As the automotive market stabilizes after years of unprecedented fluctuations, dealers are searching for new ways to maintain profitability. In today’s Driving Solutions episode, Kathryn Schifferle, founder and chief vision officer of Work Truck Solutions, joins us to discuss how dealerships can expand revenue streams and build long-term customer relationships through commercial vehicle sales.
The industry’s profit margins, which surged during inventory shortages, have now returned to pre-pandemic levels. This shift is pushing dealers to optimize operations and explore additional profit centers beyond traditional retail sales. Commercial vehicle sales, an often-overlooked segment, can provide a consistent and lucrative revenue source.
Unlike retail buyers who often purchase vehicles sporadically, commercial customers tend to be repeat buyers with predictable fleet needs. Dealers who have successfully integrated commercial sales into their operations report higher volumes and increased service and parts revenue. Businesses require reliable transportation for their operations, making commercial sales a more stable revenue stream than retail transactions, which are more susceptible to market fluctuations.
Another advantage of commercial sales is the potential for deeper customer relationships. Businesses that purchase fleet vehicles are likely to return for future purchases and refer employees or industry peers to the dealership. This loyalty creates a ripple effect, where a single commercial account can generate multiple sales over time. Commercial vehicle buyers value long-term partnerships and are less likely to shop around for better deals once they establish trust with a dealership.
Recognizing the potential in this segment, manufacturers are providing greater support for commercial vehicle sales. Work Truck Solutions, for example, plays a key role in this ecosystem by powering inventory for FordPro.com, helping dealers effectively market their commercial inventory. The company also offers educational resources, including webinars featuring successful dealers who have leveraged commercial sales for growth.
Schifferle compared the current state of commercial vehicle sales to the evolution of Finance & Insurance (F&I) departments 15 years ago. At that time, F&I was an underutilized aspect of dealership operations, but as dealerships began prioritizing it, F&I became a major profit driver. She believes commercial vehicle sales are on a similar trajectory, with dealers who act early gaining a competitive edge.
Work Truck Solutions just launched its new platform, Comvoy, which transforms how dealers connect with commercial buyers. The platform is a specialized marketplace for work-ready commercial vehicles and helps businesses find the right fleet solutions more efficiently. This type of digital tool is becoming increasingly critical as more companies shift toward electrified fleets and seek vehicles tailored to their operational needs. By leveraging data-driven insights and an extensive inventory network, Comvoy enables dealers to better match their commercial customers with the right vehicles, whether they are traditional gas-powered models or new EV options.
Work Truck Solutions will host the Commercial Vehicle Business Summit on April 2-3, 2025 to further support dealers. The event will provide insights into best practices, market trends, and emerging opportunities, including electric vehicle adoption in commercial fleets.
As dealerships adapt to a changing market, commercial vehicle sales present a clear opportunity for sustainable growth. By investing in this segment, dealers can create a steady revenue stream, build lasting customer relationships, and position themselves ahead of industry shifts.
"[Look at] where F&I was 15 years ago. And now look at what it means to a dealership [today]. That's where commercial is poised. With the support of the OEMs, we're all acknowledging that this is a stable, regular business opportunity." – Kathryn Schifferle
