Fuller Strongly Endorses Truck Safety Technology at ATA's Technology and Maintenance Council Keynote
IVsource.net
19 March 2001

Max Fuller, CEO and co-founder of the US Xpress Enterprises trucking company, provided a resounding endorsement for technology adoption at the annual meeting of the American Trucking Association's Technology and Maintenance Council (TMC), held last week in Nashville, Tennessee.

Max Fuller, CEO and co-founder of the US Xpress Enterprises trucking company, provided a resounding endorsement for technology adoption at the annual meeting of the American Trucking Association's Technology and Maintenance Council (TMC), held March 12-15 in Nashville, Tennessee.

The TMC numbers several hundred truck fleets as members, and the Council focuses on the needs of these fleets and provides a meeting place for fleet equipment /maintenance managers, vendors, and truck manufacturers.  The annual meeting drew about 500 attendees representing fleets of thousands of trucks, and an exhibition hall full of advanced truck technology, service provider demonstrations, and the latest in mechanical and electrical components on display.

Fuller provided the keynote address to the TMC crowd.  US Xpress is one of the largest fleets in the US and is widely considered to be the technology leader, particularly when it comes to IV systems.  As an example: they equipped their entire fleet with Eaton VORAD collision warning systems back during the nineties.  He said that, because of their reputation, they are constantly being approached by technology vendors with the "latest and greatest" new device.  They welcome these discussions, he said -- the company picks up on about one in five for further evaluation. 

US Xpress asks four questions about a new technology:  Does it enhance safety?  Does it improve comfort for drivers?  Does is improve productivity?  Does it improve cost?  If one of these factors is addressed, then they're interested, Fuller said.

Early Adoption of Technology is Key to Success

In his view, early adoption of technology is key to success.  US Xpress started out with Eaton VORAD in the early nineties, and the system initially failed to meet their requirements in several ways.  They worked collaboratively with VORAD for almost two years to refine the product and bring it to a useful level of performance for the fleet.  Now VORAD units are on every truck in the US Xpress fleet, and they estimate frontal collisions have been reduced by a whopping 75%.

"We seek technology to differentiate our fleet from the competition," Fuller said.  "We haven't found there to be one 'silver bullet,' but a combination of technologies provides this differentiation.  Does it make sense to pursue technology?  I think it does," he continued. 

Payback Must be Determined

Fuller stressed that payback on technology must be determined -- and it takes a lot of dollars and technical time to truly understand the issues in order to assess that payback.  "Make sure that the people at the top are in tune with the benefits and the pitfalls" of a particular technology, he said, noting that with the VORAD system, they could not calculate the payback from such a system up front.  As CEO, he chose to take the risk at that time to go ahead with fleet implementation.  "It was the right thing to do," he said, pleased to see the desired payback materialize over the following years.

"Smaller companies should be careful with technology investments," he added.  "Go with technologies that are proven in the marketplace."

Future Innovations

What innovations should truck fleets be looking towards in future years?  Fuller noted the promise of fuel cell technology to provide power appliances and provide climate control for drivers while resting, avoiding the need to keep the engine running and burn diesel fuel, as is done now.  He also sees significant business changes (and advantages) coming from wireless technologies and the internet.  "The merging of on-board and off-board systems will make trucks a wireless business."

Championing IVI

Fuller concluded by highlighting his company's involvement in the USDOT Intelligent Vehicle Initiative program. They have partnered with Volvo Trucks North America and the National Highway Traffic Safety Administration to equip fifty of their trucks with Eaton VORAD's collision warning / adaptive cruise control system, as well as with disc brakes and electronically controlled brakes.  "These technologies can prevent rollovers and reduce stopping distances," he said.  He noted that this test represents the largest data collection effort in the history of over-the-road transportation.  Clearly a strong believer in the IVI program goals of accelerating the availability of proven safety technologies, he said "the IVI program will open the door to a lot more things down the line."

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For More Information ...

... on the ATA Technology and Maintenance Council , go to www.trucking.org.  Check out US Xpress at www.usxpress.com.

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