From July print edition: New directions for truck makers

Truck makers today might well feel like beat cops trying to direct traffic at a frantically busy intersection. It is swirling around them — the changing needs of global customers, pressures to reduce product costs while improving efficiency, raw material and component shortages, wild swings in demand, even wilder regulatory requirements, rapidly evolving technologies, plus restricted access to capital. It is all there and more at this busiest of industry intersections.

OEMs are no strangers to managing change, but today's marketplace presents some unique new challenges and conflicting demands. Their success at this crossroads will impact fleets for years to come. The strategies they employ to guide them, and their customers, through this crossroads will determine their prosperity in the future.

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