The logistics operator wants to drive, not study energy economics. He needs reliability at a price he knows, not infrastructure he does not understand.
I have been noticing something in the comments under my posts and in my inbox. The moment I raise the challenges of electrification for logistics operators, the responses come quickly: there are solutions for that, we can do it, no problem, followed by a list of offerings, often packed with technical terminology. And yes, the solutions exist, some as individual components, some as complete systems. That is not the problem.
TargetGroup
I am not talking about operators with 100+ trucks and a dedicated IT department. I am talking about companies with 5 to 25 vehicles, none of them electric yet. Some do not want to switch, they have to. Others want to, but cannot find an entry point that works for them. And more often than not, diesel ends up being the easiest answer.
PerspectiveShift
A leading truck manufacturer told me recently: it is not enough for providers to push into the world of logistics operators using their own language. Large fleet operators can afford someone to translate and guide them through. The small and medium logistics company cannot. And even many dealers today are still not equipped to do that translation work.
LookingBack
This situation reminds me of something. Six years ago it was exactly the same when established OEMs brought their electric cars to market. Car dealers could not explain electric mobility. Providers were speaking a language nobody understood.
That is why my project Speicher elektrisiert worked: I translated, not words but situations and context. Made it tangible, from everyday life for everyday life. 45’000 people joined because they finally had someone who understood their questions and their needs.
LookingAhead
The truck market is at exactly that point in 2026. The logistics operator wants to drive, not study energy economics. He needs reliability at a price he knows, not infrastructure he does not understand.
Tobias Wagner shows how it drives and where it gets stuck on the road. Katrin Herda just announced the go live of dragonize, an all-in-one ecosystem for depot charging.
I want to understand why so many logistics operators still cannot get started with electric today. My focus is on the operator’s perspective: what do they actually need, where does it get stuck, and what should providers do differently to reach this segment. I collect that, distil it, and give it back to the industry. No names, no back channels.
If you recognise this or have experienced it differently: I am listening, I am learning, and then I will help.
