewis noted.
“When you’re getting that kind of revenue off of an install, that certainly is a good utilization piece for your service shop,” he said. “And when you look at the installation time of aftermarket accessories, the interesting piece is your service shop already knows how to install toolboxes. You already know how to put in shelves and drawers and ladder racks. You’re doing that on landscape trailers. You’re doing that on equipment trailers. You’re already doing the work and you already have those parts.”
Getting started
A key difference between trailers and bodies, however, is that truck equipment is part of a certified motor vehicle, and often subject to federal motor vehicle safety rules and regulations.
“Many trailer dealers get into truck beds and they start installing a few flat decks or a few service bodies, and then one of their customers gets in a wreck,” Lewis said. “Then a lawyer gets involved and says, ‘Well, is the truck certified? Does it even have a final stage verification label on it?’ And the trailer dealer knew nothing about it.”
Lewis outlined the different types of certifications available for final stage manufacturers, altered vehicles, and modifications—and these can be daunting to anyone unfamiliar with the standards and how they’re applied.
The good news: NTEA—the Work Truck Association is available to help. The organization, which puts on Work Truck Week every March and also works in Washington on behalf of the
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work truck industry, is critical to truck equipment upfitters because of its technical expertise and support for members. NTEA staff provide guidance on insight on chassis, equipment design, and model year changes in trucks, as well as data on market size and trends.
Lewis emphasized the critical importance of the NTEA WorkTruckCert program, designed to streamline the completion and printing of certification labels.
The system archives vehicle records and helps companies document conformance with NHTSA-required safety standards as well.
NTEA also publishes the Commercial Vehicle Certification Guide, a representation of compliance mandates and implications facing work truck industry companies in North America.
“If you see a truck in the show this week and it doesn’t have a decal on the door panel that’s been put on by the upfitter, it’s not certified,” Lewis explained. “That’s not a big issue until something happens, and then when that happens, it’s normally not pretty. If a customer goes to a Ford dealership and buys a brand new vehicle and they send it to you to put a body on, you are altering a new vehicle—and there’s an altered label
that goes in the door panel. You can print all this off through WorkTruckCert; it’s very, very easy to do. You just have to take 15-30 minutes and complete the checklist of things that certify the upfit.
“All of this can be fairly easily learned but, like anything else, it takes time and investment and knowledge. The NTEA does offer that resource, and it will help you to have safer and more complete upfits.”
How to ‘win’ in truck equipment
As with trailers, there are ins and outs to the choices made by the manufacturer in design and materials, as well as dealer issues such as lead times, ease of installation, floorplan options, and financing. Lewis outlined the basic truck body types and key features to consider when selecting which brand will best serve the local market as well as the needs of the dealership.
Flat beds are “fundamentally different” from brand to brand, Lewis pointed out. So dealers should consider:
• Headache rack style
• Hitch capacity
• Wiring
• Deck thickness
• Toolbox door/latch configuration
Service bodies can be a more complex body to sell, Lewis suggested. However, the market is larger, as are revenues and returns. Things to consider include:
• Base material
• Door configuration
• Floor thickness
• Aftermarket accessories
• Wiring
For dump bodies , Lewis noted that they are an easy add-on to a trailer dealership since many customers transition to dumps so they can tow equipment using only one vehicle. Otherwise, things to consider include:
• Base material
• Coating
• Floor thickness
• Understructure
• Hoist capacity
Landscape bodies are a growing business for truck equipment upfitters due to their ease of maneuverability when compared to trailers in neighborhoods,
Lewis suggested. A few things to consider for landscape units include:
• Base material
• Coating
• Floor thickness
• Storage features
• Freight
In mentioning the difference between the trailer dealer’s NATDA member work with truck and truck equipment manufacturers, the latter are likely to be “more professionalized” and safety focused than a lot of trailer builders.
“Most truck equipment manufacturers can be more mature,” Lewis said. “You have to be, because when a cop pulls you over with a truck that’s wrong. it’s a big deal.”
Finally, doing the math, Lewis got the attention of dealers with his basic slide showing the revenue attached to truck equipment and upfitting.
“We developed this slide several years ago, to just give you an idea,” Lewis advised. “It’s a certainly an estimate. There’s no scientific method to this.”
Based on just two flat decks per week, or just over 100 per year, the revenue from body sales would be $676,000; install revenue would be $93,600, parts would come in at $31,200, for total incremental revenues of $800,800. The numbers go up accordingly, climbing to $2.4 million for six bodies per week.
“So, on a truck equipment body you should be able to make 20% very consistently,” Lewis said. “If you’re looking at parts, hopefully you’re making more than that. So your parts sales will certainly spike, and utilization of service will be exponential to your business.”
But for many trailer dealers, they still can’t know what they don’t know about truck equipment until they try it—and that could be expensive.
Again, Lewis points to the resources available through NTEA.
“Go to the Work Truck Show in Indianapolis: That’s a good place for trailer dealers to spend a day or two and meet manufacturers and go to classes,” Lewis concluded. “It’s hard to take every dealer through everything, but you can expose them to things that could help them and that is super important.” TBB
NTEA is the go-to resource for trailer dealers looking to get into the truck equipment business, providing certificaton essentials. NTEA
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Innovation Showcase
Winners recognized for bringing the best of “what’s next” to the 2024 NATDA Trailer Show
Among the highlights of the 2024 NATDA Trailer Show was the new product award program, Innovation Showcase.
