In observance of the 70th anniversary of Peterbilt Motors Company, General Manager Bill Jackson reflected on the company’s past, present and future in the following interview with First Class.

What stands out in the Peterbilt legacy as you reflect on the company’s history?

First, I’d like to acknowledge that being placed in a position of leadership with this company is truly an honor. I am grateful for the opportunity to serve Peterbilt and its many customers, dealers and suppliers. As a student of Peterbilt history, I’ve always believed that the company has a rich and storied heritage, and the common denominators throughout the years have been the ideal of class, an unwavering commitment to quality and unmatched dealer support. T.A. Peterman, and later, PACCAR, have always been resolute in ensuring that the Peterbilt brand stands for premium quality, and the market would recognize the quality of its products. The products may have changed, but the vision and commitment remains the same today as it did in 1939, when Mr. Peterman founded the company, or 20 years later, when Pacific Car and Foundry (now PACCAR) acquired the company.

What impresses you the most about Peterbilt’s history?

Innovation. More than 300,000 trucks have worn the Peterbilt nameplate, and that alone is certainly testament to production consistency and excellence. It’s also important to note that there have been nearly 100 different Peterbilt model configurations over the years. Historically, Peterbilt engineers have quickly reacted to customers’ needs and in many cases anticipated them, with new, innovative custom truck designs.

How important is the Peterbilt legacy to today’s customers?

I have visited with many of our customers who have conducted ongoing and extensive cost-of-ownership studies. They have based their decisions to purchase Peterbilts on considerations ranging from fuel efficiency to driver retention; from residual value to payload-maximizing weight savings; and from image enhancement to productivity improvements. It may not matter to them that the Peterbilt brand has been around for 70 years, but the reward of 70 years of engineering and research is that Peterbilt is an industry leader in criteria such as fuel efficiency and weight savings. The return on investment that Peterbilt provides is what our customers understand. That said, there is indeed a wide range of Peterbilt loyalists. I asked a young owner-operator recently why he made his first truck purchase a new Model 389, and he said, “My dad runs a Peterbilt. His dad before him ran a Peterbilt. They said they’re the best.” In many ways, that explanation of Peterbilt’s long earned legacy of quality is just as compelling as any detailed cost of ownership study.

The next 70 years—how do you see Peterbilt’s role changing?

That question really requires a two-part response. On the one hand, Peterbilt will continue to evolve with market demands. Our customer’s needs will dictate changes in Peterbilt products, as they always have in the past. Peterbilt will respond with unparalleled innovation in its product line. Change will occur, you can be certain of that. For example, the PACCAR engine plant soon to open in Columbus, Miss., will usher in a new chapter in Peterbilt history. New chapters will undoubtedly continue unfolding in the years ahead, as they have for the past 70 years. However, another way to answer that question is that Peterbilt won’t change a bit. The company will continue to be the standard bearer of class in every market we serve with unsurpassed quality. As it was 70 years ago, in 1939, I fully expect it to be 70 years forward, in 2079.