How a Swedish company is leading the autonomous trucking & logistics revolution
The INNOVATORS - a chat with Henrik Green, General Manager, Einride Autonomous Technologies.
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A chat with Henrik Green, General Manager, Einride Autonomous Technologies, CoMotion’s Dan Eppstein, and Jake Laffoley.
“Autonomous technology is on its way to completely transform logistics at scale.”
CoMotion: Thanks for taking the time to sit down with CoMotion. To start, can you introduce yourself, and give us a bit of background for how you have become the General Manager of Einride?
Henrik Green: Thanks for having me! I’ve been leading Einride Autonomous Technologies since June 2023. Prior to joining, I spent almost 30 years at Volvo Cars, in various positions including CPO and CTO. After having been part of the traditional automotive industry for a long time, it has been an incredible experience to be a part of Einride, which I personally believe has the ability to transform logistics and by electrification and automation make it safer, more efficient and more sustainable.
CoMotion: Tell us about Einride? What is the organization’s mission, and what are your key targets?
Henrik Green: Our mission is to make earth a better place through intelligent movement. We design, develop and deploy freight mobility technologies to accelerate the transition to sustainable transportation. Our platform includes connected electric and autonomous heavy-duty vehicles, charging infrastructure and an intelligent freight operating system.
Einride Autonomous Technologies is the autonomous branch of the Einride ecosystem, and we develop technology to lead the global logistics industry towards autonomous, safe and electric freight systems. Working closely with customers and policymakers invested in reimagining a more efficient and sustainable global supply chain, we are proud to have deployed the first permitted heavy-duty autonomous vehicles on public roads in both the United States and Sweden. We are focused at leading the technological development for autonomous freight, with machine-learning at its core, while continuing our drumbeat of commercial deployments.
CoMotion: Autonomous Trucking is starting to finally take off. Can you share with us what you think the immediate and long term future holds for AV Logistics, and where you see Einride playing a role?
Henrik Green: There is unprecedented interest and excitement for autonomous technology from both the private and public sectors. Technology, regulatory frameworks and industry adoption is aligning, giving me great confidence that autonomous technology is on its way to completely transform logistics at scale.
For the immediate future of AV logistics, we see targeted commercial rollouts in controlled environments like industrial sites, ports and middle-mile logistics, helping demonstrate reliability and safety, accelerating broader industry acceptance as we move toward hub-to-hub operations at scale. Long term, we see that full supply-chain integration will optimize freight through data-driven networks, enabling seamless interoperability between electric, autonomous, and human-driven solutions.
Efficiency is at the core of everything we do, including our design process. Our cabless autonomous vehicle is a natural evolution from a traditional heavy-weight truck, designed to meet the demands of the future, leaving behind vestigial organs like windshield wipers and steering wheels to minimize waste. The aerodynamic design and lighter weight autonomous vehicle lends itself to greater efficiency and enhanced safety.
“We’re energized by the recent momentum in the US (...) America has a strong opportunity to lead the way in AV deployment”
CoMotion: As a Swedish company, can you talk a bit about the different strategies you are deploying in Europe and the US? What does the new administration have you doing to your US strategy?
Henrik Green: We bring a rigorous, safety-driven mindset to everything we do—whether in Europe or the US In Europe, there’s a strong tradition of establishing regulatory frameworks early, ensuring that emerging technologies align with long-term goals. That structured approach is in our DNA, and it shapes how we think about scaling autonomous freight safely and effectively.
At the same time, we’re energized by the recent momentum in the US where signals from the new administration have sparked a new wave of interest from companies looking to incorporate autonomous solutions into their operations. America has a strong opportunity to lead the way in AV deployment—not just in advancing technology, but in reviving industrial capacity, creating new manufacturing jobs, and making supply chains more efficient. We’ve seen numbers that indicate the US truck driver shortage could quadruple in the coming years. Autonomous freight will play a key role in optimizing the global supply chain and we’re looking forward to working with US lawmakers to achieve that future. We’re hopeful these new priorities lead to clear pathways for commercial deployments and new federal frameworks reimagined for the future of mobility, making the US one of the most dynamic and competitive markets for AVs.
CoMotion: What markets are you focusing on in the US, and why? What government officials have been particularly supportive to work with?
