Research Memo

European cab-over acceptance in the US market — Nikola Motors

Source: live page text at /research-memo/ (was password-protected, unlocked by user). Work for Nikola Motors.

Research Overview

Initiated by Nikola Motors in late 2021. Examined driver perspectives on European cab-over truck designs for American markets. "16 days, 37 drivers, 2 trucks" — explored accessibility, usability, comfort, and applications in over-the-road and local delivery scenarios.

[Images: "MAg Layout" and "MAg Layout 1" — decorative layout graphics]

Methodology

Two surveys: the Nikola Motor Driver Survey (Phoenix-area driver demographics) and the Cab-over Satisfaction Survey (feedback on vehicle features through moderated tasks using satisfaction scores).

[Images: "Clinic" / "Clinic2" — photographs of research participants interacting with vehicle features during testing, multi-angle camera documentation]

Data Collection & Analysis

Mixed-methods approach. Real-time feedback diverged from survey results regarding sleeper bunk comfort — surveys showed positive satisfaction, but qualitative responses revealed less enthusiasm.

[Image: "Likertquant" — 7-point Likert scale used to measure satisfaction levels]

The survey used display logic in Qualtrics. Negative responses triggered prompts requesting explanation; extreme satisfaction ratings prompted elaboration — a "qual-quant understanding" combining quantitative and qualitative insights.

Ingress/Egress Analysis

"Offset footing" refers to weight-supporting features positioned away from elevated hand supports, forcing operators to compensate with weaker arm muscles. Three of five participants reported knee pain from this design flaw.

[Image: "Offset footing" — photograph/diagram of the problematic foot placement mechanism]

[Image: Likert scale results graph for ingress/egress satisfaction]

Key Findings — Ingress: Participants spent 20–35 minutes exploring vehicles hands-on. Majority found ingress unsatisfactory due to offset footing, hand support placement, step size, grip quality, step alignment, steering wheel positioning, and interrupted three-point contact.

[Image: ingress satisfaction data graph]

Key Findings — Egress: Vehicle egress presented athletic challenges; many drivers jumped rather than stepped, increasing injury risk. Egress design identified as a significant improvement opportunity.

[Image: egress satisfaction metrics chart]

Critical Insight

Despite mixed reactions, most drivers expressed willingness to spend overnight in the vehicle. Industry experts previously assumed available bed space would be insufficient — this finding was unexpected and promising for developing new product lines.

[Image: summary graph illustrating the overnight-stay finding]

Conclusion