The trailer industry is evolving rapidly, with innovation, digital transformation, and manufacturing advancements paving the way for the future. In a recent conversation featuring industry leaders from Novae and Dealer Spike, we explored how dealerships can position themselves for success over the next five years. Our discussion highlighted the strategies and partnerships essential for sustained growth, from embracing digital tools to adapting to shifting consumer behaviors.
Watch the Full Discussion
Novae is an industry-leading trailer manufacturer committed to durability, innovation, and customer satisfaction. Their goal is to provide dealers with premium products backed by exceptional service.
Dealer Spike, a leader in digital marketing and dealership technology, helps dealerships grow their online presence and better connect with customers in a competitive market.
Our industry leaders:
- Helge Hinniger, Vice President of Marketing at Novae
- Tony Wilkinson, Vice President of Sales at Novae
- Jason Lehman, Vice President of Sales at Dealer Spike
The Digital Shift: Meeting Consumers Where They Are
A strong digital presence is essential for dealerships, who must balance online engagement through automated inventory updates and omnichannel marketing with in-person sales. By leveraging automation and choosing the right digital partners, dealerships can connect with buyers throughout their journey.
Every five to ten years, we should expect consumer behavior to change, and that’s been truer in the last five years than ever before,” said Jason. Today, 98% of consumers start their research online, and our job is to ensure dealerships are a trusted resource from the very first search.
Navigating Industry Challenges and Opportunities
The industry has faced rapid fluctuations, from supply shortages to shifting pricing models.
“You went from famine to feast to famine again,” said Jason. “The key to staying ahead is being agile, adapting to market conditions, and ensuring dealers have access to the right tools to move inventory effectively.”
Tony added: “It’s no longer a transactional business. The customer expects value beyond the product—service after the sale, trusted partnerships, and a seamless purchasing experience.”
A significant trend shaping the next five years is customization. Industry leaders like Novae and Dealer Spike are helping dealers meet this demand through diverse product offerings and enhanced dealer support.
Bridging Traditional and Digital Sales Models
One of the most significant shifts in the industry is blending traditional in-person sales with digital convenience.
“It’s about allowing customers to cross over from the digital to the real world at any point in their buying journey,” said Helge. “Whether they start with online research, visit the lot, or complete financing digitally, and dealers must be flexible.”
Tony highlighted the need for efficiency:
“The industry must continue to make it easier to do business. Having the right tools, from automated inventory updates to integrated marketing solutions, ensures dealers can focus on what they do best—selling trailers.”
Additionally, Helge highlighted the importance of selling an experience rather than just a product:
Part of the answer lies in realizing that you’re selling an experience as much as a trailer and allowing your customers to do business the way they choose. The younger generation that grew up with Amazon is comfortable buying online, while the older generation still wants to see a trailer in person before committing. The solution is building a system allowing customers to transition from digital to in-person seamlessly. That’s the biggest opportunity in front of us.
Looking Ahead: The Path to Long-Term Success
As the conversation wrapped up, the consensus was clear—dealers who invest in digital infrastructure, embrace automation, and prioritize customer experience will thrive.
“We need to focus on thoughtful automation,” said Jason. “AI can assist with tasks like inventory management, but at the core, it’s about supporting dealership personnel and fostering relationships.”
For those looking to future-proof their business, Helge, Jason and Tony’s message was simple:
Stay agile, adopt the right digital tools, and partner with industry leaders who can help you grow. The next five years will be all about balancing technology with the personal touch that keeps customers coming back.
As Novae and Dealer Spike continue to collaborate, their shared commitment to innovation and dealership success is shaping the future of the trailer industry. Whether through digital transformation or product innovation, the goal remains: empowering dealerships to drive the industry forward.
Learn More
Visit to learn more about adding Novae Trailers to your dealership or expanding your digital presence with Dealer Spike.
Subscribe to the Newsletter
Subscribe to Dealer Spike’s monthly blog newsletter and stay tuned to dealer news, best practices, and digital education.