TPS0714 by Richard Street

Ferro new CEO at Fras-le | Weldon Parts expands facility

Data driven

Making sense of the data available in todayâ&#x20AC;&#x2122;s aftermarket

A refresher course on coolant 20 JULY 2014 |

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Volume 50 | Number 7 | July 2014

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Editorial

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Making sense of aftermarket data

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Editorial | Lucas Deal

The four rules of data By Lucas Deal, Editor lucasdeal@randallreilly.com

ith so many new avenues to acquire data in today’s trucking industry, it is important aftermarket businesses don’t forget their best data asset — customer information. All customer interactions offer aftermarket businesses an opportunity to acquire knowledge. From basic stock orders to rush deliveries, each transaction helps paint the picture of a customer’s operation and needs. But in order to fully take advantage of customer data you have to know what it means. According to Edward Kuo, director of sales, motor vehicles at Datalliance, there are four steps to making data useful. By completing each step, you can harvest data that gives you an accurate representation of your customer base, and allows you to cater to their needs.

Collection The first step in making data useful is also the most obvious. You should be collecting as much data as possible in your business. I mean absolutely everything. If a customer comes in the last week of every month because he’s out of widgets, write that down. If he never buys shock absorbers during your yearly sales blitz, write that down, too. Data is most valuable in large quantities because it allows trends to appear. Tracking everything allows you to do that. And while some data will ultimately prove unusable, it’s better to collect

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everything and later discover what is valuable than attempt to only record what you think you will need. That’s how important trends go unnoticed.

Cleaning Cleaning might be the most important step in making data usable. You don’t want to analyze data that’s incomplete. Cleaning allows you to turn your data into information that truly matters.

Good data allows you a window into your customers’ purchasing history. For example imagine a customer calls you to see if you have the clutch he needs. You aren’t sure, so you tell him you’ll check and get back to him. You find the clutch but before you can call him back, he’s dialed you again. Should that be one customer request or two? He called twice, but both times for the same part. This is where cleaning comes in. If you want to know how often a customer requires a rush order on a part, that interaction should go down as one call.

Analysis I think this is what most people think of when they hear the word data; a man in a dimly lit room staring at a spreadsheet and making furious calculations in

July 2014

a notebook. But for the most part, data analysis has evolved from the days of notepad calculations. There is now business software available in the aftermarket that can identify customer trends in cleaned data with a single keystroke. Finding who buys the most brake shoes during CVSA Roadcheck week doesn’t require four hours and a box of No. 2 pencils anymore. It can be done in minutes. New technology also allows for extremely narrow or broad analysis, which means an aftermarket business can identify segmented and expansive customer trends. That’s incredibly valuable when reaching the fourth step.

Presentation Correctly acquired, cleaned and analyzed data is invaluable because it allows you to market directly to a customer’s needs. This can be done many ways, the most obvious of which is through sales promotions. Good data allows you a window into your customers’ purchasing history. Which means, if most of your customers buy their yearly supply of Freon in July, why not offer a discount that month to spur additional sales? They know they need it, and if you mark it down they might purchase extra. Data presentation also can be direct. If data indicates a customer requires suspension repairs each April, tell them. And offer to stock what they need in March. That will help your customer and your bottom line.

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ALFREDO OCHOA

SHOP FOREMAN, T.M.T. INDUSTRIES

WHO DO YOU TRUST WITH YOUR TRUCK? For maximum uptime, look for Elite SupportSM Certified Freightliner and Western Star dealers. This distinction requires a commitment to the industry’s highest levels of customer service and performance. With continuous improvement efforts and technicians trained by the manufacturers, we streamline your return to the road. It’s all a part of why elite drivers and fleets demand the Elite Support experience.

Visit EliteSupportNetwork.com to ﬁnd the nearest location.

Editorial | Jason Cannon

The white stuff: Turning a white paper into a salesperson By Jason Cannon, Online Editor jasoncannon@randallreilly.com

ompanies spend truckloads of cash every year on marketing initiatives for which they don’t even know how to calculate their return on investment. Print and digital advertisements and social media campaigns are key components in an effective marketing strategy, but there is much more out there that compliment them. A white paper can be an effective marketing tool in the aftermarket because it can be tailor-made to promote a specific area of focus in your business. They can be time consuming but also can be well worth the effort. First off, a white paper is defined as “… (an) authoritative report giving information or proposals on an issue.” Nowhere in there does it say “sales tool.” Like a how-to series, white papers educate without selling. But crafted around your product or current campaign, they can be your most effective salesman. White papers may not be sexy like a flashy video, but if well-written they are packed full of relevant information and marketing goodness for your business. White papers consistently rank as the most frequently consumed content type among buyers, which makes them among the most influential when making buying decisions. According to EccoloMedia’s 2014 B2B Technology Content Survey Report, 49 percent of all respondents say they read white papers. In fact, white papers and

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product brochures are among the most read content types for the past three years. However, according to the report, white papers are only useful if they’re not beating the reader over the head with how your product is awesome. They should be full of useful information, not “rah-rah” for your company. Remember the definition of a white paper?

White papers are only useful if they’re not beating the reader over the head with how your product is awesome. According to IDG Enterprise, respondents to their survey are most disappointed by excessive focus on vendor or product information. “Technology buyers rate ‘too much marketing hype,’ ‘lack of truly independent, unbiased information,’ and ‘information is too general’ as their top three content problems,” IDG Enterprise says. Here are a few quick tips on publishing an effective white paper: Have a splashy headline. A white paper is no different than a newspaper in its quest to service readers. If your headline doesn’t pop, you lost the reader before you ever got started. Open with a story or industry chal-

July 2014

lenge that relates to your audience. You have, at best, three paragraphs to prove to the reader that it’s worth their time to keep reading. Come out swinging with, “I know you’re facing this challenge and this white paper will help you address it.” Use subheads liberally. In even the most detailed and well-written white paper, people are going to skim. Help guide them to the pieces they need to read the most with bold type that screams “READ THIS.” It’s not about you. Your white paper should help the reader solve a problem, not tell them how your product solves it. If it’s well written, the reader will draw that conclusion naturally, which will translate into customers. But if you spin it with “you’re only here because you’re using an inferior product,” your white paper is toast. Include some graphics. People skim, but they stop at art. Think about the last time you picked up a newspaper. The headline got your attention, you probably read until the copy got close to the picture and the picture told you the rest of the story. The same applies here. In a world of .gif animation, Dreamweaver and digital artistry, white papers can feel archaic, but they’ve hung around because they work. No one knows your business better than you, so tell that story — and flex your aftermarket knowledge muscles — to your potential customers.

