April 24, 2025 • 28 mins
In this episode, we're joined by Emily Williams, Manager of Business Development – Transportation at Geotab, to explore how telematics and data are transforming fleet management. Emily breaks down Geotab’s powerful tools for emissions tracking, driver compliance, route optimization, and ELD integration. We also dive into how fleets can use benchmarking and real-time data to improve driver safety and efficiency.
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Episode Transcript
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Jason Cuddy (00:15):
Hello and welcome to another episode of the
Transportation Exchange Podcastpresented by Rush Truck Centres
of Canada.
I'm your host, Jason Cuddy, andwith us today is Emily Williams
, the Manager of BusinessDevelopment and Transportation
at Geotab.
Emily, welcome to the podcast.
Emily Williams (00:28):
Thank you so much, Jason.
Glad to be here.
Jason Cuddy (00:31):
Yes, we wanted to have you on.
I think a lot of people arevery familiar with your company
and what you guys do as asolution for the industry.
But I thought it always helpsto do a deep dive and really
understand kind of the segmentsof the industry you guys touch
and you know there's lots ofother items.
I think, going back in the day,everyone just thinks Geotab
almost like GPS, right, you knowtracking where vehicles are and
clearly that's what you guysoffer.
(00:51):
But today I thought you knowsharing dig a little bit deeper
into all the different solutionsyou guys do provide.
So maybe maybe let's start withkind of an overview of Geotab
and the solutions in general.
Emily Williams (01:00):
Yeah, absolutely Well.
Thank you all first for theopportunity and to be here, so
we're so excited to talk to theaudience today.
But a little bit about Geotab.
We have been around now for 25years it's kind of unbelievable
and our company was founded by agentleman named Neil Cause, and
Neil is still the owner of thecompany.
(01:23):
He actually developed thesolution that we have and we
have grown significantly.
We have 4.7 million activesubscribers on our platform
today and we are processing ahuge amount of data.
We are really a data andengineering company at heart and
what we're doing is we arepulling data from the ECM of
(01:44):
vehicles and then we take thatdata and then we transform it so
it can actually be actionablefor our customers, so they can
do things like measure theirsafety performance and
understand how their drivers aredoing, understand how their
bottom line is being impacted bythe fleet and the maintenance
(02:05):
and all of the things thatincorporate into that.
So very excited to talk alittle bit more about it.
Jason Cuddy (02:13):
Excellent and what you're saying.
I think that's a big thing.
There's so much data, I think,thrown at everybody today.
You know especially what peoplecan do.
You know, when you talked withtransportation, people,
logistics and fleet management,just trying to figure out how do
you manage the data coming in,and obviously that's kind of
where you guys play a key role.
So maybe let's go through someof the things that you guys are
managing.
I think one of the key thingsthat you know people think of
(02:34):
are fuel consumption, but evennow I guess we're at a point
where we're, you know, emissionstracking, emissions in the US
specifically.
You know California.
Emily Williams (02:51):
We're specifically, you know,
california, we're talking car.
Maybe walk us through how youguys kind of support that.
So, yes, geotab is reallyfocused on sustainability and
really improving metrics fordrivers.
So one of the things that we'redoing, you know, you mentioned
EV, you mentioned sustainability, you mentioned carb, jason.
So those are really importantthings for fleets and I think
when we're talking to heavytrucking customers, we have to
kind of switch that languagejust a little bit.
(03:11):
So instead of saying you knowemissions and things like that,
let's think about sustainabilityfor efficiency right, how can I
run more effectively?
And then I think,sustainability will follow after
that.
So there's a lot of factors thatall play into the puzzle piece
(03:34):
of sustainability, and so we'vedone a lot of testing on our
side.
We've done a lot ofbenchmarking and run a lot of
different tests with ourcustomers, and one of the things
that we did several years agois we actually looked at
different trucks, all makes andmodels, and then we said, okay,
(03:56):
we want to understand how we canimprove the emissions for this
fleet.
And so the first time we did iton this particular fleet, the
emissions standard was not sogreat.
It was 4.5 miles per gallon andby the end of the test.
We did several things like weoptimized the engine performance
(04:17):
, we added some aerodynamics,the different gearing speeds,
monitoring the driver behaviorreally closely.
We were actually able toincrease the efficiency to 10.1
miles per gallon.
So I think it's really possiblewith fleets that they do this,
(04:39):
but they have to really dig in.
And you mentioned measuring howimportant that is.
You can't manage what you can'tmeasure.
We say that all the time.
So you really do have tomeasure your fleet and where
you're at, and that's veryimportant.
Jason Cuddy (04:54):
It's interesting because, again, we go back to, I
always think, just where thevehicle is right, With all the
data coming in it's.
Now you're into a lot of thingsthat you're talking about.
You know, like, drivercompliance, and you know the
company is trying to get to acertain measurable number of
whatever it is, whether it's,you know, safe incidents there's
so many different things theycan measure on but obviously
(05:14):
that ties into it too.
There, right, Like, the driverscan be monitored and
incentivized and, you know,rewarded, but also, you know,
talked to if it's in the wrongdirection.
But it allows the fleet managerat a company to track and kind
of get a better idea of what'shappening with the vehicles
outside of just fuel, yeah,which is neat.
So, yeah, so you've got somedriver compliance.
(05:35):
The ability to track your fleetand manage the fleet, I think is
kind of the key part youmentioned there, right, it's
kind of an all-encompassing toolas far as being able to take
this data that is thrown at usand be able to intelligently
decipher it into a way to helpyou actually manage your vehicle
.
Other integrations, I think youknow that I thought was
interesting too is likesomething like ELD integration,
right, which is not a big thingfor everybody, obviously for
(05:58):
both sides of the border.
But you know how does that workwith the GeoDev?
How is it tracking with theintegration?
Emily Williams (06:02):
Yeah, and so you know, obviously, for customers
that are in the US, they've beenused to this and doing this for
quite some time, but it'ssomething that we really really
focus in on, and Geotab has, Ithink, 1.2 million active
subscribers just in NorthAmerica for ELD, and so, again,
(06:23):
we really want to simplify it.
I think so many people can getoverwhelmed by all of that data
and especially with compliance,like I want to make sure I'm I'm
compliant with all theregulations.
But how do I do that?
And then how do I take that tothe next level, Right?
So what we do is we really tryto focus on the driver
experience, make it reallyreally simple for the driver to
(06:45):
use, so that way, the workflowis very simple.
They're not adding a bunch ofbuttons that they don't need to.
They can go in there, they cando their DVIRs.
Then we have different measurestoo, so that we can see it on
the back end of okay, obviously,my folks that are managing this
, they don't want to have to goin there all the time.
