Seattle, Washington — Peterbilt secured the 2025 Military Friendly Brand badge on Thursday, September 9, 2026, cementing its reputation as a top supporter of military families.
The recognition matters because truck drivers often transition from active duty to the road, and a brand that backs veterans can smooth that shift. In an industry where driver shortages loom, manufacturers that nurture veteran pipelines gain a competitive edge. Peterbilt’s new label signals to both fleets and individual OTR truck driver candidates that the company invests in the people who keep America moving.
Jake Montero, Peterbilt General Manager and PACCAR Vice President, said the award reflects years of outreach, charitable ties and training programs. He highlighted collaborations with Wreaths Across America and RecruitMilitary, as well as the Peterbilt Technical Institute’s veteran‑focused curricula. Christopher Smith, a design engineer and president of the Peterbilt Veterans Employee Resource Group, noted that the company also wears veteran‑branded hats and hosts events that honor service. The brand’s status as a 2025 Military Friendly Employer reinforces hiring practices that prioritize veteran talent and retention.
What This Means for Drivers
CDL‑A drivers who are veterans now have a clear path to jobs with a company that values their service, easing background checks and onboarding. Owner‑operators can expect preferential financing options and access to a network of service centers that recognize military discounts. Fleet managers gain a recruiting hook: advertising Peterbilt‑powered rigs as part of a military‑friendly fleet can attract truck driver jobs applicants who prioritize veteran‑friendly workplaces. The brand’s commitment also means more training slots at the Peterbilt Technical Institute, giving OTR truck driver hopefuls a chance to earn certifications without extra cost.
Industry Reaction
Industry observers see Peterbilt’s move as a signal that the broader trucking sector must step up its veteran outreach. Competing manufacturers have begun touting similar programs, but few have earned the official Military Friendly Brand badge. Veteran advocacy groups applaud the designation, noting that the combination of charitable partnerships and concrete hiring policies sets a higher bar. As trucking companies continue hiring aggressively to fill driver gaps, the military‑friendly label may become a differentiator in driver recruitment ads.
Key Points
- Peterbilt earned the 2025 Military Friendly Brand badge on September 9, 2026.
- The company also retained its 2025 Military Friendly Employer status, linking branding to hiring.
- Partnerships include Wreaths Across America, RecruitMilitary, and the Peterbilt Technical Institute’s veteran training tracks.
- Veteran Employee Resource Group drives internal culture, from branded hats to service‑focused events.
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