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Industry Focus

Dealer News McCoy Group, Inc. has purchased Stoops Freightliner – Quality Trailer, based in Indianapolis. The sale will include all six Stoops locations in Indiana and Ohio, as well as Stoops NationaLease and JES Leasing LLC. With the acquisition of Stoops Freightliner, McCoy’s Truck Country will now own and operate 18 full-service Freightliner dealerships, serving customers in Iowa, Wisconsin, Indiana and Ohio. The companies note no jobs were lost in the acquisition. Truck Centers has acquired Freightliner of Evansville. Renamed Truck Centers – Evansville, the dealership will remain under the leadership of Buddy Shires and its current management. Truck Centers operates seven full-service dealerships, two auxiliary locations and a customer on-site parts facility. RDO Truck Centers has completed its purchase of Omaha, Neb.-based Wise Mack. Along with the purchase of Wise

Mack, a newly formed company, RDO Truck Leasing LLC, purchased Mack Lease of Omaha. RDO Truck Centers currently operates five Mack and Volvo dealerships across North Dakota. The Omaha acquisition is the company’s first venture outside the state. Utility Trailer Sales of Idaho is opening a new location in Spokane, Wash. later this summer under the name Utility Trailer Sales of Spokane, Co. The dealership will encompass 31,423 sq. ft., which includes an office, parts department, shop area and eight service bays. Southern Connecticut Freightliner has achieved Elite Support certification from Daimler Trucks North America. DTNA measures a dealer in 134 different operational areas and the dealer must achieve a 100 percent score to be awarded Elite Support status, the company says. Murphy-Hoffman Company (MHC) has acquired a dealership

in Chillicothe, Ohio from Hissong Group, Inc., a parent company to five Kenworth dealerships in Ohio. The Chillicothe dealership will enable MHC to expand to meet the needs of current customers, and offer new customers a multi-state network of support, the company says. Premier Trailer Leasing has acquired certain assets of Trailer Fleet International, a provider of trailer rental and leasing services on the west coast, with nearly 3,000 trailers. With the acquisition, Premier Trailer Leasing says it now has more than 25,000 trailers and 25 locations from coast to coast. Carolina International Trucks has started a renovation and expansion project at its Charleston, S.C. facility. The renovated 29,000 sq. ft. facility will include 20 full-service repair bays, a stand alone service write-up bay, a 5,100 sq. ft. parts warehouse, a new drivers’ lounge and a paved parking lot for easier maneuvering.

Automotive Parts Headquarters makes charitable donation During the final stop of the 84th annual Auto Value Product Expo tour, Automotive Parts Headquarters Inc. (APH), in partnership with almost 50 manufacturers’ representatives, hosted its fourth annual chili cook-off. Eight chili dishes were entered and $62,000 was raised for WACOSA, a non-profit day program for adults with disabilities in central Minnesota, the company says. Automotive Parts Headquarters says WACOSA connects local businesses with a workforce of more than 500 adults with mental or physical disabilities. Through training and coaching, WACOSA workers

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provide reliable and affordable business solutions through in-center work opportunities or community employment, the

July 2014

company says. Automotive Parts Headquarters is a member of HDA Truck Pride.

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Industry Focus

HDDC, Phillips Industries raise money for children’s foundation On June 3 during closing ceremonies of the Heavy Duty Distributor’s Council’s (HDDC) annual business conference in Gatineau, Quebec, Phillips Industries presented a check in the amount of $18,214 for the SickKids Foundation. The donation was made possible through the generous help of Phillips’ most loyal customers, the company says. This is the 14th year attendees to the HDDC Annual Business Conference contributed to the SickKids Foundation. “Phillips is committed to giving back

Phillips Industries’ customers recently helped the company raise more than $18,000 to donate to the SickKids Foundation during the closing ceremonies of June’s HDDC meeting.

to the communities in which we work and we were so pleased to be a part of this great effort on behalf of HDDC to give back to their communities,” says Rob

Phillips, president at Phillips Industries. “HDDC should be very proud that they encourage all of their suppliers to participate.”

Four Baldwin Filters employees (Michael Von Seggern, Wendy Wilkins, Diane Karstens and Rosario Castillo) were recently presented the CLARCOR Achievement Award for outstanding achievement.

People In The News Gene Ayres has been named executive vice president of sales and marketing for Palfinger Liftgates. Norm Linnell has retired from Donaldson as vice president, general counsel Ayres and corporate secretary. He will be replaced in all three roles by Amy Becker. Jim Markle has been appointed business development manager for MAHLE Aftermarket. Markle Bergstrom Inc. has promoted Joe Kirby to general manager of Aftermarket sales. Kenny Newman and Craig Schoonmaker have

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joined Kinedyne’s Canadian sales team. Four Star Freightliner has hired Chuck Cole as Western Star brand manager. Mack Trucks has named Stan Mikalonis vice Cole president of National Accounts. Hunter Truck Sales has hired Rick Dodson as vice president of used trucks. Meritor has appointed Jay Craig as its president and chief operating Dodson officer (COO), and Mark Evans as senior director, field sales, Aftermarket, North America. The company also recently honored Jesse Ramirez, senior gear

July 2014

development engineer at Meritor’s Morristown, Tenn. facility, with the company’s 2013 Manufacturing Lifetime Engineering Achievement award. Fras-le has named Pedro Ferro as its newest CEO.

