The truck industry's green challenge: Headwind or competitive edge?

Growing markets, growing demand - usually these are favourable conditions for a business such as the truck industry. However, soaring fuel prices, stricter emission standards and turbulent market conditions have hit the transportation industry, which are the main customers of the truck manufacturers.

For truck manufacturers, fuel efficiency still is the core factor from a commercial point of view that drives customer purchasing decisions. Nonetheless, the changing environment is imposing even greater pressure upon fuel efficient solutions. Therefore, balancing stricter regulations, economic success and competitive advantage is key to meet future client needs.

As a sequel from analysing “The framework and dynamics of the CO ₂ (r) evolution” for the car industry that was conducted in 2007, this study aims to examine impacts of the increasingly important trend for truck manufacturers to address eco-friendly solutions. Our results build upon analyses of each major industry stakeholder's parameters and focuses on exploring different scenarios and their consequences, concluding in an assessment of whether the truck industry's green challenge is an unavoidable headwind or competitive edge for its players.