By Tod Trousdell, Partner, RobertsTrousdell Marketing and Communications
February 26, 2025
Will EVs continue to face roadblocks and hurdles that make their adoption impractical?
Are challenges around vehicle and parts availability still plaguing fleets?
And how will the industry optimally integrate the landslide of new technology increasingly at their disposal?
While there certainly are a lot of unanswered questions around fleet, one thing is for sure:
Excitement for NTEA’s Work Truck Week 2025, which arrives just next week, is palpable and quite possibly at an all-time high as the industry prepares for what has become the “It” event of the work-fleet conference season.
Just ask Matt Dyer, who will be leading the team from fleet management company Merchants Fleet after being named CEO and President less than a month ago. For him, the questions and challenges around fleet provide the perfect backdrop for the industry to come together during Work Truck Week to exchange ideas, tout their services, and distinguish why they are best suited to help fleets thrive in a brave new world that looks very different than it did just a few short years ago.
“The fleet industry is experiencing a wave of change right now—tariffs, supply chain shifts, advancements in AI, and a swirl of uncertainty around vehicle and parts availability,” said Dyer, a former Lease Plan exec who was named Merchants CEO just a little over a month ago. “And while it’s understandable that this can feel overwhelming, it’s times like these that present opportunities to think differently, adapt, and discover new ways to move and lead the industry forward and Work Truck Week is a great place to have those conversations.”
In addition to Merchants, the three other “Big 4” FMCs – Wheels, Element and Holman – will be out in force at this year’s show – especially given that NTEA has evolved into the work-fleet world’s must-attend show, spurred on by a huge turnout for EVs during WTW22. And while the excitement around EVs has undoubtedly slowed to a trickle, WTW experienced record crowds last year with over 18,000 attendees.
This caused exhibitors to go increasingly out of their way to impress customers, targets and their competition with breakthrough product releases, big announcements and – in many cases – massive exhibit spaces. A similar outpouring will likely be on full display this year as OEM’s flex their muscles, service providers do all they can to get noticed, and the nearly 20,000 anticipated attendees stream through the doors to try and make sense of it all.
Chris Rolsen
One of the exhibitors that seems to impress every year – truck body manufacturer Knapheide – is planning its usual big splash at WTW, with an innovative booth, nostalgic displays, and its annual special customer event. In the past, the event has featured stars like Kenny Chesney playing a private concert for both Knapheide customers and those lucky enough to snag an invite. This year’s performer still remains a big secret! According to Chris Rolsen, Director of Fleet Sales at Knapheide, WTW is one of the company’s top priorities simply because there’s such a huge opportunity with so many customers and relevant industry players in one place at one time.
“WTW represents the largest transfer of information in our industry, bringing together all the essential connections—customers, competitors, and suppliers—all in one place,” said Rolsen. “We’re always excited for Work Truck Week, and we’re anxious to demonstrate how we’ve innovated and improved over the past year, and to really reinforce our commitment to being the best partner possible for our customers.”
OEMs – who’ve been navigating rough seas the last few months – will make their usual strong showing with Ford, GM, Mercedes, Toyota, and Nissan all planning impressive exhibits. And while gone are many of the electric work truck providers and concept vehicles that dotted the show floor the last few years, electric and alternative fuel vehicles will still have a big presence.
Ford Pro plans to host a press conference on Tuesday during which leaders and key members of its Commercial Vehicle engineering teams will cover the company’s latest updates on solutions and technology related to chassis, design, and body installation – as well as its plans in the commercial vehicle space – before throwing its huge booth open to attendees on Wednesday morning.
As they do every year, service providers of virtually every shape and size will populate smaller booths and the many 10 x 10 spaces lined up throughout the Indiana Convention Center. This group includes everyone from vehicle transporters to rental companies, remarketers, and the seemingly myriad product providers – from heavy equipment manufacturers to new age technology – all jockeying for attention.
Attendees will likely even run across the occasionally rare, but potentially necessary, offering. For instance, at last year’s event a firm was selling disposable in-van urinals.
FLD Frank and friends
Also in attendance at last year’s show was FLD Frank, the roving mascot for FLD Remarketing, who drew much attention and received a steady flow of well-wishers while he made his way across the conference floor like a giant college mascot! FLD Frank will not disappoint his fans – he’ll be in attendance once again at this year’s show.
Work vehicle upfitters – a group that has seen steady consolidation over the past few years – will again make a strong showing, with long-time behemoth Adrian Steel, Masterack, and newly-sold Ranger Design all sporting impressive booths. This year’s show will also feature providers hoping to capitalize on their ability to reduce nagging pain points – such as unacceptably long production wait times – which have plagued fleet since Covid. These providers include Model1 – re-branded from the former Creative Bus Company – and Patriot Fleet Solutions.
Henry Chedraoui
Henry Chedraoui, Vice President at Patriot Fleet Solutions, said his company was focused on “revolutionizing the custom up-fitting business for class 1 – 6 vehicles” by cutting production time in half. And that “the beauty of what Patriot offers is our ability to serve three key markets: fleets, fleet management companies, and national upfitting companies, while filling an entire order in a matter of weeks.”
Smaller, cutting edge upfitters will also be in attendance and looking to make a splash. One of those – Basin Upfitting of Salt Lake City – is showcasing its fabrication skills in what it calls a “really sexy” build for client Auto Crane.
“The work truck world has long teetered on the cusp of cool and our goal is to have our show trucks start pushing the industry over that edge,” said David Haslam, owner of Basin.
For their part, the folks who produce WTW are as excited for this year’s show as any in the past as popular features like the vehicle “Ride and Drive,” and new events like this year’s Commercial Vehicle Data Exchange – a half day special session showcasing new ways to leverage the mountain of data being produced by vehicles these days. As usual there will also be scores of new product introductions, cutting-edge technologies, and educational sessions on everything from sustainability, fleet management, and workforce development.
“The amount of new and innovative things planned for this year’s show is staggering,” said Steve Carey, NTEA President and CEO, who points out that Work Truck Week is “the one week of the year where the industry fully showcases what it has to offer.”
“WTW has become the epicenter for the latest advancements … the hottest trends … and our team has been very focused on keeping the event relevant and meaningful,” said Carey. “Obviously the commercial vehicle market is evolving, and I think attendees are going to see that there’s no place better than WTW to discover the latest commercial vehicles, truck equipment and technology, and to meet face-to-face with everyone from manufacturers to technical specialists to industry experts.”
WTW25 kicks off Monday, March 3 in Indianapolis, with the popular Green Fleet Summit while the main exhibit floor opens on Wednesday morning. The event runs through Friday, March 7 at noon. For full details and a look at this year’s show schedule, go to www.worktruckweek.com.
About the author
Tod Trousdell is a fleet marketing consultant and the owner of RobertsTrousdell Marketing and Communications in Atlanta. He works with clients across the fleet space, as well as those in the technology, cable, sports, and hospitality industries. He can be reached at [email protected], and looks forward to seeing and meeting the fleet world at next week’s WTW25.