Henrik Green: We found a natural partner in General Electric Appliances (GEA), which brought us our first US deployment in Tennessee. It’s been a great journey since 2021 —starting from early demonstrations to solving real operational challenges together. We’ve helped optimize logistics, improve efficiency, and enhance safety without compromising on performance. The results speak for themselves, and we’re excited to keep scaling with GEA as we integrate even further into their daily operations.
Launching the first heavy-weight autonomous vehicles in the US means working with every level of government. Being the first through the door demands careful and consistent collaboration with everyone, from federal agencies like NHTSA and the EPA to clerks at county departments of motor vehicles who are tasked with creating first-of-its-kind license plates. By and large, we’ve found that everyone we encounter is motivated to champion innovation and bring new technology and growth to their state.
Looking ahead, we’ve had exciting conversations with officials in Utah about fortifying autonomy and energy infrastructure in state planning. We’ve heard similar support across the southeast and sunbelt. One word of caution: as states consider new AV legislation, policies should reflect where the industry is headed—not just where it’s been. The future of freight is cabless, and regulations should focus on enabling the highest levels of safety through rigorous testing and performance-based standards. Creating clear pathways for deployment will ensure that autonomous freight technology can deliver on its full potential while maintaining the highest safety and operational standards.
CoMotion: One thing that we have heard from our community is that the bottleneck to adopt new systems, whether they are AV or EV solutions, is not in the technology but the operational shift for customers/operators. How is Einride thinking about the operational side of the logistics transition?
Henrik Green: Ultimately, there are three things that need to align to deploy autonomous transportation; technological development, regulatory maturity and customer readiness. While we already have technological capabilities to deploy autonomous at scale, we need all three to prove a business case.
As an ecosystem, with both manned and unmanned electric vehicles, we have the ability to make tailored offerings to customers pending the business case and maturity. Einride’s autonomous capacity-as-a-service offering includes everything from site selection and network analysis to deployment of hardware and software and daily operations of the autonomous services. While we under our current customer contracts – with for example GEA in the US and Apotea, Sweden’s largest pharmacy e-retailer, offer the full catalogue of our autonomous services, we have the flexibility to adapt to different customer needs. We typically work closely with customers to navigate the transition to autonomous, leveraging our experience to streamline operations and prove the feasibility of AV deployment.
“In Europe (...), we are still craving smarter regulatory frameworks that enable innovation, where clear pathways for controlled experimentation can take place in partnership between the private and public sectors.”
CoMotion: Just four of the world’s top 50 tech companies are European. One of the main reasons is that the EU has been outpaced by the US and China in the digital revolution. How can European companies encourage more risk taking and cultivate innovation?
Henrik Green: As a European company, we of course want to state an example of how European innovators can contribute to achieving EU value-based goals by responsibly balancing safety and innovation. Sustainable autonomous freight solutions are already transforming global supply chains and we’ve been at the forefront, driving the public and private sectors toward autonomy. But the tech and innovation climate in Europe depends on an urgent alignment of policy, investment and industry collaboration. Significant investments the last few weeks have signalled important steps forward, but we are still craving smarter regulatory frameworks that enable innovation, where clear pathways for controlled experimentation can take place in partnership between the private and public sectors. Here, I believe Europe has a lot to learn from the thriving technological frameworks in the US to foster innovation.
CoMotion: What advice would you give to entrepreneurs looking to build and gain traction with their startup?
Henrik Green: AI presents boundless opportunities for entrepreneurs to accelerate their startup's growth. I believe in prioritizing AI-driven innovation that delivers immediate business value while maintaining a focus on long-term, visionary impact. Additionally, I think it’s crucial to assemble a high-performing, diverse team early in the venture to ensure a broad range of perspectives are consistently represented.
CoMotion: What else would you like to share with our audience, and where can they find out a bit more about Einride?
Henrik Green: As per the end of 2024, we had driven over 400km autonomously, with over 20.000 shipped pallets during last year. With several more deployments in the pipeline for 2025, and numerous technological updates in our roadmap, I’m beyond excited to see what the year has in store and I’m convinced that 2025 in the rear-view will be described as when autonomous technologies blossomed.
You can read more about Einride here, and for specific questions you can email Einride’s press team at press@einride.tech.
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