Uncertainty is better than knowing things are bad. That’s my story and I’m sticking to it.
Let me get this out of the way, right here up front: I am embarrassed by how many stories in the last couple of magazines have a “who knows?” element. Because, once upon a time when the world and TBB were young, the whole point for the two editors who came before me was to find someone who knew the answers.
Alas, I have not been particularly successful the first couple of months into the new year and new administration. Much optimism and fingers crossed but, to many folks, things are a little too fluid to get cocky. (Anyone with an answer, feel free to share your crystal ball.)
So, writing this as our team plans to cover TMC and Work Truck Week in coming days (I’m on a plane from NATDA’s first Trailer Tech event in Reno, a week after NATM’s annual gathering in Nashville), I promise we’ll be asking what trailer, body, and chassis OEMs are looking for from suppliers and distributors. (Look for details on the above in the next TBB mags.)
For now, let’s get some answers from the second edition Talk from the Top by Shannon O’Brien, commercial vehicle lead with MEMA Aftermarket Suppliers. (See Page 26 for complete HDAW coverage.)
It’s an anonymous and candid survey for heavy-duty aftermarket distributor execs to get their feelings out about their supplier partners. O’Brien (who conducted the confidential interviews) explains that the purpose of constructive criticism is to help us improve. She also noted: “Please, don’t shoot the messenger!”
Broadly, distributor execs were not impressed with the market and the lack of a rebound. However, some good news: “Lead times are coming down and supplier performance is coming up…The supply base has seemed to get themselves together in this bit of a soft patch.” And, after a couple of years of supply problems, “It’s a little bit more of a boring story going into ’25.”
Regarding innovation and technology, the distributor execs were virtually unanimous in encouraging suppliers to “Embrace it and go FASTER” and “You don’t want to be the one that’s trying to catch up.”
Not surprisingly, the distributors were not particularly impressed with “Made in America” pitches. For customers, by and large, “Where it’s made doesn’t matter. Quality and price do.” Similarly, they acknowledged North American suppliers can win on quality but said they need to be “much more nimble.” Said one exec: “Too many times we see U.S.-based manufacturers continue to have 8 week lead times… You are putting your domestic value proposition at risk.”
The distributors’ opinions were mixed on supplier service levels, with responses ranging from “ton of improvement” and “it’s become a non issue” to “My biggest concern is that they are patting themselves on the back and not thinking about their production capabilities during a pre-buy with peak demand.”
Ultimately, the aftermarket is still a relationship business—but a lot of distributors aren’t “feeling the love” from their suppliers:
- The worst are those that are not transparent with issues. Issues don’t get better with age.
- They tell you they have a plan to get their back-orders down, and then they don’t meet it. And it’s the same month after month.
- Have the uncomfortable conversations. Not having the conversation doesn’t make the issue go away.
- We get left in the dark and get some story about an issue getting better next month, and then it doesn’t. When you get that over and over again, even from senior people, you start to wonder if they care?
- Treat your aftermarket distributor as a customer and not just a means to get your product to market end users.
- Don’t look to us to grow your business and at the same time spend zero time with us.
- They have so much dedication to pleasing the OEM, at the end of the day they forget about who is bringing the profitable business to them.