The motor freight sector has a reputation for foreshadowing economic trends. Entering the spring, freight carriers are cautiously optimistic, yet nervous shippers and a capacity glut could dampen the outlook for the sector’s recovery.
Gary Frantz is a contributing editor for DC Velocity and its sister publication CSCMP's Supply Chain Quarterly, and a veteran communications executive with more than 30 years of experience in the transportation and logistics industries. He's served as communications director and strategic media relations counselor for companies including XPO Logistics, Con-way, Menlo Logistics, GT Nexus, Circle International Group, and Consolidated Freightways. Gary is currently principal of GNF Communications LLC, a consultancy providing freelance writing, editorial and media strategy services. He's a proud graduate of the Journalism program at California State University–Chico.
As 2022 came to a close, persistent inflation and a drumbeat of Federal Reserve interest-rate increases conspired with flat manufacturing, cautious consumers, and slack freight demand to cast the dark clouds of recession over trucking operators.
“The market right now clearly has too much capacity, and that needs to come out,” says Jason Seidl, who covers trucking as managing director at investment firm Cowen & Co. “We had a lot of [trucking fleets] added to the ranks during Covid, and now some of those are dropping out. We’re keeping an eye on the DOT (U.S. Department of Transportation) numbers [of lapsed operating authorities] to see how much and how fast the market is shedding excess capacity,” he adds.
That excess capacity has sent truckload spot rates through the floor. To illustrate the point, Cowen’s weekly freight indices at the end of January showed dry-van truckload spot rates down 46.5% from a year ago. It was a brighter picture for contract rates, which were down only 1.2% from a year ago. “A lot of shippers have kept their [truckload] contract carriers as healthy as they could,” he notes. Seidl doesn’t expect a rebound in truckload volumes until the second half of 2023.
A RAY OF LIGHT
Yet going into the spring of 2023, while inflation remains problematic and there continues to be too much capacity chasing too little freight, some carriers see a ray of light breaking through the clouds.
“Volumes and tonnages are generally holding steady, depending on the market and the commodity,” observes Frank Granieri, chief operating officer of supply chain solutions for less-than-truckload (LTL) carrier A. Duie Pyle. “Customers are still ordering but ordering less. They are saying if a recession is imminent, it won’t be deep or last long. ‘Short and shallow’ seems to be the most popular phrase.”
While other modes and regions have softened after back-to-back years of extremely strong results, Granieri says that Pyle “has been able to experience slight shipment growth” in its primary area of operations—regional hauling in the U.S. Northeast—aided by recent expansions into Virginia and West Virginia. He says Pyle in 2023 will continue to invest in its network and add more direct ZIP codes, which he “expects to drive similar [growth] results.”
A tepid freight market didn’t stop LTL industry leader Old Dominion Freight Line (ODFL) from charging into 2023 on the strength of a record quarter for revenue and profit. Fourth-quarter 2022 revenue per hundredweight was up 16.7%, more than offsetting a 9.1% decline in volume, compared to 2021’s fourth quarter. Its operating ratio (operating expenses as a percentage of revenue) improved 240 basis points to 71.2, the best mark in the industry.
The company also announced that current president and CEO Greg Gantt is retiring in June. Succeeding Gantt is Marty Freeman, a 30-year company veteran, who moves into the top spot from his previous role as executive vice president and chief operating officer.
Gantt credited ODFL’s employees for its record-breaking results in 2022, citing progress with the company’s long-term strategic plan, which focuses on ODFL’s “ability to provide superior service at a fair price, while also ensuring … sufficient capacity to support our anticipated growth.” ODFL expects to fuel that growth with some $800 million in capital expenditures in 2023, with $300 million going to real estate and service center expansion, $400 million to rolling stock, and $100 million to IT and other assets.
Going into March and the second quarter, “we believe the freight cycle will start turning,” said Gantt in ODFL’s February earnings call, noting as well that freight volumes often are a leading macroeconomic indicator. “I think that we’re in a good spot, with our headcount, with our fleet, and certainly with the service center network to be able to let volume start flowing again.”
FULL STEAM AHEAD ON EXPANSION
LTL carrier Pitt Ohio is another major market player that’s not letting a freight downturn derail its plans for expansion and is, instead, positioning itself for a market rebound later this year. Based in Pittsburgh, the mid-Atlantic regional carrier in January expanded its next-day service for New York, adding 32 next-day lanes.
