Electric Road Systems (ERS) is a technology area that has the potential to significantly reduce the fossil fuel dependency in the transport sector. The success of ERS depends on acceptance from potential users and it is thus crucial to study the user perspective prior to a large-scale implementation. There seems to be a general positive opinion regarding electric roads among hauliers and forwarders, but it will be crucial that large goods owners and transport buyers order transports utilizing electric roads. Innovative technology and business models could provide opportunities for actors in the transport sector and influence their ability for competition.