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息2015 Meritor, Inc.

Volume 51 | Number 6 | June 2015

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Editorial

Editor: Lucas Deal Online Editor: Jason Cannon Equipment Editor: Jack Roberts editorial@truckpartsandservice.com

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WWW.TRUCKPARTSANDSERVICE.COM Truck Parts & Service (ISSN 0895-3856) is published monthly by Randall-Reilly, LLC, 3200 Rice Mine Road N.E., Tuscaloosa, AL 35406. Periodicals postage paid at Tuscaloosa, AL and additional offices. Subscriptions: $50 for one year, outside USA add $10. For change of address and other subscription inquiries, please contact: truckparts&service@halldata.com. POSTMASTER: Send all UAA to CFS. (See DMM 507.1.5.2); NON-POSTAL AND MILITARY FACILITIES: send address corrections to Truck Parts & Service 3200 Rice Mine Road N.E., Tuscaloosa, AL 35406.

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Editorial | Lucas Deal

You can sell savings By Lucas Deal, Editor lucasdeal@randallreilly.com

id you know you have products in your showroom or warehouse that can save your customers $9,000 per year? It’s true. According to the results of a recent study by the North American Council for Freight Efficiency (NACFE), fleets actively spec’ing their equipment with fuel efficient products saved on average $9,000 per vehicle in fuel expenses during the most recent calendar year. Those totals, which were determined from a 14-fleet survey featuring more than 53,000 power units and 160,000 trailers, totaled more than $477 million saved in total fuel costs. Those are incredible numbers, and they immediately lead my mind to ask two questions: What products were those fleets using, and can you sell them in the aftermarket? The answer to that second question is yes. So it seems like finding the answer to the first question should be the next thing you put on your to-do list. With aftermarket parts sales increasingly becoming a partnership business, I can’t think of a better way to join a customer’s team than by providing them the solution to a long-standing problem. Take a second and just think about it. How much would your customers love you if you could save them $9,000 per truck per year in fuel expenses? I don’t think I’m going out on a limb when I say they’d be pretty appreciative.

I think these are products independent distributors should be actively promoting and selling in the aftermarket. Fleets are constantly looking for ways to lower operating costs and reduce total cost of ownership, and these products do that.

How much would your customers love you if you could save them $9,000 a year in fuel expenses? The fleets involved in NACFE’s study saw an average payback of 30 months on the technology they implemented. The 53,000 trucks averaged 7.0 miles per gallon — well above the 5.9 mpg national average — with some 2015 power units posting numbers well above 8.5 mpg, NACFE says. Numbers like that can sell themselves, but if you need more than just a spreadsheet, NACFE’s report shows there’s no shortage of fleets willing to offer up testimonials. The study found the North American adoption rate of fuel-saving technologies has more than doubled from 18 percent in 2003 to 42 percent in 2014. It’s time to make these products a priority. And I know, maybe you can’t get that

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bad memory out of your head of the time 15 years ago when you tried to sell some newfangled fuel economy product and couldn’t find any takers. Or even worse, you found some, and the product didn’t work. But the trucking industry’s recognition, understanding and acceptance of fuel efficient technology has changed dramatically in recent years. Customers that for decades relied on driver performance to maximize fuel economy are now supplementing that strategy with side skirts or 6x2 axles. Fleets that always hunted for fuel savings have turned their trucks into aerodynamic marvels. A culture change is occurring. NACFE believes the benefits will be significant. “If we can get the owners and operators of the 1.5 million tractor-trailers on the road today to invest in more of these technologies, we will see significant reduction in fuel consumption,” says Mike Roeth, NACFE executive director. You can drive this change. You can save your customers money, and make a profit at the same time. It’s really no different than selling uptime. If you can prove to a customer you have a product or service that can lower their overall costs, you can make a sale. At least think about it. If you offered your customers $9,000 in fuel savings I don’t think that’s something they’d take lightly. Though their wallets might.

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Editorial | Jason Cannon

Are you (and your customers) ready for PC-11? By Jason Cannon, Online Editor jasoncannon@randallreilly.com

new heavy-duty diesel engine oil standard is scheduled to be unleashed on the trucking industry at the end of next

year. For as long as there have been automobiles there have been lubricants for them, but the game is starting to change like never before. CJ-4, today’s heavy-duty diesel engine oil standard first made available in October 2006, will soon be supplanted by Proposed Category 11 (PC-11). Engine oils are often slightly reformulated to give users a boost in fuel economy, improve engine life or to give the oil an uptick in drain intervals, but rarely does something like PC-11 come along that will turn an entire engine category on its head. Len Badal, Chevron Lubricants Delo Global Brand Manager, says PC-11 has been developed to help OEMs improve fuel economy and reduce CO2 emissions; to provide improved engine protection with the use of lower viscosity Heavy Duty Motor Oil (HDMO); to maintain protection of emission systems with Diesel Particulate Filters and Selective Catalytic Reduction; and to improve performance under high temperature engine operation. And because all that isn’t complicated enough, there will be different categories for PC-11 oils. As many factory fills and fleets have slowly shifted toward lower-viscosity engine oils, PC11 will split categories to accommodate

traditional 15W-40 engine oils as well as lower-viscosity grades. That means not only will you have a new product to sell, you will also have to understand which of your customers need which category.

