A number of companies are racing to develop autonomous freight vehicles (AV).  One of the leaders in this effort is TuSimple, which is working to develop the TuSimple Autonomous Freight Network across the U.S., enabling shippers and carriers to expand their capacity and reduce costs and transportation times.

TuSimple retained Fluent to examine perceptions of autonomous freight vehicles and their ability to serve as a solution to the enormous challenges they face in meeting the vast demand for shipping, as well as to inform development of communications with a diverse array of potential AV customers.

Fluent has extensive experience accessing hard-to-reach audiences, including senior business executives in specific industries. Our researchers conducted in-depth individual interviews with a diverse spectrum of C-suite executives and senior VPs with major freight carriers, shippers, and corporations with private shipping fleets.

The research identified a range of communications and marketing strategies for TuSimple–strategies for correcting misperceptions about AV, for clarifying TuSimple’s unique value proposition, and for addressing the major questions of potential AV customers.