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Daimler to rebrand Detroit Diesel

Jack Roberts | October 17, 2011

Daimler Trucks North America will rebrand its Detroit Diesel brand of engines to help expand the scope of the products offered by the engine manufacturer and allow it to offer alternate fuel and unconventional powertrain technologies.

DTNA acquired the Detroit Diesel brand in 2003.

Andreas Renschler, head of DTNA, at a news conference before the American Trucking Associations meeting in Grapevine, Texas, that Detroit Diesel would be known as the new Detroit brand of powertrain products, with the formal name change taking place at an industry event early next year in Louisville, Ky.

Renschler said the name change, which will apply to DTNA’s North American region, in no way implies that DTNA is shying away from diesel engine technology. However, with alternate truck fuel technologies advancing, it made sense to expand the scope of the brand now.

Renschler added that the name change would give Detroit a wider range of truck components in the future, such as axles or transmissions, as DTNA continues to develop vertically integrated powertrain systems.

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