Like many of you, I spent last week in Anaheim at ACT Expo. I can’t even begin to count the number of conversations I had with show attendees about all the things that are currently happening in the trucking industry.
While there were a lot of takeaways from the event, in general, it reminded me of a conversation I had with a NACFE board member when the organization was first formed.
His take on new technology was that the manufacturers and tech providers tend to focus on all the benefits of their new product or technology. I think he used the phrase “they are screaming about the great things their products can do.”
Fleets, however, are at the opposite end of the spectrum. They are worried about the cost of the new technology, its reliability, durability, potential downtime, and driver reactions. As my friend put it, “Fleets are screaming about the weaknesses of the product and how difficult it will be to integrate it into their operation.”
Then there are engineering firms and other industry consulting and nonprofit groups that publish lengthy reports on the benefits and challenges of new technology. These reports are either written in “engineer or academic-speak” or come with a hefty price tag that fleets aren’t willing to pay.
I understand the position of both the manufacturers and the fleets. Obviously, the manufacturers are going to focus on the way their new product or technology solution is going to benefit the fleet. And equally obvious is the fact that fleets are going to focus on the more practical issues because they are the ones that have to use the product in the real world.
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When NACFE was born, it was positioned to be in the middle between the manufacturers and the fleets. Speaking at a NACFE breakfast at ACT, Amanda Phillips, general manager of OEM sales for the engine business at Cummins, said, “What I see NACFE as is a truth teller.” Full disclosure here, Amanda is a NACFE board member.
But I think she nailed the way we see our role. Those of you who know me know I am a sucker for a good analogy, and she used the analogy of going to a company’s website or that of an e-commerce platform and reading the product description provided by the manufacturer. It will invariably focus on the product’s attributes. But, she said, the real information is in the comments section. “In the comments section, you read about what people really saw with the product. That’s NACFE.”
The trucking industry is in a period of significant change and challenges. I am admittedly biased, but I think that today, more than ever, NACFE serves an important role of being the bridge between the manufacturers, being focused mainly on the pluses and the fleets being concerned about the minuses. In the work we do, whether it is the reports we publish or the Run on Less events, we try to remain neutral and focus on the facts—both good and bad.
Today, with so many powertrain solutions available to fleets, things can seem cloudy. However, as Amanda said, “We need to utilize all the technologies that are out there to have the best decarbonization solution we can have.”
I think through Run on Less – Messy Middle that NACFE will help fleets take baby steps toward decarbonization. As Amanda reminded us, “We don't have to make huge leaps. We just have to take baby steps for decarbonization.”
NACFE will continue to partner with the entire industry to help all of us move forward to a cleaner freight future with a variety of solutions. Thanks to all of you who have sought our advice or shared your experiences with us. You’ve allowed us to remain relevant for 16 years, and we plan to stay in the thick of things for at least many, many more.