The Innovation Showcase (formerly the New Product Display) was revamped to offer a “bigger and better attendee experience” with expanded categories. Throughout the show, dealers perused an array of new offerings throughout the display and show floor, including trailers, truck beds, parts, software, and services.
In addition to the overview of “what’s next” in the light- to medium-duty trailer industry, show attendees were able to vote on their favorite new products in three specific categories: Trailer Innovation, Dealership Innovation and Manufacturing Innovation.
“We are thrilled to extend our warmest congratulations to the exceptional winners of this year’s Innovation Showcase,” NATDA Executive Director Andria Gibbon said. “It was exciting to see the groundbreaking ideas and innovations demonstrate the power of forward thinking and the ability to shape a brighter future for the industry.”
Trailers
The Manufacturer Innovation Award: Formerly known as the Most Innovative Trailer or Truck Bed Award, the Manufacturer Innovation Award highlights the most innovative trailer or truck bed submission categories which included Cargo/Concession Trailer, Heavy-Duty Trailer, Livestock Trailer, Recreational Trailer, Truck Bed or Service Body, Utility Trailer, and Vehicle Trailer. Category winners were selected by popular votes with the First Place Winner being voted Best Overall by the NATDA Dealer Advisory Council.
• First Place (Best Overall): Diamond C Trailers
The HXD Equipment Trailer boasts a 102” wide tilt deck with drive-over fenders and a dual power/gravity tilt system. Designed for easy loading of wide, heavy-duty equipment, it’s built to handle tough jobs with ease.
• Best Vehicle Trailer: Timpte
The 1026 EZ Load Trailer features our state-of-the-art Powered EZ Load Deck System that allows users to effortlessly raise and
lower the deck bed using the wireless remote or the main switch located in the toolbox, eliminating the need for ramps, and streamlining the loading and unloading process. The system now includes a self-locking cylinder that automatically engages to secure the deck in place, ensuring a “one-step” operation for added convenience and safety
• Best Heavy Duty Trailers: Sure-Trac (Novae)
The Roll-Off Dump Trailer from Sure-Trac features a carrier with a universal application, meaning it can load/carry multiple lengths of bins, as well bins from other manufacturers. The universal carrier makes it easy for a contractor to expand their fleet of bins, with one carrier.
• Best Cargo Trailer: CellTech
What makes the Service Trailer unique is the integration of external storage compartment lockers—allowing users to store their equipment in an organized and easily accessible way. This feature not only boosts work efficiency but also drastically enhances safety during transportation.
Components
The Trailer Innovation Award: The Trailer Innovation Award applies to physical products and components that would be used on a trailer or truck bed to enhance trailer performance.
• First place: BulletProof Hitches
The BulletProof Road Suppressor Dual Ball is designed to reduce the transfer of vibration and bumps from the trailer to the tow vehicle. This protects the trailer cargo and the suspension on the tow vehicle. This new product works with all BulletProof hitches and comes with a lifetime warranty. The patented road suppression technology is 100% maintenance free, providing up to a 90% smoother ride and is proven to reduce driver fatigue on long journeys.
• Second place: Gen-Y Hitch
The SnapLatch Coupler is designed to be the safest coupler on the market. Its self-latching design ensures a proper connection each time you connect to a trailer. The chamfered coupler allows for an easy and simple connection and resets for an easy hookup each time.
First Place Overall (most innovate trailer/truck bed): Diamond C NATDA
• Third Place: Valcrum
The 10-Way Hi-Amp Plug & Receptacle for bumper pull / gooseneck trailers delivers Big Power safely from your towing vehicle to your trailer in one OEM-style connection. Batteries not required. Patent pending.
Dealer programs
The Dealership Innovation Award: A brand-new award, the Dealership Innovation Award highlights the newest programs and services available to trailer dealerships to help elevate dealership performance.
• First place: Whole Hog
Whole Hog combines dealership management, inventory management, social media management, customer management and everything else into one “everything management software,” and utilizes AI to help manage and sell products in innovative and new ways.
• Second place: Dealer Spike
The integration of Sheffield Financials’ Prequalification Process with Dealer Spike’s Payment Genie allows customers to begin the purchase process online. Trailer dealers can increase their sales opportunities by providing consumers with a convenient application process.
• Third Place: 700 Credit
QuickScan makes it easy to verify a consumer’s Driver’s License, prequalify them for credit approval, and then easily capture their lead gen information. TBB
Best Heavy Duty Trailer: Sure-Trac Pro Series Roll-Off Dump Trailer Kevin Jones | Trailer-Body Builders
Best Cargo Trailer: CellTech Service Trailer NATDA
Collaborate to innovate Wabash takes partnerships to next level in building out solutions ‘ecosystem’
By Kevin Jones
OUISVILLE, Kentucky—“Empathy” and “vulnerability” are not buzzwords typically associated with big American manufacturing. However, that’s precisely what Wabash President and CEO Brent Yeagy is calling for to mitigate the complexity and risk associated with the global supply chain.
“There’s some fear in being vulnerable; there’s some fear in talking about what it really takes for you to be successful and to be transparent and to be honest and to take that risk,” he said. “We want to be an organization that can bring people together to work in a different way. We’ll have our transactional conversations, which are part of business—whether we’re selling or buying—but we can have different conversations. We can have that when we have empathy for each other, when
we’re all trying to figure out how we do what we do in this crazy world that we live in.”
Yeagy delivered his remarks during the opening session of the Wabash Ignite conference here, which was themed “Stronger Together.” It’s the second such gathering of suppliers, dealers, and customers, following up on the inaugural event two years ago. But the push behind the company’s trademark “Changing How the World Reaches You” has been underway since before the One Wabash rebranding initiative was announced in late 2021.
