“Our goal is to provide our customers with the best value in trailers.”
front-to-back and side-to-side. That’s one of the big differences, structurally, with Primo. Overall,
it’s stronger, especially on front-to-back running rails on some of our longer models.
For all our products, we keep everything simple. We make 5x8s to 7x18s with three different
side kit variations. We make a standard rail side, a 16-inch solid side and a 24-inch solid side. All
our solid sides come with a pipe top. Customers want solid sides, but a lot of manufacturers
charge an excessive amount. Aluminum side kits can cost hundreds from other manufacturers.
From our base model, our side kits are typically only a slight increase in price and it makes it a
lot more affordable.
NATDA: How are you able to keep your cost down so low compared to the bigger companies?
HALLBLADE: We use the same material on our side kits as we do our flooring. We don’t do
anything custom. It’s a little more expensive of a siding, but, since we order so much extrusion
for the floors, we don’t have to get a custom extrusion and stock extra. It makes our cost a little
bit higher, but side kits are an industry markup.
NATDA: I guess that’s a little bit of a benefit of being from a dealership. You know the ins and
outs.
HALLBLADE: Our solid sides only cost a little bit more to make versus a standard rail side.
Why are manufacturers charging excessive amounts to the dealer? By the time it hits customers’
hands, it is marked up to a point where it is not affordable to most consumers. We can save over
50% on side kit options on certain models.
NATDA: What’s your dealership base look like now?
HALLBLADE: We’ve got 12 dealers we’ve acquired over the last year, most of which are in
the area surrounding Phoenix. We have dealers coming from the Midwest we’re actively signing
on, but we’re looking to go across the country. That’s one of the big reasons we want to attend
the NATDA Trade Show. When people see our product, they buy it. We make a great trailer.
NATDA: Since you’re relatively new, do you feel you can handle a sudden intake of dealers?
HALLBLADE: We’ve ramped up manufacturing in preparation for this year. We cap each
year, as far as growth for new dealers. We want to be able to service every dealer we bring on.
This year, we’re looking to add another 12 dealers and another 24 the following year, depending
on buying volumes. We can supply just about any demand, but we need time to insure proper
manufacturing capabilities. I’d just rather service a small base and grow slowly over the next 3-5
years.
NATDA: With your background, I’d imagine building relationships with dealers is important
to you.
HALLBLADE: That’s one of biggest things that sets us apart from most other manufacturers.
Most U.S. manufacturers want to push their product the way they want it. They don’t care about
the needs of their dealers. My father sells almost 500 of our trailers a year. So, if there is ever
an issue, I hear about it right away. We’re always asking dealers what they want to see in our
product. I ask what they do and don’t like. We send out surveys asking what changes they’d like
to see and if these changes would be worth a price increase. If our dealers vote on a change
to the making of the trailers, we will implement that change. We don’t change our product line
based upon what I want to change, but what our dealers want to change. We’re different in that
way and that’s why we’ve seen a lot of growth. In the first three months of this year, we’ve already
matched last year’s wholesales.
www.natda.org
NATDA Magazine
29