NORTH AMERICA – In a move that could only be described as “devastating for Excel spreadsheets,” Class-8 truck orders plunged by roughly 36% in June compared to last year. So desperate are OEMs for sales that some are now playing coy, offering potential buyers beer tokens in exchange for order confirmations.
Data from Transport Topics suggests that fleets placed just over 7,600 orders, down from nearly 12,000 this time last year, and 52% lower than April’s brief uptick. The contraction reflects broader economic caution and persistent low freight volumes.
In one Midwest showroom, an executive admitted, “We’ve considered including a case of craft beer with every truck. At this point, you’d buy a rig if we threw in a keychain and a good IPA.”
Some dealerships established “beer-n-keys” evenings: show up, take a pint, and text them your VIN.
OEMs are also experimenting with comically low financing offers: “Purchase this truck and get zero APR… after 3 years, with a 50% down payment, and if you can lift the engine yourself.”
The trend is hitting hard: one small carrier labeled it the “Great Freight Fizzler,” another anticipated an early retirement party for fleet expansion.
Truck pilots have taken to documenting the downturn: one Shared Fleet guru tweeted, “I opened an email from OEM, promised free leather seats if I ordered in the next 5 hours. Then I clocked out.”
Analysts warn this decline is more than seasonal. One said, “Manufacturers aren’t buying because carriers demand proof of profit, and rates haven’t budged.”
One owner-operator (OO) joked, “I’d buy a 2026 model if they threw in a lifetime subscription to Wi-Fi, something to distract me during 2-hour weigh station waits.”
Meanwhile, dealer lobbies are abuzz with “beer-shipping requirements” and DIY kombucha reps moving metal.
Ultimately, it all circles back to freight demand. With brokers booking sparingly, OEM production and order books remain low.
“I’ll buy when they include infinite coffee refills with every rig,” quipped one OO, “or maybe just a second driver.”
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