CUSTOMER CASE STUDY

Challenge: Technology that created more problems than it solved

Dana was struggling with legacy hardware that was bulky, unreliable, and outdated, hindering the needs of a modern hazmat fleet. Their former provider lacked a dedicated app for drivers, required intrusive digital video recorder (DVR) boxes, and triggered so many false alerts that serious issues were often missed.

“Our help desk knew more than the vendor’s support team,” said Riddle. “That’s when you know it’s time for a change.” False positives, clunky installations, and managing multiple providers for safety, fleet management, and asset tracking slowed operations and the team’s productivity. With thousands of trailers and vehicles to manage and limited safety personnel, Dana needed an integrated operations platform that could consolidate systems into a single view, providing real-time visibility to enable data-driven decision-making.

Solution: An integrated platform built for the demands of hazmat fleets

Dana put Motive head-to-head against three other vendors in a 90-day trial. From install to deployment, Motive came out on top. “We installed over 850 units ourselves. Every shop we went to was amazed at how simple the process was,” Riddle said.

Riddle recalls working alongside Motive to leverage training videos found in the Motive Help Center. “Installations moved so much quicker once our team watched the training videos,” Riddle said. “We made sure everyone watched them before we were on site for implementation.”

Motive has helped Dana reduce unnecessary service tickets, exonerate drivers in sideswipe incidents, and track trailers more efficiently. 

Key wins for Dana include:

• Over 50% time savings on installations: Motive units took just 1 hour to install, compared to 3+ hours for previous systems.
  
• Enhanced camera coverage: Side views from the Motive AI Omnicam protect Dana in merging zones and when sideswipes occur. For hazmat haulers, that extra visibility is critical.
  
• AI-powered coaching: Drivers now receive real-time feedback, and Safety Scores are tracked via the Motive Driver App and Fleet Dashboard.
  
• Driver self-coaching: “We can see who’s watching their videos,” said Riddle. “That tells us who’s taking safety seriously.”
  

On the back end, Motive’s all-in-one Integrated Operations Platform provides clean reporting, seamless integrations, and intuitive navigation. “It’s built for the user,” Riddle said. “That makes a huge difference when you’re managing 1,400 trucks.”

Results: Time saved. Risks reduced. Drivers engaged.

Dana Transport’s investment in Motive is delivering measurable results:

• Nearly all of their fleet was onboarded in less than 7 months, nearly twice as fast as previous rollouts with other providers.
  
• A 50%+ reduction in installation labor time has freed up valuable hours for fleet and maintenance teams, accelerating time-to-value across the board.
  
• Sharper video quality and more accurate AI have improved incident response and reduced the safety team’s workload.
  
• Fewer false alerts mean less noise and more confidence in the system.
  
• Faster access to critical event footage supports quicker investigations and better accountability.
  
• Driver behavior is now visible, trackable, and coachable — enabling more targeted coaching and safer performance across the fleet.

Motive has also helped Dana reduce unnecessary service tickets, exonerate drivers in sideswipe incidents, and track trailers more efficiently.

Said Riddle: “Before Motive, we never even saw some of these behaviors—unsafe lane changes, tight following distance. Now we can coach on it before it becomes a problem.”

As Dana completes their installation, they’re focused on data analysis: comparing Motive-era incidents to those in the past.

“We’ve tracked collisions since 2017,” Riddle said. “I expect to see a huge drop in preventable incidents.”

For Riddle, the real win is how Motive empowers his team to focus on what matters: protecting drivers, improving operations, and staying compliant, without getting buried in complexity.

“Every safety department is stretched thin,” he said. “Motive makes our jobs easier. That’s the impact you want from a partner.”

The testimonials, statements, and opinions presented on this webpage reflect the real-life experiences of individuals and/or companies who have used our products and/or services. Individual results may vary and past performance is not a guarantee of future results. The testimonials presented on this webpage were voluntarily provided and not paid.