IT TAKES a lot of self-control to subdue a cynical smirk when I hear the head of a truck brand, any truck brand, say they’re not particularly interested in market leadership or their place on the sales ladder.
To my mind, their assertions make little sense and are, at best, a poorly scripted excuse for mediocre performance. After all, the higher they are up the ladder, the more trucks they’ve been selling.
When it’s all boiled down, that’s what it’s all about: selling trucks!
So, as we consider the figures for three quarters of this year, don’t let anyone kid themselves that the numbers don’t matter.
They matter for everyone. Success breeds success. Mediocrity metes out more of the same.
It’s becoming a predictable trend, but the good news in…