Ferro

Peter Bowers has been awarded the Achievement of Excellence award at StertilKoni. Rob Stiteler has joined KEA Advisors as a professional advisor.

Stiteler

Summit Truck Group has hired David Lund as service manager for its Memphis, Tenn. location.

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Industry Focus

Rotary Lift network piles up ALI certification Rotary Lift announces more than 50 members of its extensive service network have completed the Automotive Lift Institute (ALI) Lift Inspector Certification Program over the past nine months, considerably bolstering the company’s overall network. “Rotary Lift’s distributor and installer network includes more than 400 companies spread across the United States and Canada,” says Ron Lainhart, parts and service manager for Rotary Lift and an ALI factory designated trainer. “We have taken a leadership role in supporting the ALI Lift Inspector

Members of the Rotary Lift service network take the Automotive Lift Institute test in order to achieve certification as lift experts.

Certification initiative so that lift users everywhere can turn to a trusted name for inspections. More than half of all

Weldon Parts expands Oklahoma facility Weldon Parts has rolled out new capabilities at its Clinton, Okla. branch. The company recently relocated its Clinton branch from a 5,000 sq. ft. facility to a building with 50,000 sq. ft. and sought a way to use the additional space. Western Oklahoma Chrome, Tarps, and Truck Accessories was soon born as a full-line chrome shop and install facility, carrying such lines as Dynaflex , Double JJ, Valley Chrome, Trux, United Pacific, and Steering Creations to name

a few, as well as Maxxima,Trux, Grote, Trucklite and Petersen led lighting systems. They are also an authorized Shur-Co tarp distributor and installer. The decision to jump into a chrome and tarp installation facility – a first for the company – was born by the needs of the market they serve. “We’re sitting on rock hauler Main Street,” says Rick Walker, Weldon’s Clinton branch manager. “It’s non-stop stream of rock haulers and ag trailers with grain trailers. This is just a great market for (tarps).”

ALI Certified Lift Inspectors are affiliated with Rotary Lift and are qualified to inspect lifts built by any manufacturer.”

Goodyear service network expanding in Carolina The Goodyear Tire & Rubber Company will expand its Goodyear Commercial Tire & Service Network in the Greensboro, N.C., market. “North Carolina is home to many commercial trucking fleets, and Greensboro is a very important market for Goodyear,” says Phillip Kane, vice president, Goodyear Commercial Tire Systems. “Our Total Package Solution of premium products and technologies, including new truck tires and retreads, best-in-class services designed to help keep trucks up and running, and business solutions will help fleet owners in the Greensboro area make better business decisions and lower their costs.”

Hino recognizes Remy International Remy International has been recognized by Hino Motors Manufacturing USA for outstanding performance as a supplier partner. “Achieving such a great accomplishment involves the efforts of manufactur-

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ing operations, design, quality assurance and customer service,” says Daniel Boros, director of heavy-duty truck, bus and export at Remy. “It shows the whole company’s commitment to customers. Quality is lived out every day at Remy

July 2014

as we strive to deliver our products, on time, with responsive customer support.” To receive this award, Remy says a supplier must achieve an annual record of zero plant rejections on products shipped to Hino Motors.

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Tech Updates

SAFETY RECALLS Blue Bird Body Company is recalling certain model year 2008-2013 All American rear engine school buses manufactured April 3, 2007, to Dec. 15, 2012. Due to the design of the thermostat, a heater hose may rupture which could result in hot coolant entering the passenger compartment. Hot coolant leaking into the passenger compartment increases the risk of injury to the passengers. Blue Bird Body Company is recalling certain model year 2008-2013 All American rear engine non-school buses manufactured May 9, 2007, to November 12, 2012. Due to the design of the thermostat, a heater hose may rupture which could result in hot coolant entering the passenger compartment. Hot coolant leaking into the passenger compartment increases the risk of injury to the passengers. Blue Bird Body Company is recalling certain model year 2009-2015 All American rear engine non-school buses manufactured from June 23, 2010, through May 24, 2012, and equipped with certain Cummins Westport Model ISL G compressed natural gas engines. Condensation in the intake manifold may freeze during cold weather conditions and interfere with the proper operation of the intake manifold pressure sensor. The improper operation of the sensor could induce elevated exhaust temperatures or flames from the exhaust pipe, increasing the risk of a vehicle fire or burn injury to a person near the exhaust pipe. Daimler Trucks North America is recalling certain model year 2013 Freightliner Cascadia vehicles with rear axles assembled by Meritor and equipped with ConMet Preset Plus Hubs manufactured from Aug. 6, 2012 through Dec. 7, 2012. In the affected axles, the axle hub may be missing a locking snap ring. If the snap ring is missing, the rear wheels may separate from the vehicle, increasing the risk of a crash. Isuzu is recalling certain model year 20122013 Reach stripped chassis manufactured July 26, 2011, through Aug. 27, 2013. The horn switch contacts may be bent or may wear prematurely causing the horn not to work. An inoperable horn may increase the risk of a crash. Mack Trucks Inc. is recalling certain model

