Following a historic snow storm, Scott Pearson, ATD Chairman, addressed the medium- and heavy-duty truck dealers in New Orleans today at the 2025 ATD Show. He challenged them to follow the same fundamental philosophy he challenges his team at Peterbilt of Atlanta: run to the problem. 

“Problems and mistakes don’t define us – how we handle them does. Seize the moment and attack the problem,” Pearson said. 

He outlined the “problem” in the truck industry as the stifling effect emissions regulations are having on the market. In 2024, the California mandate required an increasing percentage of zero-emissions vehicles sold in order for dealers to sell ICE trucks. The result – Class 8 truck sales in California were down over 50% this summer.

Ten other states have adopted some portion of the CARB emissions rules to be enacted in a very short timeline. 

“Today, we have the opportunity with the advent of a new Administration, the inauguration just days ago, to act,” Pearson said. “It is time we run toward the problem and tackle it head-on as an entire industry association. ATD has a voice, and it is strong. At the federal level we will continue to use this powerful voice to express our concerns over the emissions regulations that we have constantly identified as too far, too fast.”  

Pearson called on the audience of dealers to invite their elected officials to their dealerships, including local government officials, state legislators, members of Congress, Senators, and regulators. 

“Have them meet your employees. Help them understand what your dealership team does every day to support the nation’s supply chain,” said Pearson. “Show them how your employees – their constituents – are going to be impacted by these onerous regulations. Help them understand that today’s diesel engine is not the engine depicted in commercials and cartoons.”

Since Pearson started his career in the industry over four decades ago, the diesel engine has seen tremendous environmental progress. Today’s engine has reduced NOx and particulate matter emissions by 99% from 1970 levels, providing the cleanest, most fuel-efficient engine ever.

“The goal is to bring life to the regulations and legislation these people only experience on paper and in headlines,” said Pearson. “Show them how it works on the ground – or how it doesn’t.” 

Pearson shared examples of advocacy at work. Regulators in New Jersey, Oregon, Massachusetts and New York – all CARB states – have shared recent discussions about slowing down at least parts of their emissions regulations. 

“I’m challenging every single one of us to be as involved on the advocacy side as they are on the business side,” Pearson said. “Each day, we work to keep trucks on the road – the same trucks that keep grocery shelves stocked, factories running, homes being built, and our economy running. This is important work, and we know it best."