Growth Through Strategic Dealer Expansion
Mehar Ghumman - Chief Financial Officer, Axle Spindle
Challenge:
Achieving substantial company growth and effectively entering new markets by building and expanding a robust dealer and service provider network
Solution:
Leveraging MATS as a pivotal platform for direct dealer engagement, new product launches to spur dealer demand, and establishing connections in untapped territories
In three years, Axle Spindle expanded from 0 to 85 dealers by leveraging MATS as a platform for dealer recruitment, product launches, and market expansion, showcasing MATS as a key engine for sustained growth and visibility.
MATS: The Engine for Quantifiable Dealer Network Growth
Mehar Ghumman of Axle Spindle underscores the show’s direct impact on their core growth strategy. “The best benefits for us attending MATS is mainly because we directly get to meet our dealers, service providers, anyone that we want to bring into our company,” he states. This focused approach has yielded remarkable, measurable results. “We started with zero dealers back in 2023 and over our past three years at MATS, we’ve expanded to 85 with our current goal to reach 125 by the end of this show.” This trajectory from zero to aiming for 125 dealers powerfully demonstrates MATS’s efficacy as a dealer recruitment hub.
Launching New Products and Entering New Markets via MATS
Complementing this established dealer growth, Trevor Shotsman, highlights how the show is critical for market entry and creating the demand that fuels dealer success. For Axle Spindle’s “brand new bolt on axle spindle,” MATS was the chosen launchpad. “We were attracted to the show for the opportunity to reach a wide audience… from across America and other countries as well.”
For a newer company introducing a new product line, visibility is a significant hurdle. Shotsman notes, “…the challenge we have is getting connections with people who may not even know we exist, may not know this product exists.” MATS directly addresses this by providing exposure and the ability to showcase products and conduct live demonstrations in a face-to-face environment. This is vital for educating potential end-users and, crucially, the repair facilities and dealers who will champion the product. Shotsman elaborates on their strategy: “ideally we want to target someone who’s going to use a product. So it would be a repair facility, a big fleet… But at the same time, we also want to introduce this to the drivers… who can be aware this product exists and either can order it through one of our distribution channels [dealers] or can recommend using it through one of their repair facilities.”
The impact is already tangible for their new market push: “We’ve had quite a few discussions with some big potential opportunities that will give us connections in a whole bunch of different states that we are currently not in.”
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Synergistic Strategy: Building Dealer Networks and Driving Demand
The experiences of Ghumman and Shotsman highlight a thoughtfully designed approach at Axle Spindle, facilitated by MATS. While one arm of the company focuses on direct dealer and service provider recruitment and expansion, another introduces innovative products to a broad audience, including those who will become customers through this growing dealer network. The awareness and interest generated by new product launches, as described by Shotsman, create a pull-through effect, making partnerships with Axle Spindle even more attractive to potential dealers.
MATS allows Axle Spindle to efficiently connect with a spectrum of industry players. As Shotsman observes, people are “coming to us looking to see what it’s for and what it can do for their company, their fleet, their truck.” This interest, cultivated at MATS, translates into opportunities for their expanding dealer base.
Conclusion: MATS as a Critical Growth Catalyst for Dealer-Centric Expansion
The Mid-America Trucking Show proves to be an indispensable catalyst for Axle Spindle’s company growth, directly fueling its strategy of dealer network expansion and successful entry into new markets. By providing a concentrated environment to meet and recruit dealers, showcase innovations to end-users and service channels, and forge connections in previously untapped regions, MATS empowers Axle Spindle to overcome the typical challenges faced by companies aiming to scale. For Axle Spindle, MATS is clearly more than a trade show; it’s a strategic arena where dealer relationships are built, new products are successfully launched, and the foundations for sustained, nationwide growth are firmly established.
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