In general, I agree with Misterlift.
But few remarks basing upon my experience.

Some customers, pretty often the big corporations, care about some of the awards, because of the safety or environmental attitude standards.
Personally, I participated in some tenders, where Linde or Doosan won the big deal because they presented the FLTA award for safety.

The awards for environmental issues are sometimes significant too.
For example, the companies, where Kaplan's Six Perspectives Balance Scorecard is used as a management tool, very often care about this side of deal. One of the perspectives is environmental friendliness, where you have to gather some points to be positively evaluated. That's why the rewarded fuel cell solutions or noise/vibration improvements are treated as a serious advantage.
In these cases, the reward (of course meaningfull, kind of an Oscar in truck industry) really matters.