
Will Bruser, CEO and owner of Truckworx, was named the American Truck Dealers’ (ATD) Truck Dealer of the Year on Friday during a ceremony at the ATD Show in New Orleans.
Bruser was presented the award by ATD President Jacqueline Gelb and Procede Software Vice President of Sales Bennett Whitnell. Procede and TPS are sponsors of the 2025 ATD Truck Dealer of the Year Award.
Mark Bergey, CEO at Bergey Family Companies, was named finalist for this year’s award.
“I’d like to thank my parents for teaching me at a very young age that it is always better to serve than receive,” Bruser said Friday after receiving the award. “I would like to thank our amazing 600-plus employees back home, our wonderful customers and our OEMs Kenworth, Hino and Isuzu.”
Bruser entered the trucking industry in 2004 on the advice of his future father-in-law, Bob Mitchell, taking a job as a medium-duty sales rep at Mitchell’s company, then known as Kenworth of Birmingham. Bruser flourished in the role and rose quickly, becoming corporate truck sales manager and then vice president of truck and trailer sales. He won Kenworth’s National Sales Manager of the Year award in consecutive years in 2010 and 2011, during that period, he and Mitchell began succession planning for Bruser to take over the business.

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By that time, Bruser had already helped the company grow to six locations and rebrand as Truckworx, and since becoming president in 2013, Truckworx’s footprint has only continued expand. Today, the company has 12 full-service dealership locations across three states, as well as five TRP stores and four fleet solutions operations in customer facilities.
Bruser officially became dealer principal when he purchased the company in 2021, and, as of today, leads an operation of more than 600 associates.
Will Bruser, owner and CEO at Truckworx, was crowned the 2025 ATD Truck Dealer of the Year Friday.
“Under [his] leadership Truckworx has improved many metrics, establishing goals and budgets for each location, and providing solid Key Performance Indicators for the firm,” the judges stated. “Bruser encouraged open conversations among employees and between them and customers and considers one of his biggest accomplishments encouraging everyone with the firm to and firm partners to do business with respect, allowing them to build strong partnerships and better serve customers and the industry.”
Bruser says collaboration and transparency has always been fundamental aspects of his leadership process.
“I think it’s extremely important to have full transparency and honesty within our organization and to hold people accountable,” he told TPS earlier this month. “Every decision made in our company is piloted by our mission statement: Do what’s right for the right reasons for our employees, customers and vendors.”
The judges also spoke highly of Bruser’s customer focus, and the accolades Truckworx has achieved under his leadership. The company was Kenworth’s North American Dealer of the Year in 2023 and TRP’s All-Makes Dealer of the Year in 2019. The business also earned Isuzu’s Ichiban Award for unparalleled customer service in 2023 — Truckworx represents Isuzu and Hino as well as Kenworth.
“Will Bruser is a next-generation dealer who has embraced the rapid pace and challenges we face,” says Jodie Teuton, vice president of Kenworth of Louisiana, who nominated Bruser for Truck Dealer of the Year. “He has taken his dealership group to the next level.”
Bruser humbly credits his workforce and product line for Truckworx’ success.
“We have great people,” he told TPS. “We have great products and vendors that support us extremely well. Our culture of always doing what’s right for the right reasons with a great attitude in a respectful manner plays a huge role as well.”
Bruser will likely share his belief that “always doing what’s right for the right reason” is the most important skill for a truck dealer. “Remove self-interest and simply do the right thing,” he told TPS. “My parents instilled it in me at an early age by always doing the right thing for the right reason for our family, no matter what.”
And Bruser has definitely done right as leader of Truckworx. Since being named president, Truckworx has increased its revenues by 150% and Kenworth’s market share in Truckworx’ AOR has grown by 5%.
Other nominees for this year’s award were Michael Burroughs of Burroughs Diesel, Mike Clark with Dobbs Truck Group, Shawn Trimble Craig with Southwest International Trucks and Jeff Speno with Mission Valley Ford.