In the weeks ahead, TPS will share in-depth conversations with this year’s four 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 2026 ATD Truck Dealer of the Year Award, which will be announced Feb. 5, at the ATD Show in Las Vegas by Procede Software CEO Larry Kettler and TPS Editor Lucas Deal.
These questionnaires continue with Patrick Jacobs, president at Carco International.
How did you get into the truck dealer industry?
Patrick Jacobs
Although I had no formal experience in truck sales, I believed strongly in my ability to learn quickly and build relationships, and I convinced the management team that I could sell anything. I was ultimately hired as the branch manager of the rental and leasing division, where I was able to develop my skills and grow within the industry.
How have you risen in the industry and your company to reach where you are today?
As I entered the industry, I focused first on listening and learning, allowing employees across service, parts, and sales to be my teachers. This hands on, comprehensive approach helped me understand every aspect of the business and build credibility with the team.
Serving as branch manager of our rental and leasing division was a critical step in my development. Managing the rental and leasing fleet gave me firsthand insight into our customers’ daily challenges, operational needs, and the importance of uptime, cost control, and reliability. That experience strengthened my ability to make practical, customer-focused business decisions.
I also made it a priority to learn from others in the industry. At industry meetings, I actively sought out experienced peers, asked questions, and built strong relationships. I’ve always valued shared knowledge and made a point to bring those insights back to our dealership, recognizing that we don’t need to reinvent the wheel when we can learn from both the successes and failures of others.
Equally important has been our commitment to serving the community through meaningful support and contributions, not for recognition, but because we genuinely care. That mindset, combined with strong leadership and sound management principles, has shaped my leadership style and guided my growth within the company.
By empowering our people, setting clear expectations, and holding ourselves accountable, we’ve built a strong culture that drives performance. That culture has led to improved efficiency, stronger customer relationships, and sustainable long-term growth for the business.
[RELATED: Dealers eye 2026 recovery but remain honest about market limitations]
What do you like most about being a truck dealer?
What I like most about being a truck dealer is the people — both our employees and our customers. This business is built on relationships, and that’s what makes it rewarding for me. I take great satisfaction in watching our employees grow and develop their own professional styles, and I truly value the long-term relationships and friendships that come from working closely with our customers. Being actively involved with both our team and our customers is what makes this industry fulfilling and keeps me passionate about what we do.
Describe your leadership style. How do you pilot your business?
My leadership philosophy is simple: provide the team with the tools, training, and clear expectations they need to succeed, then give them the freedom to execute. I pilot the business by setting direction and accountability while trusting our people to do their jobs in their own way. Everyone has a different style, and when you respect that and empower people, you get stronger engagement, better decision-making and better results.
What do you believe is the most important skill for a truck dealer?
I believe the most important skill for a truck dealer is building strong relationships. Product knowledge is the foundation of sales, and I leverage our vendors’ expertise to ensure we are trusted experts for our customers. With our OEM, I prioritize aligning with their vision and fully participating in their programs, because for Carco to thrive, we must operate as strategic partners with shared goals. I also view other dealers as teammates rather than just competitors. After 22 years in this industry, I know there’s always something new to learn, and I actively seek out the successes of others to continuously sharpen my own approach.
How have you cultivated that skill?
I believe the most important skill for a truck dealer is building strong relationships. Product knowledge is the foundation, but trust and partnership drive long-term success. A dealer must connect with customers, vendors and peers, listen actively, and align goals to create win-win outcomes. By fostering these relationships, a dealer not only sells trucks but becomes a trusted advisor and strategic partner in the industry.
[RELATED: Learn about ATD Truck Dealer of the Year Nominee Patrick Chastang]
How do you differentiate your business from your competitors?
We differentiate our business through relationships, expertise, and strategic alignment. By fully understanding our OEMs’ programs and vision, we operate as true partners rather than just sellers. We leverage deep product knowledge and industry experience to provide trusted guidance to our customers. Additionally, we view other dealers as teammates rather than just competitors, learning from them and continuously improving. This approach has earned long-term customer loyalty, strong vendor partnerships, and industry recognition, such as being named ATD Truck Dealer of the Year.
What is the most difficult part of your job?
I wouldn’t say one aspect of the job is more difficult than others; they each come with their own challenges. Early on, I found the accounting and financial side of the business to have the steepest learning curve. Fortunately, I’m supported by a talented team with deep expertise in this area, and their guidance has been invaluable in helping me navigate and understand the complexities of our financials.
How does ATD help you run your business?
ATD helps us run our business in several important ways. First, their training programs and educational resources keep our team up to date on the latest products, technologies, and industry best practices, allowing us to provide knowledgeable guidance and high-quality service to our customers. Second, ATD plays a vital role as an advocate for our industry, representing our interests and taking our collective message to state and federal governments. Third, their support and partnership provide access to leadership insights and strategic direction, helping us stay aligned with their vision and fully participate in their programs.
Overall, this partnership strengthens our credibility, supports consistent service standards, and positions our business for long-term growth in a competitive market.
Why do you believe you were nominated for the ATD Truck Dealer of the Year Award?
I believe we were nominated for the ATD Truck Dealer of the Year Award because of our consistent focus on building strong relationships, delivering exceptional service and aligning closely with ATD’s programs and vision. Our team’s dedication to being trusted advisors for our customers, combined with a commitment to operational excellence, has allowed us to achieve long term loyalty and measurable results. Recognition like this reflects not only the work of our leadership but the collaborative effort of our entire team, who consistently strive to uphold the highest standards in the industry.
