By Steve Bender, CEO and Owner, Fleet Street Remarketing
April 22, 2026
When our marketing team sat down to discuss our 2026 campaign in Q3 last year, it didn’t take long to decide to focus on what we believe matters most in fleet:
The importance of PEOPLE.
The power of human CONNECTION.
The imperative to keep our PROMISES.
Simple, right?
But perhaps it’s a little different from what our industry seems to be focused on these days—AI, data, software—the technology side of things.
All important, to be sure. And believe me, our team gave a lot of thought to emphasizing how we’re leveraging these assets to provide a better remarketing experience with higher returns, faster sales, and absolutely zero hassles.
In my opinion, it was a gutsy call—especially given the explosion of technology in fleet, a phenomenon that is no doubt helping usher in the next great age of the industry. In fact, I’ve wondered on a few occasions if our brain trust chose the right direction.
That is, until last week’s NAFA I&E in Cleveland, Ohio – a conference that saw more than 2,300 fleet professionals pack a sold-out show floor with 250 exhibitors and over 50 educational sessions.
Despite the technology vendors—and trust me, there were plenty—and regardless of the many incredible innovations, the biggest epiphany of my week was that three things really stood out…
PEOPLE. CONNECTIONS. PROMISES.
Why?
Not just because we chose it for our campaign, but because the truth is this: people, connections, and promises are still the fuel that fleet runs on.
This was incredibly evident at our Sunday night kickoff dinner—an event I was especially excited to attend after spending much of the past year and a half helping my son recover from the trauma of being struck by a boat in June of 2024. It was an event I truly wanted to host before the I&E began so I could spend quality time with the PEOPLE who matter most in Fleet Street’s world.
As the night progressed from the kickoff happy hour into our sit-down dinner, I was overcome with a range of emotions. As some of the most important people in my life filed in and took their seats, it was easy to see why the words PEOPLE, CONNECTION, and PROMISES mean so much to our team.
With the drinks flowing and the conversations growing livelier, I decided it might be a good time to say a few words to a group that represents the cornerstone of my professional world.
Intent on keeping it brief, I reached into my pocket—only to realize the notes I had prepared were likely back at the hotel. But as I looked around the room, it dawned on me that I didn’t need them. What I wanted to say was right there in front of me.
PEOPLE.
The very people who have made Fleet Street what it is today.
Yeah, I know—that sounds like some kind of PR-driven line any company could say about itself, right?
But what was in front of me that night wasn’t a marketing message. It was the living, breathing embodiment of what our company is all about—and why we’ve been one of fleet’s remarketing leaders for nearly four decades.
PEOPLE.
People like our CUSTOMERS—many of whom have been with us for decades and have become more like family than clients.
PARTNERS—who help us do more, and do it better, for the customers and industry we serve.
And, perhaps most importantly, my Fleet Street COLLEAGUES—the associates who make our company shine every day.
All of them are among the most important people in my life—and absolutely essential to the success of our company.
Momentarily overcome, I squeezed my wife Jill’s hand and took a chance that I could quiet the group—nearly 50 strong—long enough to thank them for coming and tell them how much they mean to me, our team, and the success of Fleet Street.
I have to admit—without the notes I had planned to use—I don’t remember exactly what I said. But when I turned back and saw the tear in my wife’s eye, I felt hopeful that I had conveyed just how much every one of those people meant to me, both personally and professionally.
I know that might sound trite—perhaps even gratuitous—in a world where virtually every company talks about this kind of thing.
But this is FLEET. And I’ll say this:
In a business where our customers are routinely recognized for their excellence…
In a company where our people average nearly 20 years of experience…
And in an industry where people rallied around my family during our darkest days…
I’m more certain than ever that our focus on PEOPLE, CONNECTIONS, and PROMISES is exactly right.
You’ll be hearing us talk a lot about PEOPLE over the next few months. In fact, PEOPLE are the focus of the Q2 portion of our 2026 marketing campaign.
And the truth is—at least regarding this great industry we all love:
When you work with the right PEOPLE and trust in the power of human CONNECTION, it’s easy to keep your PROMISES.
Thanks, everybody—and be sure to look for a series of videos featuring our people throughout Q2.
Talk to you next quarter, when our focus will be on the power of HUMAN connection.
About the author
Steve Bender is CEO and owner of Fleet Street Remarketing, a former AFLA President, and a 30-year veteran of the fleet industry. He can be reached at [email protected].
