The Impact of the Top 3 Strategic Imperatives on the Software-Defined Truck Industry

Transformative Megatrends

Why

• The trucking industry is at a critical juncture, facing increasing demands for operational efficiency along with stricter environmental regulations, changing logistics patterns, and enhanced safety requirements. These factors are driving the industry towards the development of software-defined trucks that are more digitally integrated, better connected, automated, and electric.

Frost Perspective

• Truck manufacturers and fleet operators will start to deploy software-defined fleets, allowing for continuous development of their vehicles, which ensure enhanced predictive maintenance and fleet operations, better routing, and over-the-air (OTA) update capabilities. While many trucking companies are early in the technology adoption phase, the capabilities are emerging.

Disruptive Technologies

Why

• Software advances, onboard computer power, advanced telematics, and artificial intelligence (AI) capabilities are rapidly accelerating growth in the software-defined truck market. Next-gen trucks will be more flexible, autonomous, and efficient than ever before.

Frost Perspective

• While there are still significant hurdles with intermediary partners, the role of technology providers and suppliers will also become critical. The development of technologies that consist of software, cloud services, and AI will influence how next-generation trucks are designed and deployed.

Internal Challenges

Why

• New companies focused on software and digital technology are entering the trucking industry, often gaining an advantage due to fewer legacy obstacles in developing and adopting new solutions.

Frost Perspective

• By 2030, most mainstream truck manufacturers will offer a broad variety of software-defined features in their truck models. The offerings will likely include configurable software packages and subscription services, resulting in annuities and deeper relationships.

Key Competitors

Growth Drivers

Centralized Compute Architectures

The shift from multiple distributed electronic control units (ECUs) to a centralized computing platform is the foundation of Software-Defined Trucks. With centralization, computing resources can be pooled to process larger data sets more quickly, unlock the benefits of simpler software upgrades and releases, and allow for a broader range of features to be integrated. Original equipment manufacturers (OEMs) are developing scalable, modular architectures to support the long-term viability of vehicle platforms.

Better Crash Avoidance

Truck driving, particularly long-haul truck driving, is an extremely demanding job because of the long and continuous operating hours that cause driver fatigue, oversight, or delayed responses in emergencies. Crash avoidance technologies enable OEMs to achieve higher safety levels, particularly for trucks, as they are the vehicle type involved in a majority of road fatalities.

Regulatory Push

To reduce fatality rates and enhance vehicle safety, European regulators will push initiatives to make some advanced driver assistance system (ADAS) functions and safety features, such as the automatic emergency braking system (AEBS) and lane-departure warning (LDW), mandatory. Policy guidelines for the adoption of advanced ADAS functions will guide market participants in introducing features in future truck platforms.

Sensor Suite Development

Developments in vision enhancement and sensor suite technologies will make ADAS more reliable than previous generations.

Growth Restraints

• Cost vs. Benefit
• Cost of Ownership
• Uncertain Regulatory Framework
• Bundled Functions