What does it take to build a dealer network that lasts generations?

In this episode, Kyler and John talk with Noah Thomas, Director of Marketing at Great Dane, about how the 125-year-old trailer manufacturer continues to strengthen relationships across its dealer community and grow in a shifting market.

Noah explains how Great Dane’s heritage of quality and resilience continues to shape its strategy today, from restoring a 1953 trailer to celebrating the brand’s long-standing partnerships. He shares how his team supports dealers through programs like buygreatdane.com, new digital enablement tools, and initiatives that maintain open and consistent communication across the network.

This is a look inside a brand that wins by standing behind the people who represent it every day.

Key Takeaways:

1. Dealer Relationships Fuel Growth: Great Dane strengthens loyalty through long-term partnerships, open communication, and shared success across its national network.
2. Heritage Shapes Strategy: A 125-year foundation of quality and resilience continues to guide innovation, brand consistency, and market confidence through every cycle.
3. Digital Enablement Elevates Dealers: Programs like buygreatdane.com and Champ’s Spot connect data, marketing, and training to drive measurable results at the local level.

Timestamps:

(00:00) Meet Noah Thomas

(01:42) Inside Great Dane’s 125-year legacy of resilience

(02:58) Navigating freight market shifts and customer confidence

(04:54) Celebrating 125 years with a 1953 trailer revival

(06:23) Why small product details create lifetime brand value

(09:21) Turning customer stories into marketing proof points

(10:24) How Great Dane supports its exclusive dealer network

(12:57) Listening to dealers to guide marketing priorities

(14:55) Building buygreatdane.com to drive digital sales leads

(16:56) Empowering dealers with Champ’s Spot sales tools

(18:54) Expanding into last-mile delivery with truck bodies

(19:44) FleetPulse telematics and data-driven product insights

(21:58) Cross-selling strategies with fleets and truck dealers

(26:16) Rebranding Great Dane and protecting an iconic logo

(30:57) Lessons from Noah’s Peace Corps experience in Vanuatu