“We are full steam ahead on [investments in] equipment, technology, people, and our footprint,” said Jim Fields, Pitt Ohio’s chief operating officer. And while shipment count early in the year has been off slightly, Fields expects gradual improvement. “Many customers have come to rely on us for a certain level of quality service and reliable solutions to their needs. That’s where we excel,” he notes. That’s helping in rate negotiations with customers “who still want quality service and consistent capacity and are willing to pay for it,” he adds.
At Pitt Ohio’s sister company, Dohrn Transfer, President and COO Robert Howard says he hears similar sentiments in the market. “The last half of 2022 we saw demand decline,” he notes. Going into the new year, some industries, such as agriculture, fared better than others, such as retail, yet “most customers are pretty optimistic and expect a moderate pickup starting in the second quarter,” Howard says.
“Rates are pretty firm, and while some are asking for decreases, most are holding the line,” he adds. “We’re pretty transparent with customers on our costs. We won’t be the low-price carrier, but we will bring a value to them that is clear.” His biggest challenge going into 2023: recruiting and retaining qualified Class A drivers and mechanics. Dohrn has training schools that provide opportunities for dockworkers to graduate to drivers as well as to become mechanics, he notes.
Mario Harik, chief executive officer at LTL carrier XPO, also is seeing a mixed response from customers. “Some are shipping more with us; others are shipping less because they see softer demand for their products,” he says.
Moreover, there is a larger, post-pandemic trend among companies to rethink and recost their entire supply chains, which “is a major tailwind for XPO and the LTL industry as a whole,” Harik adds. Such re-engineering by both brick-and-mortar retailers and e-commerce sellers is intended to cut leadtimes and speed orders.
That’s creating LTL opportunity, Harik says, “because smaller shipments of goods need to be moved more frequently.” He notes as well that industrial customers are talking more about nearshoring, which plays to XPO’s North America cross-border capabilities. “Industrial customers represent about two-thirds of our base, so manufacturing is a demand driver for us,” he explains.
WAITING FOR THE SPRING PUSH
Over the past two months, Greg Orr, president of national truckload carrier CFI, has met with dozens of customers. The takeaway from those meetings: “Everyone is cautiously optimistic. We’re at the wait-and-see stage now, but the spring push will tell the story,” Orr says.
The first of the year saw volumes soften, impacted by the Chinese Lunar New Year and shippers recovering and resetting from the holiday push. And while Orr agrees that soft freight demand and excess market capacity have put shippers in the driver’s seat with rate negotiations, CFI’s longer-term customers (over 90% of CFI’s freight is contract) are coming to the table with concerns certainly about rates, but even more about securing consistent, reliable capacity.
“Customers recognize that we as an industry [are seeing] dramatically increased costs,” Orr says. “In most cases, they’re not pushing aggressively for [rate] decreases but want to [maintain] the status quo” on their total cost of service. “Each customer is different. It’s really an exercise in working with the customer and finding that sweet spot, whether it’s accessorials, a fuel program, or a negotiated base rate depending on where and how much capacity they need, how their cost structure is laid out, and the biggest pain point they’re facing.”
SIGNS OF LIFE
Yet another major freight player—David Jackson, president and CEO of Knight-Swift, which is one of the nation’s largest truckload operators and offers LTL services as well—sees hopeful signs where freight is concerned. Jackson struck an optimistic note in the company’s January earnings call, noting that “the freight market continues to show signs of life … as we go through January.”
One unique factor that impacted last year’s fourth quarter was that “so much of [shippers’] holiday inventory had already arrived, some of it 10 or 11 months before. It kind of sat around,” he said. So by the time October—traditionally the big-surge month for holiday freight—rolled around, “fourth-quarter freight had already arrived and was already in position,” which muted fourth-quarter volumes to some extent.
Jackson noted that the general consensus from his customers about inventory levels is that “by the time they get through the spring, things [will be] caught up.” Once that inventory overhang is burned off, he predicted, “we’ll be back to normal goods flow … without the expectation that there [will be] incremental supply” added to the market. “In fact, we believe that supply is leaving, has been leaving, and will continue to leave over the next two quarters,” he said, adding that he thinks “volumes [will] really begin to pick up in … June and July.”
LOOKING FOR A PATTERN
The current market has brought to the forefront an old truism that, regardless of the economic conditions, the amount of freight in the market, and carriers’ capacity to handle it, one overriding goal dictates buyer behavior. “Shippers always want the cheapest price,” opines Satish Jindel, president of ShipMatrix, which specializes in trucking market research and data analytics.
