In 2025, the automotive industry was defined by an in-progress recovery that was increasingly complicated by affordability hurdles and regulatory shifts.

As we move into 2026, retail sales are expected to flatten, and likely even dip slightly, as higher expenses and costs drive increased focus on affordability. The retail landscape may be relatively steady, but it’s not as strong as it was before.

Dealers have recognized that broad revenue diversification makes them better positioned to succeed in 2026, which has thrown the spotlight on the industry’s commercial sector as an obvious engine for growth. With U.S. commercial vehicle sales projected to grow more than $10 billion year-over-year in 2026 to reach $234 billion, dealerships are pivoting to commercial business to secure their profitability.

Here are five critical trends shaping this transition:

1. Dealerships are accommodating the very different needs of commercial customers

2026 marks a shift where commercial vehicle operations in the dealership have moved from a secondary department to a cornerstone of the dealership’s strategy. When inflation and interest rates slow retail sales, the commercial segment remains robust, driven by persistent demand.

When a business wins a bid and needs to expand their business, or simply needs to cycle a vehicle, that new or replacement vehicle is in immediate demand. Waiting stunts their growth — or worse, costs them existing business. If dealerships make sure their sales and service teams meet that ‘commercial clock’— one that is wound more tightly and operates with greater urgency — they can build insulation against the declines expected in the retail market.

Dealerships can offer additional services that expand their portfolio, for instance, helping commercial customers navigate technologies like telematics. When translated properly, that data can help customers operate more efficiently and make better informed decisions. This opens avenues for dealers to serve as trusted advisors, helping business customers interpret data insights, set up service schedules, and align their vehicle cycling with real operational needs.

2. Fixed ops takes center stage as a profit powerhouse.

Commercial customers provide many opportunities for dealerships, but fixed ops offers what may be the greatest potential as a staggering 85 to 90 percent of commercial customers currently service their fleet outside of dealerships. It’s an untapped market that dealers can plug into by aligning service operations to the speed and reliability commercial customers require.

Just as businesses can’t wait for interest rates to drop to replace a vehicle, commercial customers can’t afford to wait weeks for service. When a commercial vehicle isn’t on the road, it costs a business thousands of dollars per day in lost productivity and revenue.

Today dealerships are moving beyond traditional service bays towards dedicated commercial infrastructure — mobile service and rapid-turnaround bays — to capture business customers who currently seek service outside the dealership network, to enhance their value and strengthen long-term customer relationships.

3. Supply chain simplification is becoming the differentiator for commercial dealerships.

Lengthy build and upfit timelines have frustrated everyone from end buyers and dealers to OEMs and upfitters. In many cases, businesses have had to settle for vehicles that partially meet their needs simply because the right configuration would take too long to deliver. This compromise leads to inefficiencies that follow a vehicle throughout its lifecycle.

In 2026 and beyond, companies that develop and embrace solutions to shorten the cycle from chassis/van build to fully upfitted vehicle delivery will stand out. Simplifying the supply chain process through better data feed integration and standardization can reduce timelines from up to a year to just a few months. That means customers can shop for vehicles already in production, take delivery sooner and receive trucks and vans fit for their specific purpose rather than settling for what’s available now.

4. OEM support for commercial sales and services continues to expand.

OEMs are investing more heavily in commercial-focused programs to support both dealerships and commercial customers. Ford Pro, GM Envolve, and Ram Professional have raised the bar by offering dedicated tools, resources, and programs designed specifically for commercial operations. These investments reflect a broader recognition of the commercial segment’s importance, and they set expectations for continued expansion across other OEMs as the competition for commercial buyers intensifies.

The added potential doesn’t stop at just commercial operations, either. Business owners and fleet managers need personal vehicles, as well. Commercial customers become advocates for the dealership to their friends, family members, employees, and more. That means a commercial department is not only a profit center in its own right, but one that multiplies in value by organically expanding the dealership’s reach and influence.

5. AI is driving efficiency in the commercial sales processes.

The commercial vehicle sales landscape is becoming more involved. Today’s transactions are about more than just vehicles and their configurations. They increasingly include software, telematics, charging infrastructure, and ongoing services. AI-driven tools offer dealerships the opportunity to manage that complexity with efficiency and focus their efforts where it matters most.

AI can analyze business and operational data to streamline workflows and identify the highest ROI opportunities. For instance, AI can be used to review and “score” inbound calls, which are historically a strong source of leads, particularly where commercial buyers have specific operational needs versus discretionary wants. By identifying missed calls that score highly and directing sales teams to follow up, dealerships can improve conversion rates and better allocate their time and resources without adding headcount.

Looking ahead

In the fast-paced realm of commercial automotive, 2026 promises to be a year of adaptation, innovation, and customer-centric evolution.

Dealerships embracing these trends will position themselves at the forefront, steering the industry towards a future where commercial vehicles not only meet business needs but also align seamlessly with the changing dynamics of a dealership’s role in our world.

 

Kathryn Schifferle is the founder and chief vision officer at Work Truck Solutions