In Transit: Five Key Questions with David Williams, Member of the Steering Committee for Rhenus Overland

David brings over 25 years of leadership experience in European logistics. With a background in finance and a career spanning KPMG to Lynx Group, he has guided Rhenus through decades of transformation in cross-border road freight. In this conversation, he shares his perspective on digitalisation, decarbonisation, and the evolving customer landscape, offering a grounded view of how leadership, people, and long-term relationships continue to shape success in a rapidly shifting transport sector.

Looking back, what's been the most transformative change in the sector and how has it shaped operations today?

Without question, Brexit has been the most transformative change I've experienced in transportation and logistics. Unfortunately, the impact has been largely negative. The increase in customs red tape, additional compliance requirements, and border delays has added both cost and complexity to cross-border operations. These issues have forced companies like ours to adapt quickly, investing in new systems, training, and personnel just to maintain the levels of service customers expect. The effect has been far-reaching, and it continues to shape the way the sector operates today.

What's the biggest sustainability challenge in your area of the sector, and how is your organisation responding through innovation, policy, or operations?

The biggest sustainability challenge in logistics right now is introducing viable green transport options, especially for heavy vehicles. The technology and infrastructure just aren't fully there yet, and the costs remain high. At Rhenus, we've invested significantly in our facility in Venlo, Netherlands, to install high-capacity truck charging stations. We're also collaborating with other logistics providers to develop a network of charging stations across the country. In parallel, we're evaluating which linehauls and routes can be feasibly switched to electric trucks. These steps won't solve the problem overnight, but they are critical foundations for a more sustainable future.

How do you balance commercial performance with the long-term imperative to become a more sustainable business, and where do you feel the biggest trade-offs or opportunities lie?

It's a difficult balance, especially in a market where profitability is under pressure. Becoming more sustainable does come with a cost, and it's not always one that customers are eager to absorb. Where we've seen the most success is by working closely with clients who are proactively looking for greener solutions. We discuss the operational and financial implications and work together to co-develop cost-effective strategies. These partnerships can set us apart from the competition, but for now, it's an ad hoc opportunity, not yet a broader market trend. Still, it points to where the opportunity lies when sustainability becomes a more mainstream priority.

Where is AI already making an impact, and what excites or concerns you most about what's coming next?

At the moment, our use of AI is still limited. We've implemented a range of software automation tools, robotic process automation (RPA), to streamline repetitive tasks. But we expect AI to play a much larger role in the near future. As we introduce next-generation transport management systems, AI will be used for dynamic route planning and load optimisation. That should significantly improve our vehicle utilisation and operational efficiency. What excites me most is the potential for AI to help us reduce emissions by matching volume flows to available sustainable infrastructure in real time.

Looking ahead to 2030, what single shift will most define the future of transportation & logistics, and why?

AI will undoubtedly be the most defining shift in our sector over the next five years. Its potential to enable smarter, greener, and more responsive networks is immense. We expect AI to drive daily decision-making, matching demand with sustainable transport capacity, adapting to volume flows in real time, and improving planning precision across the entire network. It's not just about efficiency anymore. AI will be central to making sustainability viable at scale, and that's where the industry needs to head.