A couple of weeks before Trucks, Parts, Service talked to the team at Great Dane of Utah, the company’s founder, Bill Nehmer, 66, had been back behind the wheel.
Nehmer had started his career as a parts delivery driver and there he was again as a dealer principal, behind the wheel, filling in for a delivery driver that was out.
It’s the way things work at Great Dane of Utah, which was started by Nehmer in 2001 out of his family’s living room and is now a finalist for the Trailblazer Award, powered by Successful Dealer, for a second time (2024). Today, it is a full-service trailer dealership offering sales, parts, service, financing and a leasing company with 58 employees.
Unforgettable customer service is the company’s calling card, says Bill’s son Jared, the company’s sales manager.
He gives the example of an owner-operator who recently arrived on a Friday afternoon to pick up a used reefer unit. From the time he walked in until the time he was hooked up and ready to leave, it was 13 minutes, Jared Nehmer says. Temporary plate, notarized documents, Great Dane of Utah jacket and all.
“When he leaves here, of course he’s going to tell his friends about that,” Jared Nehmer says. “That’s kind of been our secret sauce.”
White says they treat those customers like family, offering them refreshments and, when they make a purchase, topping it off with that jacket.
“They’re wearing a piece of us as they leave,” she says.
Great Dane of Utah is able to offer that kind of support because of their employees, White says. More than two thirds of its staff has been with the company for more than five years and more than half has more than 10 years with the team.
“We really value relationships, both on the customer side and the employee side,” she says. She calls it the Olive Garden model — when you’re here, you’re family.
The company celebrates birthdays, holidays and uses a positivity-based reward system that enables employees to give positive feedback to other employees via real cash payouts. Bill Nehmer also caters lunch for all the employees on Tuesdays and Thursdays — presumably in between parts runs — and the company hands out custom bronze statues to recognize employees and office cornhole tournament winners.
“You’re building relationships,” Varoz says. “We focus on the things that can bring us together and that builds our morale around the office.”
When new hires do come on board, Great Dane of Utah leans on the experience already on their floor, setting up mentorship roles and cross-training personnel to cover during transitions. That helps his workforce feel more supported, Jared Nehmer says.
Bill Nehmer is still active on the Utah Trucking Association board and with the National Trailer Dealers Association board. They also attend truck shows with both a booth and handouts, including a booth set up like a 1950s diner, complete with cold milk and an antique refrigerator.
“It was like a little time machine,” Jared Nehmer says.
Great Dane of Utah is also active in its community, donating Christmas gifts for students at a nearby elementary school.
“My employees are so good to give back when I ask because they have been given much,” White says. The dealership keeps a wall of photos of community events it has helped out at.
“The more you give, the more you have,” Jared Nehmer says.
He says being nominated is an award in itself.
“There’s a lot of amazing dealerships and a lot of good people in this industry,” Jared Nehmer says. “It would certainly be an honor.”
Especially to Bill, White adds.
“I think it would be a compliment to Bill. These are all examples that we’ve been taught, born into,” she says. “Winning the award would really be a testament to Bill’s hard work of decades.”
The Trailblazer Award was created in 2023 recognize and honor North America’s trailer dealer community for their essential support of the transportation industry. The Trailblazer Award is graciously sponsored by Hendrickson and Procede Software. To learn more about the program, go the award page.
