Commercial vehicle dealers embrace AI for CX, sales

Commercial vehicle dealers are not only embracing AI but also becoming experts as they use it to enhance sales and customer service. 

The global fleet management software market is projected to more than triple to $116.6 billion in 2032 from $32.4 billion in 2025, according to market research firm Fortune Business Insights. The global market for agentic AI in financial services, meanwhile, is expected to more than double to $4.3 billion in 2032 from $1.7 billion in 2025, according to Fortune Business Insights.  

Commercial vehicle dealers are beginning to unlock the full potential of AI, Peter Spitzer, commercial and fleet account manager at Ron Du Pratt Ford, said during the virtual Commercial Vehicle Business Summit hosted by Work Truck Solutions.  

“We actually started [using AI] about a year and a half ago within our sales CRM,” he said. “I’ll admit, we did not institute a proper process. … We just turned it on, and it did not work.” 

Now, however, the dealership has learned how to use AI to augment the skills and expertise of its sales team, Spitzer said. 

“We have actually reinstituted it again recently with a much more thought-out process, and so far, it’s going much better and working cohesively with our team,” he said. “It’s using that AI and making sure that it’s adding to what you have, not just filling in work that was already being put in place.” 

Closely tracking return on investment is crucial to maximizing the benefits of AI, Spitzer added.  

Moreover, auto dealers are starting to shift their use of AI toward their commercial segment, Rene St. Hilaire, director of fleet and commercial at Hendrick Automotive Group, said during the event. 

“In any part of this industry, you’ll find that commercial usually trails behind retail,” he said, noting that AI is becoming effective for commercial sales operations.  

“On the sales side, it analyzes and really works,” he said. “I think we’re up 33% on customer engagement, so we really think that’s where we’re seeing the difference.” 

Striking the balance 

AI can enhance customer service and sales communications by analyzing data and scheduling appointments, St. Hilaire said. Dealers are ultimately using the technology to “get more leads to the front door and after hours,” St. Hilaire said. 

But dealers must also make sure they can meet customers where they are, St. Hilaire said. 

“A lot of the young salespeople say, ‘Well, if AI is going to do all that, then I’m going to be out of a job,’” he said. “I always tell them: ‘Go to the grocery store. You might have six self-checkout things, but there are still tellers in line because there’s people … my age that don’t want to go to that self-scan. There’s going to always be people that want to talk to people.’” 

Spitzer agreed. 

“Not everyone is ready to talk to a robot for all of their transactions,” he said. “We’re all human. … We need connection. Some people require it in order to make a decision, and others do not. … We need to give that customer the option.” 

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