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By: Earl Brown, Autofusion (2025)
Most dealers are missing a major opportunity to expand their sales reach to local and regional commercial buyers.
Picture this: An overworked commercial and fleet sales manager, already juggling a dozen urgent tasks, working with very limited resources and support, and essentially ignored by most of the automotive marketing world, is told by a serious commercial fleet buyer that their website is hard to navigate or that the build & price process they offer on custom upfits is clunky and not very helpful at all.
Commercial and fleet buyers have been quietly enduring outdated tools and processes, and a very clunky customer journey- while retail vehicle shoppers have been enjoying seamless, efficient, and integrated next-generation online retailing experiences, including very popular website features like highly-engaging build & price solutions.
It’s not fair! The question is, why should those responsible for buying heavy-duty trucks and fleet vehicles have to navigate websites that look like they were built during the dot com era, confusing product order guides, and a slow moving sales process, just to spec out the right ride for their business?
Commercial Dealer Conundrum
Unlike individual retail car shoppers who typically browse for style and comfort, commercial buyers are all about functionality and efficiency. Whether they’re upgrading a plumbing fleet or building out snowplow-ready trucks, these busy shoppers all have one thing in common: they don’t have time for guesswork or hide-n-seek.
Based on anecdotes we’ve heard from prominent commercial work truck dealers, it seems pretty clear that many buyers find commercial and fleet dealership websites cumbersome, unsophisticated, or worse—missing in action altogether, especially when it comes to finding the crucial information they need to plan their purchase.
The 2025 Commercial Truck Buyer’s Wishlist
So, what does the modern commercial buyer actually want? Truth be told, not a whole lot. Certainly not more than most dealers are willing to offer, if they had the right tools.
The Opportunity For Commercial & Fleet Dealers
If your dealership is still keeping your entire commercial messaging strategy on a dusty old page on your retail site, or on a clunky “certified” site, you’re leaving serious money—and frustrated customers who don’t feel seen—on the table.
Autofusion’s Commercial Marketing Solutions: Built for Businesses Like Yours (And Theirs)
At Autofusion, we’ve been on the front lines of the digital revolution, working with dealers to deliver custom solutions that make life easier for buyers and sellers alike. For example, our Custom Order “Work Truck Builder” Toolmerchandises your vehicle in the most engaging way possible, while taking the hassle out of upfits.
Imagine a fleet manager configuring their next vehicle lineup during a lunch break, clicking “connect,” and meeting with your commercial sales professional to break the ice and discuss next steps- before heading back to work without even breaking a sweat. That’s the power of a well-designed end-to-end digital shopping experience, like the one Autofusion offers to commercial dealers.
Take a look at this case study, to see how #1 Gaudin Ford Pro made the big switch to Autofusion and saw a 288% increase in leads!
Ready to Roll?
It’s time to put your commercial and fleet buyers in the driver’s seat. With Autofusion’s cutting-edge tools, you can give them a shopping experience as efficient as the vehicles they’re buying. Let’s ditch the outdated playbook and embrace a digital solution that works for everyone.
Contact our team at 1-800-410-7354 or sales@autofusion.com to learn how we can help you modernize your commercial sales process.
