During the past few years many projects and initiatives were undertaken deploying and testing automated vehicles for public transportation and logistics. However in spite of their ambition, all of these deployments stayed on the level of elaborated experimentation deploying no more than 4 maximum 5 AVs in rather small sites (few Kms of roads) and never really reached the level of large scale “commercial” deployment of transport services. The reasons for this are many, but the most important being the lack of economically viability and commercially realistic models, the lack of scalability of the business and operating models, and the lack of inclusive citizen/user centric services required for the large end-user acceptation and adoption of the solutions. In this paper, based on the experience gained in the H2020 AVENUE project, we present the missing pieces of the puzzle, ad which will be addressed in the Horizon Europe project ULTIMO.