Launching the Zonar 2020: Strategic GTM

Zonar had established itself as a leader in fleet management technology, especially within school transportation, public sector, and utility fleets. Our handheld RFID devices had been widely adopted, demonstrating clear value in streamlining inspections and improving compliance. As new federal ELD (Electronic Logging Device) mandates approached in 2020, Zonar saw an opportunity to build on this success by developing a ruggedized tablet designed specifically for commercial drivers. 

To grow our presence in the trucking and construction industries, we needed a product that met the demands of field operators in harsh environments. These sectors lacked a reliable, all-in-one tablet solution that could support daily driver tasks, comply with federal regulations, and withstand heavy use. We knew we had the technical foundation and market credibility—but needed to evolve our product line to expand into these new, high-value verticals. 

As VP of Marketing, I led the go-to-market strategy for the new tablet. We named the product Zonar 2020 to align with the ELD regulation deadline and positioned it as the next-generation tool for driver productivity. The device included an ELD, messaging platform, vehicle inspection app, and commercial navigation—all housed in a rugged format. The launch campaign combined print, email, social media, digital ads, and culminated in a major unveiling at the American Trucking Association tradeshow. I also collaborated with our product and business development teams to create a white-labeled version that became Freightliner’s OEM in-cab solution. 

The unveiling event attracted strong media and customer attention, generating coverage including FleetOwner, Transport Topics, HDT, CCJ, FreightWaves, and Mass Transit. The product secured adoption by large fleets, including Knight Transportation, and expanded Zonar’s presence into the construction market by enabling remote inspections. Zonar 2020 became a strategic growth driver that extended our leadership in productivity tools across new sectors.