First, the good news: European truck fleet operators are largely optimistic, with over 60% expecting their fleets to grow over the next three years.
European Truck Market Outlook 2026 Drawing on Bain's 2026 survey of 500+ European fleet decision-makers across five countries, this webinar unpacks the forces quietly reshaping the competitive landscape.
Figure 5 Implications for truck OEMs At this inflection point, there is no single lever European OEMs can pull to retain share or grow.
These steps are necessary for European commercial truck manufacturers to regain loyalty and defend their market share in the years ahead.
European OEMs that act now still have time to shape that outcome rather than react to it.