As OEMs shift their focus and profitability increasingly relies on commercial vehicles, dealers who ignore the segment risk missing out on long-term growth. In this episode of Driving Solutions, Kathryn Schifferle, founder and chief vision officer of Work Truck Solutions, and Jim Press, former Toyota North America and Chrysler executive and now senior advisor to the company, share why the commercial market is booming and how dealers can successfully transition into it.
“This is the beginning of a transition that a lot of dealers who are adapting to commercial are finding it's also a pathway to the future for the whole operation.” — Jim Press
Commercial vehicles are becoming a critical profit center for OEMs, prompting a renewed push to bring more dealers into the space. According to Press, the Detroit 3 have already trimmed less profitable retail product lines in favor of trucks and SUVs, and now see commercial sales as the next frontier. He notes that commercial trucks are highly profitable and tied to recurring B2B relationships rather than one-time retail transactions. This shift creates a compelling opportunity for dealers who are prepared to engage business customers and move beyond transactional sales.
Schifferle emphasizes that loyalty remains a major asset in the commercial segment. Businesses can lose $2,000 to $5,000 per day when a vehicle is down, creating urgency and long-term service relationships with dealers who can meet their needs. She explains that end customers typically fall into three categories: large fleets, government fleets, and local small- to medium-sized businesses. Each has unique demands and high profit potential for dealers who can serve them efficiently.
“Businesses are always looking at some vendor or a partner, right, who will be there for them and that will help them get up every day and do their job. Dealers are in the perfect space for that.” — Kathryn Schifferle
Work Truck Solutions is helping dealers transition by offering not just software, but also training and support. From webinars and a dealership playbook to direct engagement, the company equips teams to understand business-to-business dynamics and establish consultative relationships with clients. As Press notes, commercial sales require a deeper collaboration between OEMs, upfitters and dealers to meet specific vehicle applications.
Electric vehicles and custom financing solutions are becoming central to this shift. Dealers who adopt process-driven approaches and work closely with OEMs on ordering systems and inventory management are already seeing gains. And with the unpredictability of tariffs or market disruptions, commercial buyers can’t afford to delay purchases. Their business operations depend on keeping fleets running, which provides dealers with a resilient sales channel.
Looking ahead, both leaders forecast that the commercial segment will become for dealers what F&I departments became over the past decade — a foundational profit source. To succeed, dealers must fully commit with inventory, systems and staff dedicated to commercial operations. Press even sees this as a path toward a broader mobility model, where success is measured not in units sold but in the value per mile provided to customers. Schifferle likens the shift to service-based models in other industries and sees technology playing a key role in supporting a complete ecosystem of stakeholders.
For dealers looking to future-proof their business, the message is clear: now is the time to lean into the commercial segment.
