Issue link: https://read.dmtmag.com/i/445385
"You ask yourself, if you're a driver, 'Do I want to operate one of those clean Model 567s, or what I'm in now?'" — Larry Brady Brady hired Chuck Johnson to help direct operations in 2006. Additionally, he continued to employ what he described as the best drivers in the business, drawn by a premium pay package and premium Peterbilt equipment. "I've never been the low-cost provider out there," he says. "We need the best people operating the best equipment to provide the level of service our customer base demands. Larry Brady wouldn't be where he is today without these people, and operating the best equipment helps keep them here." Growing reach Brady's geographic base began expanding as well, with locations in New Mexico, Colorado, North Dakota and Illinois, each set up to deliver premium service with a premium Peterbilt fleet. The Williston, N.D., working environ- ment is not only particularly demanding, it's dirty as well. Brady helps brand his service by regularly cleaning his Peterbilt equipment. While it may not sound like much of a point of differentiation, it is in Williston, according to Brady. "Wash bays are expensive, but they're worth it," he says. "I want my Peterbilts clean. And you ask yourself, if you're a driver, 'Do I want to operate one of those clean Model 567s, or what I'm in now?'" So when Brady says the Model 567s "really shine in the field," he means it both literally and figuratively. "The reliability has been there," he says. "And these Model 567s with the MX-13 engines have been getting more than a half mile-per-gallon better than previous combinations we've used. "And the drivers love them. The turn- ing radius is excellent, you get great visi- bility from the cab and they're roomy." Fleet Manager Guy Kidd feared initial blowback from a driver set that had long favored long hoods and straight lines. "We worry a lot about driver accep- tance and I'll tell you the truth, we thought these would take a little getting used to," says Kidd. "But, man, they took right to these Model 567s. They love the comfort." Brady says he could pick up business that would merit the addition of 100 trucks and drivers "just if we'd answer the phone." He jokes to some degree, but Johnson says another fleet double-up could very well be in the cards. "It's part of our global corporate strategy to differentiate ourselves every way we can from the competition, and that applies to the competitive battles we face for customers, employees and driv- ers," says Johnson. "Larry Brady has done a great job building this team and these facilities to get it done. "And with Peterbilt and its dealer organization supplying us with the right tools for the tasks at hand? That's huge for us." FC 16 l FIRST CLASS