Why the ‘Driverless’ Narrative Is Failing the Freight Industry

27 January 2026

Toby Patrick

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To many people, the thought of stepping into a driverless vehicle or being surrounded by them would seem risky. Yet despite this, according to many, the future of freight is driverless. But if we are moving towards a driverless future, we’re doing so more slowly than was expected. Is this an us problem, or is it a technology problem?

Modern silver train on tracks in an urban area, with mountains in the background. Visible power lines and a sign in the foreground.

Fear Before Function

There’s a lot of talk about driverless technology, but the action doesn’t match the talk. If we were to go back to the start of the millennium, I think most opinion leaders would agree that we’d be surrounded by driverless cars, trains, trucks and planes. Even in today’s current state of affairs, driverless vehicles seem to make the news regularly, but how many businesses are actually using the technology? How many people have stepped into a driverless vehicle? The numbers are pretty low, and there still appears to be a massive gap between marketing and adoption.

The Skill Shortage

The industry also appears to be at somewhat of a crossroads. Fewer people are undergoing transport training out of fear of a driverless future, but driverless technology isn’t at the point where it can replace traditional transport.

Not only does this contribute towards a driver shortage, but it has also contributed to a skill shortage in terms of developing driverless tech. While some are wary of entering the industry as a driver, others are viewing it from the opposite side, hesitant to step into technology-based roles in case the industry doesn’t come into fruition.

This is leaving the industry with an all-around shortage, and it may explain why the vision of a driverless future hasn’t taken off. In short, the industry is in desperate need of a recruitment-driven rebrand that attracts skilled drivers, engineers and startups to help transition us from one era to the next.

The Reality

We often fall into the trap of assuming that automation and robotics replace human jobs. The reality is that advances in technology often create new jobs and opportunities. If we are to achieve a driverless future, we’ll still need humans for quality assurance, legislation, maintenance and decision making.

Who Can Actually Build ‘Driverless’?

To bring the vision of driverless freight to life, it will require a first mover to prove that the vision is actually achievable. Often, this responsibility falls to a billion-dollar company to fund the research & development, infrastructure and marketing. Until we reach that point, driverless freight is likely to be beyond the reach of small businesses, which ultimately delays driverless freight from becoming the new normal.

Signs of Progress

On the subject of driverless becoming the new normal, it is positive to see signs of progress. Visible progress includes the driverless cabs that are becoming increasingly normal in places like Las Vegas. Obviously, driverless freight comes with far more complexity, but it does at least stress that society’s confidence in driverless vehicles is on the up.

Final Thoughts

It doesn’t seem to be a question of if we will adopt driverless transport, but more a question of when. And we are certainly moving towards this, albeit slowly. With the likes of Tesla ploughing millions into driverless cars and driverless trains becoming increasingly common in some parts of the world, surely it’s only a matter of time until driverless freight becomes the new norm.

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Targeted Marketing Works… Until It Doesn’t

Paul Francis
May 29, 2024
3 min read

Targeted marketing has long been the bedrock of successful advertising campaigns. By identifying and reaching out to a specific audience segment, companies can tailor their messages, products, and promotions to resonate deeply with the intended consumers. This approach typically ensures higher engagement, better conversion rates, and more efficient use of marketing resources. However, there are notable instances where products or brands have defied conventional wisdom, achieved unexpected success, and challenged the very notion of targeted marketing.

The Bedrock of Targeted Marketing

Traditional marketing wisdom emphasizes the importance of targeting. By understanding the demographics, psychographics, and behavioural patterns of their target audience, companies can create highly personalized and relevant campaigns. This strategic focus not only helps in engaging the right audience but also optimizes the marketing spend.

Nike’s “Just Do It” Campaign

One of the most iconic examples of successful targeted marketing is Nike’s “Just Do It” campaign. Launched in 1988, this campaign was meticulously designed to inspire athletes and fitness enthusiasts across the globe. Nike’s ads featured a diverse array of athletes, from professional sports stars to everyday people, embodying the spirit of perseverance and determination.

Nike’s strategy was clear: they aimed to position their brand as synonymous with athletic excellence and personal achievement. The “Just Do It” slogan was a call to action, urging people to push their limits and embrace an active lifestyle. This targeted approach resonated deeply with Nike’s core audience, fostering brand loyalty and driving substantial growth. The campaign not only boosted sales but also cemented Nike’s place as a leading brand in the sportswear industry.

When Targeting Misses the Mark: The Power of Going Against the Grain

While targeted marketing has proven its efficacy time and again, there are remarkable cases where success came from defying the established norms. These outliers demonstrate that sometimes, going against the grain can yield astonishing results.

Rory Sutherland’s Red Bull Analogy

Rory Sutherland, a prominent advertising executive, famously highlighted the unexpected success of Red Bull to illustrate this point. He stated, “If someone had said they were going to create a rival for Coca-Cola that tasted awful and came in a smaller can but was twice the price, you would have laughed at them. But someone did. It’s called Red Bull, and it made its founder a multi-billionaire.” Red Bull’s meteoric rise defied traditional market expectations. Despite its unconventional taste, higher price point, and smaller packaging, Red Bull created a new category—energy drinks—and dominated it.

YouTube: An Unplanned Pivot

YouTube is another quintessential example of a product finding success outside its original targeted marketing strategy. Launched in 2005, YouTube was initially conceived as a dating site where users could upload videos introducing themselves. This idea failed to gain traction, and the platform did not attract the intended audience.

However, users began uploading a wide variety of content, from funny videos to tutorials and personal vlogs. Recognizing this organic shift, YouTube’s founders pivoted, embracing the broader appeal of a general video-sharing platform. This unexpected success story underscores the power of adaptability and the importance of listening to user behaviour rather than rigidly sticking to an initial target audience.

The Risks and Rewards of Defying Traditional Marketing

While these examples illustrate the potential rewards of going against targeted marketing, it’s important to acknowledge the inherent risks. Success stories like Red Bull and YouTube are rare and often involve a combination of innovation, timing, and a bit of luck. For every Red Bull or YouTube, there are countless other products that failed because they did not resonate with any audience.

Defying conventional marketing wisdom can lead to groundbreaking success, but it requires a deep understanding of market dynamics, a willingness to take significant risks, and the flexibility to adapt to unexpected opportunities. Brands considering such a strategy should be prepared for potential setbacks and should continuously monitor market responses to pivot as needed.

Targeted marketing remains a powerful tool for reaching the right audience and achieving business goals. It provides a clear, efficient path to engagement and conversion. However, as the stories of Red Bull and YouTube demonstrate, sometimes success lies in the unexpected and the unconventional. While going against the grain can lead to extraordinary breakthroughs, it is a high-risk, high-reward strategy that demands careful consideration and agile execution. As marketers navigate the ever-evolving landscape, the challenge is to balance the proven efficacy of targeted marketing with the boldness to explore new, uncharted territories.