They want the system to reallybe able to produce this
(07:08):
efficiently and so they're ableto see okay, here's all the
driver's logs, who's compliant,who's not compliant, have those
coaching opportunities.
If they need to, they're ableto edit logs.
We know we all make mistakesdriver's fat finger things
sometimes so they can go inthere they can easily correct
that.
But again, the more we do this,the better we're getting.
(07:31):
We're so excited because wehave some new improvements that
we're going to be launchinglater this year with our hours
of service platform, and youknow it just keeps getting
better, so it's exciting.
Jason Cuddy (07:42):
Nice.
So for the fleet manager, theperson kind of looking at the
data, obviously you have theability then to like where it's
going to curate a report basedon what they're looking for for
all different, I guess, aspectsof things you guys are measuring
.
Emily Williams (07:54):
Yes, push to them for the most part yeah,
exactly, and I think anotherimportant piece of this too is
so many fleets, you know,operate differently.
So I might have one fleet thatsays, hey, I'm going to operate,
because I have all thesedifferent terminals and I have
all my different fleet managers.
I want to see certain thingsand so they can go in there and
they can customize it withdifferent groups and different
(08:15):
permission levels and so forth.
So that's another really keybenefit here is you want to be
able to really customize thesolution to your fleet's
individual needs and then, youknow, customize your reporting,
especially if you're, you know,trying to take it to the next
level and okay, where's myunidentified logs and how can I
(08:36):
do this?
So you can actually take theGeotab standard solution and
then actually customize it toyour specific needs that you
have.
Jason Cuddy (08:47):
Nice and I guess with the other things it's
monitoring as well, you can putsome benchmark indicators on to
be able to measure right,because you talked about earlier
, if you're not measuring it youcan't fix it right or you
manage it.
So, benchmark, obviously,depending on what you're looking
for, can you do it by differentsegments?
Are you doing it by likevehicle type or like how?
I guess you can kind of go towhatever you want really.
Emily Williams (09:07):
Yeah, you can, and I love talking about
benchmarking, jason, I could, Icould really dive super deep
into this.
But really, with benchmarking,I think your audience has to
know you have to start withquality data first, right, if
you don't start with qualitydata, it's really kind of hard
to benchmark where you're at.
(09:28):
I've, you know, I talked to alot of customers and a lot of
prospects and so forth, and Iwas talking with one and I asked
them how frequently are yougetting the data?
And I was really surprisedbecause they told me well, we
get this data every 15 minutes.
Oh my gosh, what can happen in15 minutes?
What can happen in a splitsecond to your fleet, right?
(09:49):
So you really do have to beginwith that quality of data and
then you take it to the nextstep of okay, now we can really
start benchmarking and you mightuse different tools, like you
might use a Power BI tool, youmight use Tableau, you might use
, if you're a Geotab customer,you might use our data connector
(10:11):
, and so what that does is toreally allow us to kind of
harness all of that dataefficiently.
And so when you have the righttools in your fleets, then you
can begin to really pinpointdifferent patterns.
So let's say, for example, you,you see, in your fleet you have
(10:33):
certain drivers that have a 60%harsh braking rate, while other
drivers have a 40% harsh brakingrate.
Well, now I know I need tofocus on this driver, I need to
do some coaching to betterimprove it.
And also you can with theGeotap solution.
You can not only compare yourfleet, how you guys are doing,
(10:56):
how you guys are doing, howthose drivers are doing against
each other, but then we canactually benchmark that against
other fleets and that are likelike-minded, right.
So you can see okay, well, howam I doing as an industry
standard versus other fleets?
And then, if you know, okay, Isee some gaps and where we're
we're struggling, you know whereyou're you can focus at.
(11:18):
So, again, I think it'sstarting with that quality of
data and then leveraging data tomake sure it's specific for
your fleet.
Jason Cuddy (11:25):
Yeah, that's.
I mean that's interesting to beable to benchmark against other
you know similar issues.
I mean you know it's a tightknit community for the most part
, but you know people do like tokeep some things kind of near
and dear to their heart.
They don't want to share theiryou know their secrets and make
them what makes them profitableand efficient and all those
things basically ahead of theveg, for lack of better words.
But the ability I guess to andhonestly you know, compare
(11:46):
yourself against similar fleetsin certain regions I guess
that's a nice part is, you know,with with the data you can
really hone into geographic, uh,vehicle type, you know route
analysis where you know roughlythe same area.
So then you can get really true, I'll say competitive data.
But comparative data, I guess,uh, it's just you know, if you
sit on a panel someone sayswe're getting this much miles
(12:06):
per gallon versus that, wellyou're running different loads,
different areas, different ways.
Like you don't have, you don'thave visibility to the data.
I guess it's being used to tocompare this where what you guys
provide obviously it's, it's alot more.
You know visibility to the data.
I guess that's being used tocompare this where what you guys
provide.
Obviously it's a lot more youknow, to the point and direct to
what the customer using it isactually involved with on a
day-to-day basis 100%, 100%,jason.
Emily Williams (12:26):
Yeah, and it's really changing fleets just in
general, right, they are.
I think we're all used togetting GPS.
It's been around for a longtime Now that all these fleets
have ELD, they're forced to usetelematics, right, and so now
all these fleets are reallytaking it to the next level.
(12:47):
And I'm really proud of thetransportation industry because
typically we are kind of thelast ones to adapt new
technologies and things likethat, and I've seen such a
transformation.
I've been in the industry nowfor 12 years and from where I
started to where we are now, Imean we weren't talking about
cameras 12 years ago.
(13:07):
I mean it was just starting tolike roll out and now, if you
don't have a camera in yourfleet, people are like what's
going on, right?
So, yeah, I think it's, I thinkit's really important and I
think transportation companiesare really taking it to the next
level.
So I'm proud of them.
Jason Cuddy (13:25):
Yeah, no, I agree it's.
They've adapted well, I think,to emerging technology and I
think what's nice about you know, especially your platform, is
you can grow with the technologyRight.
So, as you is, you can growwith the technology right.
So, as you know, initially itwas just gps, whereas my truck,
you know, put it, maybe put ageofence so you can let the, you
know, let them know you'reclose or you've left the yard,
or something like that, andthat's kind of all it was at
that point.
(13:45):
Um to to where it is now, whereyou can track everything on the
engine, you know if it's arefrigerated vehicle, track you
know the research stuff, um, butdown to the safety piece, like
it's, yeah, they've absorbed alot and I think you know, having
a one area where you can kindof stay and have that just build
on top of each other, I thinkit's, it's huge for them.
I think it's probably whatmakes it easy as well, right is
(14:06):
it's the ease of interactingwith the data, because there is
so much so the easier you canmake it for them to like make
sense of it.
