If manufacturers intend to sustainably profit from the forthcoming upswing, they must put together intelligent, understandable packages of solutions that are precisely tailored to meet the needs of individual customer groups and that also address regional requirements. For German customers, for instance, service-related issues are much more important than for other customers in Western and Eastern Europe. Overall, OEMs must significantly improve the solutions they offer. This is the only way that they can create a competitive edge and form long-term relationships with customers. These are some of the findings of the study “European Truck Customer 2010” in which Oliver Wyman, Europe Net and Pleon explored customer needs and satisfaction across Europe.