Volume 27 • Issue 12 • 12/16/2025 |
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IN THIS ISSUE
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BOARD NEWS & VIEWS: Christmas — Time to Cool the Engines by Chris Bridges
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MARKETING COMMITTEE: Using AI to Transform Advertising and Marketing for Used Heavy-Duty Trucks by Bo Johnson
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DEALER GROUP December Update by Steve Bootsma OPINION: PLAN: The Four-Letter Framework That Separates the Professionals.
Why Most Equipment Sales Meetings Fail Before They Even Start.
by Ricardo Rodriguez-Long How Many Gallons Does a Semi-Truck Hold? All You Need to Know About Fuel. by Ian Sifuentes -
Women In Trucking Blog
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Used Truck Market Review & Forecast
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Awards & Accolades
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Industry News Briefs
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Electric & Alternative Fuel News
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Christmas isn’t just another date on the calendar—it’s a time filled with cherished memories, family traditions, and a deeper sense of meaning. For many of us, it’s about being close to loved ones, sharing stories and laughter, and soaking in the warm glow of holiday lights. |
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The world seems to hit pause for a while, and after a long and successful selling season, there’s no reason you shouldn’t do the same. Beneath all the festivities, Christmas offers something deeper—a natural invitation to slow down and take a break from the usual chaos. It’s a chance to step away from the daily grind, rest, reflect, and appreciate all that we’ve accomplished this year. These days, it’s harder than ever to separate work from life. Emails arrive at all hours, deadlines never end, and it often feels like we’re always in “on” mode. That pressure can pile up, leaving us stressed, exhausted, or burnt out. Stress can sneak up in all sorts of ways—maybe you’re worn out, moody, or can’t focus. Sometimes it even shows up as headaches or trouble sleeping. It can drain the joy from work and life. |
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The used heavy-duty truck market is highly competitive, with buyers often comparing dozens of listings across multiple platforms before making a decision. In this environment, sellers—from independent dealers to large fleets—are increasingly turning to artificial intelligence (AI) to sharpen their marketing strategies, streamline operations, and stand out in a crowded marketplace.
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AI is no longer a futuristic concept; it has become a practical tool that can meaningfully enhance how used trucks are advertised, evaluated, and presented to potential buyers.
One of the most impactful uses of AI in the heavy-duty truck sector is automated listing optimization. Traditionally, creating compelling truck listings required time, expertise, and an understanding of buyer behavior. AI-powered tools can now generate detailed descriptions, highlight key selling points, and even recommend pricing based on real-time market data. This helps ensure listings are accurate, informative, and tailored to the keywords and criteria buyers use in their searches. Stronger listings lead to higher visibility, more clicks, and ultimately, more qualified leads. |
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I hope you’ve had a wonderful November and enjoyed time with family and friends this Thanksgiving season. Fall ushers in many changes to our natural surroundings—the leaves turn, brighten our landscapes, and eventually create a colorful carpet on the ground. All of it signals the quickly approaching turn of the calendar and the start of a new year.
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The UTA Convention is another event that reliably returns each year. This past location—San Diego—did not disappoint. Attendees were able to enjoy not only the convention itself but also the beautiful weather and scenic surroundings. The area is rich in history and proudly serves as home to our nation’s largest naval fleet. |
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I’ve watched thousands of equipment sales meetings over my 40+ years in this industry. I’ve seen deals that should have closed fall apart. I’ve seen relationships that should have lasted years end after one conversation. And I’ve seen talented salespeople struggle while wondering why their competitors are outselling them. |
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The issue isn’t product knowledge. Most equipment salespeople know their trucks inside and out. They can recite specs, explain financing options, and discuss payload capacities all day long. But knowing your product is not the same as knowing how to present it. Here’s the real problem: Most good salespeople “wing it” on personality alone. They show up to a meeting believing their charm will carry them. They pitch features, data, and cost savings instead of solving actual problems. They ask yes-or-no questions that go nowhere. And they walk out with vague next steps like, “I’ll give you a call next week,” instead of clear commitments. |
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Fuel is one of the biggest operating expenses in the trucking industry. This is true whether you're a fleet owner, an independent owner-operator, or just entering the world of commercial trucking. Understanding how fuel works in semi-trucks is crucial for planning trips, managing costs, and maintaining your rig. |
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A common question among drivers and trucking business owners is: How many gallons does a semi-truck hold? The answer, however, is not always straightforward. It depends on the tank size, configuration, and the method used to fill the truck. This guide breaks down the fuel system of semi-trucks, tank capacities, rules for safe filling, and how far you can expect to go on a full tank. |
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Where Are Freight Markets Headed?
