I disagree with Just a Guy. It is not just the dealer who is responsible and that is a mind set that "factory people" have to change. Look at it this way, all dealers that sell new trucks also sell used ones. Think about how many customers that have bought a new truck(s), whatever the brand, will never buy from that dealer again. Now look at how many customers who have bought used trucks from a dealer that feel the same way. Not many in my case.
One huge issue with selling new equipment is that you no longer have control over your own reputation- the factory does. That needs to change.