Truck loyalty isn't what it used to be. For generations, it was one of the most powerful forces in automotive retail. Loyalty was inherited. You drove what your father drove. That era is ending. The EV truck market is proving to be a free-for-all. New data shows 60% of EV truck households defect to another brand when they return to market. Let that sink in. Six out of ten. The old playbook of brand equity and tough-truck marketing is losing its power. The new playbook is about creating a seamless, supportive, and superior ownership journey. Watch the full episode on our channel.