The Work Truck Show has been a regular stop on our must-see trucks shows for several years. As the truck segment has become more and more competitive over the years, it's become more important for each of the truck makers to offer something new and functional to this very important segment of the commercial market. And in many cases, the products and technology here, eventually make it into the regular consumer products once the all the strengths and bugs have been explored.
The National Truck Equipment Association, the governing body that puts on the Work Truck Show, has become very involved with alternative fuels and propultion systems with their growing Green Truck Summit, which occurs right before the trade show. And, as you might imagine, that same technology that becomes very attractive to a fleet serviceman when calculating dozens or hundreds of trucks from a cost of ownership point of view, can eventually become cheaper to make and incorporated into our own new pickup trucks.
In addition, it's also a great place to see real truck guys making problem-solving products for work trucks. We'll bring all the announcements and new products to you as they hit over the next several days. Stay tuned.