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The rules of Europe's truck market are changing: brand loyalty is eroding, BEV adoption is accelerating, and Chinese OEMs are gaining traction with fleet operators faster than most incumbents anticipated.
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: from a sharper-than-expected NPS decline and a surprising openness to Chinese manufacturers, to an accelerating BEV transition with barriers that go well beyond cost.
Join Bain's experts as they translate these findings into a clear agenda for action: what European OEMs must do now to defend loyalty, sharpen their BEV positioning, and stay ahead of a competitive threat that is moving faster than most expected.
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