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The following are safety recalls issued by the National Highway Traffic Safety Administration:

year 2010-2015 CXU trucks manufactured Nov. 20, 2009, through Jan. 27, 2014, and equipped with dual vertical exhaust pipes. The white conspicuity reflectors on the rear of the cab could be blocked by the exhaust pipes. As such, these vehicles do not conform to Federal Motor Vehicle Safety Standard (FMVSS) number 108, “Lamps, Reflective Devices, and Associated Equipment.” A blocked reflector makes the truck-tractor less visible when operating the vehicle without a trailer in the dark, increasing the risk of a crash. Mack is recalling certain model year 20142015 CXU trucks manufactured Feb. 1, 2013, through Jan. 27, 2014, and equipped with a vertical wet tank (aka supply air tank) for the brake system. The pressure relief valve may not have been installed in the tank during manufacturing. Without a pressure relief valve, the air tank could rupture from being over pressurized, increasing the risk of injury. Mack is recalling certain model year 20102014 CHU, CXU, and MRU, 2007 CT and CV, 2008-2014 GU, and 2011-2014 LEU, and TD trucks manufactured Feb. 28, 2006, through Nov. 8, 2013, and equipped Hamsar Electronic Flasher. The hazard warning lights may fail. A failure of the hazard warning lights could reduce the trucks visibility, increasing the risk of a crash. Navistar is recalling certain model year 2014 International TranStar trucks manufactured in March 2013 and equipped with certain Cummins Westport Model ISL G compressed natural gas engines (feature code 12CBA). Condensation in the intake manifold may freeze during cold weather conditions and interfere with the proper operation of the intake manifold pressure sensor. The improper operation of the sensor could induce elevated exhaust temperatures or flames from the exhaust pipe, increasing the risk of a vehicle fire or burn injury to a person near the exhaust pipe. Navistar is recalling certain model year 2013-2015 International DuraStar vehicles manufactured November 2012 through December 2013, International WorkStar vehicles manufactured December 2012 through January 2014, and 2014-2015 International TranStar and International ProStar

July 2014

vehicles manufactured January 2013 through February 2014. The affected vehicles are built with air disc brake feature codes 04WEY, 04WEZ, or 04WZK. These vehicles may have an incorrect number of bolts mounting the brake caliper to the caliper mounting plate and some of the bolts may be improperly torqued. If the air disk brake caliper has loose or missing bolts, the air disk brake caliper may come loose from the mounting plate causing the vehicle to pull left or right while braking and lengthening the distance needed to stop, increasing the risk of a crash. Paccar is recalling certain model year 2014-2015 Peterbilt 587 vehicles manufactured Nov. 11, 2013, through March 7, 2014. If the driver turns on the high beams, the fog lights will automatically turn off, but after 10 seconds they may turn back on due to a software malfunction. The combination of the high beams and fog lights may exceed the permissible limits of light output. Therefore, these vehicles do not conform to Federal Motor Vehicle Safety Standard (FMVSS) number 108, “Lamps, Reflective Devices, and Associated Equipment.” If both the fog lamps and high beams are illuminated at the same time, oncoming traffic may be blinded by the excessive light, increasing the risk of a crash. Stoughton Trailers, LLC is recalling certain 2014 AVW trailers manufactured Oct. 22, 2013, through Dec. 18, 2013, AVXW trailers manufactured Dec. 3, 2013, through Dec. 16, 2013, ZGPVW trailers manufactured Oct. 17, 2013, through Dec. 17, 2013, and AHV trailers manufactured Nov. 5, 2013, through Nov. 21, 2013, and equipped with certain SAF-Holland-brand CBX Trailer Suspension Air Ride Axle Systems. The affected trailer suspensions have pivot bolts that may fail. Failure of the pivot bolts may cause the suspension and attached axle to separate from the trailer, increasing the risk of a crash. Utility Trailer Manufacturing Company is recalling certain model year 2015 VS1RA, VS2RA, and VS3RA refrigerated vans manufactured Jan. 6, 2014, through March 14, 2014. The affected trailers may have overtightened axle nuts, which may result in axle bearing failure. Bearing failure may lead to a loss of vehicle control, increasing the risk of a crash.

Tech Updates

ADDRESSING VOLTAGE DROP

hillips Industries says voltage drop is one of the easiest testing procedures for diagnosing electrical problems. Completing a voltage drop test is simple and will eliminate costly replacement of non-failed parts. To perform a voltage drop test on a sealed harness system, use a multimeter and the following steps, Phillips says. Power up the tractor or trailer circuit you are testing by turning on the ignition and making sure you have power to the components. Take the voltage at the power source for the component. On tractors it will usually be at the batteries, the alternator or power distribution panel. On trailers, unplug the 7-way cord at the trailer and measure the voltage at the plug on the cable of the circuit you are testing, (running lights, clearance, brake, etc.). If the voltage is acceptable, then plug the cable back in. With the power on, test the voltage from the sealed harness beginning at the component that appears to be faulty. If the

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voltage is good, the component is bad and needs to be replaced. If the voltage is outside of the range of expected drop, then work your way back at each harness connection and take the voltage to determine which section of the harness the issue is in. If you find corrosion in a connection, you can try to clean the male and female terminals with a wire brush. Once the connectors are clean, place non-conductive grease in the connector, and plug the connection together. Go back to the component and take the voltage to confirm the voltage drop is resolved. If the corrosion is beyond cleaning or if the problem is internal to the harness, replace the harness or harness module. Do not attempt to cut, splice or repair a harness as it almost always will lead to a future problem. It is always recommended to replace the harness. The cost to cut, splice and repair a section is almost always more expensive than replacing the harness and replacement avoids potential future issues.

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By Lucas Deal, Editor lucasdeal@randallreilly.com

Data driven Cover Story

Making sense of the data available in todayâ&#x20AC;&#x2122;s aftermarket 14

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July 2014

Cover Story

oday’s world is filled with data. Every result is tracked; every purchase is recorded. The trucking industry is filled with data, too. But with so much information flying around, it can be tough to make sense of it all. So tough that until very recently, the aftermarket avoided most of it. “I think most independent [aftermarket businesses] are starting to wake up to the fact they can’t ignore this data anymore,” says Patrick Seeburg, product manager, truck group at MOTOR Information Systems. “But there’s so much information out there, a lot of [aftermarket businesses] don’t know where to start.” To avoid a data overload, it’s a good idea to wade in slowly. Data is most valuable when it’s clearly understood. Aftermarket companies willing to learn about the data available to them are most likely to appreciate it, and use it to implement positive changes in their business.

