Heavy Duty Trucking Logo
MenuMENU
SearchSEARCH

Commentary: Bridging the Extremes

How do we make the latest technologies attractive to folks who don’t pull white vans down smooth highways?

by Rolf Lockwood
February 22, 2016
Commentary: Bridging the Extremes

Rolf Lockwood

3 min to read


Rolf Lockwood

Here I sit, fingers hovering over the keyboard. It’s early January and I’ve resolved to write about the technological innovations that impressed me in 2015. There were many.

Ad Loading...

But the more I think about it, the more I realize that for me the most interesting thing about last year is a moment, one particular week. It’s about the contrast between two events I experienced in that seven-day stretch. I was transported from one technological extreme to its opposite, from one trucking culture to a comprehensively different one. It was both fascinating and instructive.

The week started with a flight to luxurious digs in California’s Napa Valley. A few days later I was in Notre-Dame-du-Nord, a very little town in northwestern Quebec. From extreme sophistication to no sophistication at all.

Ad Loading...

In Napa I was with the Daimler Trucks North America aftermarket crew, three prominent dealers, one fleet customer, and the brass from telematics company Zonar. I was in very good, very civilized company, mixing with big minds, and the conversation was about things that interest me greatly, among them the highest of high technologies like predictive diagnostics. Like the “connected” truck. 

Predictive diagnostics is closer than you might think, by the way.

“I don’t think we’re further than five or 10 years away,” said Friedrich Baumann, senior vice president, aftermarket at DTNA.

The idea is that the moment of a turbocharger’s failure, for instance, will be predictable, and with some accuracy. That’s mighty compelling. Just think what that could mean to you in practice.

So there was that.

Ad Loading...

In Quebec there was the roar of trucks in drag-race competition, some of them purpose-built for racing alone with maybe 2,500 hp under the hood, pulling loaded 140,000-pound B-trains up a 12% grade in the middle of that little French town. It’s called the Rodeo du Camion and it’s legendary. Thousands of people whooping and hollering for their favorites, all the more so when a driver throws torque at the matter in such a way as to lift the left front wheel a foot or even two off the ground when the lights turn green. Some especially strong trucks are still lifting that wheel on their second shift. Impressive.

All of this is fueled — not by fine Napa wine, heaven forbid — but by thin beer carried in six-packs hanging from almost every guy’s belt.

There hasn’t been this much fun since somebody invented laughter.

I had good conversations up there in the north, too. I met a few faithful readers, and I ran across a couple of southern fleet managers who had made the trip because at heart they’re gearheads like me. We had good chats, one common theme being the shrinking ranks of true truck people.

Up there telematics isn’t a thing. Up there trucks are sold to loggers, owner-operators, and independents. Maybe small farm fleets. Old-school guys, not highway people.

Ad Loading...

And I’m left wondering, how do we make the latest technologies attractive — or even just comprehensible — to folks who don’t pull white vans down smooth highways? Predictive diagnostics could mean a lot to them, after all.

Subscribe to Our Newsletter

More Fleet Management

Cover of a Dayton Parts guide titled "Strategic Parts Purchasing: A Process Checklist." The cover highlights "5 Steps to Revamp Parts Procurement, Cut Costs and Increase Uptime" and features a warehouse aisle with shelving full of automotive parts, where a worker is organizing heavy-duty suspension components on a pallet.
SponsoredJune 30, 2026

Is Your Parts Procurement Process Reactive or Proactive?

Ready to revamp your parts procurement process? Learn how now with “Strategic Parts Purchasing: A Process Checklist”

Read More →
Fleet Managementby StaffJune 24, 2026

What Trucking Events are Happening in 2026?

Looking for trucking-related conventions, expos, and other events? Heavy Duty Trucking has developed this list of national and larger regional trucking shows and events.

Read More →
LIne graph showing spot rates and driver availability over time
Fleet Managementby Deborah LockridgeJune 22, 2026

Truckload Rates Keep Rising as Tight Capacity Fuels Freight Market Recovery

Spot and contract rates continued climbing in May and June, not because freight demand is surging, but because fewer trucks and drivers are available.

Read More →
Ad Loading...
Geotab screen on AI concept background
Fleet ManagementJune 17, 2026

What Geotab's New AI Connector Means for Fleets

Fleets can now ask their usual AI assistants questions about maintenance, safety, fuel use, and vehicle performance, using their live Geotab data, and take action on the answers without leaving their preferred AI tool.

Read More →
Image of computer screen with BidBoardX interface

New C.H. Robinson Tool Opens Door to More Predictable Freight

BidBoardX lets carriers search, bid on, and secure committed freight opportunities through a single digital marketplace.

Read More →
Amazon electric cargo bike on New York City street
Fleet ManagementJune 15, 2026

New York City's Microhub Project is Delivering Results

Trucking, last-mile delivery companies, and environmental advocates like what they are seeing so far with New York's microhub program.

Read More →
Ad Loading...
Illustration of hourglass and trucks backed up to a dock
DriversJune 15, 2026

Why Truck Detention Keeps Costing Fleets Time and Money

A 2024 ATRI study found detention affects nearly 40% of truckload stops and costs the industry more than $15 billion annually. Despite the toll on drivers, fleets, and supply chains, the problem remains stubbornly persistent.

Read More →
Panel discussion
Fleet Managementby Deborah LockridgeJune 12, 2026

Time is Running Out to Apply for Exclusive HDT Event

Heavy Duty Trucking Exchange brings fleet managers and suppliers together for the deeper conversations that lead to ideas, partnerships, and solutions. Time is running out to apply for the September event.

Read More →
Empty trailer with worker loading a pallet of cargo
Fleet ManagementJune 10, 2026

Amazon Launches Less-Than-Truckload Freight Offering for All Businesses   

This launch is the latest addition to Amazon Supply Chain Services, a portfolio of supply chain capabilities from Amazon, including freight, distribution, fulfillment, and parcel shipping.

Read More →
Ad Loading...
Stacks of intermodal containers at port with truck driving between them

Import Cargo Volume to See Year-Over-Year Gain Again in June, Then Remain Below 2025 Levels Into Fall

After July, the report predicts a weakening in import volume as consumer uncertainty remains high and the impact of increasing inflation takes its toll.

Read More →