DeMelo, 52, has seen the heavy- and medium-duty truck market change dramatically since he started in the business back in 1978, he said.

"I think the biggest change has been the increased amount of competition from offshore parts manufacturers," he said. 

"Japan and China are flooding the market with parts that are better than the ones they were making 10 years ago."

Founded in 1965, Rush Enterprises is a full-service, integrated retailer of premium transportation and construction equipment and related service, and operates more than 50 locations in the southern United States, including Southern California.  

 
Rush employs more than 3,000 people and operates the largest network of heavy- and medium-duty truck dealerships in North America, representing truck brands such as Peterbilt, Ford, GMC, Hino, Isuzu, UD and Volvo, and John Deere, DeMelo said.

Every Rush Truck Center performs sales and service of new and used heavy- and medium-duty trucks and construction equipment; aftermarket parts, service and body shop capabilities, chrome accessories, tires and a wide array of financial services including the financing of truck and equipment sales, insurance products and leasing and rentals, the Rush Web site stated.

In 1965, the truck sales business was fragmented with many small dealers spread throughout the country.  Marvin Rush and his two partners opened their first dealership that year in Houston, Texas, a city that is a major crossroads for east-west truck traffic.  Rush's goal was to build a network of dealerships in the Southern Belt that would sell, lease, and service trucks as well. 

 
In 1976, Rush bought out his partners, becoming the sole owner of Rush Enterprises.  With Rush at the helm, the company grew at an explosive rate.  In 1996, the Rush IPO was the first automotive or truck dealer to go public and is listed on the NASDAQ under the symbol RUSH, the Rush Web site states.

DeMelo said he believes the primary reason for the Rush Enterprises success story is exemplary customer service.

"Our motto around here is that the customer is the boss," he said.  "Our loyalty is to our customers, because our future as a company is dependent on them.  When you meet Marvin Rush and shake his hand, you can tell he's the type of person whose customers mean a lot to him and that feeling just trickles down to everyone else who works here." 

DeMelo said one change in the truck industry that he's noticed in the last decade is the necessity to match the competition's prices whenever possible.

"Our customers are the ones who tell us what's out there in the market price-wise, and we do everything we can to price-match if we can," he said.  "It's a reality of the business.  They send us a printed price quote and we talk to our vendors.  Most of the time we're able to get where we need to be."

The fact that today's truck engines are designed and built better has also altered the industry, DeMelo said. 

 
"Electronic fuel injection, ABS brakes, and all of the electronics in these newer trucks means they last longer," he said.  "If well-maintained, these engines can go from 300,000 to 500,000 miles without problems.

Rush Truck Center in San Diego sits on approximately three acres, which includes a parts warehouse housing a $1.3 million inventory of primarily mechanical parts; a service department with 18 bays, and a body shop with six bays, DeMelo said. 

 
The facility employs a total of 30 people, consisting of two managers, four countermen, four shipping/receiving clerks, two outside parts salespeople, 14 truck technicians, and four collision repair technicians, DeMelo said. 

 
Rush Truck was named the 2008 Truck Dealer of the Year by National Automotive Dealers Association (NADA) and has gained accolades from almost every segment of the truck industry, DeMelo said.

"We can do anything for you when it comes to trucks," he said.  "From front to back, we do it all.  If we don't have it, we know where to get it, because we've been doing this for so long."

DeMelo sees some big changes occurring in the truck industry within the next five years, he said.  "The biggest changes will come from the tougher smog laws, especially in California," he said.  "We're seeing it already, with the diesel particulate filters that are being required on most trucks.  They cost more than the old filters and the state has been requiring them since last year."

The changeover to a lower sulfur diesel fuel will also present problems for truck engines in the near future, DeMelo said.

"We're finding that the cleaner fuel makes the trucks run a little hotter, which can create problems with fuel injectors and fuel pumps," he said.  "They will require more service down the road, because of the wear and tear."