“What [shippers] need to be reminded of by the industry is that just because a recession is coming, that doesn’t mean the carrier has lower costs to operate,” he explains. “In many cases, and especially in this cycle, they’re actually higher. Costs for most carriers are up north of 15%,” he says, “so for a carrier to offer a lower price than it did a few months ago would mean losing money. And then some carriers go out of business. That compounds the capacity problem later, leading to higher rates, which is the opposite of what shippers are trying to achieve.”
As for when the market might rebound, Jindel says that’s a tough call given the lack of historical precedent to go by. “What economists fail to realize is that the pandemic was an event of a kind that had never been part of our economy before. There was no pattern or previous experience to guide us on how to respond or [to predict] how we’d come out of it.”
Nevertheless, Jindel believes that the way forward must include better understanding among shippers of market realities, the fungible nature of capacity, and their role in changing wasteful habits so capacity is used more efficiently.
DRIVER SHORTAGE ... OR NOT?
Over several decades of following the trucking industry, Avery Vise, vice president–trucking for market research firm FTR Transportation Intelligence, has seen any number of boom-and-bust cycles. This cycle, he says, has characteristics consistent with past market swings—with one difference: Carrier cost increases this cycle have been among the most dramatic he’s ever seen.
And while carriers imposed sharp rate increases over the past two years, inflation and rising operating costs across the board have eaten into almost all of that. Then freight demand last year fell through the floor.
“Our truckload rate forecast has continued to get incrementally weaker as we go along. We keep expecting to see a bottom on the spot market, but it never quite seems to get there,” he observes.
Overall, for 2023, FTR is projecting a total blended truckload rate decline of around 11%, with contract rates declining by 8%, and spot rates down some 18%, from 2022 levels.
What may change that forecast is carriers exiting the market and how that affects the supply of drivers. Vise explained that during the pandemic in 2021, company drivers working for fleets left and went to smaller carriers or into the owner-operator segment, where they could make more money in a high-demand market. That was evident in the surge in new DOT operating authorities granted during that time.
Then in early 2022 the market shifted, demand plummeted, and spot rates cratered. Owner-operators parked their trucks and went back to work as employees for larger fleets. Vise argues that there has been neither a shortage nor a glut of drivers, just the overall pool reallocating itself to adjust with the market cycle.
“So over the course of 2022, that driver dynamic reversed, and larger carriers mostly absorbed those drivers,” he says. “The key really is what happens over the next quarter or two” and how driver supply affects the speed and depth of a rebound.
Otherwise, Vise says, the carrier game plan is one of perseverance, keeping the trucks rolling with whatever freight they can land, and surviving until 2024.
Women in supply chain tech don’t always have it easy. That’s particularly true when it comes to building a career in the male-dominated field, where they may face gender bias, limited advancement opportunities, and a lack of mentorship and support.
“Across many professional industries, women have made strides in breaking down barriers; however, supply chain and digital technology are two sectors that are often seen as being male-dominated,” Stephan de Barse, o9’s chief revenue officer, said in a release. “Through the o9 Minerva community, we aim to elevate the incredible knowledge, drive, and experiences of women working in the supply chain space.”
The new group will host networking events and panel discussions that feature expert guidance from “Minerva Ambassadors,” high-ranking professionals who will discuss their career paths and experiences within the supply chain and digital tech space. During the events, Minerva Ambassadors will also address key career advancement challenges, such as gender disparity, access to mentorship and sponsorship opportunities, and the opportunity for more diversity in leadership roles.
“As a supply chain risk management (SCRM) expert and Minerva Ambassador, I am excited to share my own professional journey alongside fellow supply chain leaders and speak to some of the unique challenges that women face as they advance their careers,” Lara Pedrini, global head of sales at risk-management tech company Exiger, said. “I am committed to the advancement of women in the workplace and digital tech, and look forward to discussing ways to close the gender gap for women in STEM fields and foster more inclusive corporate policies and work environments where women can thrive.”
Some of Americans’ favorite condiments include ketchup, salsa, barbecue sauce, and sriracha. Toppings like marinara and pizza sauce are popular as well. The common denominator here is the tomato, and food producers need many tons of them to make these and other tasty products.
