The trucking and freight transportation industries have experienced several years of low rates, excess capacity and challenging headwinds. While the freight market is beginning to stabilize, uncertainty remains. Throughout 2026, shippers and carriers will need to rely on strategic planning, disciplined asset management and flexible operations to succeed in this evolving landscape.
Here are seven strategies to help as you plan for 2026:
1. Focus on Operational Efficiency
Carrier profitability remains under pressure, and shippers are not immune to tightening margins. Both parties can benefit from driving network optimization, which improves asset utilization and reduces empty miles. Artificial intelligence, routing software, load optimization tools and predictive analytics can help increase efficiency, control costs and improve service.
In Penske’s 2025 Transportation Leaders Survey: A Road to AI Adoption, which surveyed more than 250 transportation and logistics leaders, 93% agreed that AI will improve resiliency and agility, better positioning organizations for future growth. Additionally, 70% are already using AI solutions. Respondents reported that AI has improved fleet planning (36%), route optimization (35%), operational efficiencies (34%) and driver safety (32%).
2. Prioritize Carrier Partnerships
The freight market in 2026 is expected to continue its slow path toward balance, which will mean capacity tightens. Shippers should prioritize strengthening relationships with their core carriers to ensure consistent service and competitive pricing. Moving beyond transactional arrangements and toward strategic partnerships can help shippers ensure they have access to reliable capacity, even in a shifting market.
Forming relationships can also uncover opportunities for cost savings and improved service. “In a world that seems to have more and more disruptions, there is no substitute for a long-term strategy of being fair and equitable with your trading partners,” said Andy Moses, senior vice president of sales and solutions for Penske Logistics. “Savvy shippers and those who plan to succeed in any operating environment have figured out how to collaborate with their carriers.”
3. Be Strategic With Equipment Investments and Maintenance
According to ACT Research’s Trucking Industry 2026 Outlook, fleets will enter next year with deferred equipment replacement needs and aging assets. However, tractor costs have risen 2-3% due to inflation, putting additional pressure on capital decisions. Fleets may want to monitor their miles per gallon and maintenance costs to help them decide when to invest in new equipment. For fleets ready to replace equipment, there are several options available to help them control costs, including leasing and renting, as well as adding used equipment.
If fleets are holding onto their assets longer, maintenance becomes more important. A strong focus on preventive maintenance (PM) can help control costs, reduce downtime and extend the life of parts and components. Contract maintenance, on-site maintenance and full-service leases, which include maintenance, can help fleets control costs and gain more predictability over maintenance expenses.
4. Monitor Freight Rates and Trends
Accurate forecasting can significantly improve cost management and service reliability. While spot market rates have shown intermittent strength, overall rate recovery is expected to be slow. Shippers should monitor contract and spot market rates and strike a balance between the two to maximize spending power, optimize shipping and mitigate risk. In 2026, there may be limited room for rate reductions, making proactive rate management essential.5. Seek Out Financially Stable Partners
Trucking is a capital-intensive industry, and carriers operate on margins that are continuing to be squeezed throughout 2025. Ongoing industry pressures could result in further consolidation, bankruptcies or capacity disruptions. Shippers should carefully vet the financial health of their carriers and prioritize providers with the capital resources to continue operations and invest in new equipment and technologies. This is especially important when securing long-term or dedicated transportation solutions.6. Remain Flexible
Sudden shifts in demand, pricing, regulations and capacity can disrupt even the most carefully constructed transportation plans. The ability to pivot quickly can help shippers and carriers maintain service levels, control costs and navigate a volatile market. Being able to add capacity quickly, whether through leased trucks or trailers, used equipment, transportation services or freight brokerage, can help keep goods moving.7. Keep an Eye on Sustainability and Funding Opportunities
Major shifts in federal regulatory policy have created a complex landscape for fleets as they navigate the transition to sustainable technologies. While regulatory requirements may shift, the adoption of battery-electric vehicles continues to increase, and shippers face growing pressure from customers, regulators and investors to decarbonize supply chains.
The 2025 State of Sustainable Fleets Market Brief found that, despite federal-level uncertainty, more than $13.5 billion in funding remains available through state and local programs to support zero-emission and near-zero-emission projects. Adding EV infrastructure can be a lengthy process, so fleets should continue planning ahead to meet future sustainability goals.
Let Penske Help
At Penske, we offer integrated, flexible solutions that help shippers and carriers successfully navigate the challenges of freight and capacity planning in 2026 and beyond. Whether you need late-model equipment, scalable transportation solutions or support with sustainability initiatives, we are here to help:
Comprehensive Fleet Solutions: Penske Truck Leasing provides flexible, cost-effective, full-service leasing and fleet maintenance programs that keep fleets modern, safe and efficient. Penske Truck Rental is also available for fleets that need short-term capacity or want to test markets before making a longer commitment. Both include proactive maintenance, a nationwide support network and 24/7 roadside assistance to maximize uptime and minimize service disruptions.
Owned Assets: Penske Used Trucks offers access to a wide inventory of used commercial trucks for fleets that want to own equipment outright. All equipment includes detailed condition reports, and most units have had a single owner, Penske itself, so they are backed by a strong maintenance history and come with a five-year maintenance report. Pricing is transparent and there are flexible bidding options through the Penske Used Trucks Auction online auction platform. Penske also provides dealer-specific benefits, including wholesale pricing and equipment protection plans.
Reliable, Scalable Capacity: Penske Logistics offers transportation solutions backed by strong fleet support from Penske Truck Leasing to provide stable, scalable capacity. Solutions include dedicated fleets, freight management and freight brokerage, as well as distribution center management and lead logistics allowing customers to adapt to shifts in market demands.
Advanced Fleet Benchmarking: With Penske’s Fleet Insight™, all customers can access the AI-driven Comparative Insights feature, Catalyst AI™. The Catalyst AI benchmarking tool enables fleets to compare their performance internally and against similar external operations. This AI tool goes beyond basic reporting to create customized performance benchmarks tailored to the equipment, usage patterns and operating environments of individual fleets. Catalyst AI can provide insights into the performance of specific assets or certain regions.
Forecasting and Network Optimization: Penske’s ClearChain® technology suite provides real-time supply chain visibility, predictive analytics and proactive monitoring to help shippers optimize their operations. By leveraging ClearChain, shippers can track shipments in real time, quickly identify potential disruptions and make data-driven decisions to enhance efficiency and reduce costs. The technology also offers customized reporting and performance insights, enabling shippers to streamline processes, improve customer service and maintain greater control over their supply chains.
Sustainable Solutions: Many of our business lines offer sustainable options. Penske Truck Rental offers electric vehicles for rent and Penske Truck Leasing, which was recently recognized by the U.S. EPA SmartWay program, offers a range of sustainable solutions for customers, including electric vehicle leasing, charging infrastructure support, and natural gas and renewable diesel. Penske Logistics has been investing in sustainability initiatives, including equipment technology, maintenance, renewable diesel and sustainable logistics facilities.
Additionally, Penske Energy, a joint venture formed by Penske Transportation Solutions and ForeFront Power, leverages Penske’s extensive fleet management experience and ForeFront Power’s expertise in renewable energy development. Penske Energy works with fleets to identify applications and routes where battery electric vehicles will work today and to design and source charging infrastructure.
Financial Strength and Industry Expertise: Penske offers the financial stability, scale and technology investments needed to support complex, nationwide transportation networks. To tap into our resources as you plan for the year ahead, contact us today.
- Learn more about 2026 planning with truck rental
- Learn more about 2026 planning with truck leasing
- Learn more about 2026 planning with 3PL logistics services
- Learn more about 2026 planning with freight brokerage
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