Data sources All areas of the trucking industry produce data. The most valuable sources of data in the aftermarket are aftermarket businesses, suppliers, customers and independent data recording organizations. Distributors and service providers create a spectacular amount of valuable data in their businesses. “The aftermarket has always collected data and used data,” says Edward Kuo, director of sales, motor vehicles at Datalliance. “They might not have viewed it [as data] the way we do today, but they’ve always been using it.” Examples include part sales, customer purchasing and service orders. This is the data the aftermarket is most familiar with, and most likely to use, Seeburg says. “Everyone [in the aftermarket] tracks earns and turns,” he says, “because you have to know how fast you’re moving products.” Suppliers also are a great source of data because they are able to identify sales trends and customer purchasing strategies on a national level. Making that data available in their distribution channel can help distributors grow and better identify areas where they can improve. There’s no shortage of customer data, either. Seeburg says today’s fleets are tracking and recording nearly everything. While fleets use most of this data to improve fleet utilization and driver performance, some newer technologies such as electronic on-board recorders and telematics, as well as vehicle maintenance reporting standards (VMRS) offer dramatic improvements to service diagnostics and repair. Fleets looking to outsource maintenance require aftermarket partners capable of accepting and dissecting this information. “Data is only valuable if you can make it actionable for your people,” says Steven Bryan, founder and CEO at Vigillo. “You have to be able to use it.”

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J u l y 2 0 1 4 | T R U C K PA R T S & S E R V I C E

Cover Story

The government also has usable customer data in its comprehensive Federal Motor Carrier Safety Administration (FMCSA) carrier logs. And data can be found in other areas, too, as trucking is home to many companies that collect and report data on all aspects of the industry. If a distributor wants to know how many fleets in his state run one specific brake system on one specific make and model truck, he can find it, says Bryan Funke, senior director, commercial vehicle sales at IHS Automotive. Randall Reilly, publisher of Truck Parts & Service, offers a similar solution with its RigDig Business Intelligence tool. “We have the ability to profile a business and its customers, and that allows [a distributor] to be a lot more focused in their marketing,” says James Vogel, general manager of RigDig.

What data is being used? Distributors rely heavily on data to maintain inventory levels. Kuo says one reason aftermarket businesses are good about using sales data is because they know how to interpret it. Data is more than just simple statistics, and Kuo says there are several factors that go into acquiring data and making it useful. “When it comes to data, the value comes from how you view it in the end,” he says. Kuo notes there are four steps to making data useful: collection, cleaning, analysis and presentation.

Many aftermarket software programs allow service provides to access diagnostic and repair information, and record and track all service performed on customer vehicles.

He says distributors are successful using sales data to set inventory levels because they know how to take the data through the steps. Funke agrees, noting some aftermarket veterans are capable of cleaning and analyzing large portions of sales data in a short period of time. They have experience using the data and know the steps necessary to make it worthwhile, he says. The aftermarket also is improving at accepting assistance in this area through vendor-managed inventory (VMI). VMI transfers the responsibility of collecting and interpreting sales data from a distributor to its supplier. Currently being offered by a growing number of suppliers, Kuo says VMI reduces the time a distributor needs to devote to data collection and analysis, and ensures his product lines are stocked to maximum efficiency.

We have the ability to profile a business and its customers, and that allows [a distributor] to be a lot more focused in their marketing. – James Vogel, general manager at RigDig.

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July 2014

“VMI can offer [distributors] equal or better turns, and improved service levels from suppliers,” he says. And while VMI removes the legwork of data collection, Kuo says all VMI sales data is still available to distributors through their suppliers. The information doesn’t go away; it’s just collected and organized by a different source. Seeburg says the aftermarket has also started to accept external data to enhance the data collected in service bays. Where a repair facility only has data on its customers, third-party vendors can offer data on all prospective customers within their market, including vehicle population information, duty cycles and spec’ing information. External data offers information on the unknown, and Seeburg says that’s something proactive aftermarket businesses should want. “There’s an opportunity there to get ahead of the curve,” he says.

What data isn’t being used? Even with its growing acceptance of data, there’s still a ton of information the aftermarket is yet to grasp. Vogel says businesses with proactive

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leadership are the most accepting of new data sources, while “those who aren’t already using some data from their business are much less likely to use” thirdparty data. But Funke says things are moving in the right direction. “I can’t think of the last time I talked to an OEM, supplier, aftermarket

distributor or dealer who hasn’t asked for help in running a smarter business,” he says. “I think it’s kind of natural progression. We have a lot of smart people in this industry. They all see how much data is available. They can see a better way to use it [in their businesses].” Vehicle sales and population data provides an excellent place to start. With

What you can access By integrating a variety of information sources, data companies can provide aftermarket businesses with information on equipment ownership, spec’ing and performance habits. The example below shows data on a large truckload carrier. Using this data, an aftermarket business can target such prospects with information about their services related to lighting, brake repair and other problem areas. They can also target based on specific components, such as engines. Courtesy: RigDig Business Information.

