By Tod Trousdell, Fleet Marketing Consultant and Partner/RobertsTrousdell Communications
March 20, 2024
The show floor was packed. The buzz was palpable.
But while this year’s NTEA Work Truck Week hit an all-time attendance record of 15,790 attendees and 536 exhibitors, let’s just say the 2024 version of Work Truck Week was a little less ‘electric.’ Electric vehicles, that is. Excitement around EVs that was arguably over-the-top during the last two editions of Work Truck Week took a small step back as fatigue around range, charging infrastructure and mandates have resulted in a meeting of rubber and road. That’s not to say EVs weren’t front and center at this year’s show – they were.
It’s just that that what once seemed like a “we’ll figure it out as we go” mentality has been replaced with hard questions and real-world challenges. Seemingly gone are the days when the mere mention of electrification sent many fleets – pressured by corporate ESG initiatives and government edicts – blindly into EV adoption before anyone knew how to successfully implement them.
David Hayward, Global Fleet Director for ABM, a top work fleet manager and industry thought leader working to integrate EVs into his fleet, said he definitely took notice of the change in tone around EVs from last year’s show to this year. And while he believes EVs will eventually take their rightful place in the pantheon of work vehicles, he, like many others, believes that the trajectory has now settled into a more realistic pattern that will take years – if not decades – to unfold.
“EVs are going to be an important part of the story [of getting to carbon neutral] – there’s no denying what a game changer they are,” said Hayward, who took advantage of Work Truck Week’s intimate setting to meet with over 40 partners and suppliers. “It’s just that I think it’s going to take a while for EVs to develop fully and that’s going to require a lot of different options to help fleets meet sustainability goals along the way.”
Also recognizing the value of EVs but giving a nod to the importance of exploring all options, Jared Spaulding, Wheels Director of Truck Operations said: “The NTEA event drew a large attendance with a focus on sustainability and alternative fuel options. This provided us a platform to demonstrate the breadth and depth of our truck service offerings and strengthen relationships with clients and suppliers.”
One segment of exhibitors that appear to be full steam ahead on EVs are OEMs, who were out in force and fully touting their EV products and expertise. That included massive EV-dominated booths from Ford Pro, GM, Stellantis and Mercedes.
Dr. Christian Kreipke, Associate Brand Manager at Ford Pro, said the Big 3 manufacturer remains both excited and optimistic about the future of EVs. “FordPro is fully committed to advancing our EV product lineup,” said Kriepke, who gave two presentations at partner Ranger Design’s massive booth. He continued, “…that also includes enhancing our EV charging and software as well, and we are working to continually improve the face of EV globally as well.”
EV-specific service providers also had a strong presence at Work Truck Week, with new players cycling in, and several pioneers – especially small manufacturers – cycling out. One of those providers – Inspiration Mobility – said fleets reacted positively to their message of simplifying the electrification process by bringing fleet leasing, EV-first services and charging under one roof.
“We had really productive conversations, and what we’re finding is that fleets are willing to make the switch to EVs when it makes sense, and the use cases are increasing every time new vehicles and battery tech are available.” said Maria Neve, VP of eFMC Services.
But while EV and other options like propane and hydrogen were part of a wider alternative fuel discussion, internal combustion engines still enjoyed their day, especially in the class 6-8 sector where few EVs are being produced in meaningful numbers. That included predictable staples from well-known entities like Kenworth and Peterbilt, as well as innovative cab-over options from Hino.
But while ‘what’ attendees saw at the show was obviously important, it was ‘who’ they met with – and the abundance of networking opportunities – that had most attendees excited.
Bill Bishop, SVP of Sales and Marketing for FLD Remarketing, and a recognized work truck and used vehicle expert, said his team made the decision to move to a larger booth in 2024 based on the buzz during 2023’s Work Truck Week. A decision he said paid off as FLD’s booth – and its popular 8-foot-tall mascot ‘FLD Frank’ – were busy throughout the show. Bishop said FLD’s ability to provide a fast, easy and consistent experience is resonating with fleet managers who’ve grown weary of years of FMC consolidation, industry disruption and being forced to do more with less. “Asset remarketing is all we do. We work with every FMC. And we’ll buy any asset in any condition upfront – it just doesn’t get any easier than that,” said Bishop, who took the opportunity to gather his Customer Advisory Board during the week.
Echoing Bishop’s sentiments, Jeff Cunningham of Omnicom-owned Signature Graphics believes no other show offers the networking opportunities in such a condensed timeframe as Work Truck Week. “Over the years, Work Truck Week has grown to become a vital staple for our show calendar,” said Cunningham, who also met with scores of suppliers, customers, partners and targets throughout the week. “It’s just a rare opportunity to arrange new prospect meetings that might otherwise be tough to secure.”
In addition to OEMs and service providers, fleet management companies were out in force, with most of the major players – Wheels, Element, Merchants – as well as several regional FMCs – busily working the customer and target rich crowd. Ditto upfitters who likely had some of the biggest booths including Ranger Design, Adrian Steel and JB Poindexter & Co.-owned Masterack.
For its part, Work Truck Show organizers were thrilled not only with the record attendance, but the fact that attendees came from all 50 states and 29 different countries. The week also included the Green Truck Summit, NTEA Annual Meeting, Work Truck Week Ride & Drive, educational sessions and more.
“Work Truck Week 2024 was more than a trade show – it was a complete commercial vehicle experience,” says Steve Carey, NTEA president & CEO. “You could feel the energy throughout the exhibit hall, educational sessions, Ride & Drive and even just walking from place to place. The commercial vehicle industry has taken ownership of the week and has made it the epicenter for showing off the best the industry has to offer every year. The dedication and passion of our exhibitors and attendees has driven the continued expansion of Work Truck Week.”
About the Author
Tod Trousdell is a marketing consultant and owner of RobertsTrousdell Marketing in Atlanta. In addition to working extensively in fleet, Tod has worked for over 30 years in the cable, sports and hospitality industries, specializing in marketing and brand strategy, research, campaign development, messaging and more for companies like Coca Cola, the International Olympic Committee and Wyndham Hotels. He can be reached at [email protected].