And some “green shoots” of that collaboration are emerging, Yeagy noted.
“Each of you was specifically invited because you’re part of our ecosystem, and we have to plan on being bold together,” Yeagy said. “We still have to find a way of leaning forward, even when we’re at the tail end of the longest freight recession that we’ve seen in our lifetime.”
Inefficiency is an obvious target Citing statistics from the American Trucking Associations, Yeagy pointed to a 35% inefficiency for over-the-road trucking resulting from trucks pulling empty trailers. Extrapolating that level of waste across the modes of the
Speaking at
supply chain means that a “measly” 1% improvement would be “the greenest initiative known to man.”
But even that modest goal is easier said than done for an industry as fragmented as trucking, with the 10 largest carriers accounting for only a 6% market share, as Yeagy detailed.
And fleets are desperately seeking solutions—except everyone also wants a competitive edge, and that means solutions are proprietary and can’t be scaled, Yeagy suggested. So what’s the point of industry suppliers investing the resources required to solve these problems, one customer at a time?
The key is to “rise above” short-term needs, Yeagy emphasized, characterizing those immediate challenges, while necessary, as “table stakes.”
“The problem is not about incremental improvement—solving what we’ve got to do to make the numbers one year, or two years, or three years out,” Yeagy said. “But not everyone wants to show up and talk about bold solutions—that is an uncommon virtue in most organizations.
“When you think about commercializing new and innovative products, when you think about moving beyond just incremental improvement of products we’ve produced today or the services or solutions that we provide, how do you create scale? If you really want to change how the world reaches you, you have to solve that issue. Or we’ll just play around the edges of the products we produce today,” he continued.
“Again, the answer is straightforward: To bring a superior solution set to the market means bringing people (and organizations) together to pool assets and capabilities to ‘create real synergy’ and ‘make real impact in this greater world of logistics,’” he continued.
the Wabash Ignite Conference on Oct. 1 in Louisville, Kentucky, Wabash CEO Brent Yeagy called for the industry to work togethjer to solve “the big problems,” such as freight inefficiency.
Kevin Jones | Trailer-Body Builders
Old solutions don’t solve new problems
Too often, however, customers frame the relationship with a supplier based on the past—the products or services offered—and, as Yeagy explained, they don’t even understand the real question.
“How do we have a conversation that strips that history away and just says, ‘but what do you need?’” Yeagy asked. “Then, once we know that, we can think about the ecosystem, bring the parties together, and together we can solve what they need—not what they think we can provide. And that’s a different type of conversation.”
Sometimes, you don’t really want to talk about ‘what you need’—but sometimes that’s where innovation can take place.
Brent Yeagy
And, very likely, not an easy one.
“Sometimes, you don’t really want to talk about ‘what you need’—but sometimes that’s where innovation can take place,” he said.
Or, as in hockey, success often comes from directing the company “to where the puck is going, not where it is now,” Yeagy added.
“We think about an ecosystem with Wabash being the initial vulnerable party, and I keep telling my people that it’s about trust,” he continued. “We have to accept that not everything will go as planned, but there’s nothing that’s stopping us: Okay, we can do that better; we’ve learned something. And now let’s keep going forward.”
‘What if?’
Speaking with TBB afterward, Yeagy quickly pointed out that “not everybody is in the same place” when reimagining the way business is done but, again, “failing to try is failing.” The good news, however, is that the “foundational capability” is now in place, and new partnerships are emerging.
“We’re opening minds and we’re
learning how to engage differently: It’s much more than just a one-on-one discussion,” he said. “The promise is here, and we’ll see the fruits in the future.”
And, in fact, the financial performance from a reimagined Wabash will result in 2024 ranking among the five best years in its history—despite a freight cycle that would have decimated the company in the past, Yeagy noted.
“Before, we would’ve been wholly distracted: We would not have continued to invest in our people and products— and we would not have hosted Wabash Ignite,” he said. “But we still have to perform for our different stakeholders, with different goals, so we continue to focus on the basic blocking and tackling, hitting our incremental targets.”
As to what will make for a successful Wabash Ignite conference this time around, Yeagy suggested he’ll be listening for the casual conversations that follow the formal presentations on leadership, logistics, and the future.
“Are people talking in ways that isn’t transactional?” he said. “Are they coming together to say ‘what if’?” TBB
From CEO Brent Yeagy’s presentation at the Wabash Ignite Conference, Oct. 1, in Louisville, Kentucky, Wabash
Trailers as a Service: Capacity now
A
Wabash dealer and an early adopter discuss the ins and outs of TaaS programs
By Kevin Jones
LOUISVILLE, Kentucky— e promise of the Trailers as a Service model is compelling, at least as Wabash VP Marketplace Operations Cory O’Brien explains it.
“The new model is founded on a national network of both capacity and maintenance, allowing a new level of flexibility and efficiency to our customers,” O’Brien said here October 1, kicking off a discussion at Wabash Ignite, the second such pertnership-focused gathering of select Wabash customers, dealers, and suppliers.
Loadsmith CEO Brett Suma founded the Denver-based, third-party Capacityas-a-Service logistics company in 2019, with the goal of becoming the “first fully autonomous trucking company” in North America. But, coming from a large, asset-based fleet, he knew he didn’t want to sink a lot of early capital into equipment he wouldn’t need for some time.
