“Why has it suddenly become so expensive?” a long-term customer asked last week when the account manager explained that the company would soon start driving electric trucks. That is a fair question. Anyone looking only at the price tag will be shocked: electric trucks are more expensive to purchase, charging infrastructure adds costs, and planning becomes more complex. But this is not about luxury; it’s about logic.
The shift to electric trucks is not a technical project; it’s a strategic transformation that affects every business process. Yet in all discussions about subsidies, zero-emission zones, and climate goals, you rarely hear about the transport buyer — even though that’s the person who ultimately determines whether sustainability succeeds. Too often, the dialogue stops at the price per kilometre. But anyone who wants to buy sustainable transport must understand what lies behind that price: the Total Cost of Ownership (TCO), including energy, maintenance, depreciation, financing, subsidies, and charging time.
That’s why the conversation between carrier and shipper must change. Not just about pallet rates, but about shared goals. What does the customer want to achieve in terms of CO₂ reduction, liveability, or brand reputation? Which trips are suitable for electric transport? Where can vehicles charge, and how can charging times, routes, and hubs be optimised?
Transparency is key. Discuss how costs are structured and how risks are shared. Sometimes that means longer-term contracts or joint investments. Data can help: electric vehicles generate valuable insights into energy use, emission reduction, and delivery reliability. Share that data, agree on common KPIs, and keep improving together.
The energy transition in logistics doesn’t call for old reflexes, but for new partnerships. Driving electric changes how we plan, charge, collaborate, and invest. The account manager who enters that conversation with knowledge, empathy, and courage transforms sustainability from a cost factor into an opportunity for shared growth. Electric driving isn’t about cost — it’s about direction. And those who dare to set the direction will win both the customer and the future of sustainable transport.
Walther Ploos van Amstel.
Checklist
Key topics a carrier should discuss with their customer (the shipper):
1. Strategic goals and shared ambition
- What are the shipper’s sustainability targets (CO₂ reduction, zero emissions, circularity)?
- How does electric transport fit within that strategy?
- Can electric transport support reputation, tenders, or supply chain commitments (e.g., CO₂ Performance Ladder, Science Based Targets)?
2. Operational feasibility
- Which trips and routes are suitable for electric vehicles (distance, weight, driving patterns)?
- Where and when can vehicles be charged — at the depot, en route, or at the customer’s site?
- What are the implications for delivery reliability, charging time, and peak load?
- How can flexibility be maintained for unexpected trips or detours?
3. Costs and business model
- Explain the Total Cost of Ownership (TCO): purchase, residual value, energy, maintenance, subsidies, and renewable energy credits.
- Be transparent about investment and operating costs; distinguish between fixed and variable costs.
- Explore new pricing models — longer term contracts, shared investments, or volume commitments.
- Emphasise that the lifetime cost gap with diesel is smaller than many think.
4. Planning and collaboration
- How can routes be consolidated or rescheduled to optimise electric operations?
- Is there potential for regional hubs or collaboration with other shippers?
- Can delivery windows or time slots be made more flexible?
5. Data and monitoring
- Electric vehicles generate rich data: energy use, routes, charging times, emissions reduction.
- How can this data be shared to monitor CO₂ reduction, on-time performance, and efficiency?
- Establish shared KPIs for sustainability and reliability.
6. Risks and agreements
- What happens if a charger fails or charging delays occur?
- How are risks shared (e.g., increasing electricity prices or changes in subsidy schemes)?
- What contract duration aligns with vehicle payback periods (often >5 years)?
7. Communication and branding
- How can carrier and shipper jointly communicate their sustainability efforts to customers and the public?
- Zero-emission transport tells a strong story — tell it together.