Trucks for the World: Daimler Trucks at the 2008 International Commercial Vehicle Fair

  • A leading role in all major truck markets
  • Six trucks from the major trucking regions of the world
  • Limitless: Daimler Trucks with six strong brands
  • Consolidated strength of a worldwide development network
Innovative leadership in the fields of safety, cost-effectiveness and environmental protection – an ambitious claim by Daimler Trucks. It is backed up by the out­standing position of Mercedes-Benz in Europe and South America, Mitsubishi Fuso in Asia and Freightliner, Sterling, Western Star and Thomas Built Buses in North America/NAFTA. Taken together, leading positions in all the major truck markets make Daimler Trucks the undisputed number one among truck manufacturers worldwide. More than 350 000 registered trucks with gross vehicle weights exceeding 6 t equate to a world market share of 15 percent. These figures speak for themselves, and impressively demonstrate the market leadership of Daimler Trucks. "Trucks for the World" celebrates the international presence of Daimler Trucks – as reflected in its presentation at the 2008 International Commercial Fair (IAA).
Six trucks from the major trucking regions of the world
Six trucks from Mercedes-Benz, Freightliner and Fuso positioned at the two entrances to Hall 14/15 illustrate the strength of Daimler Trucks in all the great trucking regions of the world. Leadership in the heavy truck segment North America/NAFTA is represented by a Freightliner Cascadia with a spacious sleeping compart­ment and a Freightliner Coronado, whose exceptional appearance combines the classic proportions and modern lines of today's American trucks. Two semitrailer tractors from the Fuso Super Great series presented by Mitsubishi Fuso in autumn last year represent Japan’s successful truck sector. And two examples of the Mercedes-Benz Axor exemplify the leading position of Mercedes-Benz in Europe and Latin America.
Limitless: Daimler Trucks with six strong brands
The generous entry area to Hall 14/15 is also the visitor's introduction to the global brand world of Daimler Trucks, a world without frontiers. A map of the world visualises the business unit's presence on every continent, and the worldwide innovative leadership of Daimler Trucks.
With worldwide sales of 28.5 billion Euro and unit sales of around 468 000 vehicles in 2007, Daimler Trucks is easily the world's largest truck manufacturer. Daimler Trucks has production locations in Europe, North and South America, Asia and Africa. This strong production network means that each region benefits from tailor-made operating solutions and future-oriented technologies.
Mercedes-Benz represents the Trucks Europe/Latin America regions, where it is synonymous with first-class quality, safety, cost-effectiveness, reliability and sustainability. For many decades, the pioneering spirit of Mercedes-Benz as the inventor of the passenger car, truck and bus has produced trailblazing innovations ranging from alternative drive systems to the fields of active and passive safety.
Daimler Trucks North America is the largest business unit in the Trucks NAFTA region, and the clear market leader with a 32.7 percent market share in Class 8. Freightliner produces trucks from Class 5 to 8 covering a wide range of appli­cations. Using the slogan "Run smart", the company is committed to inno­vation, technology and customer-friendly actions. The Sterling brand is known for outstanding reliability, with a product range extending from the lightweight Class 3 to the heavy Class 8. Its trucks are used in all areas of the transport sector, with the emphasis on local and regional operations. The heavy trucks produced by the Western Star brand are premium vehicles for long-distance, construction and special-purpose operations. They are predominantly used by owner-drivers or in small fleets. And of course the yellow school buses built on Freightliner chassis by Thomas Built Buses are a common sight on North American roads.
The Fuso brand is not only active with its products in Asia, the Middle East and Africa, but worldwide. Mitsubishi Fuso produces light, medium and heavy trucks, as well as buses. These are not only of high quality, but also precisely tailored to the cost-effectiveness requirements of the relevant applications. Fuso is not just an important corporate presence in Japan, but also the home of the Daimler Trucks’s "Global Hybrid Center".
Consolidated strength of a worldwide development network
Unity means strength: while the six brands belonging to Daimler Trucks operate on an independent, regional basis and therefore meet the specific market require­ments, they also benefit from each other as part of a worldwide network. This is because the worldwide vehicle and drive train development activities for all the truck brands are consolidated into the Truck Product Engineering development network. At the same time the different development locations concentrate on specific segments and technologies by the formation of centres of competence. More than 5 000 research and development personnel are working intensively on "Trucks of the World" at these centres in Germany, Japan, Brazil, Turkey and the USA.
Worldwide truck volumes
Medium / heavy trucks (MDT/HDT) > 6 t gvw
World market share in ‘000 units / in %
  
2007
Daimler Trucks
350
15.0 %
Volvo Global Trucks (Volvo, Renault, Mack)
176
7.5 %
Paccar Group
130
5.6 %
Dongfeng
162
6.9 %
Tata Motors
166*
7.1 %
Navistar
105
4.5 %
FAW
155
6.6 %
Toyota/Hino
62
2.7 %
MAN Nutzfahrzeuge
76
3.2 %
Isuzu Motors
60
2.6 %
Iveco
71
3.0 %
Scania
61
2.6 %
Total world market (registered units)
2.339,411
Source: Daimler Trucks * from 2007 without Daewoo
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