Even in tough economic times – perhaps especially during those periods – it’s a good idea to keep an eye out for a niche or the next big trend. In our industry, one trend that’s been gaining momentum during the last decade is truck customization. And fads don’t get much more fun than this – particularly if you can turn a significant profit from it, as some distributors and dealers are already doing (see article on page 30).
One doesn’t have to look far to see how popular this niche market is becoming. The success of the TV series “Trick My Truck” alone is a powerful statement. At least 17 truck beauty shows will be held in the United States this year, and participation in them is booming, including at the Great American Trucking Show held last month in Dallas. Parts and accessory manufacturers have heeded the call and answered with numerous products – everything from vintage headlights and mag hub covers to mean-looking drop visors and super-cool LEDs. Dealerships are getting in on the action, appealing to style-savvy truck owners with facilities that look more like hip sections of a mall than parts stores. Local, independent shops have made national names for themselves by branching into the creative field of customization. Due to requests from readers of its owner-operator-targeted magazines, Truck Parts & Service’s parent company, Randall-Reilly Publishing, launched Custom Rigs, a magazine devoted solely to truck customization, earlier this year.
The urge to show pride through unique styling has extended beyond the owner-operator market to fleets. Take, for example, TMC Transportation, based in Des Moines, Iowa. One of the largest flatbed trucking firms in the nation, TMC’s nickname on the road is “too much chrome.” Reggie Erwin, manager of the company’s truck sales division, says TMC’s thousands of vehicles feature stainless-steel-wrapped fuel tanks, lights galore and are “dripping” with chrome.
Most truck owners who add custom accents to their rigs will never enter a truck show. But for those who do, the competition is fierce. Partnering with an expert distributor who can supply the latest bells and whistles and a body shop that can meet the demands of fastidious judges is a must.
Show truck owners as well as those who just want to make a statement with their rigs have found many enthusiastic helpers in the aftermarket. It’s just another example of this industry’s ingenuity in taking cues from customers and providing solutions to their specific needs. I’m sure you’ll do more of the same in the future.
