With tender rejections running about 2.5 times last year and contract rates reset roughly 18% higher, SONAR’s latest sitrep explains what shippers should expect a higher-priced carrier relationship to deliver.
Partner of choice is a shipper-carrier relationship in which both sides invest in each other’s networks, not just transact on loads. Shipper of choice earns preference for the freight. Partner of choice earns investment in the relationship: drivers, equipment, surge capacity, network ideas and pricing flexibility.
That distinction is the focus of SONAR’s new sitrep, Partner of Choice. It builds on SONAR’s June 2026 Shipper of Choice report and arrives as carriers decide which customers justify long-term commitments ahead of the 2027 bid season.
Key takeaways
- Shipper of choice is still the foundation. Efficient facilities, short dwell, predictable tenders and fair payment remain the price of entry. No carrier invests in a customer whose dock consumes driver hours.
- Partner of choice is a strategic decision, not an operational one. Shipper of choice is decided load by load on the dispatch board. Partner of choice is decided in carrier planning meetings where drivers, trailers and dedicated fleets are allocated.
- Five attributes define a partner: transparency, commitment, network fit, mutual problem solving and shared value.
- Network fit is an underused lever. Shippers with outbound freight in inbound-heavy markets hold structural value to carriers, and can trade it for priority on harder lanes.
- Partnership runs both ways. Carriers that ask for long-term commitments owe shippers capacity, early warnings, market insight and fair pricing across the cycle.
Why it matters now: the market data
The 2026 truckload market is being shaped by capacity rather than a demand surge, according to SONAR data.
| SONAR indicator | Same week 2025 | Oct 6–12, 2026 | What it means |
|---|---|---|---|
| Tender rejections (STRI.USA) | 5.48% | 13.78% | About 2.5x last year; carriers are selective about where they commit capacity |
| Van contract rate (VCRPM1.USA) | $2.31/mi | $2.73/mi (+18.2% YoY) | Higher rates should buy commitments, not just acceptance |
| Tender volume (STVI.USA) | 10,364 | 11,202 | Volume up about 8% YoY while rejections are up about 150% |
VCRPM1 values are as of September 30 of each year, the latest published reading.
Tightness is not evenly spread. Reefer rejections averaged 21.47% and flatbed 19.01% in the week of Oct. 6–12, versus 11.05% for van. Origin markets such as Quincy, Illinois (48.38%) and Cedar Rapids, Iowa (38.46%) are far tighter than inbound-heavy markets like Lakeland, Florida (3.25%) and Phoenix (3.55%).
The progression: transactional to partner of choice
The sitrep frames partnership as a maturity curve:
- Transactional (execution): “What is the rate on this lane?” Carriers accept freight when convenient and price for churn.
- Shipper of choice (preference): “Do we want to haul this freight?” Carriers protect the freight in tight markets.
- Partner of choice (strategic investment): “Do we want to build our network around this customer?” Carriers commit assets, bring ideas unprompted and flag issues early.
The decisive shift, the report argues, is when the carrier stops simply servicing the shipper’s network and starts helping shape it.
What’s inside the full sitrep
- A six-pillar bridge from the June Shipper of Choice framework to partner-of-choice capabilities
- Why partnership pushes in 2018 and 2020–2022 faded, and what may be different this cycle
- Lane-level network-fit examples using SONAR’s Headhaul Index (HAUL), Lane Score and contract rates
- Where partnerships break down, with early warning signs and corrective actions
- A six-question, 1–5 self-assessment shippers can score with their carriers
- Five practical actions to take before the 2027 bid season
The window, the report concludes, is now. Contract repricing is largely done, but partner-of-choice positions are still being set.
Subscribe to SONAR to read the full Partner of Choice sitrep or access all sitreps via FreightWaves Market Monitor.
Frequently asked questions
What is a partner of choice in freight? A partner of choice is a shipper whose carriers invest in the relationship, committing drivers, equipment, surge capacity, network ideas and pricing flexibility. It goes beyond shipper of choice, which only earns preference for the freight.
What is the difference between shipper of choice and partner of choice? Shipper of choice is an operational question decided load by load: do we want to haul this freight? Partner of choice is a strategic question decided in carrier planning: do we want to build our network around this customer?
What are the five attributes of a partner-of-choice relationship? SONAR’s sitrep identifies five: transparency, commitment, network fit, mutual problem solving and shared value.
Why does partner of choice matter in 2026? Tender rejections (STRI) averaged 13.78% in the week of Oct. 6–12, 2026, about 2.5 times the 5.48% a year earlier, and van contract rates (VCRPM1) are up 18.2% year over year. Carriers are deciding which customers justify long-term investment ahead of the 2027 bid season.
How can shippers use network fit to win carrier priority? Shippers with outbound freight in inbound-heavy markets, such as Lakeland, Florida or Phoenix, help carriers reposition trucks. They can commit consistent volume on those easier lanes in exchange for priority on harder ones.
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