Rarely does something like PC-11 come along that will turn an entire engine category on its head. PC-11A, which will be licensed as API CK-4, will retain historical limits for high-temperature, high-shear viscosity (HTHS) and will be backward compatible with all trucks that use the current CJ-4 oils. It is designed to serve as a direct replacement for current diesel engine oils. PC-11B, which will be licensed as API FA-4, will have lower HTHS properties and will not be backward compatible with previous generation

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API “C” categories. This category is developed for model year 2017 engines for OEMs seeking to achieve improved fuel economy and greenhouse gas emissions. Effective in 2017, heavy trucks will have a new higher standard for fuel efficiency and PC-11 oils are being designed to help trucks clear those hurdles. Fuel and emissions improvements aside, the Engine Manufacturers Association also has charged PC-11 oils with the task of improving oxidation stability and shear stability, resistance to aeration and to facilitate the use of biodiesel fuel. That’s a pretty extensive list of improvements for a product that has already well-served its purpose for nearly a decade. It’s possible that in your quest to help your customers, you’ll have to better understand their equipment. PC-11 formulas aren’t for everyone; at least the first wave of formulations are not likely to be. The challenge in servicing your customers will come in trying to help those intrigued with the new category and educating them on how best to proceed forward. Many OEs will almost certainly approve the use of new grades of PC-11 in older equipment, but it’s always best to follow OE recommendations when floating in uncharted waters. In the meantime, the line for more information forms around your customer service team, and they have barely 18 months to figure it all out.

Our in-house research and engineering professionals use extensive lab and field testing to continually analyze, test and refine our comprehensive range of brake and chassis components. Only proven materials and precise manufacturing processes are employed to ensure proper fit, function and performance for every product we supply. With the most comprehensive Medium Duty brake & chassis coverage, the widest product selection and award-winning customer service and support, itâ&#x20AC;&#x2122;s easy to see why more technicians and parts outlets put their trust in the professionals at Centric Parts.

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Industry Focus

Dealer News Tallman Truck Centre has added Isuzu to its Mississauga, Ontario, dealership. RDO Truck Centers has acquired Hradec Diesel, a Norfolk Neb.-based Mack parts and service dealer. Rush Enterprises, Inc. has acquired the assets of eight Yancey Truck Centers in Georgia. The acquisition includes International Truck dealerships and an Idealease truck rental and leasing operation.

Allstate Peterbilt Group has broken ground on a new 30,000 sq. ft. facility east of La Crosse, Wis.

Nova Enterprises Limited and Lockhart Truck Center have rebranded to Nova Truck Centres, completing a 2013 merger. Penske Truck Leasing has opened a state-of-the-art facility in Denver.

Bruckner Truck Sales has opened a new full-service facility in Hays, Kan.

IC Bus has named Western Canada Bus as the company’s North American School Bus 2014 Dealer of the Year. PacLease has named Rush Truck Leasing – Houston and PacLease Edmonton Kenworth recipients of its Standard of Excellence award. The following PacLease franchises were honored as regional award winners: Kenworth Canada – PacLease

Edmonton Kenworth – Edmonton, Alberta; Peterbilt Canada – Location de Camions Excellence PacLease – Sainte Julie, Quebec; Kenworth West Region – Inland PacLease – Montebello, Calif.; Kenworth East Region – MHC Truck Leasing – Southeast Region; Peterbilt West Region – Rush Truck Leasing, Inc. – Houston, Texas; Peterbilt East Region – JX PacLease – Waukesha – Waukesha, Wis.

Lineup Set For Aftermarket Distribution Summit The Commercial Vehicle Solutions Network (CVSN) has confirmed its speaker lineup for its 10th annual Aftermarket Distribution Summit. This year’s anniversary event will be held Sept. 12-16, 2015 at the Newport Marriott in Newport, R.I. CVSN says the event will feature a keynote address from former America’s Cup sailor Dennis Conner, and he will be followed by Robert Genetski, Jeff Korhan, and Gregg Lederman. Former Truck Parts & Service owner and publisher Jim Moss also will be given the CVSN President’s Award during the event.

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Valley Freightliner has acquired Spokane Wash.based Freedom Truck Centers.

Natural Gas Partnership Formed Cummins and Agility Fuel Systems have entered into a strategic partnership aimed at boosting adoption of natural gas-powered vehicles in the trucking industry. Agility and Cummins also will integrate sales and aftermarket support and distribution networks. Customers will soon be able to have service performed and obtain replacement parts for their natural gas-powered equipment at authorized Cummins distributor and OEM truck dealer locations in the U.S. and Canada, the companies say. “Our goal has always been to deliver a diesel-like experience to the end user, making natural gas-powered vehicles as easy to operate and service as diesel vehicles,” says Barry Engle, CEO of Agility.

Industry Focus

Truck Parts & Service Calendar Event information can be submitted at: www.truckpartsandservice.com/story-ideas/

Aug. 26-27 Aug. 27-29 Sept. 12-16 Sept. 21-24

Commercial Vehicle Outlook Conference, Dallas Great American Trucking Show, Dallas CVSN Aftermarket Distribution Summit, Newport, R.I. TMC Fall Meeting & SuperTech Competition, Orlando

HDA Truck Pride Crowns ‘Truck Service Expert’ Of The Year Davenport and Willingham has been named the HDA Truck Pride 2014 Truck Service Expert of the Year. Alan Davenport and Bobby Willingham were presented the award at the HDA Truck Pride Annual Meeting in San Antonio in April. The duo met while working as technicians at a trucking company. In September 1989 they decided to leave and start their own independent repair facility in Newberry, S.C. They now operate out of a 21,600 sq. ft. facility with 16 full service bays, 14,000 sq. ft. of parts and retail showroom and 18 employees. Davenport and Willingham is a full service commercial vehicle shop that does everything from engine work to trailer repairs and everything in between, HDA Truck Pride says.

Doleco Teams Up With Meritor Meritor has agreed to a master distribution agreement with Doleco USA, Inc., to sell Doleco’s cargo restraint products for flatbeds and van trailers to North America independent distributors and OE dealers, effective immediately. “Doleco has had an excellent reputation for designing and building high-quality cargo restraint solutions since 1935,” says Aaron Bickford, director, Brake and WheelEnd, Aftermarket for Meritor. “They do much more than just sell products; they offer customized solutions rather than strictly selling off-the-shelf parts – and this is what makes them a valuable partner.” Doleco cargo restraints, which are offered through the Meritor and Euclid product lines, maintain Doleco branding. The new line initially includes more than 600 part numbers to meet customer demand, with more to be added in the future, the companies say.

