The rise of subscription models: Revolutionizing truck ownership

Much-needed data on truck customers’ acceptance, expectations, and preferences around subscription models.

A recent survey of truck customers conducted by Capgemini supports major truck OEMs’ existing beliefs and expectations for subscription models, particularly those relating to electric vehicles. The research also adds important insights, for example that many customers would prefer to obtain subscriptions directly from manufacturers, and that subscriptions could help to overcome the perception that electric vehicles are not affordable. In this report, we comment on the results and propose actions that truck OEMs should be initiating now, such as creating a strategy to address key customer concerns, and informing customers better on issues like the respective total cost of ownership/use for conventional and electric trucks.

Our research covers both battery electric vehicles (BEVs) and hydrogen fuel cell electric vehicles (FCEVs). Subscription-related issues explored include acceptability of subscription services, willingness to pay a premium, and services to be included. The findings are interpreted in the light of respondents’ preferences for EVs versus ICE trucks.

In addition to confirming some of the industry’s existing beliefs and expectations around subscription models, the research brings valuable insights. For example, the fact that many customers would choose OEMs as their preferred provider of subscriptions suggests that offering subscriptions can maximize truck sales, as well as opening up other opportunities.

The results also suggest that a well-designed subscription offer could help to accelerate electrification – good news for both businesses and automotive sustainability.

After describing and commenting on the research findings, our point of view recommends actions that truck OEMs can initiate now to benefit from these opportunities.