Under the Wabash offering, TaaS units come with advanced telematics, maintenance costs, and insurance included. Wabash
“Trucking companies that are growthminded are going to think about growth in a way of the freight coming first and then investing in trailers, in a ratio that allows them to grow from a trailer-to-tractor perspective,” Suma said. “But, ultimately, trailer utilization is a very, very difficult thing to get right when you’re dealing with customers and the volatility in the freight market.”
However, if a carrier decides to be fiscally conservative and not invest in surplus trailers, it’s going to have a hard time growing—since shippers are looking for greater and greater trailer capacity in their RFPs, and the freight goes to fleets with an abundance of equipment.
But while finding a third party to supplement trailer capacity was once routine, shippers are now asking for branded trailers.
“You have to have a universal pool that can go to multiple locations, and not just a carrier that can only haul one lane,” Suma said.
Of course, all that equipment also requires service infrastructure—at additional and significant cost for an asset-based carrier.
“When I look at the Wabash TaaS network, as somebody who doesn’t want to have an infrastructure, I see an opportunity to partner with a company that has that infrastructure,” Suma said. “I don’t have to build a shop and hire mechanics and buy tool sets and manage that shop.”
The bottom line: “How do you act, feel, and deliver bigger than you are? It’s through a partnership with somebody who is bigger than you are,” he added. “And, from a trailer perspective, why wouldn’t you want to be partnered with a manufacturer? To me, it makes a lot of sense.
“I can participate in that RFP knowing that I have the backing of the TaaS platform to inform my decision, in terms of what freight to go after.”
Dealer technology
But while a shop with skilled technicians is necessary, it’s no longer sufficient for maintaining a modern, connected supply chain. To keep up, dealers and service centers are investing in some new technology.
“It’s a need of our customers, managing their uptime,” said Travis “TJ”
Johnson, president of Intermountain Trailer, one of the largest semi-trailer dealerships in the West. “The more information we can collect sooner, the better it is for us. We invested in some specific units that helped us do PMs, for example. We can provide real-time diagnostics, we can provide photos of failures, and it completely revolutionized the way that we were able to go back to and see approvals and have them done quickly.”
Likewise, mobile service units can perform the same tasks and provide the same reporting as the shop by going to where the TaaS trailers are located.
“We’re learning to be more efficient,” Johnson said. “We’re learning to use technology differently than we did before, and we’re continuing to lean into that.”
And, another advantage of the Wabash offering, is that the TaaS units
From left, Wabash Marketplace Operation VP Cory O’Brien, Loadsmith Founder and CEO Brett Suma, and Intermountain Trailer President Travis “TJ” Johnson discuss the opportunities available through the Wabash TaaS program.
Kevin Jones | Trailer-Body Builders
MARKET INNOVATION | Wabash
come with advanced telematics, maintenance costs, and insurance included.
“With the TaaS network, we’re able to have brand-new equipment and the service intervals that TJ and his wonderful team does,” Suma said. “And then we also benefit from a repair perspective, from a damage attribution component, all the way through to the actual repair and then the redeployment of that trailer.”
What about trailer sales?
Stocking TaaS units does entail a shift in thinking at a dealership, Johnson noted.
“Obviously, we enjoy representing this great brand of Wabash and selling that equipment—and we’re a forprofit dealership, don’t get me wrong,” he said. “So when we think about how this encroaches into our sales business, we’ve come to understand that it’s a segment—and it’s definitely a segment of business that we were not addressing.”
And it’s a different segment than a traditional trailer rental business, he noted.
So customers need a certain amount of education as well.
“As the TaaS product starts to take on a life of its own, we’re leaning into what that looks like for our customers, and we’re having conversations,” Johnson said. “Two years ago, I would’ve said that a company like Loadsmith actually competing for an RFP was
Intermountain Trailer President Travis “TJ” Johnson suggests that trailer dealers must “walk a fine line” in adjusting to Trailers as a Service offerings, in terms of customers as well as sales teams. Kevin Jones | Trailer-Body Builders
pie-in-the-sky—this isn’t real. But I’ve heard from a customer who said, ‘No, this is real, and it’s impacting the way that we go to business on the asset side.’ So it’s here—we’re seeing it firsthand, and it’s a delicate line that we walk, for sure. We’re not going to turn any business away—it’s just a different type of customer base.”
And even a customer like Loadsmith, it turns out, has evolving needs, as Suma went on to explain.
“We’re going to scale with the TaaS flex option,” he said, referring to the Wabash option for flexible commitment terms. “Ultimately, those flex trailers that we scale with turn into full five-year TaaS schedules. Then, beyond that, I can see us having a fleet that we purchase,
YOUR DUMP TRAILER HYDRAULIC SYSTEM SOLUTION
a fleet that is the traditional five-year TaaS model, and then continuing to leverage that flex model.
“When I look at the future, especially with the way that shippers work and the requirements they have, there’s going to be more and more trailers in the system.”
The impact of autonomy
A well-run dry-van carrier will have a ratio of 2.5:1 or 3:1 trailers to power units, Suma noted, while dedicated fleets will have a ratio of 5:1.
“In the autonomous world, it is a seven-to-one ratio—that is a huge multiplication from the current construct,” he said. “If I’m a trailer dealer, there are going to be a lot of purchases in the next 10 years. I don’t think that TaaS going to prohibit purchases. The overall market is going to grow significantly because of ancillary technologies that are coming in and changing the overall way that goods are moved in the United States.”
Not only will autonomous trucking require more trailers, but the operational shift, ironically, could require more drivers as well, or so Suma envisions. (Suma goes into detail about the Loadsmith model, and a deal for 800 autonomous trucks with Kodiak Robotics, in other interviews with TBB.)