DTNA Ups Production Levels Daimler Trucks North America (DTNA) says it plans to sharply increase production and employment levels at its Mt. Holly, N.C., truck manufacturing plant over the next three months. The Mt. Holly plant manufactures Freightliner M2 Business Class medium-duty diesel and natural gas-powered trucks, as well as Freightliner’s line of 108SD and 114SD trucks built for the severe-duty vocational truck markets. “Our vehicle manufacturing network is highly scalable and together with our component suppliers, we are fully prepared to handle current and projected new truck order levels,” says Roger Nielsen, chief operating officer at DTNA.

Memphis Establishes Mike Pennington Award The University of Memphis has established the D. Mike Pennington Award for Outstanding Mentoring in the Department of Journalism. The award honors distinguished alumnus D. Mike Pennington, Class of 1972, and is the first mentoring award in the College of Communication and

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Fine Arts and the first faculty award in Journalism. The Pennington family and friends created the unique tribute to Pennington to honor his dedication to helping others and his loyalty to his alma mater. Contributions to the Pennington Award may be made online at www.

memphis.edu/give. Select “I would like to give to a fund not listed here,” which then provides a line to enter “Mike Pennington Award.” Checks made payable to the University of Memphis Foundation should be mailed to Department 238, The U of M Foundation, P.O. Box 1000, Memphis, TN 38148.

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Industry Focus

Heavy-Duty Durability

PROVEN

People In The News Paige Stewart has been named logistics specialist at Stertil-Koni. Bergstrom has appointed Jim Elliott to global vice president of program management, and Stewart Gus Anton to division president of North America. BettsHD has named Ed Powderly vice president of sales. Marco Simard has been appointed business development manager at Trailer Wizards for the Quebec Region.

Powderly

Onspot of North America has appointed Eric Jones as vice president, sales and marketing. Meritor announces Ivor J. Evans has been appointed Jones executive chairman, Jeffrey A. Craig has been named to the company’s board as president and CEO, and Rob Speed has been named president, Aftermarket & Trailer and chief procurement officer.

through & through

Bendix has appointed Berend Bracht president and CEO and a member of its executive board. Jim McGeehan, consulting scientist, has retired after 39 years at Chevron. Sam Guron has joined Talbert Manufacturing as vice president of engineering.

Bracht

Spectronics has promoted Debra Hammond to global customer service manager.

Chromed & Super-Finished Piston Rod

Hammond BBB Industries has appointed John Boyer as vice president, product and category management. Sean Ryan has been named executive vice president and COO at Point Spring & Driveshaft. East Manufacturing has named Douglas Kenney national platform fleet sales manager. Centric Parts has hired Srinivas (Sri) Adusumilli as vice president information technology, Alan Leukhardt as engineering manager, and Mohit (Moe) Uppal as vice president global supply chain management.

Power Heavy Duty Adds Two New Members

Wabash National Holds Anniversary Celebration

Power Heavy Duty has added West Virginia Spring & Radiator and Marini Diesel to its membership network. West Virginia Spring & Radiator was established in 1982. The family owned and operated business is located in Nitro, W.V. According to Power Heavy Duty, the company features an extensive parts inventory and has a 23-bay service facility. Marini Diesel is based in Denver. The company was opened in 1969 by Ray Marini and remains a familyowned operation to this day. Power Heavy Duty says Marini Diesel has a full service engine machine shop, offers a full line of chassis and engine parts and 24/7 mobile service.

Wabash National Corporation celebrated its 30th anniversary at its corporate headquarters in April. The event was attended by many of the company founders, several members of the company’s original startup team, as well as state and local community and business leaders. “It was a special evening for us and we were honored to have so many founding associates and members of the local community in attendance,” says Dick Giromini, Wabash National president and CEO.

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Every Gabriel rod surface is chromed and superfinished. This inhibits rust, minimizes deterioration and keeps the piston free of debris. A smooth chromed rod reduces the amount of wear on the seal and increases shock life.

Gabriel has been perfecting shock absorber technology since inventing the first one in 1907.

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J u n e 2 0 1 5 | T R U C K PA R T S & S E R V I C E

Industry Focus

Inland Truck Parts Opens New Montana Facility Inland Truck Parts is expanding in the Billings, Mont., area by moving in to a brand-new 48,000 sq.-ft. facility and adding Saturday service. “We’ve always been committed to provid-

ing high-quality parts and superior service,” says General Manager Don Linder. “This move to a larger facility allows us to employ a more comprehensive range of diagnostics, tooling and technology. We’re now serving the Billings area better than ever before. With 18 service bays, we’ll now be able to handle our customers’ vehicles even more efficiently,” said Linder. The new address for Inland Truck Parts and Service in Billings is 1011 Intermountain Street.

Navistar Opens Proving Grounds Navistar has opened a proving grounds in New Carlisle, Ind., where the company will test commercial trucks, school buses and military vehicles. Recently purchased from Robert Bosch LLC, the 668-acre site includes a three-mile paved and banked oval, several straight tracks and off-road surfaces. “Beyond testing our latest vehicles and innovative technologies, we will also use the site as a customer center to showcase new products and give customers an opportunity to experience our vehicles firsthand,” says Bill Kozek, president, Navistar truck and parts. The proving grounds are located about 90 miles from Navistar’s headquarters in Lisle, Ill., and Kozek says complement the company’s validation center in Melrose Park, Ill.

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Automann Assured is our commitment to deliver the highest level of quality, service and value everyday. Why choose one, when you can have all three?

