Unlocking electric freight with Volvo: driving regulatory change across four Australian states

Strategic PR and policy communications to accelerate sustainable heavy transport adoption in Australia.

The partnership

Volvo Trucks set out to accelerate Australia’s transition to low‑emission freight with the FH Electric, a heavy‑weight electric truck capable of intercity travel. Despite the technology’s readiness, fragmented width and road regulations meant the vehicle could not legally operate on many Australian roads, with rules differing state by state.

The objective extended beyond a single vehicle launch. Volvo Trucks aimed to unlock regulatory barriers, demonstrate demand for electric heavy transport, and position itself as a credible partner in helping Australia meet its decarbonisation targets. Clarity was engaged to turn this regulatory friction into a catalyst for progress, aligning public, political, and commercial narratives around why getting more electric trucks on Australian roads is critical to cleaner, safer freight.

Reducing fragmentation

Clarity focused on the strategic tension at the heart of the brief: Australia cannot meet its decarbonisation goals without decarbonising heavy transport, yet outdated and inconsistent regulations were slowing adoption.

Rather than leading with product features, Clarity positioned Volvo Trucks as an enabler of national climate ambition and safer roads. Over 12 months, Clarity built a sustained, evidence‑led media presence that highlighted real customers investing in electric trucks, signalling market demand and commercial readiness.

By consistently calling on government to modernise heavy vehicle rules, and framing regulatory reform as essential infrastructure for a cleaner economy, the work reduced policy fragmentation across states and created the conditions for electric trucks to move from pilot projects to mainstream freight solutions.