I’m not convinced that fuel cells are anything but a blind alley. Or, at least, a niche solution. The overall efficiency of the hydrogen system (generating electricity to electrolyse water to make hydrogen, compressing the hydrogen to a liquid, transportation, storage and use on a fuel cell) is somewhere around 30% of that of a BEV. Of course, there will be efficiencies to be found in that cycle, particularly around manufacturing hydrogen at the pump, but these are a long way off. Even then, the hydrogen generation and fuel cell processes will be very reliant on scarce precious metal. I think fuel cells will always be a niche solution.
IMHO the game changer in the haulage industry will be some kind of power-as-a-service model where ready-charged prime movers (or, maybe battery packs) are provided by a third party on demand, on route. It will take disruptive innovators to enter the market and make this happen, but I think it will. In 20 years, road haulage will look very different.