In what’s being called “a major milestone for electric freight,” L.A.-based all-electric truckload carrier Nevoya is deploying around 40 Class 8 battery electric trucks on a new Houston-Dallas commercial trucking route.

The deployment—and its associated charging infrastructure—is being supported by a pilot procurement program from the Washington, D.C.-based nonprofit Center for Green Market Activation (GMA), in collaboration with strategic partner Smart Freight Centre, which is based in Amsterdam, The Netherlands.

GMA says the effort leverages corporate demand for decarbonized on-road shipping from first-mover companies like Amazon, eBay, Etsy, Green Worldwide Shipping, and Meta.

Up to 7 million miles of travel expected annually

Nevoya’s trucks are expected to travel up to 7 million miles annually, reducing an estimated 60,000 metric tonnes of CO₂e, improving local air quality, and decreasing noise pollution, GMA said. Through multiyear offtake agreements, companies participating in the trucking route will receive verified zero-emission trucking service attribute certificates as early as this year—accelerating Nevoya’s fleet expansion and advancing decarbonization within heavy-duty transport.

GMA CEO Kim Carnahan said that with this pilot procurement, “GMA Trucking has shown how to translate market demand for zero-emission trucking services into scalable deployments.”

“Through a competitive procurement process and advance purchase commitments from leading corporations, we’ve proven a replicable model to get urgently needed zero-emission trucks on the road,” she added in a statement. “With contracts signed, we’re already planning for our next, even bigger procurement.”

Less than 1% of new heavy-duty vehicles are electric

Many shippers sending trucks down American highways have made commitments to decarbonization. Still, less than 1% of new heavy-duty vehicles in the U.S. are electric, GMA notes—and companies have struggled to find available zero-emission services on their routes.

That’s what makes this Dallas-Houston run stand out. GMA says it’s “the first large-scale application of book and claim to zero-emission trucking,” tackling current EV access barriers and enabling Nevoya to deploy new trucks “where they deliver the strongest commercial and operational value.”

The GMA program is similar to other efforts like the Sustainable Aviation Buyers Alliance and the Zero Emission Maritime Buyers Alliance. The difference? The GMA approach “decouples the environmental benefit of the zero-emission trucking service from its physical delivery,” the organization says, allowing the environmental attributes to be sold and tracked separately.

GMA Trucking members who purchase the attributes can claim the associated greenhouse gas reductions while helping grow the market for decarbonized trucking services, GMA added.

Etsy exec lauds move

Sam Brundrett, environmental lead at Etsy, Inc., called Nevoya’s Dallas-Houston deployment “an opportunity for an all-electric carrier to scale in a new location at a faster rate than otherwise possible.”

“With millions of Etsy items moving through Texas each year,” he added in a statement, “strengthening shipping reliability while cutting emissions and improving air quality for local sellers and buyers is essential.”

GMA Trucking said its book and claim system is built to promote “accuracy, transparency, and credibility” across the zero-emission trucking ecosystem. As Nevoya runs its trucks between Dallas and Houston, an independent, accredited auditor will be verifying the environmental attributes generated along the way. These verified attributes will then be recorded in a registry, GMA Trucking said, where they can be transferred to and retired by participating GMA Trucking members. 

Charging will be fully backed by renewable electricity in the form of Green-e Renewable Energy Certificates (RECs), GMA said.

Nevoya CEO sees ‘a transformative moment’

“The advanced market commitments from GMA Trucking members represent a transformative moment—they’re not just supporting this deployment; they’re catalyzing a new model for how zero-emission trucking can scale,” Nevoya CEO Sami Khan said in a statement.

“Book and claim helps unlock the capital and operational certainty to deploy electric capacity where it makes the most commercial sense, while our AI-native platform ensures we’re maximizing both utilization and emissions impact,” Khan added. “Launching the Dallas to Houston lane is proof that the next era of trucking—combining zero-emission capacity, intelligent orchestration, and relentless efficiency—is already here.”

More on GMA Trucking

Launched in 2023, the GMA Trucking buyers alliance aims to accelerate the decarbonization of heavy-duty trucking, It says it hasa grown to include nearly a dozen pioneering companies across technology, consumer goods, food and beverage, and other sectors who are ready to support action to address road freight emissions.

The Dallas-Houston Nevoya pilot is rolling out as a model for future collective procurement efforts, GMA said, helping to expand the deployment of Class 8 zero-emission vehicles into new regions “while creating economically viable pathways for companies to invest directly in heavy-duty freight decarbonization.”

GMA Trucking said it’s currently developing a second procurement, in partnership with the Amsterdam-based Smart Freight Centre, that will combine book and claim with direct procurement of physical low-carbon trucking services “for even greater scale and impact.”

“Combining book and claim with direct procurement connects corporate climate commitments to real-world action, real trucks, real infrastructure, and real emissions reductions,” said Christoph Wolff, CEO of Smart Freight Centre. “This approach creates a scalable, credible pathway for decarbonizing freight.”

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