Beyond the Showroom: Kenworth & PACCAR Parts Leverage MATS to Build and Maintain Key Relationships
In the vast and complex world of trucking, Kenworth and its parts division, PACCAR Parts, stand as pillars of quality and innovation. Yet, for these industry giants, true success isn’t just measured in units sold or parts distributed. It’s measured in their ability to understand and connect with the very people who depend on their products every single day. MATS offers a unique solution to this challenge, creating a space where these companies can move beyond the sales pitch and engage in meaningful dialogue with the heart of the industry: the drivers, owner-operators, and mechanics.
"The relationships and partnerships we build at MATS really help us engage with audiences that we can’t at other times throughout the year."
Erik Kremsner / Marketing Manager - Kenworth Truck Company
Challenge:
For global leaders in truck manufacturing and aftermarket parts, maintaining a genuine connection with the daily realities, needs, and passions of end-users is a significant challenge that data sheets and sales figures alone cannot solve.
Solution:
MATS provides an immersive environment for direct engagement with the trucking community, fostering a deep understanding of the customer experience that drives innovation and strengthens brand loyalty.
For global leaders in truck manufacturing and aftermarket parts, maintaining a genuine connection with the daily realities, needs, and passions of end-users is a significant challenge that data sheets and sales figures alone cannot solve.
Solution:
MATS provides an immersive environment for direct engagement with the trucking community, fostering a deep understanding of the customer experience that drives innovation and strengthens brand loyalty.
A Focus on People and Experiences
Kenworth and PACCAR Parts use MATS as an integral platform for direct engagement with drivers and mechanics, gaining real-world insights that shape product innovation and deepen customer relationships, while fostering long-term brand loyalty.
A Focus on People and Experiences For both Kenworth and PACCAR Parts, the primary draw of MATS is the unparalleled access to the real-world experiences of their customers. “Kenworth has been coming to MATS for quite a long time and I would say it’s the people first and foremost that bring us back,” states Erik Kremser of Kenworth. “This is the core of the trucking industry. These are the people that customize. These are the people that work hard every single day.”
This focus on the end-user shapes their objectives for the show. Kenworth aims to understand “what is the driver experience using Kenworth… every single day?” To achieve this, they don’t just display trucks; they create an interactive environment where they “get to experience those who get to use the trucks, talk first hand.” Similarly, Genevieve Bekkerus of PACCAR Parts emphasizes that MATS is “an excellent opportunity for us to meet with our customers” and to “talk to customers about what they’re experiencing on the road… all the things that make it difficult to be able to operate their vehicles.”
A Living Laboratory for Innovation and Improvement
This direct line to the customer transforms MATS into a dynamic research and development hub. The feedback
Kenworth and PACCAR Parts use MATS as an integral platform for direct engagement with drivers and mechanics, gaining real-world insights that shape product innovation and deepen customer relationships, while fostering long-term brand loyalty.
A Focus on People and Experiences For both Kenworth and PACCAR Parts, the primary draw of MATS is the unparalleled access to the real-world experiences of their customers. “Kenworth has been coming to MATS for quite a long time and I would say it’s the people first and foremost that bring us back,” states Erik Kremser of Kenworth. “This is the core of the trucking industry. These are the people that customize. These are the people that work hard every single day.”
This focus on the end-user shapes their objectives for the show. Kenworth aims to understand “what is the driver experience using Kenworth… every single day?” To achieve this, they don’t just display trucks; they create an interactive environment where they “get to experience those who get to use the trucks, talk first hand.” Similarly, Genevieve Bekkerus of PACCAR Parts emphasizes that MATS is “an excellent opportunity for us to meet with our customers” and to “talk to customers about what they’re experiencing on the road… all the things that make it difficult to be able to operate their vehicles.”
A Living Laboratory for Innovation and Improvement
This direct line to the customer transforms MATS into a dynamic research and development hub. The feedback
Read MoreLess
gathered is not anecdotal; it’s actionable intelligence that shapes future products and services. Kenworth strategically brings engineers to the show specifically to “learn and talk to the customers,” creating a direct feedback loop between the user and the designer. As Kremser explains, this provides an “opportunity to understand how our trucks are used every day and how do they make them better? If someone is updating a truck… maybe we can take that data and apply it to the OEM version as well.”
PACCAR Parts shares this philosophy, using the show to “talk a little bit about what parts and service needs they think they’re gonna have in the future and make sure that we have the right programs that are going to fit their needs.” This proactive approach, driven by direct conversations, ensures that their offerings evolve with the real-world demands of the industry.
Building Deeper, Lasting Connections
The engagement at MATS transcends single interactions, fostering long-term relationships and a profound connection to the trucking community. Bekkerus, a 10-year MATS exhibitor, notes that the event allows them to “develop a more meaningful relationship. It’s not just that transactional one-stop, but it’s over the lifetime.”
This deep connection is also about understanding the culture and passion that fuel the industry. Kremser, experiencing his first MATS, was struck by its authenticity. “This is trucking,” he remarked. “You get to experience that real trucking environment and that builds a connection to the vehicles that I work on every single day and promote.” This emotional connection and understanding of the pride and customization that drivers invest in their trucks is an invaluable asset that cannot be gained through any other channel.
Conclusion
For Kenworth and PACCAR Parts, the Mid-America Trucking Show is far more than a marketing event; it is a vital means of connecting with the soul of their industry. It provides a unique and irreplaceable opportunity to listen, learn, and engage directly with their end-users. This deep, firsthand understanding of customer needs, challenges, and passions allows them to build better products, foster lasting relationships, and authentically participate in the vibrant culture of trucking. It is this profound connection that ensures their continued leadership and drives their success into the next century.
PACCAR Parts shares this philosophy, using the show to “talk a little bit about what parts and service needs they think they’re gonna have in the future and make sure that we have the right programs that are going to fit their needs.” This proactive approach, driven by direct conversations, ensures that their offerings evolve with the real-world demands of the industry.
Building Deeper, Lasting Connections
The engagement at MATS transcends single interactions, fostering long-term relationships and a profound connection to the trucking community. Bekkerus, a 10-year MATS exhibitor, notes that the event allows them to “develop a more meaningful relationship. It’s not just that transactional one-stop, but it’s over the lifetime.”
This deep connection is also about understanding the culture and passion that fuel the industry. Kremser, experiencing his first MATS, was struck by its authenticity. “This is trucking,” he remarked. “You get to experience that real trucking environment and that builds a connection to the vehicles that I work on every single day and promote.” This emotional connection and understanding of the pride and customization that drivers invest in their trucks is an invaluable asset that cannot be gained through any other channel.
Conclusion
For Kenworth and PACCAR Parts, the Mid-America Trucking Show is far more than a marketing event; it is a vital means of connecting with the soul of their industry. It provides a unique and irreplaceable opportunity to listen, learn, and engage directly with their end-users. This deep, firsthand understanding of customer needs, challenges, and passions allows them to build better products, foster lasting relationships, and authentically participate in the vibrant culture of trucking. It is this profound connection that ensures their continued leadership and drives their success into the next century.
Ready to Plan Your Success?
Showcase your brand, launch your latest products, and win business at MATS.
More Exhibitor Case Studies
Contact us to discuss how we can assist in your success.
Tell us about your needs, goals, and the obstacles in your way. We’ll help you find solutions to get past them.
