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Truck buyers thinking green, going green

A J.D Power and Associates study released today had an important finding for environmentalists. It concluded after a five-year study that many truck owners, including those who own Hinos (pictured), are thinking “green.”

Although implementation of green technology is not widespread in the commercial trucking industry, the study says 16% of owners say they are “certain” or “practically certain” that they would buy a truck from a green-rated manufacturer rather than a manufacturer without a green rating.

“Green ratings and technology are areas where manufacturers can differentiate themselves from the rest of the industry,” said Brent Gruber, senior manager of the commercial vehicle practice at J.D. Power and Associates.

“Manufacturers that invest in green technology and widely incorporate it in their trucks will have a considerable advantage in a very competitive market.”

The 2011 U.S. Medium-Duty Truck Customer Satisfaction Study was based on responses from 1,037 primary maintainers of 2010 model-year Class 5, 6 and 7 conventional cab medium-duty trucks. The study was done in June and July. The top brand ratings went to Hino, Freightliner and then Ford Motor Co. Hino performed well across all factors of driving satisfaction, particularly in engine satisfaction and overall quality. Freightliner made a significant jump from last year, primarily due to ownership satisfaction improvement.

The study measured customer perceptions of 2010 trucks. Within the product index, six factors were used to determine overall satisfaction: Engine, warranty, cost of operation, cab and body, ride / handling / braking and transmission. The study also measured satisfaction with services received from an authorized truck dealer. Six factors comprise the service index: Service facility, service quality, service advisor, service initiation, service delivery and service price.

Reach TN's Hawke Fracassa at [email protected]. Follow him on Twitter @HawkeFracassa.

Image source: Hino