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Tech Updates

THIS YEAR’S ACTIVITIES: FREE TRUCK PARKING

• Shuttle bus transportation to convention center • Showers, food vendors and exhibitor demos • RV parking (no hook-ups)

This pavilion will provide products, information, free services and education to assist you on the road to better health. • Free health screenings • Cooking demos • In-cab fitness demos • Healthy food options • Health-related vendors

EDUCATION

• Free seminars produced by the Texas Trucking Association • Partners in Business workshops

RECRUITING PAVILION

• Expanded pavilion with more recruiters • Find your next job • Learn about fleet driver packages

OVERDRIVE’S PRIDE & POLISH • Celebrating their 25th anniversary, Pride & Polish sets the standard for truck beauty contests • Enter your truck to compete at PrideandPolish.com and be part of the National Championship Series • Show trucks from across the country on display

THE GATS THEATER

Stage hosting numerous sessions that will excite and educate: • Truckers Got Talent contest • Pride & Polish award presentation

RED EYE RADIO

• Daily meet and greets and celebrity appearances • Live performances at the booth • Prize giveaways and drawings

SAFETY RECALLS The following are safety recalls issued by the National Highway Traffic Safety Administration: Allied Recreation Group is recalling certain 2014 Holiday Rambler Presidential fifth wheel trailers, model 363 RE, manufactured Feb. 28, 2013, to Nov. 1, 2013, 2014 Holiday Rambler Presidential fifth wheel trailers, model 363 RL, manufactured Jan. 30, 2013, to June 21, 2013, 2015 Holiday Rambler Alumascape fifth wheel trailers, model 313 RL, manufactured Jan. 30, 2013, to Oct. 25, 2013, and 2015 Holiday Rambler Alumascape fifth wheel trailers, model 343 RE, manufactured Oct. 15, 2013, to Oct. 25, 2013. The affected trailers may be equipped with certain Frigidaire KG series Microwave model CFMV154CLS convection microwaves manufactured Jan. 27, 2013, through April 10, 2013. These microwaves may start on their own and begin heating when unattended. If the microwave starts on its own and there are contents inside, a fire could result. Blue Bird is recalling certain model year 20152016 Vision school and non-school transit buses manufactured June 19, 2014, to Dec. 11, 2014. In the affected vehicles, the voltage inverter for the illumination of the driver’s heater control panel may fail. An inverter failure may produce smoke and increase the risk of a fire. Hino is recalling certain model year 2015-2016 238, 258, 268, and 338 trucks manufactured Jan. 5, 2015, to March 20, 2015. In the affected vehicles, the U-bolt that connects the suspension springs to the front axle may have been overtightened. If the U-bolt was overtightened, the bolt may stretch resulting in it loosening or failing. Either result may cause a loss of steering ability, increasing the risk of a vehicle crash. Navistar is recalling certain model year 20152016 IC CE school buses manufactured Aug. 8, 2014, to Feb. 20, 2015, and 2015-2016 IC RE school buses manufactured July 31, 2014, to Jan. 9, 2015, equipped with Haldex air brake actuators. The affected brake actuators may have been manufactured with an incomplete attachment of the internal rubber diaphragm to the actuation mechanism. This could cause dragging or overheated brakes. If the brakes drag and overheat there is an increased risk of a wheel end fire. Navistar is recalling certain model year 2015 IC RE non-school Transit Buses manufactured Nov. 4, 2014, to Nov. 18, 2014. In the affected vehicles, the air brake hose for the front wheel service brakes may contact the tires when the steering is fully turned. Contact with the tire

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may result in hose abrasion, resulting in an air leak, causing the vehicle to pull to one side when braking and/or requiring extra distance to stop the bus. Either condition may increase the risk of a crash. Navistar is recalling certain model year 19992002 International 4800 4x4 trucks manufactured June 30, 1999, through May 28, 2002, and equipped with Fabco TC-200 transfer cases. The field remedy that these vehicles received as part of Navistar recall 05501 (NHTSA recall number 03V-415), a double Cardan front driveshaft, may seize under certain conditions. If the double Cardan joint of the driveshaft seizes, the front driveshaft may separate and under certain conditions, potentially cause a front axle lockup, increasing the risk of a crash. Navistar is recalling certain model year 2016 International PayStar trucks manufactured Jan. 19, 2015, to Jan. 20, 2015, and 2016 International WorkStar trucks manufactured on Jan. 19, 2015. The affected vehicles are equipped with Meritor MT-40-14X rear drive axles that may circulate an inadequate amount of lubricant to the wheel end hub assembly. Without adequate lubrication to the wheel end hub assembly, the bearings may fail prematurely, increasing the risk of a crash. Paccar is recalling certain model year 20152016 Peterbilt 220 and Kenworth K300 trucks manufactured Sept. 1, 2014, to March 30, 2015. Each time the cruise control speed decrease button is pressed, the vehicle speed will actually increase by one mile per hour. If a driver is intending to slow down a vehicle but instead it inadvertently speeds up, there is an increased risk of a crash. Spartan Motors is recalling certain model year 2015 K3 chassis manufactured Feb. 28, 2014, to Oct. 21, 2014. In the affected chassis, the tag axle suspension hangers may move allowing the tag axle assembly to shift off center. If the tag axle moves off center, vehicle handling may suddenly be affected, increasing the risk of a crash. Spartan Motors is recalling certain model year 2014 Utilitmaster Walk-In Vans manufactured Dec. 8, 2014, to Jan. 23, 2015, and altered by Lippert Components. Due to inadequately torqued fasteners, the driveshaft may disconnect. If the driveshaft disconnects there would be a loss of power delivery to the rear axle, increasing the risk of a crash.