One of those producers is Red Gold, an Elwood, Indiana, company whose brands include Red Gold, Redpack, Tuttorosso, Sacramento, Vine Ripe, and Huy Fong. The company works with more than 30 family-owned Midwestern farms to source sustainably managed crops.
In the 80 years since its founding, Red Gold has grown to become the largest privately held manufacturer of tomato products in the U.S., with 23 different product categories and nearly 400 combinations of flavors and cuts. Today, it serves both the grocery market and institutional customers like schools and hospitals.
But a food supply chain of this scale can be expensive to operate. So Red Gold recently launched an initiative to modernize its logistics processes with an eye toward boosting efficiency and increasing resilience while also cutting costs.
The timing was right for such a project. Freight rates in the trucking sector have been depressed for nearly two years, giving the company a rare opportunity to invest some of its savings into process improvements, the company said. “The current transportation market is extremely shipper-friendly and has been for the past 18 months,” James Posipanka, Red Gold’s supply chain manager–logistics, said in a press release. “Now is the time for us to plan and prepare for when it swings the other way and carriers can choose which customers they want to work with. When that happens, we want to be a ‘Shipper of Choice.’ By putting strategies and processes in place now, we’ll be successful when the market does flip.”
STEP-BY-STEP SAVINGS
For help streamlining its processes, the company turned to Loadsmart, a Chicago-based logistics technology developer that specializes in helping clients optimize freight spend, increase efficiency, and enhance service quality. Step by step, Red Gold began implementing three of Loadsmart’s technologies and digital services, moving to the next phase only after it had realized a return on its investment in the previous one.
First, Red Gold implemented Opendock, Loadsmart’s online dock-scheduling platform. That move alone saved thousands of hours of staff time by eliminating the need to make carrier pickup appointments via phone and email. Today, 100% of the carriers that do business at Red Gold’s facilities book their appointments through Opendock—which amounts to some 60,000 appointments annually. Among other benefits, the new platform has drastically reduced the amount of time it takes for a carrier to book an appointment—with Opendock, appointments are scheduled one to two days out instead of 10 or more.
Second, the company installed Loadsmart’s ShipperGuide TMS, a transportation management and request-for-proposal (RFP) management system. The platform helps Red Gold avoid spreadsheets and administrative work. For example, instead of individually emailing RFPs to a few carriers, the company can now send RFPs through the TMS to many more carriers than was feasible in the past and easily compare the rates carriers submit in response. In addition, Red Gold was able to automate some 70% of its load tenders, or about 25,000 shipments, which allowed the company to reduce headcount without any interruptions in workflow.
Third, Red Gold began working with Loadsmart’s digital freight brokerage team to convert some of its full truckload movements to partial truckloads. That move expanded both its carrier base and its freight mode options, saving it $200,000 annually.
All in all, since it began using Loadsmart’s technology and services, Red Gold has reduced appointment leadtimes by 90% and saved 17% on annual LTL freight costs, according to the two companies. Red Gold is so pleased with those results that its logistics team has already begun working with the technology vendor on additional opportunities for improvement.
With that money, qualified ports intend to buy over 1,500 units of cargo handling equipment, 1,000 drayage trucks, 10 locomotives, and 20 vessels, as well as shore power systems, battery-electric and hydrogen vehicle charging and fueling infrastructure, and solar power generation.
For example, funds going to the Port of Los Angeles include a $412 million grant to support its goal of achieving 100% zero-emission (ZE) terminal operations by 2030. And following the award, the Port and its private sector partners will match the EPA grant with an additional $236 million, bringing the total new investment in ZE programs at the Port of Los Angeles to $644 million. According to the Port of Los Angeles, the combined new funding will go toward purchasing nearly 425 pieces of battery electric, human-operated ZE cargo-handling equipment, installing 300 new ZE charging ports and other related infrastructure, and deploying 250 ZE drayage trucks. The grant will also provide for $50 million for a community-led ZE grant program, workforce development, and related engagement activities.
And the Port of Oakland received $322 million through the grant, which will generate a total of nearly $500 million when combined with port and local partner contributions. Altogether, that total will be the largest-ever amount of federal funding for a Bay Area program aimed at cutting emissions from seaport cargo operations. The grant will finance 663 pieces of zero-emissions equipment which includes 475 drayage trucks and 188 pieces of cargo handling equipment.
