Peloton Technology is a relatively new (2011) automated and connected vehicle technology company. Based in Mountain View, California, it has developed a vehicle platooning system that makes it possible for pairs of heavy-duty trucks to follow each other closely in a way that benefits both safety and fuel efficiency on the road.

Founder/CEO Josh Switkes and co-founders Dave Lyons, Chris Gerdes and Stephen Boyd have hit upon a marketing strategy that is yielding results. They recently closed a $60 million Series B funding round led by Omnitracs (See Automated Trucking Startup Peloton Drafts $60 Million in Funding by Kirsten Korosec). The company is on the radar of scores of fleet management providers.

At the heart of the transport tech company’s branding is a heartfelt video. Watch it here.

The opening line tugs at the heart strings and brings out one of Peloton’s main value propositions – safety.
“How’s Emma doing?” asks the trucker on the phone to his wife as he fills up on gas.
“She misses you,” his wife answers.
“I know,” says the trucker. “I’ll be home soon.”
Such a relatable story.

We later learn that it is Emma’s first birthday.
The two truckers partnered in the video are very real. An older and a younger fellow – in common bond. The older fellow’s parting words mirror the shepherding role of the trucks by improving the linking system. “Before you know it, she [Emma] will be running,” says the older driver with a smile. “Stay safe out there.”
“Thanks I will,” the younger trucker responds before heading his own way.
Breathtaking scenery underscores the beauty and dignity of the trucking way of life – the men and women on the roads upon whom we rely to get our goods and services.

Peleton Technology – one to watch. A transportation technology company that is getting story-telling and branding right.