TerraVest: EnTrans History & Business Line
Former Executive at EnTrans
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TerraVest: EnTrans History & Business Line(September 24, 2025)
Former Executive at EnTrans
Interview Transcript
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In terms of competing against Wabash or MAC, what determined who won the bid? How was Heil or Polar positioned in the market? Were they high-end, well-priced?
There's a lot of brand loyalty in that industry. The Heil brand goes back 100 years, which plays a big part. Under the CEO before Ryan Rockafellow, when you took an order, especially a large one like 50, 100, or 200 units, you really scrutinized the costing. You considered forward costing, lead time, and only took the order at a certain margin. There wasn't much variation in pricing to win an order. It was priced above the minimum margin allowed by management. Lead time, quality demonstrated over 100 years, and brand loyalty all played a role.
This is a snippet of the transcript.Contact Salesto get full access.
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