Travel Centers See Increased Focus on Forecourt Diesel
Historically, diesel sales at truck stops have been largely driven by Class 8, professional drivers, but shifts in freight patterns, an increase in light- and medium-duty commercial vehicles, and even higher levels of RV traffic are driving forecourt diesel sales.
Truck stops are increasingly looking to attract forecourt diesel customers by making forecourts more accessible for smaller diesel vehicles that don鈥檛 want to mix with heavy-duty trucks.
The Rise of Light- and Medium Duty Vehicles
The trucking industry has seen a rise in e-commerce freight and last-mile delivery services, which is increasingly requiring smaller classes of vehicles, such as medium-duty box trucks and sprinter vans. 鈥淭he lighter side is growing faster than the heavy side,鈥� said , a research firm that analyzes and forecasts the commercial vehicle and transportation markets, tracks Class 4-8 vehicles.
Class 3 vehicles, which can include larger pickups, city delivery trucks, box trucks and transit vans, have also experienced increases, but Tam said it is difficult to break out what portion are used for commercial transportation.
Tam estimates that in the Class 4 to 7 market, 40% or more are configured as box trucks and involved in the delivery goods in some form, whether it is to consumers, businesses or distribution centers.
In addition to buying more online, consumers want it faster. As a result, the final mile is getting shorter and shorter, with companies positioning smaller amounts of inventory closer to the point of consumption.
鈥淵ou’re essentially losing efficiency in doing that, but you’re able to use smaller vehicles to make those deliveries,鈥� Tam said, adding that the growth in smaller vehicle classes is also reflected data from the U.S. Bureau of Labor Statistics (BLS). 鈥淟ocal truck driving jobs have increased at a rate two to three times what the total truck employment population looks like.鈥�
According to BLS, employment for light truck drivers, which includes local delivery drivers, was approximately 1,003,960 in 2023. Up from 52,170 in 2020. from 2020, when employment in this category was reported at 52,170.听
The Popularity of Pickups and RVs
Pickup trucks are popular in the U.S. and consistently rank among the best-selling vehicles. Models like the Ford F-Series, Chevrolet Silverado and Dodge Ram 1500 are among the top-ranked vehicles on the sales charts. The Ford F-Series, for example, has been the best-selling vehicle in the U.S. for over 40 years.
Pickup trucks are often used for work purposes by landscapers, general contractors, roofers, plumbers, electricians, and ranchers and farmers. Also, pickup trucks often pull other equipment for either professional or recreational use, such as a trailer or boat. Making it easy for these types of vehicles to fuel can help boost fuel sales as well as inside sales.
The recreational vehicle industry has been experiencing long-term growth and saw a spike in traffic and RV purchases as a result of the pandemic. In 2024, RV shipments increased 6.6% over 2023, with travel trailers showing the most growth. RVers purchase a large number of gallons and are an opportunity for additional general merchandise and food sales.
Enhancing the Customer Experience
Better forecourt layouts that are more accessible for pickup trucks, box trucks and RVs can help boost forecourt diesel sales. This can include wider lanes for easier maneuvering, higher canopy heights to accommodate high-clearance vehicles and clear signage to direct customers. Integrating digital payment solutions, loyalty programs and mobile apps can further enhance convenience and attract more customers.
Many locations are actively marketing their auto diesel lanes. In late 2024, Love鈥檚 Travel Stops, for example, announced a new 15-cent-per-gallon discount on auto diesel alongside the ongoing 10-cent-per-gallon discount on gasoline. Customers can redeem the discount via the听.
Other forecourt additions that can help boost sales include DEF pumps on auto diesel lanes, car washes, RV dump stations and propane refill services.
Top Microtrends Shaping the Truck Stop and Travel Center Industry in 2025 Report
Staying ahead of industry trends鈥攅specially microtrends鈥攅nables travel centers to seize new opportunities, adapt to market dynamics and meet customer needs proactively. The 麻豆色播 Foundation created the Top Microtrends Shaping the Truck Stop and Travel Center Industry in 2025 Report to provide actionable insights to help operators maintain a competitive edge.
The Top Microtrends Shaping the Truck Stop and Travel Center Industry in 2025 Report was created with generous support from听.
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