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European Truck Customer 2010 Study Summary

Overview

The study "European Truck Customer 2010" examines customer needs, satisfaction, and market trends in the commercial vehicle sector post-crisis.

• Economic crisis (2009) led to significant sales declines, but market recovery is underway.
• Customer satisfaction dropped during the crisis, with a focus on vehicle uptime and total cost of ownership.
• Key findings emphasize customized solutions and regional tailoring for competitive advantage.

Core Findings

• Customer Priorities: After fuel consumption, availability and uptime are the top concerns for vehicle purchases, especially in Germany, followed by service quality and spare parts.
• Regional Differences: East Europe prioritizes purchase price, while West Europe and Germany focus on service and reliability. OEMs must adapt offerings accordingly.
• Solutions Recommended: Develop customer-focused, modular solution packages to address total cost of ownership and mobility needs.

Action Areas for Manufacturers

1. Enhance understanding of diverse customer segments.
2. Create integrated value-chain offerings, including vehicles and supplemental services.
3. Optimize pricing structures for different customer groups.
4. Improve communication to highlight benefits of bundled services.
5. Organize internally for customer-centric value delivery.

Conclusions

• The crisis shifted customer expectations, demanding intelligent, customized solutions.
• OEMs must prioritize service and regional adaptation to build long-term customer relationships and gain market share in recovery.