Purpose

The purpose of this paper is to generate a greater understanding of the interrelatedness of new business models in the truck market and developments in the road transport sector.

Design/methodology/approach

Based on a three year research project in cooperation with a European heavy vehicle manufacturer, we present short case descriptions showing some of the main developments in the European trucking and transport markets. 

Findings

New business models emerge both in the heavy vehicle and transportation markets, in complex ways involving multiple actors.  The impetus for the models can come from several direction but the final impact must be negotiated and cannot be planned by a single actor.

Research limitations/implications

The research looks at a selection of cases and business models to demonstrate changes and the relations between the markets, and does not claim to be exhaustive in terms of the different business models in the European market. 

Practical implications

There is a distinct trend to greater specialization and the need for innovation to survive given the strong pressures in the commoditized transport market. Our findings show conflicting trends in terms of social implications, with improved ecological impact but the risk of worse conditions for driver. 

Original/value

The paper considers the development of new business models and implications on the market from the point of view of the firms actually using the business models.  This shows how different business models can co-exist and involve different types of rationalities.