When a work truck hits the secondary market, its VIN tells buyers what it is. It rarely tells them what's been done to it — and that gap, panelists at the upcoming Conference of Automotive Remarketing (CAR) will argue, is costing fleets real money.

A session titled "Data-Driven Ways to Increase Value in Commercial Vehicles" will take up that question on April 16 as part of CAR 2026, held in conjunction with NAFA's Institute & Expo in Cleveland. The 9:45–10:30 a.m. session brings together fleet operations, remarketing, and technology executives to examine how structured vehicle specification and upfit data — shared across fleet managers, upfitters, dealers, and remarketers — can help work trucks sell faster, attract better-qualified buyers, and command stronger prices in an increasingly selective market.

The session arrives at a moment when rising costs and tighter margins are forcing fleets to extract more value from every phase of the vehicle lifecycle, including disposal. Remarketing has historically been treated as the end of the road. The panel's argument is that it need not be.

Using current market data, the discussion will outline what's working and what isn't in today's fleet remarketing environment, with a practical focus on reducing transaction friction, shortening days-to-turn, and protecting residual value through better data visibility.

The All-Star Panel

Moderating is Kathryn Schifferle, founder of Work Truck Solutions, who launched the company in 2011 to address the persistent problem of missing configuration and location data for commercial vehicles.  

Amy Hudson, chief operating officer at Mike Albert Fleet Solutions, brings an operational lens to the conversation. A CPA with Six Sigma Green Belt and CAFM certifications, Hudson oversees the full fleet lifecycle at Mike Albert — from vehicle acquisition and upfit design through registrations, maintenance, telematics, and remarketing. Her 30 years of experience across finance, technology, and client operations grounds the discussion in the day-to-day realities fleet managers face at their disposal.

Diana Holland, founder of Cavis, advises fleet operators, suppliers, and management companies on performance, financial outcomes, and business transformation. Before launching Cavis, Holland spent 26 years with a major FMC, rising from frontline operations to executive leadership. She has been recognized with the Women in Supply Chain Award and AFLA's President's Award.

Lori Rasmussen, president and CEO of PARS, has led the company since 2006 and brings deep experience in fleet vehicle remarketing operations, sales strategy, and industry association leadership, including a term as AFLA president.

Carolyn Edwards of SAFO rounds out the panel, with a background in upfit and OEM relations from prior roles.

About CAR

Founded in 1995, the Conference of Automotive Remarketing returns in 2026 with a renewed focus on fleet managers and the full vehicle lifecycle, held under the theme "Where smart fleet data meets higher vehicle value."  

CAR 2026 opens with an awards ceremony and reception on April 15, with programming continuing on April 16.

The conference is being held in partnership with NAFA Fleet Management Association and co-located with NAFA's Institute & Expo, aligning two of the fleet industry's most influential communities under one roof.

For registration and full program details, visit carconference.com.