Likewise, the Port of Virginia said its $380 million in new funding will help to reach its goal of eliminating all greenhouse gas emissions by 2040. The grant money will be used to buy and install electric assets and equipment while retiring legacy equipment powered by engines that burn gasoline or diesel fuel.
According to AAPA, those awards will demonstrate to Congress that the Clean Ports Program should become permanent with annual appropriations. Otherwise, they would soon cease to be funded as backing from the Inflation Reduction Act (IRA) comes to a close, AAPA said. “From the earliest stages of legislative development in Congress, America’s ports have been ecstatic about and committed to the vision of implementing a novel grant program for the port industry that will complement and strengthen existing plans to diversify how we power our ports,” Cary Davis, AAPA’s president and CEO, said in a release. “These grant funding awards will usher in a cleaner and more resilient future for our ports and national transportation system. We thank our champions in Congress and the Biden-Harris Administration for committing to us and we look forward to working closely with our Federal Government partners to get these funds quickly deployed and put to work.”
The majority of American consumers (86%) plan to reduce their holiday shopping budgets this year, with nearly half (47%) expecting to cut spending by more than 50% compared to last year, according to consumer research from Relex Solutions.
The forecast runs against some other studies that predict the upcoming holiday shopping season will be a stronger than last year, with higher sales and earlier shopping than 2023.
But Finland-based Relex says its conclusion is based on the shorter holiday shopping period of 27 days in 2024 (five days shorter than 2023), combined with economic volatility and supply chain disruptions. The research includes survey responses from 1,000 U.S. consumers in October 2024.
According to Relex, those results reveal a complex landscape where price sensitivity and decreased brand loyalty are reshaping traditional retail dynamics. That means retailers and manufacturers must carefully balance promotional strategies with profitability while maintaining product availability, since consumers are actively seeking better value and may switch between brands more readily.
"Retailers are facing a highly challenging season, with consumers prioritizing value more than ever. To succeed, retailers must not only offer attractive promotions but also ensure those deals don’t erode their margins. At the same time, manufacturers need to optimize their operations and collaborate with retailers to deliver value without sacrificing profitability," Madhav Durbha, Relex’ group vice president of CPG and Manufacturing, said in a release. The company says it provides a supply chain and retail planning platform that optimizes demand, merchandising, supply chain, operations, and production planning.
"This holiday season represents a critical juncture for the retail industry," Durbha added. "With reduced brand loyalty and a shorter shopping window, there’s no room for error. Retailers and manufacturers need to work together closely, leveraging AI-powered tools to anticipate demand, manage inventory, and run effective promotions," Durbha said.
In additional findings, the survey found:
Brand loyalty is eroding: About 45% of consumers say they're less likely to remain loyal to brands without meaningful discounts, while 41% will switch brands if faced with both poor deals and out-of-stock products.
Digital channels dominate deal-seeking behavior: Store and brand apps (60%) and email promotions (60%) are the primary channels for finding deals, while only 32% of consumers primarily search for deals in physical stores.
Supply chain concerns remain significant: Nearly 85% of shoppers express concern about potential disruptions, with electronics (60%) and clothing/accessories (57%) being the categories of highest concern.
Age significantly impacts shopping behavior: Consumers from age 45-60 show the highest economic sensitivity, with 60% cutting budgets by more than 50%, while shoppers aged 18-29 prioritize product availability over price.
Electric yard truck provider Outrider plans to scale up its autonomous yard operations in 2025 thanks to $62 million in fresh venture capital funding, the Colorado-based firm said.
The expansion in 2025 will be focused on distribution center applications, but Outrider says its technology is also well-suited for use in intermodal rail and port terminals, paving the way for future applications across freight transportation.
“Outrider’s proprietary safety systems; consistent, predictable movement through complex and chaotic environments; and patented robotic-arm-based system for trailer air and electric line connections have allowed us to stay far ahead of any competition," Bob Hall, Chief Operating Officer at Outrider, said in a release.
The “series D” round was led by Koch Disruptive Technologies (KDT) and New Enterprise Associates (NEA), with additional investments from 8VC, ARK Invest, B37 Ventures, FM Capital, Interwoven Ventures, NVentures (NVIDIA’s venture capital arm), and Prologis Ventures. Other investors joining the Series D financing are Goose Capital; Lineage Ventures, the investment strategy of Lineage, Inc.; Presidio Ventures, the venture capital arm of Sumitomo Corporation; and Service Provider Capital. In total , the new backing brings the company to over $250 million in equity capital raised to date.