Market Potential for Autonomous Trucks - An Extensive Study in the Middle of a Technology Shift

Sammanfattning: The global transport industry stands in front of the next big technology shift; the implementation of autonomous vehicles. This shift might remove the physical driver from the truck, increase safety and improve flexibility. This will most likely change the fundamentals of the transportation industry. Autonomous trucks are anticipated to be implemented for short distance transportation in gated areas with private roads and then gradually be implemented for longer distance transportation on public roads once the legislation allows it. The purpose of this study is to identify, describe and analyse technology shifts and needs within the industry of transportation. Furthermore, to assess the market potential and to explore how a first mover can exploit autonomous solutions. Based on the analysis and information gathered during the research, it can be concluded that autonomous trucks are slowly going from being a future utopia to reality in everyday operations. The technological shift is identified to be in an era of ferment where companies fight to develop the dominant design. There is a substantial market value identified for The Case Company within first mile delivery in ports and manufacturing companies, while the market value found in logistic centers is considered limited to bigger air freight hubs. Moreover, automation readiness is considered to be high in all segments, even though it varies from case to case. Customer drivers identified across the different segments are cost reduction and efficiency as well as sustainability.