Project
NYC Clean Trucks Program
Driving Clean Transportation for Commercial Fleets Across New York City
Sector: Urban Freight | Fleet Electrification | Environmental Justice
Location: New York City (Citywide Environmental Justice Areas and Industrial Business Zones)
Partners: NYC Department of Transportation, NYSDEC, Con Edison, NYSERDA, OEMs, Local Dealerships, NYC Community Boards
Duration: 2012 – Present
Opportunity
Air pollution from diesel trucks remains one of the leading environmental threats to public health in New York City, contributing to thousands of emergency visits and hospitalizations annually, with communities near environmental justice areas and industrial business zones bearing a disproportionate burden. The New York City Department of Transportation (NYC DOT) established the Hunts Point Clean Trucks Program in 2012 to address heavy pollution from trucks in the South Bronx, offering rebate incentives to replace older diesel trucks with cleaner alternatives.
Building on that program’s success, NYC DOT expanded the initiative citywide in 2020 as the NYC Clean Trucks Program, making rebate incentive funding available across New York City. TRC has managed all marketing, outreach, and communications for the program since its inception—educating fleet operators on available incentives, coordinating with OEMs and dealers, and driving adoption of clean, advanced truck technologies across one of the nation’s largest and most complex urban freight markets.
Approach
Build and Launch the Program’s Brand and Digital Presence
TRC developed the NYC Clean Trucks Program brand from the ground up and led the design, development, and launch of the program website. Deliverables included brand and logo development, website design, wireframe and sitemap creation, SEO strategy, infographic creation, photo editing, custom WordPress template development, and a digital campaign for the website launch. The site serves as the central resource for fleet operators to learn about incentives, check eligibility, and apply for funding.
Execute Multichannel Campaign Strategy and Community Outreach
TRC manages the program’s ongoing outreach, communicating key milestones and driving fleet operator engagement across the city. Our team identifies target audiences—including truck operators in NYC’s Environmental Justice Areas (EJ Areas) and Industrial Business Zones (IBZs), community organizations, and public agencies—and executes campaigns through webinars, industry events, bi-weekly email communications, and partnerships with local influencers such as NYC Community Boards and borough Chambers of Commerce to enhance program visibility and impact.
Engage Dealerships and OEMs as Program Partners
OEMs and dealers are often the first point of contact for fleets upgrading to alternative fuel trucks. TRC supports dealer and OEM engagement by facilitating educational calls, providing program resources, inviting dealerships to present at events and webinars, and coordinating with Con Edison to promote funding for charging infrastructure installations on fleet properties. This dealer network helps extend the program’s reach and simplify the transition for fleet operators.
Drive Adoption of Zero-Emission Trucks in Environmental Justice Communities
TRC’s outreach strategy prioritizes environmental justice communities (i.e., the neighborhoods most impacted by diesel truck emissions). By targeting fleet operators in and around program-approved EJ Areas and IBZs, our campaigns help ensure that the health and air quality benefits of clean truck adoption reach the communities that need them most. The program has evolved to emphasize zero-emission battery-electric truck replacements, with increased incentive levels for Class 8 BEVs
Results
Since 2012, the NYC Clean Trucks Program and its predecessor, the Hunts Point Clean Trucks Program, have distributed more than $25.6 million in incentives to fund the replacement of older diesel trucks, dramatically reducing emissions of NOx, PM2.5, and other harmful pollutants in New York City’s most impacted communities. TRC’s sustained marketing and outreach have been central to driving fleet operator participation and building the program’s visibility across the city.
700+
replacement trucks funded and deployed
$25M+
in incentives distributed to NYC fleet operators
400+
short tons of NOx reduced annually
14
years of continuous program support
Contact
Let’s talk about your goals. Send us a message to explore how we can connect you with the audiences that matter most and deliver measurable impact.
"*" indicates required fields