The driver shortage continues to plague fleets. The latest numbers from American Trucking Associations showed that annualized turnover rate for large truckload fleets rose two percentage points in the fourth quarter of 2015 to 102%, the second straight quarter in which it was at least 100%. The turnover rate for small truckload carriers—fleets with less than $30 million in annual revenue—surged 21 points to 89% in the final quarter of 2015.
Clearly, keeping qualified drivers in the seats is a big battle. In the past several years, several OEMs have unveiled “reward trucks”—tricked-out models with the latest and greatest looks, that earn a badass reputation on the road and aim to reward drivers who remain with the fleet. The Western Star 5700XE aimed to do just that when it was released last May; today, the truck is making a big difference for fleets both large and small, according to Western Star President Kelley Platt.
“It is interesting to talk to people who say that this truck changes their image,” she said from the driver’s seat as she put the burly 5700XE through its paces at the Michelin Laurens Proving Grounds. “No longer are they perceived as a mixed fleet. While smaller fleets may have purchased vehicles new or used—and might have one of every brand—the 5700XE gives them the chance to give their fleet’s image an edge and take advantage of the improved fuel economy. I hope it makes their businesses more successful. Western Star loves to be a part of making that happen.”
While large fleets are spec’ing the Western Star 5700XE as a reward truck, Platt explained that the biggest growth segment for the company is small fleets that have not traditionally purchased an aerodynamic truck. Today, approximately half of the 5700s are going to small operations with only one or two trucks. Focusing on niche market segments is a key to Western Star’s continued growth.
Speaking of growth, in 2015, Western Star received approximately 1,400 orders for the 5700XE; more than 750 units have already been delivered to 331 customers. If you look back at Western Star’s overall sales since 2010, the company expects to sell twice as many trucks as it did six years ago, and plans to eat up even more market share in the vocational segment, of which it currently holds 5.6%.
“Up until about ten years ago, Western Star was inconsistently represented in the U.S. with many blank spots; all that has changed,” Platt said, referring to the increase in Daimler’s dealer network and its Elite Support dealer certification process within its network of 750 dealer locations. An example of the Western Star support within the Daimler dealer network is the host of 100 5700XE demo trucks that customers can take for a spin, and the positive buzz from fleet customers who report an average of 7 MPG in terms of fuel economy.