Learning by doing
For Wabash, TaaS came about as part of the push to develop new kinds of solutions, but the overall program has generated unplanned internal benefits as well, O’Brien explained to TBB in a follow-up discussion.
“We’re trying to understand our customer and our customer’s customer better, to figure out what problems, big problems, that Wabash can solve,” he said. “With TaaS, we can run a fleet in order to understand the problems that fleets go through. And now we are making the best trailer it can be because we have this real-time feedback loop right into our engineering team.
“We see the things that are failing, and we fix them. We’ve gotten feedback in the past from customers, but there’s nothing like running [a fleet] yourself to really get what customers experience.”
Similarly, the TaaS offering is the result of taking a chance when it would’ve been easier, and possibly more sensible, not to try something new. Because, for anyone checking the calendar, TaaS launched a couple of years ago during the height of the supply crunch, when OEMs simply couldn’t meet the demand for new trailers.
So reserving prized units for an experiment took a certain amount of nerve.
“[CEO] Brent [Yeagy] was saying the same thing about not being afraid to fail then as he has here [at Wabash Ignite]: We are going to innovate; we are going to do things differently,” O’Brien said. “We’re going to invest now when it’s good, and we’re going to be investing on the other side. We set aside an allocation of trailers for this program because we needed to continue to innovate and build new solutions.” TBB
IAA 2024: Welcome to the fair
Global OEMs, suppliers demand policy support for clean transportation plans, or the ride is over
By Kevin Jones
HANNOVER, Germany—The message from a record-setting international trade fair devoted to commercial vehicles and innovation was loud and clear: It’s time for policymakers to put public money where their ambitious clean mobility goals are.
“IAA Transportation has powerfully demonstrated that our industry is actively driving the shift toward climate-neutral solutions through investment and innovation. We have already brought to market climate-neutral solutions to address the industry’s various challenges,” VDA President Hildegard Müller, the biennial event organizer, emphasized. “The biggest obstacle to a swift and widespread adoption of climate-neutral drives is the necessary infrastructure— especially in terms of charging and forward-thinking grid expansion, as well as hydrogen refueling stations.
“All relevant stakeholders must now be held accountable, with a clear roadmap, regular monitoring, and opportunities for adjustments. To make significant progress here, Berlin and Brussels need to establish an infrastructure initiative and implement it as quickly as possible.”
A Mercedes-Benz eActros 600, the newly crowned International Truck of the Year, delivered pastries to the company’s massive IAA booth in time for the show-opening press conference, noted Karin Rådström, CEO of MercedesBenz Trucks and incoming CEO of Daimler Trucks.
“The business case [for electric trucks] looks good for many customers already,” Rådström said from the presentation stage. “This should send a message to the politicians in Berlin: The trucks are ready; the infrastructure must follow.”
Indeed, technology options, not mandates, will most effectively lead the transition to carbon-neutral transportation, the head of one of the world’s largest vehicle suppliers explained here at IAA.
When they call
IAA Transportation in Hannover, Germany, a ‘trade fair,’ they aren’t kidding. More than 145,000 people turned out in September for the largest CV event in Europe. VDA/IAA TRANSPORTATION 2024
“The thing that’s really important for me, and for Mahle, is just to promote this freedom of choice for the consumer, and for the investor, and for trucks,” Arnd Franz, CEO and chairman of the Mahle Management Board, said during a roundtable discussion with international journalists.
“Don’t take away the freedom of choice. The people need to spend their money for what makes sense to them while reaching carbon neutrality, that’s what’s important. Some legislation wants to decide somewhere in the capitol or the parliament what’s right for the people—and that does not fly. We waste money until we reach that reality check, and the reality check is coming. Sooner or later, they find out, ‘Oh, it doesn’t work,’ and there’s no backup.”
Likewise, ZF, as the world’s largest commercial vehicle and passenger car supplier, faces serious challenges in the transition to zero-emissions vehicles, and the solutions will be found through collaboration—between OEMs, suppliers, and customers; between industry and policymakers; and even between nations, Peter Laier, ZF Group board member responsible for the ZF Commercial Vehicle Solutions division, explained in an interview following his on-stage presentation during the IAA media day.
“One thing which is worrying us is that we need to have stable regulations for the transition of the industry,” Laier told TBB. “We would like to have more technology openness instead of regulation, or incentivization instead of regulation.”
And, needless to say, those on this side of the Atlantic can add Washington, D.C., and Ottawa to the legislative capitals that need to heed the message.
By the numbers
As the leading global platform for the commercial vehicle, logistics, and transport sectors, IAA Transportation 2024 attracted nearly 1,700 exhibitors from 41 countries—a 21% increase compared to 2022.
• International participation reached a record-breaking 72%, with more than 145 world and European product introductions.
• Visitors totaled approximately 145,000, about a 10% increase over 2022.
• Some 1,400 journalists from 52 countries were on hand for more than 80 press conferences.
• Manufacturers provided more than 6,300 test drives in 60 vehicles. TBB
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ZF rolls out e-trailer system
By Kevin Jones
As trucks become more fuel-efficient, trailers are emerging as a critical technology area for further carbon emission reductions to meet transition timelines in Europe and the U.S., as global vehicle supplier ZF and several European trailer manufacturers explained at IAA Transportation 2024 here.
Under the new brand name TrailTrax, ZF’s electric trailer concept integrates its in-house-developed 210 kW AxTrax 2 e-Axle, trailer EBS, and battery system box into a trailer. Leading trailer manufacturers, including Kässbohrer and Krone, as well as trailer running gear and axle supplier BPW, are adopting ZF’s TrailTrax technologies.
