Sustainability, technology take center stage at ATA MCE 2023

Sustainability, technology take center stage at ATA MCE 2023

Battery electric, hydrogen fuel cell and diesel trucks lined the halls of the association's fall show.

American Trucking Associations’ (ATA) Management Conference and Exhibition (MCE) is a content melting pot of high-level truck equipment topics, from sustainability and connectivity to safety technology and driver needs. Take one glance at the equipment that fills the Austin Convention Center and you’ll see zero-emission vehicles sitting next to tried-and-true diesel workhorses. You’ll see efficiency-boosting telematics technology situated next to video-powered driver safety and training solutions.

“The technology and services displayed in this hall will help our members navigate a challenging and changing landscape,” noted Chris Spear, ATA president and chief executive officer.

This year’s show seemed to be the largest yet in the post-COVID event world. There was notable growth in show floor traffic and a few surprising, yet recognizable names stepping up for larger visibility. Case in point: the ATA MCE Exhibit Hall was opened with a ribbon cutting ceremony sponsored by Amazon. The Hall features 175 total exhibitors, including 40 first-time attendees in more than 250,000 square feet.

“Amazon is proud to be a part of ATA’s flagship event, MCE, and to sponsor this ribbon cutting ceremony,” said Marie Druckenmiller, Amazon’s director of transportation. “The exhibit hall demonstrates the cutting-edge technology and advanced innovation taking place across trucking companies and service providers—from safety, to sustainability, to tech.”

So take a virtual walk around the ATA MCE with this photo gallery.

ATA unveiled its new Intermodal Peterbilt 579 that will criss-cross the country to bring elevate awareness about the importance of trucking.


Volvo Trucks’s SuperTruck 2 made a super impression at its booth. Volvo Trucks North America’s SuperTruck 2 exceeded expectations and the U.S. Department of Energy’s goal of 100% freight efficiency improvement over their 2009 baseline. The SuperTruck 2 achieved a 134% increase in freight efficiency, according to the OEM.


From the new Peterbilt 589 to its zero-emissions lineup, and a surprise appearance of DAF, Peterbilt had its full on-highway lineup on display.


International had the Navistar Financial team on hand to talk about the recent relaunch of its retail capabilities. (More to come.)


Kenworth Trucks offered a glimpse into the hydrogen fuel-cell future.


Outside the convention hall, Mack Trucks held ride and drives of its medium-duty electric truck, while the Anthem anchored the booth inside.


Amazon was hugely visible at this year’s ATA MCE. (So much so that it’s hard to get a picture of a truck and a sign hanging 10 feet above it.)

The hall was lined with technology packed booth that offered every conceivable truck data dashboard and connected equipment solutions.

Grote ATA 2023

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