Today and Thursday, TPS will conclude our sharing of in-depth conversations with this year's six nominees, detailing how they found their way to the truck dealer business, how they've navigated the industry, their efforts to lead their businesses and more. These conversations will lead up to the announcement of the 2025 ATD Truck Dealer of the Year Award, which will be announced this Friday at the ATD Show in New Orleans by Procede Software CEO Larry Kettler and TPS Editor Lucas Deal.
Will Bruser, Truckworx, 2025 ATD Truck Dealer of the Year Nominee
How did you get into the truck dealer industry?
I was hired by Kenworth of Birmingham in February of 2004 through a co-op plan between Kenworth Truck Company and the local dealer to sell Kenworth medium-duty trucks.
How have you risen in the industry and your company to reach where you are today?
I started off selling Kenworth medium-duty trucks and after two years of service, my wife and I were asked to move to Mobile, Ala., where I became the general manager of that location and oversaw the construction of our new dealership. In 2009, we were asked to move back to Birmingham where I became the vice president of sales for the entire company. In 2012, I was named president of the company and began to put a hard focus on daily operations and our culture. In 2021, my wife and I were able to purchase the company from her father who co-founded the company in 1978 with his father.
What do you like most about being a truck dealer?
The trucking industry is essential to our American way of life and it’s a great feeling to be able to wake up every morning and make a real contribution to keeping this country moving. I also love the people in this industry.
[RELATED: Kenworth announces Truckworx as its 2023 Dealer of the Year]
Describe your leadership style. How do you pilot your business?
I think it’s extremely important to have full transparency and honesty within our organization and to hold people accountable. Every decision made in our company is piloted by our mission statement: Do what’s right for the right reasons for our employees, customers, and vendors.
What do you believe is the most important skill for a truck dealer? How have you cultivated that skill?
Always doing what’s right for the right reason; remove self-interest and simply do the right thing. My parents instilled it in me at an early age by always doing the right thing for the right reason for our family, no matter what.
How do you differentiate your business from your competitors?
We have great people! We have great products and vendors that support us extremely well. Our culture of always doing what’s right for the right reasons with a great attitude in a respectful manner plays a huge role as well.
What is the most difficult part of your job?
Recruiting talent to grow and take our business into the next 20 years.
How does ATD help you run your business?
The advocacy work ATD does for our industry and the networking opportunities provided by being an active member are crucial to our success as a dealer. The ATD Dealer Academy has also provided me and multiple other leaders in our company with a wealth of knowledge that we use daily.
Why do you believe you were nominated for the ATD Truck Dealer of the Year Award?
I would hope it is because of our reputation in the industry and because of our ability to always do what’s right for our employees, customers and vendors.
