Freightliner takes parent’s name
PORTLAND, Ore. — What’s in a name? A lot, according to Freightliner LLC. The largest North American truckmaker announced its corporate name will now be Daimler Trucks North America LLC.
The company, which is owned by German auto and truck giant DaimlerChrysler, says this corporate identity will reflect the its “role as steward of several highly regarded brands in a number of different industry sectors, and its role as the North American presence of the world’s largest commercial vehicle producer.”
company’s ‘global DNA’ says Patterson
Freightliner LLC has been a part of Daimler AG or one of its predecessor companies since 1981.
At the same time, the name of the former DaimlerChrysler Truck Group was changed to Daimler Trucks.
The soon-to-be Daimler Trucks North America, manufactures nameplates such as Detroit Diesel, Freightliner Trucks, Freightliner Custom Chassis, Sterling Trucks, Thomas Built Buses, and Western Star Trucks.
“Our business has changed dramatically in the past decade, and our name should reflect that reality,” stated Chris Patterson, president and CEO. “The time is right to implement a name change that reflects both our global DNA and our broad responsibilities within the NAFTA region.”
Company officials stress that existing operations, structure and brand strategies will not be affected. The name change will not impact dealer operations or supplier relationships. “We are confident and comfortable that our employees, dealers, customers, and suppliers will see this as a non-issue in their day-to-day operations,” stated Patterson.
Have your say
This is a moderated forum. Comments will no longer be published unless they are accompanied by a first and last name and a verifiable email address. (Today's Trucking will not publish or share the email address.) Profane language and content deemed to be libelous, racist, or threatening in nature will not be published under any circumstances.