I think.
It think it's where the win is100%, totally agree.
So the other thing I wasinterested on the site and you
know, familiar obviously withthe company but you know the
Geotab marketplace I thought waskind of interesting.
I guess there's for lack of youknow, add-ons or other
integrations within what youguys do to help the end user.
(14:29):
Maybe if you can walk usthrough kind of some of that,
yeah yeah.
Emily Williams (14:31):
So our marketplace is really unique.
It's something that makesGeotab stand out, and I'll give
you an example with cameras,because that's something I think
we all know and love, right.
But let's say, I'm looking fora camera technology and maybe I
already have an existing cameraor I want to replace that
existing camera, maybe I want touse multiple camera systems.
(14:53):
You can actually do that withGeotab.
So we have over 25 differentcamera partners with different
levels of integration.
Some are, you know, reallyreally integrated very deeply.
Others are just a verysimplified integration where
it's just kind of pulling inthat data but not necessarily
pushing it out.
And so different levels ofintegration, different ways that
(15:18):
we can really help ourcustomers.
So if they need something hey,I just want a forward-facing
camera only, no problem, we'vegot that for you.
Maybe I want something that isforward and driver-facing and AI
and has gamification, and Iwant all the bells and whistles.
We have that for you too.
So it really is a way again, tocustomize your fleet.
We know every single fleet isdifferent, so the marketplace
(15:41):
allows you to start withsomething basic and then add on
what you need, so that way youhave that complete solution.
So I think I mentioned likepuzzle pieces earlier.
Geotab is like that.
We're kind of like that basic,you have our basic puzzle piece
and then we keep adding on tomake that complete solution and
(16:02):
it's unique to each and everycustomer.
Jason Cuddy (16:05):
Right, and I guess having a marketplace is nice
because then that way if you'reout procuring certain items for
the vehicle, like say cameras orwhatever it is, at least you're
aware it'll fully integrate orat least you have visibility of
how much integration you'regoing to get with each different
product line, so you can make aconscious decision of how much
information you need kind offunneling back into with each
type of product you add to thevehicle.
Emily Williams (16:24):
Exactly, and that's part of what our team
does.
You know, we have subjectmatter experts when it comes to
all of these different partners.
So I may not be the expert oncamera, but if we're going to
have a conversation, I'm goingto pull in my expert, who knows
all of these different camerasolutions.
We're going to ask you a lot ofquestions.
(16:45):
We're going to think of us asreally the consultants here at
Geotab.
So that's what my team does, iswe help to ask those questions
to make sure that we can guideyou on that journey of what
solution is going to be best foryou.
Jason Cuddy (16:54):
Nice, yeah, and I think part of that is as we talk
about driver compliance, andthat's usually where I think
everyone goes.
When you're tracking where thetruck is, you're putting cameras
on and I get it.
You know you get some pushbacksometimes because it's going to
be uncomfortable to have thatmuch eyes on you, but a large
piece of it also is you guyshelp improve driver safety.
Yes, a big chunk of the datahelps make the vehicles safer or
(17:18):
the driver's experience saferas well.
Emily Williams (17:20):
Yeah, absolutely .
And again, going back to whatwe said earlier, you can't
manage but you can't measure.
And when it comes to safety,again, I could talk about this
for a long time, jason, so youmay have to cut me off here, but
I think the first step ismeasure right.
Use technology to youradvantage.
So there's all sorts of thingsthat are available to really
(17:42):
measure those drivers.
It might be driver scorecards,it might be gamifications Like I
know, there's a lot ofdifferent tools like our friends
at Netrodyn have a greatgamification tool, and they
always say you know, we leadwith a carrot and not a stick,
so they want to recognize andreward safe driving behavior.
(18:03):
So I think that's really helpingto improve driver safety.
And I think, ultimately, though, you want to give just real
time in cab feedback.
A quiet cab is always going tobe a safe cab, so the faster
that we can notify someone hey,there's a problem, let's work on
this, let's correct this Thenit's really going to help, which
(18:26):
again goes back into you havethe measure part and then you
have the manage part.
So, and then, I think, themanage part you got to get a
plan, you got to stick to thatplan and then make sure that
you're holding your teamsaccountable, right, because
nothing's worse if you get asafety program in place and then
you don't actually follow it.
And then let's say that youknow there's an accident that
(18:49):
occurs in your fleet.
Well, now you have a probably apotential, really potential
problem in a litigationperspective, because then you
can say, well, why didn't youuse the technology that you had
available?
Why didn't you put a game planin place?
And so I think that's alsoreally important.
And then, lastly, when we'retalking about just improving
(19:12):
driver safety and overallcommunication, having open
communication with your driversis so critical.
One of the things so I workwith a large customer, prime
Trucking, and one of the thingsthat they do that I love is they
have a safety meeting with allof their drivers.
They have like 13,000 driversand obviously they can't bring
(19:35):
them all into one room and intoall their different terminals,
but they do a YouTube livechannel and they have a weekly
meeting every Friday, and theytalk about hey, here's, we're
going to recognize some of thesedrivers, and and they give
shout outs and then they talkabout hey, these are the issues
that we're struggling with andwe need your help with this and
they really are transparent withtheir drivers to to make them
(19:59):
feel a part of their process,and I think that's really
critical and key to increasingthat driver safety.
Jason Cuddy (20:05):
It's interesting way to do it, right, because
you're taking the data that theguys aren't always thrilled that
they're being measured on, butthen you're turning it back and
helping them Right and to yourpoint, rewarding them when
there's when there's goodbehavior.
But also, I mean the wholepoint of the safety piece is to
help identify and resolveanything before it's an accident
(20:26):
.
Right, that's really whatyou're trying to do.
So, instead of you know,probably 20 years we didn't talk
about.
Here's the instance this weekwe had this crash, this, this,
this, this.
Now you can talk about.
Here's a near miss, here was ahard braking, here's certain
things we found out.
Nothing happened, which isgreat, um, but you can talk and
help and educate and work theguys through, because you know
everyone's going to learn.
(20:46):
And now we're going on uh, youknow, a ride and drive with some
safety equipment, where they're, you know, testing that, you
know the cameras and the brakingsystem, and the whole point of
it was so that you get to feelwhat this is like when it
engages, because, hopefully,that's the whole point you never
want to use this equipmentideally, but that's what it
feels like when it kicks in.
So almost the same idea is likeyou know, you can share the
videos of there's cameras, ofstuff that has happened on the
(21:09):
road.
Uh, you can share the data fromthe vehicle.
Hopefully, in 99.9 of the guyswill never experience any of
that on the road, but at leastthey can see what happened, what
was the reaction.
