Businesses count on their commercial dealers for more than vehicles. They need knowledgeable people who can help them find the right truck, navigate parts and service needs, and keep operations moving.
That's why dealer confidence matters to Ford Pro and why the team works hard to earn it.
In the Summer 2026 American Truck Dealers (ATD) Dealer Attitude Survey, Ford ranked No. 1 among commercial vehicle brands for franchise value and No. 1 for overall field sales, parts, and service support personnel. Ford was also the only commercial OEM to post year-over-year gains in every category measured, and it earned the top spot in the overall ATD Attitude Index.
Conducted by ATD, a division of the National Automobile Dealers Association (NADA), the survey measures dealer sentiment across participating commercial vehicle brands in the U.S.
A Partnership Built Around Customers
Commercial customers depend on uptime, quick turnarounds, and a dependable total cost of ownership. These results are an encouraging sign that dealers see Ford Pro not just as a vehicle manufacturer, but as a business partner helping them serve customers and earn their loyalty.
"Our commercial dealers are on the front lines every day, supporting the trades and businesses that drive the essential economy," said Matt Atkenson, Ford Pro executive director of sales and operations. "Earning their trust and ranking No. 1 in franchise value is tremendous validation of our strategy.
"Our Ford Pro employees deserve credit, too," he continued. "Their hard work and discipline across vehicle operations, parts, sales, service, and digital solutions make a difference. They show up for our dealers with a single, unified focus: keeping our customers on the road and running profitably."
"Ford Pro’s outstanding survey results are a reflection of the trust and confidence they have earned from their dealers," said Scott Pharr, president of Piedmont Truck Center. "Under the leadership of Alicia Boler Davis and Matt Atkenson, Ford Pro has built an exceptional team that understands the value of a strong dealer network.
"More importantly, they have fostered a culture of genuine partnership, where Ford Pro and its dealers work collaboratively, listen to one another, and remain focused on a common goal — doing what is right for the customer. That alignment and shared commitment to customer success are what truly distinguish Ford Pro, and I believe they are the driving force behind these exceptional ratings.”
These results highlight more than dealer sentiment. They also help validate Ford Pro’s integrated ecosystem of work-ready vehicles, fleet intelligence software, flexible commercial financing, and service and maintenance solutions — and show that it's resonating with dealers and customers.
"We’ve worked hard to make this ecosystem work seamlessly," Atkenson said. "It helps maximize uptime and productivity for commercial fleets while driving recurring, high-value business through dealership doors."
Courtney O'Connor is a member of the Ford Pro communications team.