CSA Violations - Vehicle Maintenance BASIC Lighting

4,822

All Other Brake Violations

3,432

All Other Vehicle Defects

3,010

Tires

1,595

Brakes out of adjustment

670

Emergency Equipment

473

Windshield

400

Periodic Inspection

344

Load Securement

275

Wheels Studs Clamps

202

Engine Brand Affinity 9400

Cummins

4342

Detroit

680

Volvo

232

Navistar

Cat

Mercedes

Paccar

Isuzu

Hino

Mack

T R U C K PA R T S & S E R V I C E |

July 2014

the wealth of information now available in the trucking industry about fleet utilization, purchasing, duty cycles, maintenance and repair, aftermarket businesses have the ability to proactively hunt for new customers. “Putting all of that together is what makes our business,” says Vogel. “There’s so much information out there. We have an entire team that integrates it and makes it actionable [for aftermarket businesses].” Marketing used to be putting up a sign on the nearest highway and hoping for the best. The game has since changed. Distributors can now access vehicle population data that shows the exact number of vehicles operating within their area, the make, model and year of each truck, who owns them, how they were spec’d during production and their service history, suppliers say. From there, they can dig even deeper and see how many of those customers perform their own maintenance or outsource, the factors surrounding both choices and the parts and service required. And vehicle performance and inspection data also is available, which allows distributors to identify which CSA violations are most common among a select customer base. (For an example of this, see the chart at left.) Funke says distributors can then develop marketing campaigns or sales promotions aimed exactly at those customers and their needs. “Data allows you to be so much more strategic in nature,” he says. “It’s not just useful for running your business day-today, it can help you grow.” That access to fleet maintenance information also will be a key to data’s proliferation in the aftermarket, says Seeburg. “We are to the point now where we can start predicting when a truck is going

Cover Story

to have an issue based on the data we have on it,” he says. “From the aftermarket side that offers a lot of opportunities.” While aftermarket businesses don’t have the advantage of accessing fleet telematics, they do have the ability to access aggregated fleet performance data, which they can mesh with customer data from their own service bays. Once cleaned and organized, Seeburg says the data offers aftermarket facilities the ability to see what component is most likely to fail next, and create a strategy for communicating that information to customers. “If an aftermarket facility can reach out to a fleet and say, ‘We know when this part is likely to fail. We have the parts available and ready to replace it,’ that’s a great selling point.”

“These fleets are so focused on running more efficiently and reducing downtime they can’t afford to wait until they are on the side of the road to decide what to do. They want to have a plan for reducing downtime before [the downtime] even occurs.” And Kuo says it’s also important for aftermarket businesses to not forget the data they already have on hand. Aftermarket sales data shows a lot more than just what brake shoe was the most popular last March — it also shows customer buying habits. “If you can understand buying habits, you can determine what product lines to market to your customers. You can determine why they buy what they buy when they buy it,” he says. And just like the data pulled from a

third party or a customer, it’s all beneficial to your bottom line. “I think distributors are starting to play a lot more like the OEM channel,” Funke says. “I think they’ve realized how data can help them; it allows them to compete.” “It’s really about being smarter about what you do,” adds Vogel. “There are a lot fish and a lot of lakes out there. It makes sense to find the lakes with the most fish.” Seeburg concludes, “I think companies that are not on this trend are going to fall behind astronomically. I think a lot of them know they need to change but don’t know where to start. “If they keep waiting, one day they are going to wake up and realize [the aftermarket] has passed by them.”

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5/22/14 8:33 AM

J u l y 2 0 1 4 | T R U C K PA R T S & S E R V I C E

By Lucas Deal, Editor lucasdeal@randallreilly.com

Service Bay

Don’t ‘set it and forget it’

A refresher course on heavy-duty coolants 20

T R U C K PA R T S & S E R V I C E |

July 2014

Service Bay

ooling system problems cause 40 percent of all engine service, making it one of the most misunderstood systems on a commercial vehicle. Many coolant suppliers attribute that confusion to the number of coolants available in the market and the monitoring each require. Providing expertise on coolant and cooling system maintenance offers aftermarket businesses the opportunity to seize and maintain sales of one of the industry’s most popular commodities. Today’s heavy-duty coolants fall into two major categories, conventional and extended life. Also known as low-silicate coolant, conventional coolants were first introduced in the 1920s, and operate using similar formulation principles. They offer full-scale protection through inorganic acid technology. “Fully formulated coolants protect by layering down over everything and creating a blanket [to prevent corrosion],” says Jeff Snyder, industrial brand specialist at Chevron. “Think of it like a fire extinguisher, and how it creates layers of protection. Conventional coolants work the same way.” Colin Dilley, vice president of technology at Prestone, says inorganic acid technology (IAT) is the key element to conventional coolant’s full-scale protection. Inorganic additives are mixed into conventional coolant as supplemental coolant additives (SCA), such as silicate, phosphate and nitrate, Snyder says. These elements are then pre-charged when the coolant is formulated, creating the coolant’s method of protection. “These additives are very stable,” says Dilley. “When they are placed in the cooling system they cover it completely and provide equal protection through-

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out the system.” But providing this level of protection has its downside. Because the IAT used in conventional coolants is formulated to use all additives immediately, the additives break down at a faster rate than their extended life counterparts. Thus, conventional coolants require inhibitor packages with more additives to reach their advertised 250,000 to 300,000 mile life cycles, says Mike Goodheart, director of special projects at Penray. Customers also should follow OEM guidelines and check conventional coolant levels, appearance and performance at all preventative maintenance stops, says Charlie Doiron, director, coolant technologies at Recochem.

How bad can it be? Improperly maintained cooling systems can break down any number of ways. Here are three of the most common. Corrosion: The rate at which a cooling system corrodes often coincides with the number of additives remaining in its coolant. As coolant loses additives, it becomes less capable of removing heat and energy from the engine and reducing the stress put on the metal in the system. Aluminum cooling systems require nitrate-free coolants to best fight off corrosion risks. Cavitation: Sometimes referred to as liner pitting, cavitation is common when coolant is diluted or low. It occurs when cylinder liners vibrating at an extremely high temperature and rate of speed collide with boiling coolant. Bubbles within the boiling coolant then create small holes in the sides of the liner, which eventually allow coolant to seep into the engine cylinder. Overheating: One-third of an engine’s energy is displaced into a cooling system during use. As coolant deteriorates it becomes unable to transfer all of this excess heat. This not only increases corrosion and cavitation risks, but also can increase oil temps, particulate deposits within the system and radiator and thermostat breakdowns.

