"The process of moving freight--traditional trucking--is about to become a commodity, not a differentiator that is sustainable," Freightliner president/CEO Jim Hebe said addressing the recent annual meeting of TRALA.

"Trucking companies are about to become just tools in a far more complex environment...it's the technology of logistics that will become the differentiator."
He said challengers in recreating the business model will come from railroads, airlines, technology companies and truck manufacturers:
"Everyone is out to create the ultimate 'killer op' logistics company." That company, he said, must cover truckload, LTL, leasing, air, rail, marine and home delivery--and must be technology-rich.
"It's the logistics capability and information technology that is the key--not the truck nor the infrastructure alignment."