While you may be able to spec the most efficient truck the world has ever seen, designed to reap the benefits of unprecedented fuel economy, it would all be for naught if there weren’t an operator to drive it down the road. The looming driver shortage cloud is growing darker month by month. The latest report from the American Trucking Association (ATA) indicated that current driver turnover rates foreshadows dark driver retention times ahead.
Driver turnover—a proxy for tracking the driver shortage—rose 11 percentage points to an annualized rate of 103% in the second quarter, according to the association. The increase set the rate at its highest point since the third quarter of 2012. Turnover at small truckload fleets—fleets with less than $30 million revenue—surged 16 points to 94%, the highest level since the third quarter of 2012.
“These turnover rates show that the shortage is acute,” said Bob Costello, ATA’s chief economist. “If the freight economy continues to grow, it will worsen very quickly.”
Fleets are on the front lines, as competition to keep drivers in seats increases. Driver loyalty and signing bonuses are a few ways to increase company loyalty, but the truck equipment plays a large role. That’s why many fleets are spec’ing equipment with driver retention in mind.
“The two biggest influencers on purchase decisions right now are, ‘How can I recruit the best drivers and how can I keep them?’” said Anthony Gansle, Peterbilt Motors Co.’s marketing manager, On-Highway Product. “Equipment, obviously, plays an important part in answering both of those questions. Two proven solutions are putting drivers into trucks that are both easy to operate and provide cab and sleeper environments that they want to spend time in.”
The two biggest influencers on purchase decisions right now are, ‘How can I recruit the best drivers and how can I keep them?’ Two proven solutions are putting drivers into trucks that are both easy to operate and provide cab and sleeper environments in which they want to spend time. — Peterbilt Motors Co.’s Anthony Gansle
Gansle went on to explain that Peterbilt customers are increasingly adding premium trucks with premium content to their fleets, as well as features that help make life on the road easier—both behind the wheel and off duty. New equipment that is well appointed can help in recruiting the best drivers and keeping them. Roomy sleepers, spacious cabs, optimized ergonomics, inverters for sleeper power and premium fit and finish go a long way in keeping drivers happy.
Inexperience can often result in inefficiency. It’s one of the reasons that automated-manual transmissions (AMTs) and automatic transmissions are one of the biggest industry trends.
“Drivers have the biggest influence on fuel economy. With the shortage, there are more new hires and less experienced operators whose driving behaviors may not yet be favorable to fuel efficiency,” Gansle said. “So customers are seeking any fuel-saving advantages they can to offset the operator influence. One of Peterbilt’s solutions is our Driver Performance Assistant, which coaches drivers toward more fuel efficient driving habits. This in-dash display provides feedback to help hone driving skills and can yield up to 5% improved fuel efficiency.”
ATA reports that the current shortage of roughly 25,000 drivers is due to a number of reasons, including demographic, regulations and the fact that drivers are away from home for a period of time, among other factors. By spec’ing trucks that drivers enjoy driving, fleets can improve their value proposition to prospective employees. The key is striking the balance between premium creature comfort features and fleet equipment efficiency.
