Of course, Peterbilt is a brand that has long dominated the show-truck circuit, both in quality and quantity. A recent gathering of the faithful for a Peterbilt 75th anniversary event in Stockton, CA, drew nearly 400—that’s trucks, not visitors.But the iconic brand doesn’t plan to give up its place as a calendar pin-up and aspirational tractor to make the transition into 21st century trucking.“Peterbilt is a brand—built over many years and for reasons that maybe no one can understand—that resonates with the entire industry,” says Todd Acker, director of marketing. Yet the changing dynamics of the industry have not been lost on the truck maker. Acker notes that fleet consolidation, the rising price of equipment and operating costs—to say nothing of a recession or two—have made trucking a tough business for independents.‘Balancing act’“We don’t feel that owner-operators are out of the market, but their role has shifted,” he says, pointing to the many who have signed on with fleets for the bulk of their freight. “They’re purchasing equipment differently than they used to. And for us that’s been good.”The traditionally styled Model 389, for instance, “is as strong now as it’s ever been” in terms of production numbers, but Peterbilt has seen real growth in aerodynamic products.So how does a brand set itself apart in an era when truck makers have all adopted that scientifically effective shape and their trucks have begun to look like one another?Acker quickly points to three key areas:
- Fuel efficiency: Fuel expense is important to any truck operator, whether independent or fleet.
- Reliability: The requirement for uptime is “stronger than ever” for buyers, especially for an operator with one to five vehicles.
- Driver appeal: When truck drivers are in short supply and utilization is being hurt, having “the truck of choice”—built around comfort and ergonomics—is a key to success.