Bruce Birdsell navigating a regulatory environment that he says doesn’t yet align with the reality of vocational fleet needs.
Fleet managers everywhere are feeling the pressure to comply with evolving emissions regulations. That includes Bruce Birdsell — a self-professed advocate for EV (electric vehicle) adoption — and fleet manager at Hermanson Company LLP, a large mechanical contractor serving the Pacific Northwest.
Like most fleet managers, Birdsell isn’t just dealing with theoretical compliance concerns. He’s in the trenches, navigating a regulatory environment that doesn’t yet align with the reality of vocational fleet needs.
His take? He acknowledges the long-term environmental benefits of electrification, particularly as production and disposal of EV resources become greener and energy production shifts toward sustainability.
But mandates are moving faster than viable EV solutions, and until regulators and OEMs catch up, fleet managers are left scrambling to make it all work.
Aligning Regulatory Pressures with Real-World Solutions
The elephant in the room is the emissions regulations set forth by the California Air Resources Board (CARB). While California leads the charge in emissions mandates, other states, like Washington, are eyeing similar policies.
But Birdsell’s fleet of ½-ton pickups and 1-ton cargo vans doesn’t have realistic electric replacements yet. “The technology just isn’t there for how we use our vehicles,” he said.
CARB recently rescinded its waiver request, which was necessary for CARB’s Advanced Clean Fleets (ACF) rule to apply to fleets in Washington State. And Birdsell acknowledges that the Environmental Protection Agency (EPA), under the new administration, is taking steps to modify or eliminate CARB’s authority and other regulations.
Nonetheless, “The rules keep changing, and we have to stay ahead of it, but I don’t see anyone offering practical solutions for work trucks that need range, payload, and upfit flexibility,” he said.
The EV Fleet That Doesn’t Exist
While automakers have introduced electric van models that satisfy many fleet applications, they don’t meet the majority of Birdsell’s needs.
But for Birdsell, “These vehicles are already limited by range. Add in payload and environmental factors, and the numbers get even worse.”
In the pickup market, Birdsell is also waiting for expanded options. He was interested in Lordstown Motors until they no longer existed, while Bollinger suspended production of the B1 pickup.
He did manage to secure 15 Silverado EV Work Trucks at his previous company, but he really needed a standard cab long bed, and the “Avalanche style” bed made upfitting difficult. He recognizes that Leer and Thule are now introducing compatible upfits.
Fleet Managers Are Left to Figure It Out
Despite the lack of workable EV options, Birdsell is no stranger to electrification. He drives all the new trucks at the trade shows, keeps up with every legislative change, and continues to advocate for practical solutions.
“Fleet managers don’t fear change — we fear bad change,” he said. “EVs work in the right environment, but the industry is forcing adoption before the infrastructure and technology can support it.”
Birdsell compares EV range anxiety to gasoline logistics. “If I’m driving remote backcountry routes, I have to plan my fuel stops. That’s no different than managing EV charging. The difference is, we’ve had a century to build out the gasoline infrastructure. We’re not there with EVs.”
Transforming Fleet Culture, One Step at a Time
Beyond electrification, Birdsell has been leading a cultural shift at Hermanson since taking the helm last year. His first major move was to bring in a fleet management company (FMC), despite resistance.
“Some people want to stick to the old ways, but the reality is, we needed to modernize,” he said.
The FMC rollout has already improved operational efficiency. The executive board initially had concerns, but Birdsell’s cost-benefit analyses and presentations helped win them over.
Now, he’s mentoring his successor and encouraging professional development through NAFA’s Certified Fleet Manager (CFM) program. “It’s about setting up the next generation to succeed. We’re playing the long game.”
Birdsell is positive on EVs for many applications and hopes the technology progresses to fit even more duty cycles. He sees hydrogen playing a bigger role in long-haul and heavy-duty applications.
But the current regulatory push is still disconnected from real-world needs. “We’re all for clean energy, but we need solutions that actually work,” he said.
