08/04/2026
What will it take for Europe’s largest truck manufacturers to catch up with new truck makers and cut costs for customers?
Behind the Curve, a new Idle Giants report, highlights three problems and one HUGE opportunity for Volvo Trucks, Daimler Truck AG and Traton's transition to electric:
💰 The pricing gap is a strategic choice, not a cost constraint. These companies are charging double the non-component costs for electric trucks vs diesel.
🔒 That strategy is locking out the majority of the market. At today’s prices, only an estimated 24% of new heavy-duty vehicle demand between now and 2030 is realistically addressable.
📉 And the cracks are already showing. They aimed high on price, but now there aren’t enough buyers at that level to support the scale they need.
🚛 The real opportunity? Manufacturers that rethink pricing to reach a broader base of operators can unlock far greater demand, accelerate scale, and strengthen their position for the transition to zero-emissions transport.
Strong truck emission standards and smart pricing create the level playing field fleets need to invest at scale without competitive disadvantage, and provide the certainty that justifies the investment.
If manufacturers truly want to increase their market share and create more demand for electric trucks, they should start pricing competitively and support the regulations that have been proven to support demand.
This report by Idle Giants finds that legacy heavy-duty truck manufacturers—specifically Daimler Truck, TRATON, and Volvo Group—are currently failing to secure their competitive futures by pursuing low-volume, high-price strategies for electric trucks.