To achieve emission reduction targets and to improve local air quality of cities, the uptake of Electric Freight Vehicles (EFV) is essential. Knowledge concerning why companies do adopt EFV is lacking. Research about the diffusion of innovations and the market of EFV shows that frontrunner companies with an innovative or early adopting mindset are adopting (or willing to adopt) EFV. Increase in demand of EFV by such companies can help take a step forward towards mass production of EFV and eventually reduction in purchase cost of
EFV. The main objective of this paper is to get insights into the decision-making attributes of frontrunner companies. A qualitative approach was used and 14 interviews were conducted among frontrunner companies delivering goods in the city of Amsterdam. Results show that innovators and early adopters are all motivated by socially or environmentally positive effects of EFV. Strategic motives played a role for all companies who already adopted EFV. All companies wanted to adopt EFV but technical limitations, due specialrequirements for the goods transported, are a reason to not adopt EFV. Getting insights into the preferences of frontrunner companies, the (local) authorities can adjust their policy, schemes and sustainability campaigns to attract more companies adopting EFV. Manufacturing companies can use the insights from this research to adapt their vehicle technology to answer needs of the potential customer for faster adoption rate.