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Trucking Market pixabay.com 

 Heavy Duty Truck market

For the Heavy Duty truck manufacturer, the market consists of 5 segments.

1. Fleet Owners
2. Owner-Operators
3. Daycab operators
4. Vocational
5. Medium duty

Segment 1, Fleet Owner

Persona  (click link) –  Fleet Freddy

Fleet Freddy works for a major long-haul trucking company.  He purchases a large number of trucks per year.  He must balance keeping drivers happy and achieving his budget targets.

Freddy has a bachelor’s degree and reports directly to the President & CEO.  As a busy professional, Freddy has Linked In and Facebook profiles.  He enjoys attending trade shows and likes to do business while attending them.

Freddy is open to new technology and actively seeks out new information, to stay ahead of the pack.  He values return on investment, so he often forgoes the bells and whistles Owner-Operators may choose to pay extra for.

 

Segment 2, Owner Operator

Persona (click link) – Oli Owner-Operator

Oli the Owner-Operator, owns his own truck but hauls a trailer belonging to his main source of business, an energy distribution company.  Oli hauls aviation fuel from the refinery to a number of regional airports.

Oli completed some college business courses but left to pursue his driving career.  He bought his truck 4 years ago and spends much of his downtime cleaning and maintaining his vehicle.

He takes pride in his vehicle, in his business and in servicing his clientele.  He has no problem paying extra for items that make him look better and perform better.  His reputation is on the line when he attends Truck Show & Shines.

Segment 3, Dani Daycab 

Persona (click link) – Dani Daycab

Dani Daycab is a college educated, professional truck driver that specializes in local, city deliveries.  Her employer owns her truck but being a highly valued employee, she has a say in how it is specified and ordered from the dealer.

Dani prides herself on being a female in a male-dominated industry.  She is an active role model in a number of professional and personal organizations.

She values quality, precision and a job well done.  She doesn’t need the fanciest truck but does appreciate it when the details are done well.

Segment 4, Vocational

Personal (click link) – Vikram Vocational

Vikram Vocational is a construction industry employee that is responsible for the purchase, maintenance and utilization of the dump truck fleet at a small paving company.

Vikram is tri-lingual and although he is not highly educated, he is knowledgeable and experienced in his job.  His biggest concern is uptime and reliability, with budgets and driver morale as secondary buying considerations.

Segment 5, Medium Duty 

Persona (click link) – Michael Medium-Duty

Michael Medium-Duty is a high school educated son of a small produce distributor.  Michael is the youngest son, has had his medium truck driving licence for 3 years and is planning to attend university in a year or two, after saving up a little more money.

Michael is responsible for one of the two company delivery trucks, both of which are Medium-Duty, 5-ton trucks with refrigerated van bodies.  He keeps records for both trucks current and handles the maintenance duties for the small private fleet.

Michael communicates primarily on his phone, mainly using text and Instagram to stay in touch with his friends and other responsibilities.

Facebook Ad Mockup

This mock-up of a Facebook ad is aimed at the Owner-Operator segment.  By depicting a show worthy, visually appealing Owner-Operator type truck in the ad, it is expected to generate engagement with the segment.

This segment is well known for taking pride in their truck and enthusiastically sharing and engaging.  This ad could also attract attention from other segments, as Peterbilt is a popular brand among many drivers across all segments.