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This paper discusses the challenges and opportunities in the truck industry and especially the efforts of DAF Trucks N.V. in improving traffic safety and the environmental impact related to trucks. Proposals regarding legislation, new technologies and the approach to be followed, in order to reach the desired goals, are presented. Various new technologies investigated in DAF Trucks N.V., like platooning are explained, to show the open perspective of the company towards finding solutions and the commitment to invest in this effort. As a significant message this paper wants to convey, is the need for all the stakeholders to work together in an joint effort to achieve the best possible results.