Quote:
Originally Posted by Grant-53
I worked in auto parts sales for 10 years after studying industrial engineering. Many of my customers were fleet operators. The formula for cost effective purchasing involves costs of annual operating costs over the economic life of the machine. .
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The vast majority of our customers are large fleets but we do have a brand targeted at owner-operators and very small fleets. The difference between the two customers is stark.
- The large fleets are buying aero trucks with engines sized for maximum fuel economy. Very little is spent on cosmetics although they are willing to spend money for active safety and creature comforts for their drivers. A truck is just a tool, and total cost of ownership is all they care about.
- Owner Operators are all about the look. Traditional boxy shape, big engines, and chrome - lots of chrome. Things that will cost them $10K - $20K extra every year but their personal image is tied up in their truck so spending money to lose even more money is OK.
I was sitting in an a dealer call about a year after we launched a new vocational model and we had spend a lot of time on the hood shape to both reduce drag and increase visibility out of the front. (You know so you don't hit things or run people over on construction sites) Both of these goals resulted in a more rounded and tapered shape instead of having the hood go out in a straight rectangle. The dealers had two big complaints on the truck: The hood wasn't square enough and the exhaust stacks were not large enough. (Of course stacks aren't even needed today they are completely decorative). A couple dealers were absolutely adamant that we needed 8 inch stacks. Can't sell a truck with only 5 inch stacks.... looks wimpy.