This was good, this was bad.
Learn from it.
Um, but it's great data to beable to be able to share.
Right, and that's.
I think it's a huge piece thatyou know.
I know.
For me, even you would think,when you talk about your product
(21:29):
line is usually just where'sthe vehicle, right, so it's.
It's nice, like how much moreyou can pull out of the vehicle,
how you can use it to help thedrivers be comfortably safe on
the road.
It's a huge thing.
Emily Williams (21:39):
Absolutely.
And the drivers that I talk to,they love the technology.
It's so funny because whenwe're rolling things out, a lot
of them are very hesitant Idon't want you monitoring me and
I'm not okay with this.
And then after a couple monthsof using it, they're like, oh my
gosh, I can't believe I saidthat, why did we wait so long to
(22:00):
adapt this technology?
And it's really funny.
We had a customer.
They were testing a fewdifferent solutions and we you
know cameras is a hot topic andthey were doing driver facing
cameras again very frustrated,no-transcript, and it wasn't his
(22:22):
fault.
And we were able to prove thatit wasn't his fault through the
technology, right Through thegeotab device and the camera
solution that they were using.
Because of that, it literallysaved his job and he was like I
would have been fired if not forthis technology.
So then he started to likeliterally share the story with
(22:45):
all of his colleagues and to andyou know, I think that's
important You've got to get theminvolved in the process.
They have to be able to.
Drivers have to communicate toeach other and when there are
issues, let's address it, let'saddress it quickly, let's make
sure, like that technology isperforming the way it should and
it's reliable.
That's very important and it'sreliable.
Jason Cuddy (23:06):
That's very important.
Yeah, that's a good point, Ithink.
Yeah, getting the drivers tobuy in and recognize it's, you
know big picture, it's to theirbenefit.
But I agree, it can beintrusive.
You know it feels likesomeone's always watching you
and in theory they are.
But that's not the intention ofthe technology, right, it's.
The intention is what you justsaid.
It's there to support them andback them up when they haven't
done anything wrong and findthemselves in a situation where
you know usually it's somethinglike that where you know they've
(23:28):
got involved and they've hitsomething.
They're the biggest vehicle,the longest to slow down, they
inflict usually the most, most,most damage, unfortunately.
But if you have the data to say, look, it wasn't me, this is
what actually happened with thecameras and everything, then
it's like, okay, you know it wasa situation that you know
physics is physics, they justcouldn't avoid any kind of thing
.
So it happens, yeah, yeah, um,I guess the one last thing I
(23:52):
wanted to chat with you onbecause it's it's emerging and
still kind of, you know, in thenewly states being obviously ev
is a big, it's a big of theindustry now and a lot of that
is technology driven too.
What, what kind of things is?
Is geotab kind of measure andshare?
Emily Williams (24:07):
with yeah, yeah.
So I'm really proud of oursustainability team.
We have a massive team andthey're they're hyper focused on
this and we you know geotabknew like this was coming down
the road, so we really startedto prepare ourselves for it.
We have over 400 make andmodels that we're supporting
right now, so we are really theindustry leader when it comes to
(24:29):
EV.
Now, heavy truck, obviously, weall know there's some barriers
there.
We've, you know, withinfrastructure, with the cost of
the vehicles, batterylimitations, range, you name it.
There's a lot of differentthings that we have to, you name
it.
There's a lot of differentthings that we have to overcome.
(24:50):
So, really, when I'm talkingabout with EVs and
sustainability, we do shift thatconversation to emissions for
those customers.
How can what we talked aboutearlier on in our discussion,
jason, how can we really makethat emissions more effective
for your fleet?
And how can we, can we measurethose different metrics?
So, but if you are ready tokind of take the plunge and EV
(25:14):
is a good fit for you, weactually have what we call our
EV suitability assessment andwhat that does is it asks you
several questions of like okay,which vehicles are you looking
to transform?
And here's some different makesand models that we would
recommend, based upon the rangewhere your charging
(25:35):
infrastructure is going to be.
So it allows you to kind of seean overall of your fleet like
what would be better and whatyou can actually move to.
I know a lot of fleets,obviously, and truckload
carriers.
It's harder, right, but in theless than truckload, the final
mile, those folks are reallystarting to adapt and especially
(25:57):
in some of the regulations thatwe're seeing coming out of
California and things like thatin the States, you know it's
something I think we can'tignore.
Possibly for the next, you know, four years we might be able to
quiet the discussion.
I don't know, at least in theStates, how that's going to
progress, but it is something wedo need to prepare for because
it's coming.
(26:17):
So let's make sure that youhave the tools when you're ready
.
Jason Cuddy (26:22):
Yeah, that's a good point and I know we've had some
conversations with customerswhere we've done sort of just
general data on you can tracksome of the mileage.
Like it's nowhere in depth, it'swhat you guys offer.
But if we do a quick deep diveand say, okay, look from your
fleet that we can see, you knowof, say, 100 trucks, 20 of them
don't go more than 200kilometers a day, so they could
be a good candidate for EV.
But that's just you're takingone little snapshot of something
(26:45):
that's not a full picture of.
Where are they, what are theydoing to your point, what's the
infrastructure around, what isthe load they're carrying, what
is the actual vehicle Like it's,you know?
So, having all that information, so you know we're, we're
starting to scratch the surface,which is good and it gets the
conversation going.
But having that you know amountof data where you can actually
pinpoint to, like you know, yes,of your fleet, there's three
(27:05):
vehicles here that you know aregreat candidates for EV and
here's the reasons why.
Right, you know it'll, probablyfrom an ROI point makes sense
because you know you click allthese different boxes, right.
But it you go in a little bitmore informed and just saying
well, let's, let's get a coupleand see what happens.
Emily Williams (27:21):
Exactly, exactly , you have, and even that it's
like let's get a couple, well,how much do they cost?
They cost quite a bit, right?
So what you said just said, youhave to kind of balance.
Okay, what is the cost of this?
What's our total cost ofownership and over the lifespan
of this vehicle, does it makesense?
Most situations, yeah, it mightmake sense, especially for that
(27:44):
final mile delivery.
So, yeah, every fleet is uniqueand has its own challenges, so,
but we're prepared for it.
Jason Cuddy (27:51):
Excellent.
No wait, I appreciate all theinformation today.
It's a good you know initialdeep dive into what you guys
offer to different segments inindustry support and you know
how it helps kind of fleetsmanage and keep their vehicles
safe and running well.
So I appreciate you joining ustoday and giving us that
information.
Emily Williams (28:08):
Absolutely, Jason.
Thanks so much for having me.
Jason Cuddy (28:11):
Excellent, Thank you.