ZF’s TrailTrax system provides propulsion as well as brake energy recuperation, generating up to 16% percent in
energy and CO2 savings when combined with an ICE-powered truck. The system can also reduce CO2 emissions by up to 40% with plug-in charging.
Integral to the system is ZF’s electrified axle, the AxTrax 2, from ZF´s eDrive platform. Integrating it into a trailer running gear with other system components effectively converts an ICE truck-trailer combination into a hybrid while extending the range of an electric vehicle.
“Energy losses, including brake friction, air drag and rolling resistance, are major causes of fuel inefficiency, but with our TrailTrax concept, we can make a big difference,” said Bernd Meurer, who is responsible for the TrailTrax program at ZF. “Managing this transformative technology will require the combined efforts of all industry players.”
Proof of concept
ZF is collaborating closely with leading trailer manufacturer Kässbohrer to develop its electrified trailer solution. Kässbohrer’s electrified curtainsider, which features the system integration of TrailTrax, was featured prominently in the trailer OEM’s display area here.
“We highlight the importance of a wide ecosystem of innovation and partnerships to advance the trailer industry towards sustainability,” Kässbohrer Executive Board Member İffet Turken said. “We are proud to collaborate with ZF in the safe and efficient integration of their electrified axle, EBS systems, and battery pack into our trailers.
“Our prototyping is carried out at our European R&D center with the goal to present customers an electrified trailer that both delivers on operational ease and efficiency and can be seamlessly integrated into their operations while helping to contribute to CO2 reductions.”
Field tests of Kässbohrer trailers are expected to commence across Europe in 2025 under an EU-funded zero emissions vehicle platform project.
Trailer manufacturer Krone has also featured its solution, highlighting the growing interest in ZF’s TrailTrax technologies. ZF’s outdoor booth featured a Krone reefer trailer with the TrailTrax system installed. The electrified Krone trailer, capable of reducing CO2 emissions by up to 40%, demonstrates the potential efficiency gains achievable with ZF TrailTrax technologies.
“At Krone, we believe in the importance of electrification in the context of the transformation of the transport sector and work with our industry partners to harness the potential of electrified trailers,” said Markus Stegen, managing director of product management and new markets at Krone Trailer.
Trailer axle and suspension manufacturer BPW recognized the opportunity to work with ZF on the TrailTrax system.
“Every trailer needs a running gear, suspension, and braking technology that can be trusted,” Markus Schell, BPW managing partner, said. “With our axles for 7.5t trucks and the generator axles for reefers, we already have a lot of experience regarding the integration of electric drives.
“It therefore makes perfect sense that ZF, with expertise in drivelines, cooperates with BPW to offer a robust and highly engineered running gear solution with the AxTrax 2 axle for recuperation and traction support for semitrailers that can be easily assembled by trailer builders and is fully trusted by the fleets.” TBB
Kässbohrer‘s İffet Turken discusses the company’s adoption of the ZF TrailTrax system for an electrified curtainsider, displayed at IAA. VDA/IAA TRANSPORTATION 2024
IAA ‘Stars of the Year’: Latest in trailers, tech
Once again at IAA, an international jury of journalists from trade publications across Europe selected the prestigious “Stars of the Year” award winners for 2025. These awards, including the International Truck of the Year, the Truck Innovation Award, and the International Trailer Award honor outstanding achievements and innovations in the transport and logistics industry.
“IAA Transportation 2024 impressively demonstrates how the commercial vehicle sector is advancing towards climate neutrality through innovative technologies and forward-looking concepts,” Hildegard Müller, president of the German Association of the Automotive Industry (VDA), said.
But, in keeping with widely expressed sentiment at this year’s show, the enthusiasm for the transition to clean transportation platforms was tempered by the challenges facing the CV industry.
“The transition to software-defined vehicles requires completely new approaches to vehicle development. This goes hand in hand with successfully adapting new business models, like subscription-based features,” explained Sebastian Tschödrich, global client partner for automotive sector at Capgemini, at the awards ceremony. “Meanwhile, transitioning to sustainable propulsion systems poses a particular challenge
for heavy vehicles. The industry needs leaders like those honored today who successfully drive the transformation with courageous ideas, foresight and decisiveness.”
Kögel
The Kögel Cool Liteshell took first place in the concept category, while its new underride guard took second place in the components category.
The Cool Liteshell, billed as the “new generation refrigerated vehicle,” is distinguished by its panel technology, which dispenses with a steel top layer. Instead, the panels consist of milled PU rigid foam and a top layer of glass fiber mats with a TPU outer shell.
The GRP cross-members in the vehicle floor offer a further efficiency boost, reducing the material thickness and increases the foam volume by around 20%. In total, the unladen weight of the vehicle is reduced by 700kg (1,540 lbs).
The Kögel Cool Liteshell, billed as the “new generation refrigerated vehicle,” is distinguished by its panel technology. In total, the unladen weight of the vehicle is reduced by 700kg (1,540 lbs).
Kevin Jones | Trailer-Body Builders
Schmitz Cargobull
Schmitz Cargobull won the International Trailer Award 2025 for the body category with the fully electric S.KOe COOL refrigerated box body semi-trailer. The brand also took home second-place finishes in chassis and in concept, plus one third-place finish in the safety category
This is the second time the brand has won first place in the highly regarded International Trailer Awards, formerly known as the Trailer Innovation Award. “For the S.KOe COOL, we use our module system, which gives us lots of configuration options,” said Andreas Schmitz, chairman of the board of Schmitz Cargobull AG. “It can be equipped with our electric cooling unit, high-voltage battery and electric axle, or ‘battery only’ solution, as well as with the new economically efficient concept of a diesel-powered cooling unit with an auxiliary electric drive for zero-emissions operation.”
