The commercial vehicle landscape is evolving at a breakneck pace. Customers, from small business owners to large fleet managers, demand more than just a vehicle; they expect efficiency, convenience, and personalized solutions tailored to their specific needs. Commercial dealerships are rising to this challenge, but they need strong support from Original Equipment Manufacturers (OEMs) to truly excel.

My thoughts today are inspired by insights from the “What We Want For Customers and Need From OEMs” fireside chat at the CVBS Fall 2024 Summit, which explored what dealers want to provide to their customers and how OEMs can empower them to deliver exceptional experiences.

What Commercial Dealers Want for Their Customers

Dealerships are striving to become trusted partners for their customers, offering more than just a transaction. They envision a future where they can provide:

Efficiency and Convenience: Time is money in the commercial world. Dealers want to offer streamlined processes, from online inventory browsing and digital purchasing options to efficient service scheduling.

As Alicia Von Bokel, Performance Manager at Maritz Automotive, highlighted during the CVBS summit, “Customers are increasingly busy. They need quick, easy solutions. We need to make the entire process, from research to purchase, as frictionless as possible.”

Tailored Solutions: No two businesses are exactly alike. Dealers understand the importance of offering customized solutions, including collaborating with upfitters to modify vehicles for specific needs and providing flexible financing options. Both Von Bokel and Rene St. Hilaire, Director- Fleet & Commercial at Hendrick Automotive Group, echoed this sentiment, adding, “It’s about understanding the unique challenges of each customer. We need to be able to offer a wide range of options to meet diverse needs, whether it’s a customized box truck for deliveries or a specialized crane for construction.”

Comprehensive Support: Dealers aim to be a resource for their customers throughout the entire vehicle lifecycle. This includes offering comprehensive maintenance services, driver training programs, and access to relevant information and resources. St. Hilaire’s successful point of view is that “We want to be more than just a seller. We want to be a partner, providing ongoing support and guidance to ensure our customers’ success.”

Technology-Driven Solutions: Dealers recognize the power of technology to enhance the customer experience. They want to provide digital tools like online inventory browsing, virtual vehicle tours, and digital communication platforms to empower customers and make interactions more convenient.

Dan Bryan, General Manager at Ricart to Business, another panelist at the summit, emphasized this point: “Technology is transforming the way customers research and purchase vehicles. We need to embrace these tools to meet their expectations and provide a seamless experience.”

Strong Relationships: Ultimately, dealers want to build lasting relationships with their customers based on trust and understanding. This means providing personalized solutions, proactive communication, and ongoing support. All the panelists agreed that strong customer relationships are essential for success in the commercial vehicle industry.

What Dealers Need from OEMs

To achieve these goals, dealerships need strong support from their OEM partners. Key areas where OEMs can empower dealers include:

Product Knowledge and Training: Dealers need comprehensive training programs to ensure their staff has in-depth knowledge of the latest products, technologies, and financing options. St. Hilaire emphasized that “OEMs need to provide detailed training on new vehicle features, advanced safety technologies, and emerging trends like electrification.”

Streamlined Ordering and Delivery Processes: Efficient and transparent ordering and delivery processes are crucial for minimizing delays and ensuring a positive customer experience. The panelists stressed the need for OEMs to optimize these processes, reduce bottlenecks, and provide clear communication throughout the entire journey.

Technology Support and Integration: OEMs need to support dealerships in adopting and integrating new technologies, including CRM systems, online sales platforms, and data analytics tools. Dan Bryan suggested that “OEMs should provide guidance and resources to help dealerships effectively leverage technology to improve efficiency and enhance the customer experience.”

Collaboration and Communication: Open communication channels between OEMs and dealerships are essential for sharing feedback, addressing challenges, and collaborating on solutions. “We need a strong partnership with our OEMs, where we can openly communicate our needs and work together to meet the evolving demands of our customers,” Bryan stated.

Flexible Financing and Leasing Programs: OEMs need to offer a wide range of financing and leasing programs to meet the diverse needs of commercial customers. “Flexibility is key,” St. Hilaire explained. “We need access to various financing options to cater to different business sizes and financial situations.”

Parting Thoughts

The commercial vehicle industry is undergoing a significant transformation, driven by evolving customer expectations and rapid technological advancements. To thrive in this dynamic landscape, dealerships and OEMs must work together to deliver exceptional customer experiences. By embracing technology, streamlining processes, providing comprehensive support, and fostering strong relationships, the industry can navigate the challenges ahead and drive sustainable growth. The insights shared at the CVBS Fall 2024 Summit provide a roadmap for success, emphasizing the importance of collaboration, innovation, and a customer-centric approach.