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In the eighth episode of the second season of the IAA TRANSPORTATION PODCAST, we welcome Jan Baker, Partner at Monitor Deloitte and Global Automotive & Truck Strategy Lead at Deloitte.
Together, we talk about how competition in the commercial vehicle industry is fundamentally changing—and why, in the future, market success may no longer be decided by having the best truck alone, but rather the best ktransport ecosystem.
Jan Bakker provides exciting insights into the key findings of Deloitte's new truck study for IAA TRANSPORTATION 2026. His central premise: By 2030, traditional product competition will increasingly shift toward system competition. Successful companies will need to think beyond just the vehicle to also integrate energy, charging infrastructure, service, software, financing, and residual values. For fleet operators, this marks a fundamental shift in procurement: Instead of simply buying a truck, the focus shifts to delivering the most predictable and economical cost per kilometer.
In our conversation, we discuss how electrification is changing total cost of ownership and why factors such as charging access, electricity rates, battery health, vehicle availability, and residual values are increasingly determining the business case. Jan Backer explains which operational profiles already make battery-electric trucks financially viable today and why megawatt charging in particular is becoming the decisive factor for long-haul electric transport. We also explore new business models like Truck-as-a-Service, mileage-based contracts, and integrated offerings that allow manufacturers to provide their customers with a reliable framework for costs and availability.
In addition, we take a look at global competition and examine how well European commercial vehicle manufacturers are positioned against new competitors, particularly from China. What role do established service networks and customer trust play? Where do European companies need to catch up when it comes to speed, digitalization, and cost structures? And why could not just the competitiveness of individual manufacturers, but also Europe's future as a manufacturing and innovation hub become a defining question in the coming years?
The driver shortage and autonomous driving are also key focal points. We discuss how digital services, driver assistance systems, and better working conditions can make daily life behind the wheel more attractive, and why the path to autonomous trucks will likely be an incremental journey—moving from increasingly powerful assistance systems to hub-to-hub transport.
The IAA TRANSPORTATION Podcast is a production of the German Association of the Automotive Industry (VDA).
Available now on Spotify, Apple Podcasts, Audible and wherever else you get your podcasts.