Kässbohrer
Kässbohrer was the winner in the chassis category for the International Trailer Awards 2025. The award is Kässbohrer’s seventh award in the past five contests and its second chassis win.
The winning Kässbohrer 12-15 Flexi curtainsider is a further development of longer, higher-capacity vehicles, presenting an all-in-one-vehicle compliant with all EU wide vehicle dimensions.
Within the EU, there are different regulations for vehicle dimensions and capacities. While Nordic regions allow for 25, 25 m and 32 m longer higher-capacity vehicles, the standard in EU is 13.6 m semi-trailers.
Built on Kässbohrer’s award-winning extension engineering, the 12-15 Flexi curtainsider is a extendable and retractable curtainsider vehicle. A prime example of Enginuity, the extension and retraction can be done while the vehicle is loaded. When fully retracted, the vehicle is 12 m in length, and while fully extended, the vehicle is 15 m in length. The standard operating length is 13.6 m.
Krone
Krone won the ITA in the smart trailer category with its ‘Krone Smart Assistant,’ now available as standard in all new KRONE trailers.
The Krone Smart Assistant was developed to make the daily lives of drivers noticeably easier and, at the same time, significantly increase the efficiency of fleet operations.
The trailer status and important data
The Krone Smart Assistant was developed to ease drivers’ daily lives and increase operational efficiency by granting quick access to trailer data and reporting and allowing drivers to easily report any damage or defects.
Kevin Jones | Trailer-Body Builders
can be called up and reported digitally and in real time by scanning the QR code on the trailer. Without having to install additional apps, drivers can use a standard smartphone to record the condition of the trailer, and report damage or defects, thus enabling a quick response. Repairs are initiated immediately and unnecessary downtime is avoided.
“The Krone Smart Assistant acts as a digital operating system for the trailer and makes it possible to have all important information available at all times,” said Ralf Faust, the managing director for service at Krone Trailer. “We wanted to create a solution that provides maximum support for the driver, without training or complicated systems. The Smart Assistant is intuitive, simple and offers direct added value.”
Thermo King
Thermo King’s Advancer A-500e Spectrum made its debut at IAA and was recognized with the prestigious International Trailer Award 2025 in the environment category. The A-500e Spectrum allows for precise multi-zone
Kevin Jones | Trailer-Body Builders
temperature control across various cargo types. The unit is powered by AxlePower, which can reduce CO2 emissions by up to 12 tons per year for distribution trailers.
Thermo King’s new E-Series lineup represents a leap forward in electric refrigeration for vans and trucks and features advanced connectivity for real-time monitoring and energy management, ensuring optimal performance and reduced operational costs.
“Thermo King’s dedication to innovation and the decarbonization of the cold chain is unwavering,” said Claudio Zanframundo, president of Thermo King EMEA Truck, Trailer, Bus and Global Marine, Rail and Air. “Our growing investment in technology, research and development has enabled us to provide fully qualified electric solutions across all transport segments, positioning Thermo King as an industry leader.
“At IAA 2024, we are demonstrating our capability to provide these solutions today, supporting the transition to low-carbon operations for commercial fleets leveraging multi-modal solutions.” TBB
Thermo King’s Advancer A-500e Spectrum, shown here on a Kässbohrer trailer, allows for precise multi-zone temperature control across various cargo types.
Trailer Components
Utility offers auxiliary liftgate charger for Cargobull TRU
Utility Trailer Manufacturing Co. recently unveiled the new Cargobull liftgate battery charger as an integrated option for Cargobull 625 and 655MT Hybrid transport refrigeration units (TRUs) on 3000R refrigerated trailers.
The Cargobull liftgate battery charger helps keep trailers’ liftgate batteries topped off and in optimum charge condition, Utility reported. The device takes 480 volts of electrical energy from the 625 or 655MT Hybrid TRUs to provide low-voltage charging with a maximum output of 40 amps or 480 watts of power.
The new liftgate battery charging system is entirely separate from the charger that maintains the TRU’s starting battery. Conveniently located close to the liftgate battery pack, the Cargobull liftgate battery charger can route 480 volts through a high-quality conduit to protect the cable from normal wear and tear while still providing power.
“During delivery routes requiring a dozen or more operations of the liftgate, keeping batteries fully charged can greatly increase the serviceable life of the liftgate battery, especially if they also provide power to interior and exterior lights,” Steve Bennett, Utility president and COO, said in a news release. “Consistently running batteries down to low levels dramatically reduces their lifespan. For example, from what could be as low as a six-month lifespan, this system can double—if not quadruple— the battery’s service life.”
Historically, truck cabs provide the power to recharge liftgate batteries. In real-world operation, however, drivers often don’t connect the two-pole connector from the truck, or fleets lease trucks that don’t include them. When drivers do use their truck connectors, the voltage from the truck alternator can be as low as 13.5 volts by the time it reaches the liftgate battery pack.
“Others have developed several workarounds, including solar cells and other costly solutions, which bring new challenges and limit success,” Bennett added. “The cost of a new liftgate battery isn’t substantial, but the inconvenience and cost of scheduling a service call is a real issue for many fleet operators.
