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This paper postulates that the heavy truck industry is in a period of major technological change. It describes a five-step progression for such changes, and suggests that the industry has reached the third stage characterized by a multiplicity of new approaches. This paper also suggests that there is effective demand for a “better product”, and that the technology to support that product is capable and available. It holds that to obtain a commitment to apply that technology a compelling reason must be shown, and that a comprehensive, imaginative Truck Life Cycle Cost demonstration might provide that reason.