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The road to autonomy: exploring the strategic enablers behind the adoption of highly automated trucks (SAE-level 4) by current and prospective Daimler Truck fleet customers
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This work project explores the strategic enablers driving the adoption of highly automated
trucks (SAE-Level 4) amongst Daimler Truck’s current and prospective fleet customers. Based
on qualitative expert interviews and a quantitative survey, this study applies established
innovation and technology adoption theories to investigate key factors such as fleet profile,
company characteristics, technological infrastructure, operational use-cases, and trust and user
acceptance, thus defining the impact of these variables on autonomous truck adoption. The
findings are highly informative about the expectations of Daimler Truck’s partners and provide
actionable insights to advance autonomous trucking within the freight industry.
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Autonomous trucking Daimler truck SAE-level 4 Automation Highly automated trucks Strategic enablers Technology adoption Logistics Transportation