“Owner-operators are a group of customers where image will always be important in terms of chrome and paint for their trucks, and that won’t change,” Acker told Fleet Owner. “But now it appears there is a true need among owner-operators for function to outweighing form in many cases.”

Acker noted that owner-operaters are more focused on resale value, fuel economy and durability than they have in the past.

Acker also said many in the industry may underestimate just how savvy owner-operators are becoming; for example, they understand financing options better than most people think and are beginning to factor resale value more into vehicle life cycle cost analysis. “Owner-operators have become much more business savvy in this regard, especially as the last few years have been so rough,” he said.