The trucking industry has always been a tough game. Lately, we’ve seen electric-truck maker Nikola Motors filing for bankruptcy, and companies such as TFI International moving to the U.S. High operating costs, fluctuating freight rates, and economic uncertainty have made it harder to survive.
It’s easy to look at the negatives and assume the industry isn’t worth entering, but despite all this, new businesses still have a place – if they have the guts to take risk.
Avery Vise, FTR vice president of trucking, noted during FTR Transportation Intelligence’s 2025 Transportation Outlook webinar that though the carrier population’s new entrants has been declining following the pandemic, the data also indicated that the new entrants are running above the pre-pandemic average.
Vise pointed out, “I think there’s just a psychological expectation from a lot of people that there’s got to be a turnaround in freight sometime, so why not get in now so you’re already in the market?”
Vise noted that low used truck prices have also offered a low barrier to enter the market.
While market conditions haven’t actually been ideal, Vise pointed out that if businesses want to take advantage of the market, it makes sense to get in now.
Though industry fundamentals aren’t perfect, it’s worth commending new entrants’ willingness to take the risk and adapt to the changing landscape.
While there’s uncertainty in the industry, markets often shift. Those who enter during challenging times and build a solid foundation will be positioned for long-term success when conditions improve.
Entering the market requires more than capital. It takes resilience, adaptability and a strategic mindset. Those who embrace technology, optimize fuel efficiency, and find niche areas can carve out some success.
While big fleets may struggle with operating costs, agile companies can find ways to operate leaner and more efficiently.
The fundamentals may be shaky, but I often think guts and strategy remain critical driving forces in business.
