By Richard Marinucci
The goal of the fire service is to provide the best possible service every time. There is an expectation of “A” performance from the people who call 911. Organizations cannot provide top-shelf service without the reliable apparatus. This means that the vehicles are in service almost all the time, and when they need service or repair the time out of service is minimal. There is also an expectation that the vehicle will last many years. It must function just as well in its last year as its first.
Setting the Standard
The Cadillac brand has been associated with excellence to the point that it is used to identify other products that have a sterling reputation. You may have heard someone say that a particular brand is the “Cadillac” of that line of products, or you may have even said it yourself. What is being said is that something is reliable and dependable to the point that it exceeds the norm or average within an industry. It does not necessarily mean that it was the least expensive or cheapest. The implication is that if you can afford the particular product, you won’t be disappointed in its performance. You will also be getting the state of the art within the industry.
Along with the perception that you are getting a top-shelf product, you are getting follow-up service that is also exceptional. I have a friend who works for Cadillac, and one of his roles is to respond to calls for roadside assistance. Within a certain period of time after a purchase or lease, the owner receives free service should something go wrong. This can be for something wrong with the vehicle or something the owner did. The service includes jumping a battery, even if the owner left the lights on; fixing a flat tire, even if the driver rode over a pile of nails; and even gasoline if the owner disregarded the warning that the vehicle was getting low on fuel.
General Motors and Cadillac have found a niche in the market that is willing to pay for a better, more reliable automobile that comes with follow-up service. I know there are other luxury vehicles and companies that do the same. The point is that some people think it is important to have this added value. Although it is charging for this, Cadillac certainly wants to minimize its service calls because the more it responds, the more it pays. It also risks an impact on its reputation. Another thing to note is that the company does not care what causes the problem, it just fixes it. It doesn’t blame various suppliers for things that go wrong; it just makes it right for the customer.
I have been asking various people in the fire service what vehicle they would buy if price was not a factor. This has not been a scientific poll by any stretch of the imagination. I have asked people from different parts of the country, but that is about the extent of my attempts to be random. The results have varied. I have not had any particular manufacturer identified as being the Cadillac of fire apparatus-be it engines, ladders, rescues, ambulances, or whatever else comes to mind. I am not sure how this affects my future decisions regarding the acquisition of apparatus, but it can get me thinking about issues that I need to consider further with respect to reliability, service, and cost.
Apparatus Acquisition
Acquiring fire apparatus is not the same as buying a car. In most cases, specifications are drafted and the buyer gets to request different components. Fire departments can choose the chassis, engine, pump, tires, water tank, and anything else they want to specify. Following the same discussion from earlier, which of the individual components would be considered the Cadillac? Which ones would be considered the most reliable with the best follow-up service? Many times fire departments can specify the components they desire, regardless of price. Rarely would a fire department bid be questioned by those who approve funding based on a particular component. Departments need to research all the options and choose which will offer the best overall performance based on reliability, service, and cost.
Take, for example, the engine. Often departments have a preference. It could be based on emergency vehicle technicians’ desires who work on the vehicle or standardizing parts and operations. Rarely would an organization opt for an engine solely based on what manufacturer would deliver the low bid. Specifications usually identify a specific engine. Would this mean that the department is asking for the Cadillac of engines based on its opinion of the engine? Maybe. Whether consciously or subconsciously, organizations specify what they believe to be the best components.
Regardless of who does the final assembly, departments can request specific chassis, engines, pumps, tanks, transmissions, tires, and so on. What separates fire apparatus from a Cadillac is that apparatus companies will defer to the component manufacturer if something goes wrong and requires warranty work. If your chassis has a defect, you most likely will have to deal directly with the company that provided it. Over the years, I can recall many instances where determining who was responsible for a problem caused a lot of extra work. This is not to imply that apparatus companies don’t help, but a Cadillac owner will not have to argue with his dealer as to who is responsible for the repair or take his vehicle directly to a company that provided a component in the vehicle.
Warranties
Most fire departments operate under general government guidelines regarding bid processes. As such, they are most likely required to purchase the product that meets the specification at the lowest bid. This is not a bad thing. But, maybe fire departments need to go a little further in specifying the entire package to include one-stop warranty work. I don’t know what the cost analysis would be, but in the emergency services, reliability and reduced downtime are critical. Apparatus should be viewed in the total context of its use and its effectiveness over the entire life of the vehicle. What would Cadillac reliability and service mean to a fire department? Could a case be made that a little extra expense up front will actually lead to better reliability and less overall cost?
Knowing that your vehicle is not likely to have a problem and would get fixed promptly if it did should have value in the fire service. Obviously with Cadillac, you are spending money on extra luxuries in addition to the service. Fire apparatus does not need this. What needs to be considered is the overall time that an apparatus stays in service and does what it is supposed to do. If you just consider the quality and service, you could argue that they are critical to a department in the life safety business.
Service Not a Luxury
I know it is highly unlikely that I will ever get roadside service as part of the next apparatus purchase. What need to be considered are the overall quality and reliability of the apparatus to be acquired. Fire trucks need to stay in service-the fewer breakdowns, the better. And when there is a problem, prompt service should not be considered a luxury. When looking for the next piece of apparatus, give more weight to the entire package, which must include reliability and service. Research into this must be a major part of the purchasing process. It might be time to invest more money initially to provide the level of service expected in your community. There as an old commercial that offered the tag line, “You can pay me now, or pay me later.” Look for the service and reliability features that make Cadillac the benchmark.
RICHARD MARINUCCI is chief of the Northville Township (MI) Fire Department. He retired as chief of the Farmington Hills (MI) Fire Department in 2008, a position he had held since 1984. He is a Fire Apparatus & Emergency Equipment editorial advisory board member, a past president of the International Association of Fire Chiefs (IAFC), and past chairman of the Commission on Chief Fire Officer Designation. In 1999, he served as acting chief operating officer of the U.S. Fire Administration for seven months. He has a master’s degree and three bachelor’s degrees in fire science and administration and has taught extensively.
