In a market dominated by legendary American manufacturers, Volvo Trucks has managed to grow in a way that defies logic. While competitors struggled with supply chains and falling demand, the Swedes gained ground with a strategy based on technology, efficiency and a deep understanding of customer needs. How did Volvo manage to “bury” the American titans?

(Staff: Sweden &United States / Transport & Industry) – Cristin Tomeci

WiWinds of change in the trucking industry

The North American heavy-duty truck market was, for decades, a territory of American brands. Names like Freightliner, Peterbilt and Kenworth were synonymous with long-haul trucking. But in recent years, a European manufacturer has managed to penetrate deep into this stronghold: Volvo Trucks. Not through a sudden invasion, but through a methodical strategy based on innovation, efficiency and adaptation to the local market. The result? A spectacular increase in orders and a market share that exceeded expectations, despite a difficult economic context.

An explosive surge in orders

In the second quarter of 2026, Volvo Trucks reported a 122% increase in orders in North America, compared to the same period last year. This performance came at a time when the overall Class 8 truck market was still affected by a “freight recession” and reduced profit margins for carriers.

The company achieved this despite significant obstacles: tariff-related costs of $124.3 million and a $196.5 million settlement with California’s environmental authorities. “The second quarter of 2026 demonstrates the strength and adaptability of the Volvo Group,” said Martin Lundstedt, President and CEO of Volvo Group. “Profitability reached its highest level in recent quarters”.

How did Volvo manage to outpace the American giant?

The secret of Volvo Trucks’ success lies in a combination of factors that changed the rules of the game:

1. Understanding the right moment: The US truck fleet has aged significantly, reaching an average of 6.5 to 7 years for tractors in use. This aging has generated increasing maintenance costs, and carriers have reached a “tipping point” where it is cheaper to buy a new truck than to repair an old one. Volvo recognised this moment earlier than the competition and positioned its products as the ideal solution.
2. Technology and fuel efficiency: In a period of record fuel prices (over $5 per gallon nationally, reaching $7.69 in California), efficiency is key. Volvo built its strategy around this principle. Its new flagship model, the Volvo VNL, offers 10% greater fuel efficiency than previous generations. For a carrier, this translates into annual savings of approximately $7,800 per truck – a figure that changes the purchase decision.
3. A complete range for all needs: It’s not just about one successful model. Volvo has renewed its entire range for the North American market. After the new VNL for long-haul transport, it launched the new VNR for regional transport, which officials describe as a kind of “Swiss Army knife” – an extremely versatile truck that can handle any mission. It offers up to 7.5% more efficiency than previous models and is equipped with the most advanced safety systems, making it highly attractive to large fleets.
4. Electrification, a bet on the future: Volvo is not only responding to current needs but also shaping the future. The company already has over 750 electric trucks operational in North America and has announced a new VNL Electric model, specifically developed for regional transport. In addition, it is investing heavily in autonomous truck technologies, targeting a $3 billion business over the next five years.

A long-term strategy

“Burying” the American giants did not happen overnight. It was the result of a consistent strategy based on massive investments in research and development, a deep understanding of the market, and a firm commitment to sustainability. Although the North American market remains challenging and competition is fierce, Volvo Trucks has managed to shift the balance in its favour, proving that in a traditional industry, innovation and adaptability can make the difference between being a follower and leading the race.