Many industry analysts had expected a rush to buy trucks before the new 2027 emissions rules kick in. That hasn't happened yet. Following reporting from Keiron Greenhalgh of Transport Topics, here's what sales teams need to know about where the market is heading.

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The Current Picture

Preliminary Class 8 orders jumped 39% in December compared to last year, reaching 36,500 trucks. But industry experts say this reflects natural demand rather than the expected pre-buy surge. The real wave is now expected to hit in the second half of 2025 and continue through 2026.

What's Driving the Delay 

The 2027 EPA emissions standards will limit trucks to 0.035 gram of nitrogen oxides per horsepower hour, potentially adding $20,000 to $30,000 to each truck's price tag. But fleet managers are holding back, faced with a frustratingly weak freight environment. Adding to the uncertainty, possible policy changes and potential tariffs could disrupt supply chains, especially because over 40% of Class 8 trucks for the U.S. market are built in Mexico.

What's Working Now 

The vocational market shows particular strength, with infrastructure and construction projects driving steady demand. Industry veteran Magnus Koeck from Volvo pointed to these key growth areas: Chicagoland (which often leads the pack), with Dallas, Atlanta, and Los Angeles following close behind.

Looking Ahead 

Despite current hesitation, optimism is building. The American Trucking Associations expects truck volumes to grow 1.6% in 2025. A recent Truckstop survey found that 94% of carriers expect their professional lives to improve in 2025, with 77% planning rig upgrades.

Many smart sales teams are staying extra close to their customers right now, tracking buying patterns and keeping detailed notes on fleet plans. Understanding each customer's timeline helps avoid missing opportunities when the pre-buy gains momentum.

Keeping up with a customer base and their needs through detailed notes and coordinated follow-up is a challenge for many sales teams — that’s where Voze wants to help. 

Want to learn more about keeping your sales team ahead of market shifts?

Schedule a quick chat with us about how Voze helps teams track customer engagement when it matters most.

Based on reporting by Keiron Greenhalgh, Transport Topics, January 2025.