This is another reason why the Tesla semi is so exciting. It will be the first Tesla vehicle aimed squarely at corporate customers. Spacex gets pretty much everyone's business, because when rocket A launches at $80million and rocket B launches at $8million, you have to be insane, corrupt, or the worlds biggest virtue signaling organisation to give money to rocket A. With a personal car purchase, people already select a vehicle partly based on styling and superficial differences, so being influenced by an angry FUD stream to choose another EV is way easier.
When the semi hits mass production, there will definitely be a bunch of companies loudly proclaiming their orders and taking pride in them, and then a huge bunch of companies who buy them anyway, but don't want to jump into the culture wars over it.
And obviously a LOT of trucking is done by pretty no-brand haulage companies that nobody has heard of.
By the time the semi factory is complete, I think the first few thousand will already be pre sold to pespi, walmart etc, based on their experience with the hand built ones. The minute a 3rd party haulage firm orders some, it will snowball, because its a cut-throat low-margin business and anybody with ICE trucks will be screwed.