Swedish transport companies say they are prepared to invest in cleaner technologies, but are being slowed down by a combination of customers unwilling to pay for sustainable services and political frameworks they consider unstable or insufficient. That is the conclusion of Hållbarhetsrapport 2025, the new sustainability report published this week by Transportföretagen, the umbrella organisation for the country’s transport sector.
According to the report, eight in ten companies consider sustainability important to their operations. Yet 64% say their customers are not prepared to pay extra for more environmentally friendly transport solutions. The public sector – which represents a large share of Sweden’s transport demand through municipal and regional procurement – shows similar behaviour. Almost half of the companies surveyed believe that municipalities and regions are unwilling to pay more for sustainable transport services.
“We see a clear contradiction,” said Jonas Hagelqvist, CEO of Transportföretagen. “Customers demand sustainability but do not want to pay for it. Companies are pushed from two sides: they are expected to invest in new technologies to meet ambitious climate targets, yet they face a market that is not willing to share the cost.”
Lack of long-term political stability
The report also highlights significant concerns about the political environment. Just 4% of companies in passenger transport and transport-related services (fuel stations, car service, sales, taxi, and driving schools) believe that current political conditions provide sufficient support for the transition.
Instead, companies cite regulatory uncertainty, long administrative processes, and rapid policy changes as key barriers. Shifts in Sweden’s fuel blending mandate — lowered in 2023 and now gradually increasing again — are mentioned as an example of how changing rules can undermine investment planning.
“The biggest issue is the lack of long-term political direction,” said Tina Thorsell, head of public affairs at Transportföretagen. “Investment decisions in this sector span many years. Companies encounter sudden policy reversals, unclear incentives, and lengthy permit processes that create uncertainty at every stage.”
What the numbers say
Transportföretagen’s Hållbarhetsrapport 2025 is based on its annual sustainability survey among member companies across the Swedish transport sector. Key findings include:
- 81% say sustainability is important for the business.
- 64% say customers are not willing to pay more for sustainable alternatives.
- 45% say the public sector does not want to pay extra for sustainable transport.
- 40% of companies in passenger transport say they never see procurement signals that sustainability outweighs price.
- Only 4% of companies in passenger transport and transport services believe politics provides sufficient conditions for transition.
- 73% say regulatory complexity makes the transition harder.
- 83% of passenger transport operators believe too much of the climate responsibility is being placed on the sector alone.
Industry fears that investment will stall
Transportföretagen warns that without clearer and more stable political direction, companies may delay or cancel investments in new vehicles, infrastructure, and technologies such as electromobility and biofuels.
Companies “want to go ahead”, Hagelqvist said, but not at the expense of economic viability. The organisation argues that if Sweden is to meet its climate goals, both customers and politicians need to share responsibility for financing and enabling the transition.
