That should help others that can give their perspectives. Of course their is a big difference between auto & lift trucks business & that being in the auto industry the customers come to the dealer via drive or tow truck service. In lift trucks the total cost of service vans, on board inventory, pick up & delivery trucks (with daily usage, often low boy types for big units etc. etc. are added costs and typically much larger geography with much less population probably factor in to some of these ratio differences. Auto folks generally are confined to their immediate marking area, say 20 mi radius of the dealer ship for 80% of their business. Auto dealers are more like "drug" store approach to marketing and often easy to get to - "on a freeway" near you or other highly travel road..