DAF CEO: 'Decarbonization is a team sport, not a solo race'
Harald Seidel urges European collaboration to overcome infrastructure, cost, and clarity barriers in the shift to zero-emission trucking.
Published on April 19, 2025
Harald Seidel, DAF, © Nick Bookelaar
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Despite DAF Trucks’ heavy investment in electric trucks - including a new production facility in Eindhoven - sales of zero-emission trucks remain a fraction of the market. “We’re ready to produce at scale,” said Harald Seidel, CEO of DAF Trucks, during the Drive Forward event in Helmond. “But last year, only 4,500 zero-emission trucks were sold across Europe. Remember that the total truck market in 2024 was around 360,000 units.”
This contrast between readiness and reality was central to Seidel’s message. “We’ve made massive investments, but now comes the reality check: where are we as a society?” he asked. The transition to clean trucking, he argued, is not just about the willingness of manufacturers, but about creating a functioning ecosystem. “Decarbonization is not a solo sport. It’s a team sport.”
The three Cs: Charging, Cost, and Clarity
For transport operators, trucks are not status symbols or lifestyle choices; they’re tools of the trade. “You decarbonize cars by appealing to the green heart of the consumer,” Seidel explained. “But to decarbonize trucks, you must appeal to the business sense of the operator. They need to make money with that truck, every day.”
He outlined three critical enablers - the “Three Cs” - that must be in place to accelerate adoption:
- Charging: “Trucks have wheels, they cross borders. Charging infrastructure needs to be available across Europe, not just locally.”
- Cost parity: The high upfront cost of zero-emission trucks and fluctuating electricity prices make it difficult for operators to justify the switch. “We need a business case where clean trucks are profitable.”
- Clarity: Operators must have confidence that their investment today will still pay off in 2030. “If you buy a truck now, you need to know it will still do the job five years from now.”
Harald Seidel, DAF, © Nick Bookelaar
From ambition to execution
Seidel acknowledged the European Commission’s Automotive Action Plan as a positive step, calling it “a good overview” of what’s needed to reach climate goals and strengthen European competitiveness. But he emphasized the gap between intention and implementation.
“I compare it to New Year’s resolutions. We all make a long list of good intentions. But then comes the question: how do we actually execute them? That’s where we fall short,” he said.
He called for a coordinated “plan–do–check–act” approach, with reality checks and corrective actions to ensure progress. “We need smart projects on the road now. Corridor approaches, where infrastructure is aligned with regional trucking patterns, are showing promise, but it’s not going fast enough.”
Time is running out
The challenge is immense: from just 2% of new trucks being zero-emission today, the industry must reach 15% by 2025 and 45% by 2030. “To get there, we’ll need 50,000 public chargers across Europe, 35,000 of which must be megawatt chargers. That means installing hundreds every month. And we’re far from that pace.”
Meanwhile, OEMs like DAF face steep fines for falling short. “Every percentage point we miss on CO₂ targets in 2030 will cost the industry €750 million,” Seidel warned. “And if we’re forced to buy emission credits, guess who benefits? Tesla in the U.S. or BYD in China. That money literally leaves Europe - instead of being invested in our own innovation.”
Support innovation, embrace technology neutrality
DAF, he said, is already investing “hundreds of millions” annually in R&D; close to 3% of its revenue. “We’re ready to raise that further, if there’s a profitable business case,” he added. He also pushed back against criticisms that European industry is underinvesting in innovation. “The automotive sector accounts for 7% of total R&D in Europe and supports 30 million jobs. We’re doing our part.”
Finally, Seidel made a strong case for technology neutrality, a principle that ensures multiple solutions are pursued to reduce emissions. “A truck isn’t just a truck,” he said. “A municipal vehicle might be perfect for electrification. But for long-haul, hydrogen might be better. And even in 2030, there will still be millions of diesel trucks on the road, so we need clean fuels and efficient combustion technologies, too.”
His conclusion: “We need all the horses in the race.”
