As the commercial vehicle industry undergoes one of the most significant transformations in its history, MAN Truck & Bus believes customer economics will continue to be the defining factor driving technology adoption.
Speaking at the IAA Media Summit 2026, Friedrich Baumann, Chief Sales Officer, MAN Truck & Bus, outlined the company’s plans for IAA Transportation 2026 while sharing his perspective on the key trends reshaping the global transport industry.
“Ultimately, customers make their investment decisions based on Total Cost of Ownership. Regardless of the propulsion technology, commercial vehicles must deliver a clear economic advantage,” Baumann said.
Baumann described 2026 as another milestone year for MAN. At IAA Transportation 2026, the company will showcase its latest innovations, including the new TGX Plus, alongside a comprehensive product portfolio spanning vehicles from 3 tonnes to 250 tonnes. Battery-electric mobility will take centre stage, with MAN displaying electric trucks across weight categories ranging from 12 tonnes to 50 tonnes.
The discussion focused on the industry’s transformation, driven by decarbonisation, digitalisation and evolving customer expectations. While regulatory requirements and sustainability goals continue to accelerate change, Baumann stressed that fleet operators are investing in assets that enhance productivity and competitiveness rather than simply adopting new technologies.
“Customers are not buying technology for technology’s sake. They are looking for solutions that help them remain competitive and operate their businesses more efficiently,” he observed.
Drawing on MAN’s experience in electric mobility, Baumann said the company is well positioned to support customers through the transition. Beyond the vehicles themselves, he highlighted the growing importance of digital services, financing solutions and consulting support. Through its financial services business and expanding digital ecosystem, MAN aims to equip customers with a comprehensive range of solutions to optimise fleet operations while managing the shift from diesel to battery-electric mobility.
Commenting on global market trends, Baumann observed that demand continues to vary across regions. While overall market growth is expected to remain relatively stable, he identified the Middle East as a resilient market, with emerging economies across Africa and parts of Asia expected to play an increasingly significant role in future transport demand.
Looking ahead, Baumann expects electric mobility to witness substantial growth across Europe by the end of the decade. However, he does not foresee battery-electric vehicles becoming the sole dominant technology by 2030. Instead, he anticipates a phased transition in which multiple powertrain technologies will coexist, reflecting differences in infrastructure readiness, regulatory frameworks and customer operating requirements.
“We are convinced that the future of commercial transport will not be defined by a single technology. The transition will be gradual, and our role is to offer customers the right solutions for their specific applications,” Baumann concluded.