What happens when a third-generation trucker decides working hard isn’t enough and starts working smart?

In this Greatest Hits episode of Freight Nation: A Trucking Podcast, host Brent Hutto is joined by Joel Morrow, CEO of Alpha Drivers Testing & Consulting and a pioneer of fuel-efficient, data-backed fleet operations. Joel shares how early lessons from his father’s recycling business shaped his obsession with efficiency. From driving a 1968 International cabover to founding Alpha Drivers, Joel explains why “time value” matters more than miles, and how outdated trucking pay structures continue to harm retention, safety, and profitability. Together, they explore the case for 6x2 axle configurations, the illusion of speed, and the surprising data behind slowing down. The numbers speak for themselves: 10.4 MPG over 170,000 miles, including in the Pacific Northwest and Appalachia.

Joel has been the Senior Driver and Head of Research and Development at Ploger Transportation since 1987. He brings over 30 years of experience in commercial vehicle specifications, fuel economy, and operational expertise, with a driving record surpassing 4 million miles. Joel is a two-time recipient of the Top 50 Green Fleet award and won the 2018 HDTX Innovators Award. Additionally, he led the ton-mile per gallon category in the 2017 NACFE Run on Less event.

Episode Highlights:

[03:23] A veteran driver with over 4 million miles and numerous awards, including the Top 50 Green Fleet award and the 2018 Heavy Duty Trucking Innovator of the Year, Joel's journey showcases how a serious commitment can drive success. One of the most important things he learned early on was distinguishing the difference between gross and net in terms of financial and operational efficiency. The dedication to understanding and improving these metrics has been key to Joel's achievements. Reflecting on their personal experiences, Joel shares the challenges and rewards of transitioning from working in a family-run recycling business to pursuing his own path in the tracking world, driven by a desire to tackle challenging tasks and improve efficiency.

[16:17] Switching to a payment structure that values time, not just miles, could revolutionize the trucking industry and significantly enhance driver satisfaction and safety. Joel highlights this with his own successful model that combines hourly wages with mileage compensation, which not only rewards drivers fairly but also encourages safer driving practices. By valuing drivers' time, especially during delays at loading docks and other downtown time not accounted for in traditional pay-per-mile systems, Joel has improved job satisfaction while setting a benchmark for the industry to follow.

[21:15] As someone who values efficiency, Joel found it frustrating whenever his previous achievements were compromised. He remembers arguing against raising the speed limit on the Ploger Transportation fleet's trucks as a solution for driver retention. It seemed reasonable at the time due to the economic conditions and low fuel costs. However, Joel foresaw long-term pain when the market shifted. This sparked Joel's decision to use his expertise to assist owner-operators and small fleets and collaborate with OEMs who could fund his consultancy, leveraging social media for dissemination. This approach has proven profitable for both the OEMs by boosting their product visibility and for the fleets by improving their operational efficiency.

[25:00] Joel believes a 6x2 axle configuration can significantly boost fuel efficiency compared to the more common 6x4 setup with two powered axles. While the 6x2 configuration enhances traction, it also allows for weight shifting, which improves overall vehicle efficiency on the road. Joel's experience and ongoing improvements to this system underline its potential to optimize performance and cost-effectiveness in the transport industry, making it a valuable consideration for those looking to maximize their operational efficiency.

[31:15] Regarding fuel efficiency on business profitability, while many focus on gross earnings, what truly matters is net earnings, which reflect actual take-home after expenses. Achieving over 10 miles per gallon, even in challenging terrains like the Pacific Northwest and Appalachia, showcases exceptional efficiency and significantly boosts the bottom line. This reduces both fuel and maintenance costs.

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