Gene Ely, former heavy-duty marketing consultant and heavy aftermarket key account manager for Triangle Suspension Systems, Inc., has published the first-ever heavy duty marketing textbook style volume that is specific to the North American Commercial Vehicle (CV) and equipment marketplace.
He states the reasons for the textbook is because of major changes as a result of the Internet’s “Information Explosion” that have evolved into The New Customer-Centric Demand Generation. Ely says we have become an information-rich and time-poor society that has reshaped the way we prefer to receive our information delivery.
Combined with that, there’s been a major transition in generational demographics, as well as psychographics.
Moreover, this industry-changing digital transformation and demographic shift means the familiar generational behaviors of the now-aging dominant generation are transforming, as well. Ely says the result is that new demographics and psychographics are firmly in place — GenXers, millennials, and GenZers, now include a blend of four entirely different and very diverse generations that have become pervasive throughout the entire industr y.
Baby Boomers (ages 55-73) 41 million, GenX (ages 39-54) 53 million, Millennials (ages 23-38) 56 million, and Generation Z (ages 22 and under) … the new generation of diesel service techs and CDL drivers. This vivid population split of 109 million digital savvy ages 23 to 54, as opposed to 41 million who are aging out of the workspace is proof-positive of the shift to The New Customer-Centric Demand Generation.
Ely says you might be surprised to know this customer movement presided over a major Business-to-Business (B2B) customer revolution marvel that’s on par with the development of the electric and autonomous truck.
