ATLANTA, Ga. — Equipment brand loyalty is becoming less important for truck buyers while fuel efficient, green vehicles with loads of new technologies are topping their wish lists.

According to a new study developed by IBM Global Business Services’ Auto practice and the IBM Institute for Business Value, environmentally sound and safer trucks through the use of these innovations is what will help truck manufacturers differentiate their vehicles going forward.

The study, titled Global Truck 2020: "Transcending Turbulence" was unveiled here at CALSTART’s Hybrid Truck
Users Forum National Conference. It is comprised from interviews with 91 executives in 13 countries, representing the entire truck value chain.

(Click here for a video presentation of the study results announcement and click here for the complete report).

"IBM’s study shows the trucking industry is eager to transform itself," said Sanjay Rishi, vice president and global automotive industry leader for IBM. "Increasingly fleet owners choose cleaner, more fuel efficient trucks that also have advanced systems to make transport more efficient."

The study states that over 70 percent of respondents said technology will be one of the most important external forces impacting the industry in 2020, up from 61 percent today.

Technology will not be limited to the trucks themselves but will be embedded in roads and traffic signals, increasing the interaction and predictive analytical safety capabilities of these transport carriers.

Telematics-based safety and fuel efficient
technology is what will brand trucks in 10 years: Study

Telematics — which, it should be noted, is an emerging sector that IBM is a large player in — will impact everything about the vehicle. "Truck manufacturers that effectively employ such technology to build stand to successfully differentiate and redefine their brands," states the study.

Reducing service time by allowing remote and faster diagnostics will also be key.

"Today’s vehicle diagnostic techniques typically require the technician to physically connect to the vehicle. However, it won’t be long before telematics capabilities enable remote diagnostics of a vehicle’s issues and use of remote patches when possible."

Technology will also enable stronger solutions for vehicle safety that have traditionally been addressed through manual methods and training, such as automated speed controls or automated braking.

Over 50 percent of the executives surveyed said that globalization and vertical integration will be one of the most important external forces impacting the truck industry in 2020.

Heavy truck manufacturers are just beginning to establish their global footprint, "while light vehicle manufacturers have fought the hard battles of platform creation, process standardization and the development of global supply chains," according to the report.

As well, solutions relating to driver assistance, regulatory compliance and environmental sustainability are closely linked.

"Truck transportation drives our economy; goods movement fills our stores and supplies our factories. But those benefits come with costs that are causing rapid change," said Bill Van Amburg, senior vice president of CALSTART. "That’s why IBM’s study is critical. It highlights the emerging needs of truck customers, the technical and environmental challenges for the industry and lays out a roadmap for clean and profitable growth for the future."