Robert Sanchez on pricing strategy
From Robert Sanchez: Turning Failure Into Competitive Advantage · · FranklinCovey
“We made a decision in 201819 that we needed to do things differently. And we said we're going to derisk that business. We're going to lower that assumption going forward so that we're not so relying on that final used truck price and and really we're going to make the money on all the services that we provide.”
On , Robert Sanchez, Chairman & Chief Executive Officer at RYDER SYSTEM INC, spoke about pricing strategy during Robert Sanchez: Turning Failure Into Competitive Advantage on FranklinCovey.
About Robert Sanchez
Robert Sanchez, chairman and CEO of Ryder System, has been discussing the company's strategic shift from a truck rental brand to a diversified transportation and logistics provider. In a February 2026 interview, Sanchez described how Ryder deliberately embraced disruption, narrowing its geographic focus and expanding asset-light services. He said the company "derisked" its business by lowering its reliance on used truck prices and instead making money on services. Sanchez also emphasized the importance of giving employees permission to try, fail, and learn, stating, "I tell people I expect most of what we try is not going to work. It's okay." In a November 2024 event at Miami Herbert Business School, Sanchez outlined Ryder's current operations, noting the company now has roughly 53,000 employees, 250,000 vehicles, and $13 billion in revenue. He described the business mix as about 40% fleet management and the rest supply chain logistics, including running over 350 distribution centers and managing $10 billion in freight. Sanchez also addressed electric trucks, saying that while light-duty vans are close to cost parity with diesel, heavy-duty electric trucks cost twice as much to operate, making them uneconomical for most customers. He predicted a "long multi-decade transition" involving multiple technologies. On supply chain careers, Sanchez said the field is "the fastest growing part of our company" and that geopolitical decoupling will create continued disruption, increasing demand for supply chain expertise.