Well, that concludes today'sepisode.
We do want to thank Emily forjoining us and to catch up on
past episodes check outTransportationexchangepodcast.
ca.
Until next time.
Thanks for watching.
Hello and welcome to another episode of the
Transportation Exchange Podcastpresented by Rush Truck Centres
of Canada.
I'm your host, Jason Cuddy, andwith us today is Emily Williams
, the Manager of BusinessDevelopment and Transportation
at Geotab.
Emily, welcome to the podcast.
Emily Williams (00:28):
Thank you so much, Jason.
Glad to be here.
Jason Cuddy (00:31):
Yes, we wanted to have you on.
I think a lot of people arevery familiar with your company
and what you guys do as asolution for the industry.
But I thought it always helpsto do a deep dive and really
understand kind of the segmentsof the industry you guys touch
and you know there's lots ofother items.
I think, going back in the day,everyone just thinks Geotab
almost like GPS, right, you knowtracking where vehicles are and
clearly that's what you guysoffer.
(00:51):
But today I thought you knowsharing dig a little bit deeper
into all the different solutionsyou guys do provide.
So maybe maybe let's start withkind of an overview of Geotab
and the solutions in general.
Emily Williams (01:00):
Yeah, absolutely Well.
Thank you all first for theopportunity and to be here, so
we're so excited to talk to theaudience today.
But a little bit about Geotab.
We have been around now for 25years it's kind of unbelievable
and our company was founded by agentleman named Neil Cause, and
Neil is still the owner of thecompany.
(01:23):
He actually developed thesolution that we have and we
have grown significantly.
We have 4.7 million activesubscribers on our platform
today and we are processing ahuge amount of data.
We are really a data andengineering company at heart and
what we're doing is we arepulling data from the ECM of
(01:44):
vehicles and then we take thatdata and then we transform it so
it can actually be actionablefor our customers, so they can
do things like measure theirsafety performance and
understand how their drivers aredoing, understand how their
bottom line is being impacted bythe fleet and the maintenance
(02:05):
and all of the things thatincorporate into that.
So very excited to talk alittle bit more about it.
Jason Cuddy (02:13):
Excellent and what you're saying.
I think that's a big thing.
There's so much data, I think,thrown at everybody today.
You know especially what peoplecan do.
You know, when you talked withtransportation, people,
logistics and fleet management,just trying to figure out how do
you manage the data coming in,and obviously that's kind of
where you guys play a key role.
So maybe let's go through someof the things that you guys are
managing.
I think one of the key thingsthat you know people think of
(02:34):
are fuel consumption, but evennow I guess we're at a point
where we're, you know, emissionstracking, emissions in the US
specifically.
You know California.
Emily Williams (02:51):
We're specifically, you know,
california, we're talking car.
Maybe walk us through how youguys kind of support that.
So, yes, geotab is reallyfocused on sustainability and
really improving metrics fordrivers.
So one of the things that we'redoing, you know, you mentioned
EV, you mentioned sustainability, you mentioned carb, jason.
So those are really importantthings for fleets and I think
when we're talking to heavytrucking customers, we have to
kind of switch that languagejust a little bit.
(03:11):
So instead of saying you knowemissions and things like that,
let's think about sustainabilityfor efficiency right, how can I
run more effectively?
And then I think,sustainability will follow after
that.
So there's a lot of factors thatall play into the puzzle piece
(03:34):
of sustainability, and so we'vedone a lot of testing on our
side.
We've done a lot ofbenchmarking and run a lot of
different tests with ourcustomers, and one of the things
that we did several years agois we actually looked at
different trucks, all makes andmodels, and then we said, okay,
(03:56):
we want to understand how we canimprove the emissions for this
fleet.
And so the first time we did iton this particular fleet, the
emissions standard was not sogreat.
It was 4.5 miles per gallon andby the end of the test.
We did several things like weoptimized the engine performance
(04:17):
, we added some aerodynamics,the different gearing speeds,
monitoring the driver behaviorreally closely.
We were actually able toincrease the efficiency to 10.1
miles per gallon.
So I think it's really possiblewith fleets that they do this,
(04:39):
but they have to really dig in.
And you mentioned measuring howimportant that is.
You can't manage what you can'tmeasure.
We say that all the time.
So you really do have tomeasure your fleet and where
you're at, and that's veryimportant.
Jason Cuddy (04:54):
It's interesting because, again, we go back to, I
always think, just where thevehicle is right, With all the
data coming in it's.
Now you're into a lot of thingsthat you're talking about.
You know, like, drivercompliance, and you know the
company is trying to get to acertain measurable number of
whatever it is, whether it's,you know, safe incidents there's
so many different things theycan measure on but obviously
(05:14):
that ties into it too.
There, right, Like, the driverscan be monitored and
incentivized and, you know,rewarded, but also, you know,
talked to if it's in the wrongdirection.
But it allows the fleet managerat a company to track and kind
of get a better idea of what'shappening with the vehicles
outside of just fuel, yeah,which is neat.
So, yeah, so you've got somedriver compliance.
(05:35):
The ability to track your fleetand manage the fleet, I think is
kind of the key part youmentioned there, right, it's
kind of an all-encompassing toolas far as being able to take
this data that is thrown at usand be able to intelligently
decipher it into a way to helpyou actually manage your vehicle
.
Other integrations, I think youknow that I thought was
interesting too is likesomething like ELD integration,
right, which is not a big thingfor everybody, obviously for
(05:58):
both sides of the border.
But you know how does that workwith the GeoDev?
How is it tracking with theintegration?
Emily Williams (06:02):
Yeah, and so you know, obviously, for customers
that are in the US, they've beenused to this and doing this for
quite some time, but it'ssomething that we really really
focus in on, and Geotab has, Ithink, 1.2 million active
subscribers just in NorthAmerica for ELD, and so, again,
(06:23):
we really want to simplify it.
I think so many people can getoverwhelmed by all of that data
and especially with compliance,like I want to make sure I'm I'm
compliant with all theregulations.
But how do I do that?
And then how do I take that tothe next level, Right?
So what we do is we really tryto focus on the driver
experience, make it reallyreally simple for the driver to
(06:45):
use, so that way, the workflowis very simple.
They're not adding a bunch ofbuttons that they don't need to.
They can go in there, they cando their DVIRs.
Then we have different measurestoo, so that we can see it on
the back end of okay, obviously,my folks that are managing this
, they don't want to have to goin there all the time.
They want the system to reallybe able to produce this
(07:08):
efficiently and so they're ableto see okay, here's all the
driver's logs, who's compliant,who's not compliant, have those
coaching opportunities.
