How does the commercial vehicle market tick?

Up until now, the public has primarily regarded MBtech as an engineering and consulting service provider for passenger vehicle manufacturers and their suppliers. However, MBtech already handles a broad scope of commercial vehicle projects in the development, sales and after-sales sectors. The "Truck Monitor 2008" study was initiated in order to more strongly emphasize the commercial vehicle competence of the company from Sindelfingen.

The study was performed by employees from MBtech's consulting segment between April and August 2008. "With the study we address two questions", explained Marc Bayer, Principal at MBtech Consulting and responsible for the "Truck Monitor 2008" study: "What are the deciding criteria for purchasing a heavy commercial vehicle for the customers? And how well do leading suppliers on the German market fulfill these criteria?" The evaluation of more than 90 interviews which MBtech performed throughout Germany served as a basis. Both the decision-makers at freight companies and the drivers themselves were surveyed. The "Product characteristics", “maintenance”, “Purchasing costs", "Sales processes” and "Service processes" categories were investigated in the course of the study.

"The study largely revealed a familiar picture - however with numerous new facets on a market level", said Marc Bayer, summarizing the results of the "Truck Monitor 2008" study. Freight companies are facing increasing cost pressure and thus focus more in the overall operating costs  of their vehicles - the "Total cost of ownership" (TCO): "Lower fuel consumption, low repair and maintenance costs as well as long maintenance intervals are the central requirements which freight companies place on their flee", said Marc Bayer. Criteria such as reliability and the purchase price also play a key role in the purchase decisions. Financial service offers from the manufacturers’ banks which go beyond pure financing are only of moderate importance. Their importance lies significantly behind the services provided by the brand: "The best and lowest-cost vehicle is almost worthless if it is not backed up by a professional service network with the corresponding processes for repairs and spare parts supply", stated Marc Bayer. In addition to the density and availability, the fleet owners also pay attention to the service employees' level of qualification: The speed and quality of the service and repair work are playing an increasingly important role in competitive issues, revealed another facet of the study.

The majority of the freight companies regard technical innovations for heavy commercial vehicles, such as those presented at many of the stands at the IAA, objectively: Their central expectation - and thus the major area of activity for commercial vehicle manufacturers - is a continuing reduction in the fuel costs either through engine technologies or through better compatibility with eco-diesel. The continuous improvement in service - rapid, low-cost and high-quality maintenance and repair work as well as low-cost wearing parts – also ranked highly ranked on freight forwarders’ wish-lists. Customers from a diverse range of brands also demanded a tight service network. Innovations increasing commercial vehicle safety proved less homogeneous: "Safety yes, but as a standard feature please", said the consultant, Marc Bayer, when summarizing the results of the "Truck Monitor 2008" study. In view of the difficult cost structure companies tended to especially forgo additional extras such as the distance-keeping cruise control and the lane assistant. Even though the use of safety components have a positive influence on costs such as insurance premiums. Handling or driver cabin comfort are issues which the freight companies, in contrast to the drivers, barely take into account when evaluating a commercial vehicle. If these product features fail to increase the economy, then they play almost no role in the purchase decision.

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