In this edition of Leading the League, AAM and Total Truck Centers President Tim Odom sits down with Adam Donahue, Vice President of Truck Bed Covers at RealTruck, to break down the company’s latest efforts for jobber success. From rolling back pricing to launching consumer-focused promotions and opening a new retail concept store, RealTruck is making bold moves in 2025—with jobbers at the center of it all.
Pricing Adjustments That Put Jobbers in the Driver’s Seat
In 2024, RealTruck implemented a data-driven pricing strategy across its bed cover lineup. The result? Strong growth in soft roll-up, hard roll-up, and retractable covers. But when a price increase in Q4 on hard folding covers slowed momentum, the brand didn’t hesitate to pivot.
Starting mid-April 2025, RealTruck is taking decisive action:
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Lower pricing on key SKUs:
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BAK: MX4, G2
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UnderCover: Flex, Ultra Flex, Armor Flex
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For jobbers, this move means more competitive pricing at the register, without giving up margin. It’s designed to drive traffic, close more sales, and keep premium products moving through the bay.
Promotions That Work in the Bay
Last year’s “integrated promotion” model created confusion and required jobbers to share in the discount. RealTruck listened—and completely overhauled its approach for 2025.
Now, jobbers can rely on:
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Straightforward, RealTruck-funded consumer rebates
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Four major promo periods throughout the year, aligned with high-demand seasons
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Faster rebate turnaround times for both consumers and jobber spiffs
This not only makes it easier to explain promotions to the customer, but it also helps seal the deal at the point of sale. And with additional support for hard folding covers, jobbers get the extra push needed to move inventory tied to the latest pricing update.
Learning, Testing, and Sharing: RealTruck’s New Concept Store
One of the most exciting developments for 2025 is RealTruck’s upcoming concept store, set to open later this year in Michigan. But this isn’t about competing with the jobber—it’s about learning from them and for them.
The store will serve as a retail testing ground, designed to:
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Experiment with merchandising, install timing, and product assortment
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Build new training and support tools for the field
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Host jobbers and partners for in-person collaboration
For jobbers, this means more insight, more resources, and more real-world best practices, delivered from a brand that’s actively investing in their success.
From sharper pricing and product enhancements to cleaner promotions and real-world learning, RealTruck is showing what it means to be a jobber-first brand. Every decision is geared toward helping shops stay competitive, close more sales, and grow sustainably in 2025 and beyond.
Stay connected to the Leading the League series for more updates from brands like RealTruck that are investing in real solutions for jobbers across the industry.
