DTNA rebrands powertrain portfolio; Detroit Diesel becomes Detroit

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DALLAS, Texas — Daimler Trucks North America (DTNA) is dropping the Diesel from Detroit Diesel, as part of a new branding initiative designed to better reflect the diversity if its powertrain portfolio.

The new Detroit brand was showcased for the first time at a press conference at the American Trucking Associations Management Conference and Exhibition. Company executives said the Detroit brand was created to encompass all powertrain-related components and is evidence of the OE’s intentions to respond more quickly and efficiently in “developing an optimized line of vertically integrated components.”

Andreas Renschler, management member of the Daimler board, said “DTNA and Detroit Diesel have embraced Daimler Trucks’ strategy through implementation of uniform production standards and processes, and a modular strategy for engine development, engineering and manufacturing processes that draws upon Daimler’s global resources.”

The new Detroit brand will be supported by more than 800 dealers and distributors across North America, the company noted.

“The Detroit brand of powertrain components continues our commitment to innovation, which is the essence of DTNA,” said Martin Daum, president and CEO, DTNA. “Based on the existing Detroit Diesel brand long synonymous with quality, reliability, fuel efficiency, power and performance, the new Detroit brand will be the platform for all current and future DTNA optimized vertically integrated powertrain components.”

Daimler officials said the new brand will officially be rolled out next March, likely at the Mid-America Trucking Show.

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