You might have heard of UPS? FedEx? Amazon? Maybe you've had a contractor work on your home or business?
All of these businesses operate on less than 180 miles round trips per day typically inside the US. In Europe distances tend to be even shorter.
Semis are by nature long haul. It's rare to see semis pulling 40 foot trailers through urban areas even in the US. Semis are usually limited to long haul or short haul freight from industrial or agricultural areas. The Volvo trucks are designed to operate locally and it's a huge market.
> For a buyer of semis, the cost of running one is arguably the most important factor.
There is definitely a market for semis—particularly in the US—but it's a vastly different market than what this targets.