If they need to, they're ableto edit logs.
We know we all make mistakesdriver's fat finger things
sometimes so they can go inthere they can easily correct
that.
But again, the more we do this,the better we're getting.
(07:31):
We're so excited because wehave some new improvements that
we're going to be launchinglater this year with our hours
of service platform, and youknow it just keeps getting
better, so it's exciting.
Jason Cuddy (07:42):
Nice.
So for the fleet manager, theperson kind of looking at the
data, obviously you have theability then to like where it's
going to curate a report basedon what they're looking for for
all different, I guess, aspectsof things you guys are measuring
.
Emily Williams (07:54):
Yes, push to them for the most part yeah,
exactly, and I think anotherimportant piece of this too is
so many fleets, you know,operate differently.
So I might have one fleet thatsays, hey, I'm going to operate,
because I have all thesedifferent terminals and I have
all my different fleet managers.
I want to see certain thingsand so they can go in there and
they can customize it withdifferent groups and different
(08:15):
permission levels and so forth.
So that's another really keybenefit here is you want to be
able to really customize thesolution to your fleet's
individual needs and then, youknow, customize your reporting,
especially if you're, you know,trying to take it to the next
level and okay, where's myunidentified logs and how can I
(08:36):
do this?
So you can actually take theGeotab standard solution and
then actually customize it toyour specific needs that you
have.
Jason Cuddy (08:47):
Nice and I guess with the other things it's
monitoring as well, you can putsome benchmark indicators on to
be able to measure right,because you talked about earlier
, if you're not measuring it youcan't fix it right or you
manage it.
So, benchmark, obviously,depending on what you're looking
for, can you do it by differentsegments?
Are you doing it by likevehicle type or like how?
I guess you can kind of go towhatever you want really.
Emily Williams (09:07):
Yeah, you can, and I love talking about
benchmarking, jason, I could, Icould really dive super deep
into this.
But really, with benchmarking,I think your audience has to
know you have to start withquality data first, right, if
you don't start with qualitydata, it's really kind of hard
to benchmark where you're at.
(09:28):
I've, you know, I talked to alot of customers and a lot of
prospects and so forth, and Iwas talking with one and I asked
them how frequently are yougetting the data?
And I was really surprisedbecause they told me well, we
get this data every 15 minutes.
Oh my gosh, what can happen in15 minutes?
What can happen in a splitsecond to your fleet, right?
(09:49):
So you really do have to beginwith that quality of data and
then you take it to the nextstep of okay, now we can really
start benchmarking and you mightuse different tools, like you
might use a Power BI tool, youmight use Tableau, you might use
, if you're a Geotab customer,you might use our data connector
(10:11):
, and so what that does is toreally allow us to kind of
harness all of that dataefficiently.
And so when you have the righttools in your fleets, then you
can begin to really pinpointdifferent patterns.
So let's say, for example, you,you see, in your fleet you have
(10:33):
certain drivers that have a 60%harsh braking rate, while other
drivers have a 40% harsh brakingrate.
Well, now I know I need tofocus on this driver, I need to
do some coaching to betterimprove it.
And also you can with theGeotap solution.
You can not only compare yourfleet, how you guys are doing,
(10:56):
how you guys are doing, howthose drivers are doing against
each other, but then we canactually benchmark that against
other fleets and that are likelike-minded, right.
So you can see okay, well, howam I doing as an industry
standard versus other fleets?
And then, if you know, okay, Isee some gaps and where we're
we're struggling, you know whereyou're you can focus at.
(11:18):
So, again, I think it'sstarting with that quality of
data and then leveraging data tomake sure it's specific for
your fleet.
Jason Cuddy (11:25):
Yeah, that's.
I mean that's interesting to beable to benchmark against other
you know similar issues.
I mean you know it's a tightknit community for the most part
, but you know people do like tokeep some things kind of near
and dear to their heart.
They don't want to share theiryou know their secrets and make
them what makes them profitableand efficient and all those
things basically ahead of theveg, for lack of better words.
But the ability I guess to andhonestly you know, compare
(11:46):
yourself against similar fleetsin certain regions I guess
that's a nice part is, you know,with with the data you can
really hone into geographic, uh,vehicle type, you know route
analysis where you know roughlythe same area.
So then you can get really true, I'll say competitive data.
But comparative data, I guess,uh, it's just you know, if you
sit on a panel someone sayswe're getting this much miles
(12:06):
per gallon versus that, wellyou're running different loads,
different areas, different ways.
Like you don't have, you don'thave visibility to the data.
I guess it's being used to tocompare this where what you guys
provide obviously it's, it's alot more.
You know visibility to the data.
I guess that's being used tocompare this where what you guys
provide.
Obviously it's a lot more youknow, to the point and direct to
what the customer using it isactually involved with on a
day-to-day basis 100%, 100%,jason.
Emily Williams (12:26):
Yeah, and it's really changing fleets just in
general, right, they are.
I think we're all used togetting GPS.
It's been around for a longtime Now that all these fleets
have ELD, they're forced to usetelematics, right, and so now
all these fleets are reallytaking it to the next level.
(12:47):
And I'm really proud of thetransportation industry because
typically we are kind of thelast ones to adapt new
technologies and things likethat, and I've seen such a
transformation.
I've been in the industry nowfor 12 years and from where I
started to where we are now, Imean we weren't talking about
cameras 12 years ago.
(13:07):
I mean it was just starting tolike roll out and now, if you
don't have a camera in yourfleet, people are like what's
going on, right?
So, yeah, I think it's, I thinkit's really important and I
think transportation companiesare really taking it to the next
level.
So I'm proud of them.
Jason Cuddy (13:25):
Yeah, no, I agree it's.
They've adapted well, I think,to emerging technology and I
think what's nice about you know, especially your platform, is
you can grow with the technologyRight.
So, as you is, you can growwith the technology right.
So, as you know, initially itwas just gps, whereas my truck,
you know, put it, maybe put ageofence so you can let the, you
know, let them know you'reclose or you've left the yard,
or something like that, andthat's kind of all it was at
that point.
(13:45):
Um to to where it is now, whereyou can track everything on the
engine, you know if it's arefrigerated vehicle, track you
know the research stuff, um, butdown to the safety piece, like
it's, yeah, they've absorbed alot and I think you know, having
a one area where you can kindof stay and have that just build
on top of each other, I thinkit's, it's huge for them.
I think it's probably whatmakes it easy as well, right is
(14:06):
it's the ease of interactingwith the data, because there is
so much so the easier you canmake it for them to like make
sense of it.
I think.
It think it's where the win is100%, totally agree.
So the other thing I wasinterested on the site and you
know, familiar obviously withthe company but you know the
Geotab marketplace I thought waskind of interesting.
