Business models in autonomous road freight : A case study of the commercialisation of autonomous driving technology in the road freight industry

Abstract: Commercial operations of autonomous trucks are expected to be launched by the end of the decade. The introduction of autonomous trucks is associated with the opportunity to establish new business models and the disruption of the road freight industry. The purpose of this thesis is to explore the value proposition, value creation, and value capture of business models used to commercialize autonomous driving in the road freight industry. Accordingly, the thesis is structured along two research questions. Firstly, aspects of the value proposition, value creation, and value capture relevant to compare business models in autonomous road freight are explored. Secondly, different approaches taken regarding the value proposition, value creation, and value capture to commercialize autonomous driving in the road freight industry are assessed. To tackle these, a case study has been performed, investigating a software company active in the space of autonomous road freight. In addition, the case study results have been validated through interviews with industry experts. Consequently, various perspectives on the autonomous future of the road freight industry are captured. These are condensed into the Business model framework in autonomous road freight. Subsequently, the created framework is used to investigate different business models and the implications autonomous trucks will have on the value chain. Accordingly, the created framework facilitates the structured analysis and discussion of the approaches taken to commercialize autonomous trucks. Furthermore, the conducted study highlights the need for future work considering the role of carriers in the autonomous road freight industry.