Truck News


DT12, Detroit Assurance helping DTNA defend market share

LAS VEGAS, Nev. — This has been an incredible year for truck sales in the North American market and Daimler Trucks North America (DTNA) says it has been able to defend its strong market share.

Year-to-date through June, DTNA sold 90,000 units, well up from 76,000 over the same time period in 2014.
In Canada, its Classes 6-8 market share climbed 2.7% to 34.4% year-to-date, according to Richard Howard, senior vice-president of sales and marketing, who provided a market update during a press event here today. Its market share in North America is up 1.6% to 38.6% compared to last year.

Howard said he expects the market to maintain its strength in 2016.

“Directionally, we see it sideways, with no significant change,” he said.

That’s good news for truck makers, who are on pace to sell about 435,000 units in North America this year. Howard said economic fundamentals remain good for fleets.

Daimler is especially proud – maybe even surprised – by the pace at which fleets have embraced its DT12 automated transmission. The company will sell about 39,000 units this year, for a penetration rate within the Freightliner Cascadia of 42%.

“We could’ve sold more, we just didn’t have enough components available at the beginning of the year,” Howard said.

He said DTNA should sell about 60,000 units in 2016.

Detroit Assurance, a suite of active safety systems, has also been well received and has been ordered in about 20% of Cascadias so far this year. Howard said that should increase to about 30% next year.

James Menzies

James Menzies

James Menzies is editor of Truck News magazine. He has been covering the Canadian trucking industry for more than 15 years and holds a CDL. Reach him at or follow him on Twitter at @JamesMenzies.
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