It’s trucking’s family reunion

Registration is now open! Register now to see what’s new in the trucking industry’s big family of manufacturers, suppliers, and much more including: • More than 500,000 square feet of equipment, products, and services • Over 50,000 trucking professionals at the show • Over 500 industry-leading exhibitors on the show ﬂoor #GATS #TruckShow

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Kay Bailey Hutchison Convention Center Dallas August 27-29, 2015

Thursday, August 27, Noon – 5:00 p.m. Friday, August 28, 10:00 a.m. – 5:00 p.m. Saturday, August 29, 10:00 a.m. – 5:00 p.m. REGISTRATION SPONSORED BY

By Lucas Deal, Editor lucasdeal@randallreilly.com

Cover Story

he trucking industry is awash in trade shows. Nearly every event on the calendar features some level of vendor-to-customer booth interaction. Each meeting has its own speakers and seminar schedules, but when it comes to the show floor, the blueprint is nearly always the same. Big room, lots of suppliers and lots of customers. That consistency functions as a double-edged sword. Consistency breeds familiarity, yes, but also can breed complacency. And at a trade show, complacency doesn’t benefit anyone. Getting the most out of a trade show requires more than just showing up and hanging around until happy hour. For both exhibitors and attendees, the

equation is the same. A successful trade show requires creating and executing a plan. Assembling a game plan is the first step to maximizing a trade show experience for exhibitors and attendees. For the former, it is an absolute necessity. There are dozens of trade shows currently operating in the commercial trucking market, and each event is filled with a different type of customer. While distributors may only attend the aftermarket events, suppliers are present at all of them. Planning for that many different customer groups requires a lot of preparation for suppliers. Each customer group enters a trade show with different interests, questions and expectations. Vendors must

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acknowledge that, and build their booths and marketing materials to capture the various customer groups. Scott Donnelly, director of sales at Dorman HD Solutions, says collaboration is the key to Dorman’s trade show strategy. According to Donnelly, Dorman’s sales and marketing departments hold meetings where they discuss upcoming shows, the attendee (customer) base and their product needs. Donnelly says the sales team provides expertise on each customer sector, and the marketing team assembles exhibits for each event around that information. “You want to tailor your message to each show,” he says. That’s similar to Meritor’s strategy, says Marty Hetherington, manager,

Cover Story

Maximizing the value of an industry trade show brand and marketing, Aftermarket. Hetherington says Meritor’s booths at end-user shows are typically interactive and product heavy to entice attendees and prospective customers. Conversely, with large fleet or distribution shows — where attendees already recognize the Meritor brand — Hetherington says the company’s booths are geared more toward strengthening existing relationships with service, support and consulting. Mike Baker says Automann has a

Trade shows offer customers and vendors an opportunity to address issues, solve problems and build relationships.

similar focus. “We won’t be as heavily focused on the information side of the business at an end-user show,” says the company’s sales manager. “We will focus more on products, showing the customers we can be that supplier for key aftermarket product areas they need.” Creating a corporate message is another step in building a vendor’s trade show plan. Suppliers strive to provide all customers with the most relevant information possible within the confines of a trade show. An appealing booth can bring a customer to a supplier; a clear message is required to keep them there. These messages come in many forms. Femco Drain Solutions’ current message is focused on education, says Aaron Sage, COO. The company has been an active supplier in the trucking market

Some products and brands are going to resonate more at some shows than others, and we take that into account when we go into a [trade] show. – Aaron Martin, vice president of sales at RSC Chemical Solutions

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for decades, but only recently has started self-distributing its products. Sage says the company is working tirelessly at trade shows to communicate to customers where their products can be ordered and purchased. Product breadth and depth is another area of emphasis when building a trade show strategy. When it comes to aftermarket events, suppliers work hard to have products on hand they know you can sell. Aaron Martin, vice president of sales at RSC Chemical Solutions, says that’s one of the most important aspects to his company’s trade show planning. Martin says RSC leverages the recognition of its more popular Gunk and Liquid Wrench brands to showcase its entire product offering. “Some products and brands are going to resonate more at some shows than others, and we take that into account when we go into a [trade] show,” he says. Conversely, vendor plans that focus on a specific product lines or categories also can be successful. Lite-Check CEO Bob Blair says his company builds its trade show messages around products it anticipates attendees

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Cover Story will have the most interest in. He says a fleet manager isn’t interested in an automotive or marine product, for example, so there’s no reason for Lite-Check to focus on that when attending a fleetcentric event. That brings up another important aspect of trade show planning: customer expectations. Customer inquiries drive most trade show conversations, so identifying what prospective trade show attendees will want to see and discuss is an absolute necessity for vendors. Baker says the myriad of questions he’s received from customers at trade shows is staggering. Just as one company may provide different messages depending on a particular customer segment, two customer groups also can have entirely different requests of the same supplier. At aftermarket events, this means being prepared for sales strategy and order fulfillment questions. Baker says Automann employees are empowered to respond to all show floor questions as they see fit, but unusual requests and inquiries will be forwarded to management for further discussion. And solutions found in such discussions can eventually lead to improved customer interactions at future events, adds Donnelly. “We’re trying to shift the focus for our sales people on finding the right questions to ask,” he says. “Obviously we want to sell more products. Every vendor in the room — including the distributor

Both attendees and exhibitors can take advantage of networking at a trade show. This allows the two parties to better know each other, or other parties at the event.

attendees — want to sell more products. It’s really about connecting the dots from show to show about what each customer group really needs and then making everyone aware of that.” Donnelly says this can take some time. “Sometimes we’ll be at a show and a fleet [representative] will come by and say ‘I use that, I use that, I use that all the time,’ then a distributor will come by at the next show and say, ‘I never get any calls for that.’ “So there’s a disconnect in that relationship,” he says. “You really have to repeat your message a few times for both sides to get it.” And suppliers really, really want their distributors to get it. Says Sage: “A customer will stop by and say, ‘We buy those,’ and I’ll have to tell

