This study aims to analyze the strategic barriers and opportunities for the adoption of electric trucks in the Brazilian logistics sector. The research follows a qualitative and exploratory approach, based on literature review, international benchmarking, and interviews with industry professionals. By applying classical models of Strategic Management the study identifies key economic, technical, and institutional obstacles to fleet electrification. The findings indicate that, despite widespread recognition of its benefits, the viability of adoption depends on structured public policies, financial incentives, and the development of charging infrastructure. The study concludes that logistics electrification is an irreversible trend, but its consolidation in Brazil demands coordination between the state, private sector, and industry.