J u l y 2 0 1 4 | T R U C K PA R T S & S E R V I C E

Service Bay

“Most of the conventional coolants on the market today will get you out to those [life cycle] numbers, but only if you add SCA during regular maintenance stops,” Snyder says. “They break down without them.” “Typically this can be done in-field with a test strip or in the lab,” adds Doiron. The other coolant option in the market today, extended life coolant, eliminates some of these maintenance needs with much longer maintenance intervals. Introduced in the mid-1990s, extended life coolants have quickly become the preferred option for OEMs and most fleets. Formulated primarily with organic acid technology, extended life coolants are sometimes referred to as “smart” coolants due to their ability to identify critical protection areas within a cooling system, says Stede Granger, OEM technical manager at Shell Lubricants. “I like the terms smart and dumb additives for extended life and conventional coolant because they really are quite different,” he says. “A conventional coolant covers everything and goes everywhere but an extended life coolant is only used where it’s needed. It goes where it has to go.” Granger says extended life coolant

Coolant testing steps Step One: Test glycol for freeze-point. Freezing isn’t a concern today but is a serious risk in the winter months. Step Two: Test for inhibitors. It’s important to ensure a customer is still getting the correct corrosion protection. Step Three: Make sure you’ve got the right volume in your cooling system. It’s important to ensure there are no air pockets.

T R U C K PA R T S & S E R V I C E |

Periodic testing ensures coolant is still functioning at a high level with the necessary inhibitors to provide maximum protection.

works by identifying chemical imbalances caused by corrosion and dispatches additives directly to that location. In a well-maintained engine that may only be a few spots, which means more additives are spared for future use, hence the extended life moniker. And because today’s new heavy-duty engines are built with a variety of metals, extended life coolants are available with and without nitrate additives so they can be used with all OEM designs, says David Turcotte, technical director for engine coolants at Valvoline. The extended life coolant products in the market today have life cycles from 600,000 to 1 million miles, depending on the brand and the additive extender package recommended. And coolant suppliers say those impressive numbers aren’t all talk. With proper scheduled maintenance, extended

July 2014

life coolant truly can last that long. “It’s really amazing how impressive these coolants are,” says Turcotte. “They come out of the bottle ready to protect the engine for several hundred thousands of miles.” Adds Snyder: “If a customer is really looking at extending that coolant out near a million miles we advise them to check the coolant at least once a year.” But that doesn’t mean the marketing of extended life coolants has been perfect. Since their introduction, extended life coolants have at times been incorrectly referred to as “set it and forget it” products. Suppliers believe that has caused misperceptions about the maintenance actually required for today’s coolants. Every coolant available in the commercial vehicle market requires some

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type of maintenance, Goodheart says. “I’m actually really disturbed by ‘set it and forget it’ because it creates the impression you can ‘set it and neglect it’ and that’s not true,” says Turcotte. “There’s no free lunch. Some people think extended life coolant means no maintenance and it doesn’t; it means minimal maintenance.” Adds Dilley, “One of the worst things you can do is think ‘I’m not going to check it. It’s supposed to last me X amount of time.’ It doesn’t matter what coolant you have or what the [OEM recommended] service interval is, if you don’t follow those instructions you put the vehicle at risk.” Once additive levels in coolant begin to fade “things can go bad quick,” says Turcotte. And when a truck needs more additives or coolant, the suppliers are unanimous that it’s best to refill the system with the current coolant and inhibitor/ extender. Coolants don’t blend well when mixed. Adding extended life coolant to conventional coolant or vice versa can lead to disastrous results. “The inhibitor packages and additives for all of these coolants operate differently,” says Goodheart. “One half plus one half doesn’t always equal one.” Adds Turcotte: “It’s like mixing tomato soup with chicken soup. It isn’t very good and it doesn’t go together very well. You only want one.” And water also should be added carefully, adds Doiron.

When topping off a cooling system, it’s important to use the same coolant as is already in the system. Mixing coolants will reduce performance.

“Topping off with bad water will lead to dilution and possible damage to the corrosion inhibitors in the coolant system, which will lead to deposits, flow restriction, corrosion and ultimately to coolant system failure,” he says. The suppliers cite 15 percent contamination as a safe operational barrier, and recommend flushing a cooling system if more than 15 percent of two coolants are present. “I think one of the biggest problems

It’s like mixing tomato soup with chicken soup. It isn’t very good and it doesn’t go together very well. You only want one. – David Turcotte, technical director for engine coolants at Valvoline, on mixing different coolant types.

T R U C K PA R T S & S E R V I C E |

July 2014

we face [in educating the industry] is the non-educated technician or driver who thinks that coolant is just coolant and puts in whatever he can find,” says Granger. Snyder says that’s far and away the bigger factor in the 40 percent service number associated with coolants. Compromised coolant increases the risk of liner cavitation, corrosion, leaking and overheating. “When that driver pulls over and buys a gallon for top off purposes, what he adds really does make a difference,” Snyder says. “It is hard to maintain [a] truck or fleet if you do not have a good handle on what type of coolant is being used,” says Doiron.

Marketplace

Polyethylene Refuse Fender

Jump Starter The Whistler Group announces the release of its new Jump & Go starter product. Weighing in at less than 1lb., the Jump & Go is a portable power supply that will jump start an array of 12-volt vehicles many times on one single charge. The Whistler Jump & Go features a lithium polymer battery that can be recharged hundreds of times and will hold a charge for more than one year. The company adds the 2.1 Amp USB port and built in multi-function LED flashlight makes this product valuable in emergency situations.

Fleetline has introduced a new polyethylene refuse fender to its product offering. The fenders are constructed of high-density polyethylene and are corrosion and UV resistant. By using a two- or three-piece design, Fleetline says they can accommodate tandem or tri-axle applications. This poly fender, like all other Fleetline poly products, carries a three-year warranty. The addition of this product will allow Fleetline to branch into a new sector of business and further meet the needs of its dealers, the company says.