Sometimes we’ll be at a show and a fleet will come by and say ‘I use that, I use that’ ... then a distributor will come by at the next show and say, ‘I never get any calls for that.’ – Scott Donnelly, director of sales at Dorman HD Solutions

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Vendors can benefit from tailoring their product display at a trade show to prospective attendee interest.

them if they’re still purchasing through our old channels, they’re not actually getting our product anymore. They don’t realize that distributor is selling them a different part.” Show planning is beneficial to attendees as well. For aftermarket distributors and service providers, trade shows provide the unique opportunity to meet with multiple vendors in an incredibly short amount of time. They allow face-to-face time with existing and potential vendors, and can help turn weeks of phone tag and email chains into incredibly valuable five-minute conversations. The biggest key to preparation is simply determining which vendors an attendee wants to see, says Paul Wendelberger

Cover Story with Auto Brake Clutch & Gear. communicate that information through“My goal is to work with my suppliers,” out the event. says Wendelberger. “I will usually have a Karmak’s John Lebel, strategic partfew in mind, and when I get [to a show] nership director, says internal preparaI’ll seek them out.” tion meetings allow Karmak to educate Preparing a vendor list can be done its team on an outward marketing apby category as well, says proach for any upcomNick Paul, purchasing ing show. He says team agent at Truck & Trailer members are provided Supply. information on talking Paul says his compapoints, products and ny will regularly identify services the company product categories it wants to promote. wants to enhance before This guarantees attending a trade show, any customer who and will then seek out approaches Karmak’s businesses that ofbooth during a show fer those products at will receive a consistent the event. This allows message, Lebel says, and Truck & Trailer Supadds this also ensures ply to acquire as much the team will know information as possible what to do when faced – John Lebel, strategic partnership about a vendor and with a question or issue director at Karmak product before making a that’s not easily solved. purchasing decision. “We try to make sure our team knows Following through on a trade show to ask more questions as a way to really plan requires a cohesive approach. determine the customer’s issue,” he says. Most exhibitors provide predeterExecuting a plan also requires an mined talking points to staffers before understanding of a trade show’s limitaa show, and instruct team members to tions. The ability to interact with a large

We try to make sure our team knows to ask more questions as a way to really determine the customer’s issue

When staffing a trade show, it is important for vendors to educate employees on talking points and potential questions so a consistent message is presented.

T R U C K PA R T S & S E R V I C E | J u n e 2 0 1 5

Attendees can maximize time at a show by creating a list of exhibits they want to visit.

number of vendors or customers in one setting is a great resource, but due to the time and environment, it’s unlikely a lot of those conversations will be intensive. Vendors also build strategies for staffers to acquire contact information from customers for future conversations and interactions. Customers entering a trade shows also should understand they are unlikely to get an hour alone with a supplier to work out a problem. Paul says he “hunts for business cards” at trade shows to deal with this exact issue. “At least then, once I’ve talked to somebody, I know I can get in touch with them again when more questions come up,” he says. And trade shows can’t be forgettable experiences, either. Leads found there should immediately be cultivated by vendors and customers alike, and new contacts should be addressed with postevent conversations. “You can get new business at [trade shows], but that business typically doesn’t come in during the actual show,” Baker says. “They are more for conversations and networking — setting up future business discussions.” Lebel agrees. “What every [vendor] wants out of a trade show is quality traffic, because quality traffic leads to the [future] conversations that lead to sales,” he says.

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Sales & Marketing

And â&#x20AC;Ś

Action!

Marketing your business with video W W W . T R U C K PA R T S A N D S E R V I C E . C O M

inding the best online marketing tool for a business today is a challenge. The communication platforms are endless, and with each customer seemingly preferring a different method, nailing down the best option is a daunting task. The closest choice to a sure thing is video.

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Sales & Marketing Buoyed by the ubiquitous monolith that is YouTube — the No. 2-ranked search engine in the world behind Google — online video marketing is now the secondhighest grossing ad revenue format on the Internet. Only the catch-all “mobile” format can claim better numbers. And unlike other marketing options, such as search engine optimization (SEO) and paid per click adverting, online video advertising isn’t prohibited by a budget. Pre-roll advertisements cost money, but producing and uploading videos to YouTube is free. But that wonderful feature is just one of several benefits businesses can enjoy by committing to online video marketing, says Sean V. Bradley, CEO at Dealer Synergy. Another perk is exposure. Nearly everyone watches videos online. Citing a recent market report, Bradley says 78 percent of the world’s population watches at least one online video per week, and 55 percent watch at least one video per day. YouTube says more than one billion unique users visit the site every month, and those users total more than 6 billion hours of videos watched monthly. Bradley also notes online shoppers are 64 percent more likely to make a purchase after watching a video on a product they are considering. That last stat is particularly valuable in the aftermarket.

78 percent of the world’s population watches at least one online video per week, and 55 percent watch at least one video per day.

A customer pricing a new spring may require more information than a basic catalog listing can provide. A video providing that info immediately increases a distributor’s likelihood of making a sale.

