{"id":2663,"date":"2019-07-24T16:46:40","date_gmt":"2019-07-24T16:46:40","guid":{"rendered":"https:\/\/cantruck.ca\/truckmakers-shifting-with-aging-driver-workforce\/"},"modified":"2025-01-10T16:46:55","modified_gmt":"2025-01-10T16:46:55","slug":"truckmakers-shifting-with-aging-driver-workforce","status":"publish","type":"post","link":"https:\/\/cantruck.ca\/fr\/truckmakers-shifting-with-aging-driver-workforce\/","title":{"rendered":"Truckmakers Shifting with Aging Driver Workforce"},"content":{"rendered":"<p><span lang=\"EN-US\">An article in Freightwaves by Sandeep Kar illustrates a \u2018golden age\u2019 for truck drivers could be emerging as truck makers boost \u2018in the cab\u2019 offerings to attract and retain an aging workforce in the midst of a driver shortage. \u00a0<\/span><\/p>\n<p><em><span lang=\"EN-US\">\u201c<\/span><\/em><span lang=\"EN-US\">Truck manufacturers are always seeking to influence truck buyers\u2019 purchasing decisions and have historically used several factors to that effect. While some have differentiated their product from their competitors by using engine-related features (these original equipment manufacturers, or OEMs, have typically used fuel efficiency of their engines as a key attribute), others have either used their trucks\u2019 safety features or the comfort and convenience of their design to influence owner-operators and fleet managers to choose their branded trucks.<span class=\"apple-converted-space\">\u00a0<\/span><\/span><\/p>\n<p><span lang=\"EN-US\">For the past few decades, these features were the core of product differentiation. But around the mid-2000s, the trucking industry started experiencing a major business model transformation \u2013 truck-as-a-service became more prevalent than truck-as-a-product \u2013 the business model that had governed product planning for nearly a century. And with that, most truck manufacturers started using total cost of ownership (TCO) as the most effective and important differentiating factor.<span class=\"apple-converted-space\">\u00a0<\/span><\/span><\/p>\n<p><span lang=\"EN-US\">Advanced powertrain, chassis, safety and telematics technologies played a major role in reducing fuel costs and downtime. This, in turn, helped increase the safety, durability and reliability of trucks, as well as reduce their TCO. Nonetheless, the focus for truck designers and engineers was still largely on the truck and less on the driver.<span class=\"apple-converted-space\">\u00a0<\/span><\/span><\/p>\n<p><span lang=\"EN-US\">Then something started to change around 2010 \u2013 driver costs started overtaking fuel cost as the largest component of a heavy-duty truck\u2019s TCO. This was driven by the exacerbation of the qualified truck driver shortage, the graying of the truck driver population and a lack of young people choosing trucking as a profession.<span class=\"apple-converted-space\">\u201d<\/span><\/span><\/p>\n<p><span lang=\"EN-US\">This profound shift coincided with the rising importance of yet another business model transformation. This time, it went from truck-as-a-service to truck-as-a-solution in order to firmly establish drivers as the focal point in the commercial vehicle product planning.<span class=\"apple-converted-space\">\u00a0<\/span><\/span><\/p>\n<p><span class=\"apple-converted-space\"><span lang=\"EN-US\">Full <a href=\"https:\/\/www.freightwaves.com\/news\/commentary-truck-drivers-are-aging-or-are-we-entering-a-golden-age-in-trucking\">article here<\/a>. <\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>An article in Freightwaves by Sandeep Kar illustrates a \u2018golden age\u2019 for truck drivers could be emerging as truck makers boost \u2018in the cab\u2019 offerings to attract and retain 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