Spec’ing by brand remains strong

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According to a study conducted by CK Marketing and Communications, Columbus, Ohio, fleets in North America indicated a strong desire to specify their new vehicles with component brands of their choice.

When asked their preference regarding 50 component categories likely to be included on their tractor and trailer equipment, 75 percent of the total respondents favored specifying a brand of their choice rather than accepting the OEM’s standard. The study ranks the components, in order of importance to the group of private and for-hire fleets, from the most commonly specified to the options more likely to be driven by OEM standards. Additional information was gathered from the respondents covering the reasons for choosing particular suppliers and products, and their plans for adding new technology options to their fleet equipment.

Fleet operators can obtain a copy of the study results by contacting Chris Kemmer at chris@ckkemmercomm.com.