Whistler Group, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Fleetline, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

SmartWay Verified Tire BF Goodrich has released a new SmartWay verified drive axle tire, the DR 454. The tire is currently available in two sizes, 11R22.5 and 275/80R22.5 and is engineered with fuel savings in mind as noted by a rolling resistance of 100. With the ST244 or ST230 all position/ steer tires and the TR144 trailer tire, BFGoodrich now offers a total SmartWay verified solution for highway applications, the company says. BF Goodrich, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Aluminum Wheel Treatment Accuride introduces its new Accu-Flange aluminum wheels, featuring a specially-treated rim designed to reduce the rim flange wear seen in heavy-haul, shifting-load and frequent stop-start applications. Accu-Flange wheels feature a special protective treatment applied to the surfaces of the wheel flange most prone to wear. Accuride says the treatment bonds to the aluminum substrate, forming a tough barrier that reduces abrasion between the tire wall and wheel rim. Accuride is making Accu-Flange available for many of its popular aluminum wheels; ranging from its 19.5 x 7.5 in. 40160 to the 24.5 x 8.25-in. 40550 models. Accuride, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Improved Tire Lifter A new application has been added to the Kiene Tire Lifter capabilities. Originally designed for lifting 22.5 in. and 24.5 in. mounted tires, Kiene says its Tire Lifter also can be used for lifting extremely heavy 455 tires. With its industrial strength frame,

T R U C K PA R T S & S E R V I C E |

July 2014

Kiene Diesel says the Tire Lifter makes lifting a 455 tire a oneman operation. When not in use, the company says the Tire Lifer folds into a compact 49 in. package that can hang on a wall. Kiene Diesel, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Marketplace

Peterbilt Floor Mats Minimizer has expanded its custom made floor mat line to include the Peterbilt Model 379. The newly added floor mats for the Peterbilt 379 cover model years 1987 through 2007. Other available makes and models can be found on the Minimizer website.

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Minimizer, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Rotary Lift introduces its new HDC series heavy-duty four-post vehicle lifts The lifts are available with capacities of 50,000 lbs. (P/N HDC50) and 60,000 lbs. (P/N HDC60) for servicing a variety of heavy-duty vehicles, including trucks and buses. In addition to its own control panel, each HDC series lift column includes a hydraulic cylinder. The lifts are anchored to the shop floor using few wedge-style anchors. The anchors require no excavation or site preparation. Rotary Lift, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

New Commercial Lubricant Line Royal Purple has introduced its new commercial lubricant product line, Duralec. The new line of lubricants has been specifically developed for the heavy-duty fleet market with state-of-the-art technology to optimize equipment performance, the company says. Duralec commercial products include heavy-duty motor oils, transmission fluids, gear oil, multi-purpose grease, coolant additive, tractor fluids, hydraulic fluids and diesel additives. Royal Purple says each formulated with Duralec’s premium additive packages to deliver ultimate protection and peak performance in today’s high-tech engines regardless of driving and operating conditions. Royal Purple, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

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6/26/14 8:51 AM

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Marketplace

Fluid, Coolant System Components Dorman HD Solutions has added another batch of new product lines to its heavy-duty formerly dealer only parts offering, including two fluid system products. The company has added16 SKUs for Cascadia fluid reservoirs, 10 SKUs for coolant tank caps for a Freightliner MT35, more than 30 SKUs for International door handles and seven new SKUs of fog lights for Freightliner Cascadias. The company also notes the fog lights are CSA compliant. Dorman HD Solutions, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Tire Moving Product Marangoni Tread North America has added the Easy Gripper to its lineup of tire handling/maintenance products. Marangoni says the Easy Gripper is attached to forklifts to simplify the handling and transfer of over the road tires. The Easy Gripper uses three pointed arms to secure a tire for lifting, and can grip tires securely in wet, icy or oily conditions, Marangoni says. It is designed to handle over the road tires up to 29.5R29L5. Marangoni, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Adjustable Workplace Lamp Larson Electronics releases a 60 watt LED work area dock light with a 3.5 ft. to 6 ft. adjustable pivoting arm. This work area LED dock light provides 5,400 lumens of high-quality light while drawing only 0.5 amps at 60 watts on a 120 volt AC power source, Larson Electronics says. The WAL-DL-WP60E-72-1227 extendible work area dock light provides operators with a powerful and energy efficient alternative to traditional gas burning filament luminaries, the company says. Larson Electronics, Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

Text INFO to 205-289-3544 or visit www.tpsdigital.com/info

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J u l y 2 0 1 4 | T R U C K PA R T S & S E R V I C E

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600 W. Irving Park Road, Schaumburg, IL 60193 Toll Free: 800-621-1553 | Toll Free Fax: 800-621-1558 www. sandstruck.com | info@sandstruck.com

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Company

Phone Number

Page

Automann, Inc.

888-288-6626

BorgWarner

800-787-6464

Text and data rates may apply.

Centric Parts

626-961-5775

Chevron

800-822-5823

IBC

ConMet

866-537-6168

CVSN.org

CVSN Elite Support

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Company

Phone Number

Rig Dig

800-633-5953

Page 29

Shell Lubricants

800-231-6950

Classified Ads Direct Equipment Supply Company

800-992-1478

FinditParts

888-535-2635

EliteSupportNetwork.com

844-366-8204

Frontier Truck Parts

866-241-2110

Gates.com

Midwest Truck Parts

800-934-2727

888-349-4287

Ridhi Sidhi, LLC.

321-689-6568

800-668-5560

Rig Dig

800-633-5953

Meritor, Inc.

888-725-9355

IFC

S & S Truck Parts, Inc.

800-621-1558

Minimizer

800-248-3855

S & S Truck Parts, Inc.

800-621-1558

Prestone Corporation

800-890-2075

Water Cannon

800-333-9274

Fowler Petroleum Gates Rubber Company Great American Trucking Show Meritor, Inc.