# Buying a truck should feel this simple.

2026-02-11 · Joakim Jardenberg. Original in English. Titles and image descriptions added by AI.

This post accompanied a video. Its text and original still are preserved here; watch the video on LinkedIn.

Hörni. In May 2022, when they opened for orders, I signed up for a Tesla Semi. Go to the site, enter a credit card, and done. Like buying socks on Amazon, except it was a truck. It was a joy. 

Yep. Tesla has had plenty of problems getting the Semi to scale. That's not what this post is about.
This is about what happens when someone redesigns the B2B buying experience from scratch. Or rather, rethinks it. 
”But our customers don't want to buy expensive equipment like this.”
Maybe. But what if some of them do?

I recorded the whole flow. Three minutes. Still thinking about it almost four years later. 

![A video still of Joakim speaking to the camera about the experience of ordering a truck.](https://jardenberg.com/images/notes/backfill/7427322862551887872-1.jpg)

Image description · AI: A video still of Joakim speaking to the camera about the experience of ordering a truck. This is a still; the original video remains on LinkedIn.

[Original LinkedIn post](https://www.linkedin.com/feed/update/urn:li:activity:7427322862551887872/)

Source: https://jardenberg.com/notes/buying-a-truck-should-feel-this-simple

Joakim Jardenberg. Original in English. Titles and image descriptions added by AI.

Joakim Jardenberg’s own writing: CC BY 4.0. Credit Joakim Jardenberg and preserve AI + JJ / AI translation attribution. Third-party quotations, recommendations, photographs, screenshots, logos and media retain their own rights and are excluded.
Licence: https://creativecommons.org/licenses/by/4.0/