No one should feel bad or be surprised because the Super Truck is now on the used truck market and listed at $55,000. Keep its purpose in mind. The truck was designed first and foremost to promote interest in the Expedite Expo, ExpeditersOnline and its sponsors, especially Speedco and the Chrome Shop Mafia. In that regard, the truck was a big success. It generated a lot of "hits" at the Speedco displays where people could register to win the truck. It got a fair amount of ink in trucking publications too.
It is not unlike buiding an over-the-top motor coach for a rock-and-roll band tour. Once the tour is over, the coach will have to be rebranded or unbranded, and it will sell for a fraction of the cost it took to build it.
The truck was not designed to maximize resale value on the open market. It was designed to promote EO and its sponsors.
