At the ATD Show in Las Vegas, I promised you my enthusiasm and dedication as your 2024 ATD chairman. Our industry is facing historical challenges and threats, but the energy I witnessed in Las Vegas and during the June ATD Legislative Fly-In proved to me that we are ready to take them on.
I have identified the key priorities for the year:
- Push back on federal electric truck mandates and educate key decision‑makers at the EPA and on Capitol Hill.
- Educate truck dealers on how CARB mandates are unfolding and their impact on the truck market and their customers.
- Increase truck dealer outreach to build relationships and solidify member value.
- Continue to grow membership and promote the ATD NextGen program.
EV Mandates
In April, the Environmental Protection Agency (EPA) finalized its “Greenhouse Gas Emissions Standards for Heavy‑Duty Vehicles — Phase 3” rule. EPA’s final rule would force the broad adoption of heavy‑duty zero emission vehicles (ZEVs), despite being less than 0.3% of sales last year. EPA’s de facto ZEV mandate will have a historic impact on truck dealerships nationwide. Unfortunately, California dealers are already experiencing unprecedented barriers to their business. These regulations are here, and we must address them head-on.
Truck dealers are making a significant investment to sell and service EVs to the tune of nearly $1 billion. Selling and servicing commercial vehicles is our job, and we will continue to do it. But dealers cannot force their customers to buy trucks that do not meet their needs, and ZEVs are not there yet for most commercial applications.
Commercial buyers have shown us that they are not ready to purchase ZEVs for a multitude of reasons, including insufficient charging infrastructure, inefficiency of the vehicles caused by immense weight, prolonged time required to charge, lack of sufficient range and affordability.
ATD has shared this perspective with the EPA regarding the impact of the rule. We have filed official comments, testified before the EPA in person, taken EPA decision-makers on in-depth dealership tours, supported a letter led by Rep. Randy Feenstra (R-Iowa) and continue to meet with both the EPA and White House regularly to convey the voice of commercial truck dealers and their customers. ATD is ensuring that truck dealer concerns are heard on this front.
Membership and ATD NextGen
Growing our membership is important to maintaining a healthy and active organization. That means focusing outreach on both big and small dealer groups. We cannot avoid the reality of consolidation, and we need to adapt by getting each rooftop and general manager involved.
The value of ATD membership requires input from both sides. The ATD board and leadership have committed to consistent contact and communication through dealership visits and calls, educational opportunities and events. To advance these relationships, members should remain engaged in the association.
Don’t know where to get started? Consider these two significant opportunities:
- Attending Future ATD Legislative Fly-Ins: ATD hosts its annual legislative Fly-In, which is an opportunity for truck dealers to visit their elected representatives and share the message of their dealership, employees and customers. It is a chance to talk to your decision-makers about the environmental regulations and other priorities related to the truck dealer. There were 88 attendees from 25 states that attended the 2024 ATD Legislative Fly-In and discussed the EPA’s de facto ZEV mandate, FET repeal, so-called “Right to Repair” legislation and catalytic converter theft by holding 95 meetings on Capitol Hill.
- ATD NextGen Program: Enroll your dealership leaders into the NextGen program to start engaging with industry peers and national issues. This includes anyone in the dealership on the leadership track, not just successors. ATD NextGen offers networking, webinars and educational opportunities.
I have my work cut out for me as your chairman, and I look forward to your voices, passions and input as we advocate for the nation’s commercial truck dealers.
