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Freightliner marketshare continues to grow

Successful Dealer Staff February 18, 2014

CABO SAN LUCAS, Mexico – Mark Lampert, retiring Daimler Trucks North America senior vice president, sales and marketing, said Tuesday historical trends that have led Freightliner to its current marketshare position date back to the 1980s.

Company executives spent much of the day Tuesday assessing marketshare data from late 2013 as well as initial 2014 results to paint a picture of the company’s health and standing as the new year gets underway.

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Freightliner’s overall marketshare jumped 4.2 percent last year and the final tally for Class 6 through 8 units sold last year was 339,000 trucks.

Lampert says DTNA sold 37.9 percent of those trucks.

David Hames, general manager, marketing and strategy for DTNA, noted that he would like to see that marketshare number hit a 40 percent threshold in 2014. But optimism aside, Hames says DTNA is “very comfortable” as it moves into the new year.

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This confidence is bolstered, Hames noted, by extremely strong orders in January of this year.

“In that month, DTNA took the highest number of truck orders in than we have since 2006,” he says. “So we are off to a very strong start in the new year.”

Hames noted that DTNA finished 2013 with 31 percent vocational marketshare, a market Freightliner defines as “what we refer to as the ’6 Super Segments,’” Hames explains. “They include specialized haul, utility, food and beverage, government, refuse and construction. And all indications are that our penetration in those segments is growing.”

Hames also talked at length on DTNA’s view that “vehicle integration” is that key to its future growth, as opposed to “vertical integration.”

“To my mind, ‘vertical integration’ suggests a focus on what’s good for the manufacturer,” he said. “And ‘vehicle integration’ focuses on what is in the customer’s best interest. And that is the philosophy that will drive our new product development moving forward.”

Hames says this approach is bearing fruit as well, noting that Detroit’s DD15 Diesel engine finished 2013 installed in 51 percent of all new Cascadia’s. Moreover, 69 percent of all new Cascadia’s sold this year have been spec’d with the DD15.”

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