Can Nikola convince the truck industry to believe in unicorns?

Few sectors of the automotive industry are as well established and structured as medium- and heavy-duty trucking. The incumbents have evolved over decades into global operations, with well-developed supply chains, as well as legacy dealership, distribution and servicing networks and long-standing corporate relationships. Perhaps above all else, brand equity and familiarity play a major role in fleet and owner-driver truck purchasing decisions.