the manufacture who gets it right will win in the long run get a good local partner who can help you look after the customer buy part of his company.Let him look after the service and brake down end the manufacture looks after the rental and supply end both make profit's where it counts. Linde do this in a way with there joint ventures on dealerships. Toyota go direct the end of the day the customer who want's good service and a good truck will be willing to pay. How much will it cost him if he is with out his truck for a long period of time the cost's can run into 0'000. Briggs basically want this with Yale , Yale are the same as Hyster Barlow want this with Hyster who will win in this power struggle my guess will be Briggs and Yale