People remember what they watch, especially when they like it. – Kent Lewis, president at Anvil Media

Customers also typically remember what they see in a video, says Kent Lewis, president at Anvil Media. Lewis says video has five times greater memory recall

T R U C K PA R T S & S E R V I C E | J u n e 2 0 1 5

than the written word, and has been proven to improve viewer engagement by 300 percent on websites where it is used. “People remember what they watch, especially when they like it,” he says. A good video also is enhanced by Google’s search algorithm. The search giant purchased YouTube in 2006 as a way to capitalize on the Internet’s never-ending thirst for video, and has spent the last decade promoting it. Ever noticed a random YouTube video at the top of your search results? That’s intentional, Bradley says, as Google’s current search code is weighted to drive relevant multimedia (video, photos, etc.) higher in both organic and paid search results. Bradley says Google’s

analytics indicate users prefer to watch video as opposed to reading through links, so the search engine provides that easy access. This offers a wonderful shortcut to marketing success for aftermarket operations, Bradley says. How-to and instructional videos are among the most popular Google search categories, and as industry experts, aftermarket operations are best equipped to produce these videos correctly. A simple video that shows how to replace a nearly inaccessible light, or the proper technique for removing a clutch, can become a goldmine in Google’s search algorithm. Lewis says this also helps capitalize on the fact most people are visual learners. Lewis and Bradley say

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SOLO ADVANTAGE™ SELF-ADJUSTING CLUTCH The Solo Advantage Self-Adjusting Clutch features exclusive technology that keeps the clutch in constant adjustment. It also features spring-loaded cams that adjust for proper clearance with every disengagement. If your truck has hydraulic linkage, Solo is the only way to go. If you replace a truck with hydraulic linkage with anything other than a Solo Advantage, it is difficult for the driver to detect the need for adjustment. A clutch operating out of adjustment creates excess heat and friction, which diminish clutch life. If unaddressed, this results in damage to the clutch and hydraulic release system components. visit roadranger.com/clutch ©2015 Eaton. All rights reserved.

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Sales & Marketing 80 percent of Internet users remember the videos they watch, which translates to a willingness to return to a website or video channel for more information, the duo says. There are YouTube channels that produce automotive instructional videos that have thousands of followers. Lewis says there’s no reason heavyduty businesses can’t build a similar presence. The key is determining which video topics customers are looking for. “You have to ask yourself what they want to watch,” he says, adding that good video conveys a clear message, is useful and empathic to a customer’s situation. “You want to find out what they really like and give them

A good video allows you to communicate more [information] than you could ever hope to deliver in any other online medium.

more of that,” he says. And Bradley adds customer interest typically isn’t limited to instructional videos. Product demonstrations and promotional videos also perform well when produced well. Bradley says video also provides the most effective way to communicate a message to a customer short of a face-to-face meeting. Phone calls can convey emotion, but video conveys everything: body language, mannerisms and enthusiasm. It injects personality into a conversation, and that’s important, Bradley says, as more than 90 percent of all communication is nonverbal.

How to build an online video presence Create a YouTube channel: per day. That’s not much. ProducYouTube is the second-most popuing a video to capture that user lar search engine in the world, and requires a direct approach, with a the largest online video library. strong title sequence and compelCreating a YouTube channel allows ling, relevant content throughout a business to easily organize all the video. YouTubers will watch a videos it posts to the online video longer video if it directly relates to hub. From here, users can track their interest (How-to videos are a video performance (views, average good example of this) but will tune time watched, etc.), link related out quickly if a video lulls. videos, and promote their business Label properly: This is incredibly through the site. YouTube also important in regards to search allows users to embed video on engine optimization and viewer other sites, which can be an asset time on site. A video that can’t for business looking to spruce up a be found can’t be watched; and a corporate webpage. video that’s not what it’s labeled Be succinct: The average YouTube to be won’t be watched for long. user watches two minutes of video A properly labeled YouTube video

T R U C K PA R T S & S E R V I C E | J u n e 2 0 1 5

hustling to finish a repair, that’s an unparalleled time saver. “A good video allows you to communicate more [information] than you could ever hope to deliver in any other online medium,” he says. But perhaps the – Sean V. Bradley, CEO at Dealer Synergy. most valuable aspect of video is the way it Video “creates trust and showcases a business. builds rapport” better than Coming up at the top of other communication metha customer’s organic search ods, he says. results with a video catered to It also allows a business to his interest is as valuable of a provide a substantial amount marketing tool as exists today, of information in a short Lewis says. period of time. Quality video displays Bradley says 60 seconds of a business at its very best. video can be as informative as Quality video puts the answer 1.8 million words of text. in front of customer asking a For a service technician question. Any business that’s capable of doing that regularly can become a hub for information, and a resource for customers worldwide. Lewis says that should be should include a clear header, every company’s online goal. descriptive text, meta tags, “You want to become category tags, keywords and a thought leader in your relevant links. industry,” he says, “And have Be active: Arguably the most important step in building an a [video channel] customers online presence of any kind is want to go to.” simply being there. A YouTube Bradley agrees, adding the page that sits dormant 363 days popularity and influence of a year isn’t going to be a place a customer seeks out. Releasing video only seems destined to new videos at regular intervals is grow. a good way to slowly build channel By 2017, he says it will equity. Viewers who appreciate the regular content will identify account for 90 percent of the schedule and begin returning Internet traffic. regularly in hopes of finding new “Video is only going to content. get more powerful and more prominent. Don’t be left in the dust.”

Marketplace

Leak detector

Dual-clutch transmission module

Snap-on introduces its new ACT825 A/C leak detector. The product features a large LCD color screen, mode/status indicators and powerful battery, the company says. The detector also is said to have a user-friendly interface and heated “environment sensing” tip offer accurate readings and virtually eliminate false alarms.

BorgWarner says the first dual-clutch transmission (DCT) for Class 6 and 7 trucks in North America is powered by its DualTronic clutch module. Designed to deliver the fuel efficiency of a manual gearbox combined with the convenience and smooth shifting of a fully automatic transmission, BorgWarner’s DualTronic clutch module features advanced high-energy wet friction materials for responsive shifting, dynamic performance and robust durability, the company says.

High-amperage alternator DENSO has unveiled a new high-amperage alternator for the medium- and heavy-duty truck markets. DENSO says the PowerEdge is smaller, lighter and more efficient than industry standards. PowerEdge alternators are available in four output versions (170amp, 185amp, 205amp, and 220amp) and each unit is equipped with heavy-duty bearings, advanced long-life brush composition, and remote sense technology to prolong battery life, DENSO says.