I guess there's for lack of youknow, add-ons or other
integrations within what youguys do to help the end user.
(14:29):
Maybe if you can walk usthrough kind of some of that,
yeah yeah.
Emily Williams (14:31):
So our marketplace is really unique.
It's something that makesGeotab stand out, and I'll give
you an example with cameras,because that's something I think
we all know and love, right.
But let's say, I'm looking fora camera technology and maybe I
already have an existing cameraor I want to replace that
existing camera, maybe I want touse multiple camera systems.
(14:53):
You can actually do that withGeotab.
So we have over 25 differentcamera partners with different
levels of integration.
Some are, you know, reallyreally integrated very deeply.
Others are just a verysimplified integration where
it's just kind of pulling inthat data but not necessarily
pushing it out.
And so different levels ofintegration, different ways that
(15:18):
we can really help ourcustomers.
So if they need something hey,I just want a forward-facing
camera only, no problem, we'vegot that for you.
Maybe I want something that isforward and driver-facing and AI
and has gamification, and Iwant all the bells and whistles.
We have that for you too.
So it really is a way again, tocustomize your fleet.
We know every single fleet isdifferent, so the marketplace
(15:41):
allows you to start withsomething basic and then add on
what you need, so that way youhave that complete solution.
So I think I mentioned likepuzzle pieces earlier.
Geotab is like that.
We're kind of like that basic,you have our basic puzzle piece
and then we keep adding on tomake that complete solution and
(16:02):
it's unique to each and everycustomer.
Jason Cuddy (16:05):
Right, and I guess having a marketplace is nice
because then that way if you'reout procuring certain items for
the vehicle, like say cameras orwhatever it is, at least you're
aware it'll fully integrate orat least you have visibility of
how much integration you'regoing to get with each different
product line, so you can make aconscious decision of how much
information you need kind offunneling back into with each
type of product you add to thevehicle.
Emily Williams (16:24):
Exactly, and that's part of what our team
does.
You know, we have subjectmatter experts when it comes to
all of these different partners.
So I may not be the expert oncamera, but if we're going to
have a conversation, I'm goingto pull in my expert, who knows
all of these different camerasolutions.
We're going to ask you a lot ofquestions.
(16:45):
We're going to think of us asreally the consultants here at
Geotab.
So that's what my team does, iswe help to ask those questions
to make sure that we can guideyou on that journey of what
solution is going to be best foryou.
Jason Cuddy (16:54):
Nice, yeah, and I think part of that is as we talk
about driver compliance, andthat's usually where I think
everyone goes.
When you're tracking where thetruck is, you're putting cameras
on and I get it.
You know you get some pushbacksometimes because it's going to
be uncomfortable to have thatmuch eyes on you, but a large
piece of it also is you guyshelp improve driver safety.
Yes, a big chunk of the datahelps make the vehicles safer or
(17:18):
the driver's experience saferas well.
Emily Williams (17:20):
Yeah, absolutely .
And again, going back to whatwe said earlier, you can't
manage but you can't measure.
And when it comes to safety,again, I could talk about this
for a long time, jason, so youmay have to cut me off here, but
I think the first step ismeasure right.
Use technology to youradvantage.
So there's all sorts of thingsthat are available to really
(17:42):
measure those drivers.
It might be driver scorecards,it might be gamifications Like I
know, there's a lot ofdifferent tools like our friends
at Netrodyn have a greatgamification tool, and they
always say you know, we leadwith a carrot and not a stick,
so they want to recognize andreward safe driving behavior.
(18:03):
So I think that's really helpingto improve driver safety.
And I think, ultimately, though, you want to give just real
time in cab feedback.
A quiet cab is always going tobe a safe cab, so the faster
that we can notify someone hey,there's a problem, let's work on
this, let's correct this Thenit's really going to help, which
(18:26):
again goes back into you havethe measure part and then you
have the manage part.
So, and then, I think, themanage part you got to get a
plan, you got to stick to thatplan and then make sure that
you're holding your teamsaccountable, right, because
nothing's worse if you get asafety program in place and then
you don't actually follow it.
And then let's say that youknow there's an accident that
(18:49):
occurs in your fleet.
Well, now you have a probably apotential, really potential
problem in a litigationperspective, because then you
can say, well, why didn't youuse the technology that you had
available?
Why didn't you put a game planin place?
And so I think that's alsoreally important.
And then, lastly, when we'retalking about just improving
(19:12):
driver safety and overallcommunication, having open
communication with your driversis so critical.
One of the things so I workwith a large customer, prime
Trucking, and one of the thingsthat they do that I love is they
have a safety meeting with allof their drivers.
They have like 13,000 driversand obviously they can't bring
(19:35):
them all into one room and intoall their different terminals,
but they do a YouTube livechannel and they have a weekly
meeting every Friday, and theytalk about hey, here's, we're
going to recognize some of thesedrivers, and and they give
shout outs and then they talkabout hey, these are the issues
that we're struggling with andwe need your help with this and
they really are transparent withtheir drivers to to make them
(19:59):
feel a part of their process,and I think that's really
critical and key to increasingthat driver safety.
Jason Cuddy (20:05):
It's interesting way to do it, right, because
you're taking the data that theguys aren't always thrilled that
they're being measured on, butthen you're turning it back and
helping them Right and to yourpoint, rewarding them when
there's when there's goodbehavior.
But also, I mean the wholepoint of the safety piece is to
help identify and resolveanything before it's an accident
(20:26):
.
Right, that's really whatyou're trying to do.
So, instead of you know,probably 20 years we didn't talk
about.
Here's the instance this weekwe had this crash, this, this,
this, this.
Now you can talk about.
Here's a near miss, here was ahard braking, here's certain
things we found out.
Nothing happened, which isgreat, um, but you can talk and
help and educate and work theguys through, because you know
everyone's going to learn.
(20:46):
And now we're going on uh, youknow, a ride and drive with some
safety equipment, where they're, you know, testing that, you
know the cameras and the brakingsystem, and the whole point of
it was so that you get to feelwhat this is like when it
engages, because, hopefully,that's the whole point you never
want to use this equipmentideally, but that's what it
feels like when it kicks in.
So almost the same idea is likeyou know, you can share the
videos of there's cameras, ofstuff that has happened on the
(21:09):
road.
Uh, you can share the data fromthe vehicle.
Hopefully, in 99.9 of the guyswill never experience any of
that on the road, but at leastthey can see what happened, what
was the reaction.
This was good, this was bad.
Learn from it.
Um, but it's great data to beable to be able to share.
Right, and that's.
I think it's a huge piece thatyou know.
I know.
