Fleet Upfitting Helps Shops Improve Workflow & Increase Client Retention

This article originally appeared in the February 2026 issue of THE SHOP magazine.

Shops looking for improved workflow consistency or higher client retention can find them both in one place—the fleet upfitting market. Joining the commercial customer club means long-term relationships with professionals looking to prioritize safety and utility over price savings.

Opportunities can be found through municipal and dealership fleet departments, local independent contractors and other businesses whose employees drive company vehicles. Product functionality and reduced installation downtime take on added significance, with successful jobs building long-term trust and loyalty.

If your shop has an interest in serving commercial clients, product suppliers have important information on market trends, sales strategies and hot new products. From there, it’s just a matter of getting to work.

THERE’S WORK TO DO

Shops looking to enter the professional and fleet market can do so knowing there’s likely strong demand in their area.

“The work truck segment continues to grow, with industry reports showing strong year-over-year increases in commercial truck and van sales,” says Alex Hodschayan, director of marketing for SuperSprings International. “Fleets are actively replacing aging units and upfitting new ones with heavier tool systems, service bodies and crane or boom equipment—all of which put more strain on the suspension. Even in a mixed economy, fleets still have to keep trucks safe, level and on the road, which means shops that offer smart, efficient upgrades are in a great position. We’re seeing a clear shift toward practical, bolt-on solutions that reduce downtime and extend the service life of these vehicles, and that trend isn’t slowing down.”

Upfits are always needed, meaning consistent orders from repeat customers.

“Work trucks aren’t discretionary purchases—they’re essential tools,” says Tony Savasta, vice president of marketing for Westin Automotive. “With infrastructure spending, fleet replacement cycles, and continued demand from construction, utilities and service industries, the work truck segment remains strong and resilient, even when consumer markets soften.”

A convergence of rising insurance costs and mandates for digital efficiency is helping drive the demand, says Justin Lee, marketing director for Firstech LLC.

“Loss from claims remain the No. 1 threat to fleet operators, and products that mitigate that risk present shops and fleet managers alike with an instant return on their investment and mental peace of mind,” he explains.

Product and vehicle innovations and advancements also continue to push boundaries, says John Roney, product manager, performance products, for HELLA.

“New technologies are reshaping the work truck landscape and that trend will accelerate,” he says. “As a company deeply embedded in OE expertise, we see these advancements moving beyond passenger vehicles into light-, medium- and heavy-duty commercial trucks. Shops that embrace these changes and position themselves as technology-ready will thrive.”

LET’S MAKE IT WORK

An attractive aspect of dealing with fleet customers, says Hodschayan, is that managers first focus on function and safety, and not necessarily the lowest price point.

“Cost is definitely a factor, but most fleet managers place equal weight on safety, reliability and how quickly a truck can get from the upfit bay to the jobsite,” he reveals. “That’s where a solution like SuperSprings gives shops a real advantage. They deliver better load support and long-term durability, meaning fleets get a safer, more reliable truck without the added maintenance or complexity. When shops present that full picture, fleet customers quickly understand the value.”

Roney agrees it’s a misconception that fleet managers want the cheapest fix.

“In reality, different applications have different requirements and there is no one-size-fits-all solution,” he says. “Many fleets prioritize durability and performance over initial cost, especially for vehicles operating in demanding conditions.”

It’s the partnerships that make the difference, says Savasta.

“Most fleet buyers value their supplier relationships when uptime, durability, warranty support and product availability are priorities,” he explains. “If a product fits properly, reduces downtime and lasts longer, value quickly outweighs initial cost.”

And shops shouldn’t forget that user experience is part of overall system value, Lee says.

“At the end of the day, business owners are consumers too, and they will embrace products that are intuitive and easy-to-use,” he notes.

TIPS FOR GETTING TO WORK

As is the case in many markets, as shops deliver project-specific answers to work truck customers, relationships only grow stronger.

“Position yourself as a solutions partner, not just an installer,” says Savasta from Westin Automotive. “Understand how the truck is used, recommend products that improve safety and productivity and be ready with fast turnarounds. Reliability and expertise are what keep fleet customers coming back.”

Avoiding downtime is an important factor for fleet managers looking to get their vehicles back on the road. Therefore, offering those efficient, practical solutions will quickly earn their trust.

“Shops can add real value by pointing out opportunities work truck customers might not be aware of—especially when a simple upgrade can improve load handling, reduce driver fatigue or prevent recurring suspension issues,” says Hodschayan. “When shops introduce options like SuperSprings or SumoSprings as practical, maintenance-free solutions that streamline upfits and reduce downtime, it opens the door to conversations that fleet customers genuinely appreciate. It’s not about pushing products—it’s about giving them insights that make their trucks safer, more reliable and easier to keep in service.”

A strong inventory will show you understand the needs of commercial clients, says Roney from HELLA.

“Partner with stable, quality brands from trusted suppliers. Having the right parts on hand is critical, because you cannot make the sale if you don’t have the product and you will not earn repeat business if the parts don’t perform,” he notes. “Reliability and availability are keys to building long-term relationships.”

Another key, says Lee from Firstech, is to cater specific solutions that make sense for each work or fleet vehicle.

“Dealers will have the most success selling products that business owners can easily understand and integrate into their day-to-day operations,” he says.

WORK TRUCK PRODUCTS

HOT PRODUCT: Drone XC LTE Dash Cam
FEATURES & BENEFITS: Live view over LTE; using the DroneMobile app, fleet managers can visually check in to what is happening in front of their vehicles 24/7/365; paired with GPS tracking features, it puts managers in the drivers’ seat of their fleet’s vehicles.
Firstech LLC
Justin Lee
Marketing Director

HOT PRODUCTS: Work Lights
FEATURES & BENEFITS: From everyday solutions to nearly indestructible models like the RokLUME series, the lights are designed to meet the demands of any work environment; choose from a variety of light patterns and select from good, better and best options.
HELLA
John Roney
Product Manager | Performance Products

HOT PRODUCTS: SuperSprings
FEATURES & BENEFITS: Bolt-on helper spring solution for work trucks dealing with sag, sway and inconsistent load support; simple installation with mounting directly above the factory leaf pack; automatically adjusts to loads; made in USA; half-kits correct driver-side lean.
SuperSprings International
Alex Hodschayan
Director of Marketing

HOT PRODUCTS: The HDX Line Including HDX Drop Steps & HDX Grille Guards
FEATURES & BENEFITS: Built for real-world jobsite abuse while still delivering a clean, professional look; heavy-duty steel construction; corrosion-resistant finishes; vehicle-specific fitment; grille guards available in 1- or 3-piece models; Brute toolboxes also available.
Westin Automotive
Tony Savasta
VP of Marketing