A Business Finland-funded Market Creation (MaCre) project explores pathways to shape emerging markets around heavy-duty electric vehicle charging.
The University of Turku, in collaboration with Epec Oy, Kempower Oyj, Posti Group Oyj, Scania Suomi Oy, and St1 Oy, has officially launched the MaCre project. This Business Finland co-research initiative aims to unlock new business opportunities in the evolving heavy electric vehicle (HEV) sector.
The project is part of Kempower’s HETE Veturi program, a national innovation initiative supported by Business Finland that seeks to remove barriers to electrification in heavy transport. MaCre plays a key role in this ecosystem by generating research-based insights on how the emerging HEV charging market is formed, the roles of different actors, and how companies can effectively shape and navigate this new landscape.
The companies involved in MaCre are looking to better understand the evolving heavy electric vehicle (HEV) ecosystem, including the roles and interdependencies of various actors. They aim to explore strategic positioning, identify transferable solutions across sectors, and uncover new collaboration and service models. Gaining data-driven insights into the scale of electrification, anticipating future infrastructure needs, and developing capabilities for market shaping are also central goals. Ultimately, the project supports companies in aligning their business development efforts with emerging opportunities in the HEV charging landscape in on-road and off-road contexts.
“Electrifying heavy-duty transport is one of the key levers in reducing logistics emissions, and MaCre brings together the right players not only to explore but actively shape this transformation,” said Tommi Rissanen, HETE Research Manager at Kempower and Chair of the MaCre Steering Group.
Through collaborative research and ecosystem workshops, MaCre will support strategic decision-making, inform regulatory and infrastructural planning, and contribute to academic knowledge on market shaping. The project will culminate in a public event in early 2026 as part of the HETE event series.
MaCre is co-funded by Business Finland and exemplifies the agency’s mission to enable research and innovation that drives sustainable growth and competitiveness in Finland.
