Episode 52: Spec’d for Success: Chrome or Capability?
Listen to this episode on your favourite podcast platforms as usual, or watch this episode, recorded in our Studio, on our YouTube channel.
In this special episode, we are sharing the fantastic panel discussion held during our November virtual Regional Meeting, “Spec’d for Success: Chrome or Capability?” Making Smart Equipment Choices in Today’s Trucking Industry.
Host Kelsey Hipkin introduces the meeting, previously recorded on November 12, where we explore what it really takes to spec your fleet for success in 2025 and beyond. From understanding a truck’s full life-cycle and real run time requirements, to navigating the rising impact of tariffs on equipment decisions, and more.
Our panelists are Manni Lubana, President & CEO, Lubana Trucking Inc.; Tamara Sanderson, President, Ross Sanderson Trucking (RST); Anders Sorensen, Vice President of Fleet Accounts, Diamond International Trucks; Mark Taylor, Sr Manager, Transportation‑Canada, Pilot Flying J; Will Tucker, Sales and Marketing Manager, Ocean Trailer, and moderated by AMTA’s Dave Elniski.
AMTA Regional Meetings are an opportunity for members, stakeholders, and anyone interested in commercial transportation to gather and learn about industry updates, WCB, Alberta Sheriffs, AMTA events, and guest speakers.
Our next meetings are our special edition Holiday Networking Regional Meetings. We invite you to join us for a festive lunch and our feature presenters from the Alberta Sheriff-Interdiction Patrol Team K9 Program.
Our Calgary meeting has just passed, but there are still tickets available to join us in Edmonton on December 9, and in Grande Prairie on December 11. Learn more and register now: https://amta.ca/regional-meetings/.
Registration is open for AMTA’s 88th Annual Conference! Join us at the Grey Eagle Event Centre on April 22-23, 2026.
AMTA’s Annual Conference is Alberta’s premier gathering of those who challenge, drive, and shape – as well as supply and support – the commercial transportation industry in Alberta. Register for the event now and browse our sponsorship opportunities on our website: https://www.amtaconference.ca/.AMTA’s Award Nominations are also open. Do you know someone who goes above and beyond in the fields of safety? Was a trailblazer of industry? A supplier who turned your business around? A friend to industry? Or an AMTA staff member who goes above and beyond? They deserve to be recognized, and this is your opportunity to do so! Award-winner prizes include tickets for two to our Awards Celebration, a night at the Grey Eagle, and a cash prize. Nominate someone today: https://amta.ca/amta-2025-award-nominations-now-open/.
Important!! AMTA launched a new events platform directly on our website. To register for AMTA events, you must have an AMTA Portal account. Please create an account or log in before registering. We understand setting up a new account may be a small inconvenience, but this change is part of our efforts to provide a more streamlined, secure, and cohesive online experience for our members. If you have any questions, or need assistance, please reach out to us at marcom@amta.ca.
Is there a way AMTA can be more engaging with you, our Membership, and our listeners? Let us know your ideas and email marcom@amta.ca with “Steering Change” in the subject line, and share your thoughts.
Do you have an idea for a future Steering Change series? Message us at marcom@amta.ca.
If you have any questions or concerns about topics related to what was discussed in this episode, or commercial transportation and driver safety, please do not hesitate to contact our Member Services team at memberservices@amta.ca.
Listeners, don’t forget about the AMTA Mailbag! We want to hear from you with your industry queries. DM us with your questions, and we will answer via the AMTA Mailbag segment in future episodes or directly via our team of advisors.
Join the conversation at:
Web: amta.ca
Instagram: amta_ca/
Facebook: AlbertaMotorTransportAssociation
LinkedIn: alberta-motor-transport-association
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