Freightliner continues to increase market share

Updated Feb 19, 2014
Overdrive Equipment Editor Jack Roberts test-drove this Cummins ISX12-G, natural-gas-powered Freightliner Cascadia Evolution last year. Follow this link for results.Overdrive Equipment Editor Jack Roberts test-drove this Cummins ISX12-G, natural-gas-powered Freightliner Cascadia Evolution last year. Follow this link for results. 

Freightliner’s market share grew 4.2 percent last year, said Mark Lampert, retiring senior vice president of sales and marketing.

Lampert and other Daimler Trucks North America executives discussed the company’s market data during a press conference today in Cabo San Lucas, Mexico.

Of the 339,000 Class 6 through 8 trucks sold last year, Lampert said, DTNA accounted for 37.9 percent. That share should grow, based on extremely strong orders in January, said David Hames, general manager of marketing and strategy.

“DTNA took in the highest number of truck orders that we have seen since 2006,” he noted. “So we are off to a very strong start.”

Hames noted that DTNA finished 2013 with 31 percent vocational market share, which appears to be growing. “For Freightliner, ‘vocational’ is defined by what we refer to as the six super segments,” he explained. “They include specialized haul, utility, food and beverage, government, refuse and construction.”

Hames said DTNA is focusing on “vehicle integration” as opposed to “vertical integration.” 

“’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.”

Hames noted that Detroit’s DD15 diesel engine was installed in 51 percent of Cascadias sold in 2013. In those sold this year, 69 percent have the engine.

The Business Manual for Owner-Operators
Overdrive editors and ATBS present the industry’s best manual for prospective and committed owner-operators. You’ll find exceptional depth on many issues in the 2021 edition of Partners in Business.
Download
Partners in Business Issue Cover