McKinsey · Industrial / automotive · Advanced · 35-45 min

Talbot Trucks: should an OEM invest in electric trucks?

Talbot Trucks: should an OEM invest in electric trucks? is an advanced McKinsey industrial / automotive case interview that runs 35-45 min. Judge whether the market, economics, and timing justify the investment. A strong answer works through 3 phases: Customer adoption by segment; Cost and margin outlook; Strategic fit and timing.

Last updated 2026-09-05

The brief

A European truck manufacturer is evaluating whether to invest in producing and selling electric trucks.

How to approach it

  1. Customer adoption by segment
  2. Cost and margin outlook
  3. Strategic fit and timing

What a strong answer does

  • Judge whether the market, economics, and timing justify the investment.
  • A strong answer should compare market demand, cost curve timing, competitive response, and strategic optionality.

Practice drills

  • Estimate total addressable demand by fleet segment.
  • Compare a phased launch with a full-scale launch.
  • State the go / no-go call and the trigger points.

Why this case

McKinsey highlights Talbot Trucks as one of its official sample interview cases.

Adapted from McKinsey sample case: Talbot Trucks (official sample).

Cases are written in each firm's style, written and reviewed by working consultants; they are not the firms' own published cases.

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