Daimler Sets Sights on Growth in the Heavy-Duty Commercial Sector

CLEVELAND, N.C. — As reported by Transport Topics, Daimler Truck North America is setting its sights on enhancing its footprint in the heavy vocational truck market while acknowledging the stiff competition it faces in the over-the-road sector.

“The heavy vocational segment presents a notable growth opportunity,” stated Eva Scherer, CFO of Daimler Trucks, during a recent Capital Market Day event held at their Class 8 truck manufacturing site. “Our product lineup is competitive and this segment tends to be more stable compared to on-highway markets.”

Scherer highlighted the Western Star X-series as a pivotal product line for this expansion strategy. John O’Leary, CEO of DTNA, emphasized that these trucks are designed to meet diverse customer needs effectively.

“We have tailored solutions for every task our clients face,” he remarked. “The X-series positions us well to gradually grow within a fiercely loyal customer base.”

“Our competitors are formidable,” O’Leary acknowledged. “Some buyers are quite loyal and may not even consider alternatives.”

The surge in demand over recent years has opened doors for Daimler’s entry into this market space when some rivals struggled with production capacity.

“We were lucky that record demand outpaced some competitors’ abilities to deliver,” O’Leary shared during an engaging discussion with global media representatives. “Customers quickly recognized our value proposition.” However, he also noted that increasing market share will require patience and strategic efforts.

“its all about consistent engagement—taking customers on test drives and building relationships,” he explained. “Gaining even small percentages of market share annually is challenging but essential.” He added humorously that his job isn’t about taking shortcuts; it’s about tackling tough challenges head-on.

Scherer pointed out there’s still potential for growth as they currently hold only 24% of the market share.

The service aspect also presents opportunities according to scherer: “Service growth correlates strongly with service share,” she noted while observing trends particularly pronounced in North America.

This customized approach aligns well with specific client requirements within this sector and opens avenues for parts sales later down the line—an area where heavy-duty trucks frequently enough excel due to their complex specifications leading to higher revenue per unit sold.

Aiming further down the road of ownership transitions is key too; O’Leary mentioned wanting third or fourth owners engaged in parts revenue streams as part of their long-term strategy towards achieving a targeted 35% market share by 2030.

“Feedback from our customers indicates we have room for continued growth,” he said confidently while recognizing emerging threats from competitors like Mack Trucks and Volvo trucks who have recently introduced new models aimed at capturing more on-highway business—a domain where DTNA currently leads significantly across U.S. highways.

Citing data from Daimler Truck Holding AG:
“We’re excited about hosting Capital Market Day 2025 at our Cleveland plant under ‘Stronger 2030’ theme.” Find more details here: https://t.co/hayjN8wqui