“While other manufacturers may offer a TRU charging system, their battery chargers are located inside the TRU. Placing the Cargobull liftgate battery charger near the liftgate battery pack is a unique and innovative differentiator that helps provide batteries a more consistent voltage and allows the solid-state charger to accurately monitor battery temperatures for fast charging without overheating,” he said.
The Cargobull Liftgate Battery Charger is available for customers on Utility 3000R reefers featuring Cargobull 625 and 655MT Hybrid TRUs at sales and service centers throughout the Utility Trailer dealer network.
EVENTS Calendar
October 13-15, 2024
MEMA Aftermarket Technology Conference Wyndham Grand Clearwater Beach, FL www.mema.org
VIPAR Heavy Duty IMPACT Conference JW Marriott Marco Island, FL vipar.com
November 5-8, 2024
SEMA Show
Las Vegas Convention Center, NV www.semashow.com
January 20-23, 2025
Heavy Duty Aftermarket Week 2025 Gaylord Texan Resort & Convention Center Grapevine, TX www.hdaw.org
February 17-20, 2025
NATM Convention & Trade Show Gaylord Opryland Resort & Convention Center, Nashville, TN www.natm.com
February 25-27, 2025
NATDA Trailer Tech Expo Reno-Sparks Convention Center, Reno, NV www.natda.org/tte-exhibit
March 4-7, 2025
Work Truck Week
Indiana Convention Center, Indianapolis, IN www.worktruckweek.com
March 10-13, 2025
TMC Annual Meeting & Transportation
Technology Exhibition Music City Center, Nashville, TN tmcannual.trucking.org
March 27-29, 2025
Mid-America Trucking Show
Kentucky Expo Center, Louisville, KY www.truckingshow.com
April 22-24, 2025
NTTC Annual Conference JW Marriott Tampa (FL) Water Street www.tanktruck.org
April 23-25, 2025
Prolam Flooring Company CN 21 prolamfloors.com
Ridewell Suspensions 52 www.ridewellcorp.com
Ridge Corporation 24, 28 ridgecorp.com US Tarp 13 ustarp.com
Utility Trailer Sales of Southeast Texas 51 www.utilitytrailers.com
Waytek Inc. 41 www.waytekwire.com/trailerconnectors
Whiting Door Manufacturing Corp. 26 whitingdoor.com
TTMA 83rd Annual Convention Wyndham Grand Rio Mar Puerto Rico Golf & Beach Resort www.trucktrailer.org
April 28-May 1, 2025
Advanced Clean Transportation Expo Anaheim (CA) Convention Center www.actexpo.com
June 1-4, 2025
Electric Utility Fleet Managers Conference Williamsburg Lodge & Conference Center Williamsburg, VA www.eufmc.com
August 27-28, 2025
North American Trailer Dealers Association (NATDA) Trailer Show, Music City Center, Nashville, TN www.natda.org/trailer-show
Truck, trailer, and body OEMs
Wabash has promoted Drew Schwartzhoff to senior vice president of Strategic Marketing from his previous position as vice president of Marketing. Schwartzhoff will now handle product management as well as his responsibilities leading marketing and communications as he drives the integration of marketing and product strategies.
Donald Winston has been promoted to senior vice president of Global Operations at Wabash. Prior to his promotion, Winston served as vice president of the same department. In his expanded role, he will oversee global procurement and lead manufacturing and supply chain operations while focusing on efficiency, safety, and productivity.
Marathon Brake Systems hired Joshua Epstein as manager of Export Sales for light automotive products in the U.S. and Canada. Epstein has worked in both OEM and aftermarket channels with wheel and powertrain accessories, and his focus in his new role will be growing sales for aluminum and steel wheels, shock absorbers, leaf springs, and clutches.
Daimler Truck North America has appointed T.J. Reed as president and CEO of Freightliner Custom Chassis and Thomas Built Buses. Reed’s new role will include overseeing strategy, sales and operations of the TBB and FCCC brands. He succeeds Kevin Bangston, who was appointed CEO and president of Daimler Truck Financial Services.
Joachim Rosenberg is resigning from his role as a member of the Volvo Group Executive Board, EVP of Strategic Initiatives, and president of Volvo Energy. Rosenberg has been with the Volvo Group for 20 years and served with the Volvo Group Executive Board for 13 years.
Suppliers and distributors
Kevin Braun has been promoted to PPG’s senior vice president of operations, succeeding Ram Vadlamannati, who is retiring from the company after 25 years of service. Braun will continue to report to Tim Knavish, PPG chairman and CEO, and serve on PPG’s operating committee as he leads the company’s supply chain, operational excellence, manufacturing operations, and other functions.
The VIPAR Heavy Duty Family of Companies has hired Joy Nickoloff as its new program manager. She is a recent graduate of Northwood University’s DeVos Graduate School and will be working with suppliers to develop programs for the company. Her previous professional experiences include internships in the hospitality, automotive, and public policy industries.
Manufacturing
Stephan “Steve” Arnold has joined XL Specialized Trailers as the company’s newest regional sales manager of the Northeast region. He has 25 years of experience in the heavy-haul industry, and prior to his hiring with XL Specialized Trailers, he worked in several sales and management roles for Extreme Trailers, Wabash, and truck and trailer dealerships.
Services
The Bosselman Enterprises has promoted Jake England to director of Boss Truck Shops, where he will oversee operations of Boss Truck Shops across the network. He succeeds Randy Haines, who was promoted to director of Business Development. A former U.S. Army Captain, England joined Boss Truck Shops in 2023 after working in Love’s Travel Stops.
