Who Is The Lyft Of Trucking?

Embark today announced a partnership with Ryder, to use Ryder terminals as part of its freight network. Ryder has also formed partnerships with Waymo and TuSimple.

That got me wondering – who owns the end customer in the trucking business?

In robotaxis, that would be Uber and Lyft, at least right now. That’s why Argo is partnering with Lyft to go to market in different cities. I have some reservations about that strategy, but at least it’s clear who bring what value to the table in that partnership.

In trucking, I actually don’t know the ecosystem well enough to pinpoint who does what. Ryder seems to be a terminal operator. But I need to read up more on who the “end customers” are, and what companies own those end customers.