Bulkhead reservoir Buyers Products introduces a new 36-gallon, hydraulic, bulkhead reservoir to its line of hydraulic truck equipment. The new reservoir is ideal for use on technician’s trucks with hydraulic cranes and compressors, the company says. Buyers’ new reservoir is constructed of 12-gauge, black powdercoated steel with 36-gallon gross capacity and 30-gallon usable capacity.

Off The Line Spotlighting a new OEM innovation Mid-range natural gas engine Cummins Westport introduces its ISB6.7G, the company’s newest midrange natural gas engine. Preliminary specs include a range of ratings from 260 hp and 660 lb.-ft. of torque. Rob Neitzke, president of Cummins Westport, says the ISB6.7G is based off Cummins’ ISB6.7 diesel engine platform. The ISB6.7G, which will operate

exclusively on CNG or LNG, features Cummins Westport’s spark-ignited, stoichiometric combustion with cooled exhaust gas recirculation (SEGR), which was first introduced in the ISLG. Cummins says it features a threeway catalyst aftertreatment packaged as a maintenance-free muffler and will not require a particulate filter or SCR system.

T R U C K PA R T S & S E R V I C E | J u n e 2 0 1 5

Aerodynamic trailer product EkoStinger has released a two-part aerodynamic trailer product. The system includes a stable cross member system that attaches to the trailer and a moveable arrow portion. The arrow moves with the tandem without driver interaction keeping the aerodynamics consistent in any tandem position or driving condition, the company says. The combination of these two systems provides the vehicle owner with safer driving conditions for its drivers, prolongs the life of the trailer, reduces maintenance and consistently saves fuel.

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Marketplace

The Buzz The five hottest products as determined by readers of truckpartsandservice.com

LED headlight system Truck-Lite introduces its latest LED advancement, a 4 in. x 6 in. (165mm) rectangular LED headlight system, a dropin replacement for 1A1 and 2A1 sealed beams in most applications. This advanced lighting system is the follow up to the 7-in. round and 5 in. x 7 in. headlights. Truck-Lite says the 4 in. x 6 in. LED headlight system works with any vehicle that utilizes industry standard 4 in. x 6 in. cutouts.

All-Makes reman product line Trailer wire management system Phillips Industries has released the VOLT-BOX, a compact STA-DRY trailer wire management system. Phillips says VOLT-BOX keeps wires pinch-free and organized while maintaining the standard 7-way trailer mounting bolt pattern for easy retrofit. The durable STA-DRY housing seals the interior wiring against corrosion, chemicals and extreme weather, the company says. The VOLT-BOX also includes Phillips’ industry standard QCS2 (Quick-Change Socket), made with high impact composite material and interchangeable mounting holes, for fast and easy socket replacement.

Bendix Commercial Vehicle Systems LLC has expanded its lineup of remanufactured components with the launch of All Makes product line. Designed to initially address the growing demand for remanufactured (reman) compressors, the All Makes line features more than 100 non-Bendix compressor part numbers while also incorporating 20 new offerings from Bendix. The All Makes product line offering features several reman compressors previously not available from Bendix, the company says. These new additions help to further broaden the company’s reman compressor offering, now including genuine Bendix compressors, as well as compressors from manufacturers Cummins/Holset, Midland, and WABCO.

Expanding LED product lines Peterson Manufacturing has expanded its LED product offering with the LumenX stopturn-tail lamp featuring an integrated back-up lamp, and an interior lighting system for cargo vehicles. Like other models in Peterson’s LumenX LED series, the new 2-in-1 lights are available in standard 4 in. round and 6 in. oval footprints, with grommet or flange mounting options. Peterson says its interior lighting systems are listed as the 359 Series. The 1 in. by 18 in. bar lamps use high-output Great White LEDs. Peterson says the light requires no cutting into trailer ceilings or side walls to install heat-dissipating mounting pans and conduit, thus reducing material costs and eliminating loss of R-value in insulated cargo areas.

T R U C K PA R T S & S E R V I C E | J u n e 2 0 1 5

Marketplace

High-torque impact wrench Dewalt has three new 20V MAX Brushless high torque impact wrenches. The wrenches are available in 1/2 in. (DCF899) hog ring or detent pin anvils, 3/4 in. (DCF898) hog ring with retention pin hole anvil and a 7/16 in. (DCF897) quick release chuck. Each high-torque impact wrench also features brushless motors, and a 5Ah 20V lithium ion battery, the company says. The 1/2 in. (DCF899) hog ring or detent pin anvil impact wrench delivers 700 ft-lbs of max torque and 1,200 ft.-lbs. of max breakaway torque. Each wrench is 8.9 in. long and weighs 7 lbs., the company says.

W W W . T R U C K PA R T S A N D S E R V I C E . C O M

Magnetic LED flood light Larson Electronics has released a new 45 watt magnetic LED panel floodlight. The company says the light offers high light output from a compact form factor and is designed to provide a more durable and energy efficient alternative to halogen lights. This light produces a wide flood beam of light while drawing only 45 watts at 120 volts AC. The panel also is IP42 rated and incorporates professional thermal design for efficient heat dissipation and increased LED longevity, the company says.

J u n e 2 0 1 5 | T R U C K PA R T S & S E R V I C E

REGISTRATION IS OPEN! August 26-27, 2015 Omni Hotel | Dallas, Texas

The registration fee includes all sessions, meals and networking reception. The 2015 Commercial Vehicle Outlook Conference draws nearly 400 industry leaders from all segments of trucking. The conference provides critical information for the commercial fleet business.

This year’s topics include:

KEYNOTE SPEAKER

Dr. Michio Kaku Futurist, author & professor

Trucking’s Future Now • The Supply Chain • The Real World

• The Equipment • The People

For more information on topics and speakers or to register to attend, call 888-373-5132 or visit CVOConline.com.