Project
JETSI
Leading Communications for One of North America’s Largest Battery-Electric Truck Deployments
Sector: Fleet Electrification | Port Drayage | Regional Haul
Location: Southern California (I-710 Corridor, Ports of LA/Long Beach)
Partners: NFI, Schneider, Volvo Trucks, Daimler Truck, CARB, CEC, South Coast AQMD + 15 more
Duration: 2021 – Present
Opportunity
The Joint Electric Truck Scaling Initiative (JETSI) brought together 20+ public and private partners to deploy 100 Class 8 battery-electric trucks—50 at NFI and 50 at Schneider—along Southern California’s busiest freight corridors. Operating across the I-710 Corridor and the Ports of LA/Long Beach, JETSI was designed to prove that zero-emission drayage could work at commercial scale.
Funded by $65+ million from CARB, CEC, South Coast AQMD, and industry partners, the project required consistent alignment across fleets, OEMs, state agencies, and funders, with every milestone dependent on coordinated messaging and approvals. TRC managed all project communications from the 2021 launch at ACT Expo through the 11-million-mile milestone in 2025—coordinating joint announcements, placing stories in national media, and documenting lessons learned for fleets considering electrification.
Approach
Coordinate Announcements Across 20+ Partners
TRC served as the central communications hub for the initiative, aligning messaging across fleets, OEMs, public agencies, utilities, and funders. Every milestone required careful coordination to ensure accuracy, regulatory compliance, and partner alignment.
Our team drafted joint announcements, facilitated partner review and approvals, and coordinated milestone events including the Schneider deployment celebration (June 2023), the NFI depot ribbon cutting with CARB Chair Liane Randolph (February 2024), and the California Air Quality Award ceremony (June 2024).
Place Fleet Executives in National and Trade Media
TRC led media strategy and execution for the JETSI initiative, organizing press events, coordinating interviews, and securing proactive coverage across national, regional, and trade publications including The New York Times, LA Daily News, Fleet Owner, and Transport Topics. We planned and hosted media events tied to major project milestones—including deployment celebrations, depot openings, and award ceremonies—giving journalists direct access to fleet executives, project partners, and operational facilities.
Develop and Maintain jetsiproject.com as the Project’s Central Resource
TRC designed, built, and maintains jetsiproject.com—the central hub for project updates, educational content, and replicable resources. The site hosts the California Battery-Electric Truck Fleet Tool Kit, route maps showing operations in disadvantaged communities, video case studies, downloadable fact sheets, and a glossary of terms for fleets new to electrification.
Connect 100+ Students to Clean Transportation Careers
TRC coordinated JETSI’s workforce development initiative, connecting students from Rio Hondo College and San Bernardino Valley College with leading employers across the electric freight ecosystem. Through guided tours at ACT Expo, students met with Daimler Truck, Volvo Trucks, Electrify America, and ChargerHelp!, gaining firsthand exposure to careers in EV maintenance and charging infrastructure.
In 2025, 35 students participated in the program. To date, more than 100 students have engaged through JETSI workforce activities, with four students hired by project partners.
Results
Through the course of the project, NFI Industries and Schneider collectively logged more than 11 million zero-emission miles driven on Southern California freight transport routes. JETSI won the a California Air Quality Award from the Coalition for Clean Air—recognition of both the project’s environmental impact and the communications work that made it visible.
11M+
zero-emission miles driven
160+
earned media placements
100+
students connected to careers in advanced transportation
300M+
total audience reach through earned media coverage
How ACT News Helped Deliver Results
ACT News amplified project visibility through editorial coverage, Talks Tech video interviews, and educational webinars featuring fleet operators, OEMs, and infrastructure partners. These platforms helped translate deployment milestones and operational lessons into actionable insights for fleets evaluating electrification, extending the project’s impact across the industry.
Educational Webinars
News Coverage
Video Interviews
Contact
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