by Brian Everett (November 18, 2025) — Two prominent industry economists recently provided outlooks on the trucking and freight markets at the Women In Trucking Association’s Accelerate! Conference in Dallas, Texas on Nov. 12, 2025. Lee Klaskow, Senior Freight Transportation and Logistics Analyst with Bloomberg Intelligence (BI) and Eric Starks, Chairman of FTR Transportation Intelligence shared perspectives to help attendees navigate through a challenging economy. |
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Lee Klaskow began his discussion by providing a key market overview and macro backdrop of what’s going on in the freight markets. Overall, freight transportation peer groups — Bloomberg Intelligence’s Peer Groups involving Carriers, Railroads, Truckload and LTL — have underperformed in the broader market over the past 12 months. He said the trucking peer group has been hardest hit on concerns a rate recovery is being pushed out further by the impact of increased protectionist policies. |
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USED TRUCK MARKET REVIEW & FORECAST |
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VOLUME TRENDS: Same dealer used Class 8 retail truck sales decreased in October. The 4.9% m/m decline was counter to expected seasonal performance. October is typically the third best sales month of the year, running nearly 8% above average. Surprisingly, the October auction market maintained some of September’s vigor. Auction volumes advanced 19% m/m in October. Dealers also built on September’s momentum. The wholesale channel added 2.5% m/m. Combined, total market same dealer sales volumes rose 5.2% m/m in October. Compared to October 2024, the retail market was 6.2% softer. The wholesale segment gained 12%, trailing auction growth, which was up 21%. Total reported market volumes were 6.5% higher y/y. |
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SUMMARY
Once again, auction pricing held up month-over-month while retail pricing decreased more notably.
Class 8 Auction Update
Class 8 auctions in November saw higher sales volume than October, and depreciation was mild.
Looking at late-model sleeper tractors, average auction pricing for our benchmark truck In November was:
• Model year 2023: $58,847 (October data not available for comparison)
• Model year 2022: $43,998; $905 (2.1%) higher than October
• Model year 2021: $37,188; $428 (1.2%) higher than October
• Model year 2020: $24,065; $6,801 (22.0%) lower than October
• Model year 2019: $21,865; $360 (1.6%) lower than October
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Sandhills Global Market Reports Underscore Challenging Market For Used Truck Dealers
Sandhills Global market reports covering November data highlight a tough market for used truck dealers. The reports cover used trucks, trailers, farm machinery, and construction equipment on Sandhills’ U.S. platforms. Within the broader used truck and trailer markets, says Truck Paper Manager Scott Lubischer, “day cabs currently have the toughest market. Inventory aging continues to increase, and we urge dealers who have not made price adjustments to adjust their prices accordingly to reflect the current market.”
The key metric in all of Sandhills’ market reports is the Sandhills Equipment Value Index (EVI).
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The UTA wants to recognize the wins of the people and companies in our industry! If you want to share news about an award or accolade, please send the details and article link to our newsletter editor at utaeditor@uta.org. |
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ATD Names Truck Dealer of the Year Finalists TPS (December 3rd, 2025) —The American Truck Dealers (ATD), along with program sponsors Procede Software and Trucks, Parts, Service, have announced the nominees for the 2026 Truck Dealer of the Year. |
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North American Trailer Named Landoll Dealer
North American Trailer has been selected as an authorized dealer for Landoll Trailers, a respected name in the heavy-duty transportation industry.
This partnership marks an exciting expansion of North American Trailer’s dealership status across the Midwest. Chosen by Landoll’s regional team from a list of potential candidates, North American Trailer was recognized for its strong industry reputation in both parts and service and long-standing customer relationships.
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US Trailer Makers Seek Steep Duties Against Import Rivals
Transport Topics (December 3rd, 2025) — A coalition of U.S.-based trailer manufacturers is asking federal agencies to impose duties on dry van and refrigerated trailers imported from Mexico, Canada and China, setting the stage for a tense standoff between themselves and some of their American peers.
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Lawsuit Abuse Strains Trucking Industry Transport Topics (December 4th, 2025) — The commercial transportation sector is facing a growing number of legal verdicts at a time when economic concerns are dominating the marketplace, the American Transportation Research Institute recently determined.
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Price Slowly Slipping Out of Used Truck Market
TPS (November 24th, 2025) — Lower volumes kept depreciation consistent in the auction market in October but pricing slipped a bit in the retail space, J.D. Power announced in its November Commercial Truck Guidelines report.
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