Speed in logistics is put on a pedestal as companies try to be the fastest while executing deliveries. But speed and efficiency do not always go hand-in-hand. Route optimisation shouldn’t just look at speed and sometimes choosing a bit slower route can be more beneficial. Even for the customer, the goal may not be the delivery which is as fast as possible. Generally there are many objectives that the company should try to optimize: speed, costs, number of vehicles, emissions, safety, etc. This makes the problem much more complex.