For me, even you would think,when you talk about your product
(21:29):
line is usually just where'sthe vehicle, right, so it's.
It's nice, like how much moreyou can pull out of the vehicle,
how you can use it to help thedrivers be comfortably safe on
the road.
It's a huge thing.
Emily Williams (21:39):
Absolutely.
And the drivers that I talk to,they love the technology.
It's so funny because whenwe're rolling things out, a lot
of them are very hesitant Idon't want you monitoring me and
I'm not okay with this.
And then after a couple monthsof using it, they're like, oh my
gosh, I can't believe I saidthat, why did we wait so long to
(22:00):
adapt this technology?
And it's really funny.
We had a customer.
They were testing a fewdifferent solutions and we you
know cameras is a hot topic andthey were doing driver facing
cameras again very frustrated,no-transcript, and it wasn't his
(22:22):
fault.
And we were able to prove thatit wasn't his fault through the
technology, right Through thegeotab device and the camera
solution that they were using.
Because of that, it literallysaved his job and he was like I
would have been fired if not forthis technology.
So then he started to likeliterally share the story with
(22:45):
all of his colleagues and to andyou know, I think that's
important You've got to get theminvolved in the process.
They have to be able to.
Drivers have to communicate toeach other and when there are
issues, let's address it, let'saddress it quickly, let's make
sure, like that technology isperforming the way it should and
it's reliable.
That's very important and it'sreliable.
Jason Cuddy (23:06):
That's very important.
Yeah, that's a good point, Ithink.
Yeah, getting the drivers tobuy in and recognize it's, you
know big picture, it's to theirbenefit.
But I agree, it can beintrusive.
You know it feels likesomeone's always watching you
and in theory they are.
But that's not the intention ofthe technology, right, it's.
The intention is what you justsaid.
It's there to support them andback them up when they haven't
done anything wrong and findthemselves in a situation where
you know usually it's somethinglike that where you know they've
(23:28):
got involved and they've hitsomething.
They're the biggest vehicle,the longest to slow down, they
inflict usually the most, most,most damage, unfortunately.
But if you have the data to say, look, it wasn't me, this is
what actually happened with thecameras and everything, then
it's like, okay, you know it wasa situation that you know
physics is physics, they justcouldn't avoid any kind of thing
.
So it happens, yeah, yeah, um,I guess the one last thing I
(23:52):
wanted to chat with you onbecause it's it's emerging and
still kind of, you know, in thenewly states being obviously ev
is a big, it's a big of theindustry now and a lot of that
is technology driven too.
What, what kind of things is?
Is geotab kind of measure andshare?
Emily Williams (24:07):
with yeah, yeah.
So I'm really proud of oursustainability team.
We have a massive team andthey're they're hyper focused on
this and we you know geotabknew like this was coming down
the road, so we really startedto prepare ourselves for it.
We have over 400 make andmodels that we're supporting
right now, so we are really theindustry leader when it comes to
(24:29):
EV.
Now, heavy truck, obviously, weall know there's some barriers
there.
We've, you know, withinfrastructure, with the cost of
the vehicles, batterylimitations, range, you name it.
There's a lot of differentthings that we have to, you name
it.
There's a lot of differentthings that we have to overcome.
(24:50):
So, really, when I'm talkingabout with EVs and
sustainability, we do shift thatconversation to emissions for
those customers.
How can what we talked aboutearlier on in our discussion,
jason, how can we really makethat emissions more effective
for your fleet?
And how can we, can we measurethose different metrics?
So, but if you are ready tokind of take the plunge and EV
(25:14):
is a good fit for you, weactually have what we call our
EV suitability assessment andwhat that does is it asks you
several questions of like okay,which vehicles are you looking
to transform?
And here's some different makesand models that we would
recommend, based upon the rangewhere your charging
(25:35):
infrastructure is going to be.
So it allows you to kind of seean overall of your fleet like
what would be better and whatyou can actually move to.
I know a lot of fleets,obviously, and truckload
carriers.
It's harder, right, but in theless than truckload, the final
mile, those folks are reallystarting to adapt and especially
(25:57):
in some of the regulations thatwe're seeing coming out of
California and things like thatin the States, you know it's
something I think we can'tignore.
Possibly for the next, you know, four years we might be able to
quiet the discussion.
I don't know, at least in theStates, how that's going to
progress, but it is something wedo need to prepare for because
it's coming.
(26:17):
So let's make sure that youhave the tools when you're ready
.
Jason Cuddy (26:22):
Yeah, that's a good point and I know we've had some
conversations with customerswhere we've done sort of just
general data on you can tracksome of the mileage.
Like it's nowhere in depth, it'swhat you guys offer.
But if we do a quick deep diveand say, okay, look from your
fleet that we can see, you knowof, say, 100 trucks, 20 of them
don't go more than 200kilometers a day, so they could
be a good candidate for EV.
But that's just you're takingone little snapshot of something
(26:45):
that's not a full picture of.
Where are they, what are theydoing to your point, what's the
infrastructure around, what isthe load they're carrying, what
is the actual vehicle Like it's,you know?
So, having all that information, so you know we're, we're
starting to scratch the surface,which is good and it gets the
conversation going.
But having that you know amountof data where you can actually
pinpoint to, like you know, yes,of your fleet, there's three
(27:05):
vehicles here that you know aregreat candidates for EV and
here's the reasons why.
Right, you know it'll, probablyfrom an ROI point makes sense
because you know you click allthese different boxes, right.
But it you go in a little bitmore informed and just saying
well, let's, let's get a coupleand see what happens.
Emily Williams (27:21):
Exactly, exactly , you have, and even that it's
like let's get a couple, well,how much do they cost?
They cost quite a bit, right?
So what you said just said, youhave to kind of balance.
Okay, what is the cost of this?
What's our total cost ofownership and over the lifespan
of this vehicle, does it makesense?
Most situations, yeah, it mightmake sense, especially for that
(27:44):
final mile delivery.
So, yeah, every fleet is uniqueand has its own challenges, so,
but we're prepared for it.
Jason Cuddy (27:51):
Excellent.
No wait, I appreciate all theinformation today.
It's a good you know initialdeep dive into what you guys
offer to different segments inindustry support and you know
how it helps kind of fleetsmanage and keep their vehicles
safe and running well.
So I appreciate you joining ustoday and giving us that
information.
Emily Williams (28:08):
Absolutely, Jason.
Thanks so much for having me.
Jason Cuddy (28:11):
Excellent, Thank you.
Well, that concludes today'sepisode.
We do want to thank Emily forjoining us and to catch up on
past episodes check outTransportationexchangepodcast.
ca.
Until next time.
Thanks for watching.
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