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Oct 10, 2011

CUSTOMIZED TRUCKS * USA - The business case for customization

(Photo: A customized truck. Shawn Cielke, president of Sweet Rides Logistics, says the look of his one-of-kind 2006 Kenworth W-900B is responsible about 80% of the freight he hauls. “The customer knows a truck like this won’t break down often at all, because by the way it looks, they know I take great care of it,” he explains. “They also know a truck like mine delivering their products impresses their customers. Thus my customers get noticed in ways they’ve never been noticed before”)
New York,NY,USA -Fleet Owner, by Sean Kilcarr -Oct 7, 2011: -- On the surface, at least, customizing trucks with fancy paint jobs, chrome and aluminum accents, and finely crafted one-of-a-kind interiors seems extremely gratuitous for this industry. For starters, while profits in trucking used to be measured in pennies, they are today reduced to mere percentages of pennies—meaning the price tag for all that bling cuts heavily into a fleet or owner-operators’ bottom line... With all that in mind, not only does dumping some $10,000 into an eye-popping paint job or sheet metal work seem highly impractical, it borders on the suicidal, from a purely business perspective, of course... Shawn Cielke, president of Sweet Rides Logistics, noted, “But when I made my delivery, the customer came running up to my truck while we were unloading, camera in hand to take photos, and wanted us to start hauling his produce direct for him. All of a sudden, I now have a chance to sign up another regular customer. That’s the advantage a ‘fancy truck’ can sometimes bring you” ... The reason Cielke feels so much of his business is related to his one-of-a-kind 2006 Kenworth W900B stems not only from the way it stands out from the other trucks on the highway, but what all the time, effort, and money he’s put into the vehicle represents in terms of service commitment to the customer...

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