Daimler Trucks North America Hosts Thousands, Boosts Enthusiasm at MATS
Four booths of showcased brands impressed MATS attendees this year, including
the latest Freightliner and Western Star trucks, as well as the full lineup of
Detroit Diesel engines and an Alliance Truck Plants display. Combined with
special guest appearances, ride-and-drives and live performances by country
music stars, DTNA kept visitors entertained and in awe throughout the three
In a press event held at MATS, both Daimler Trucks North America President and
CEO Martin Daum and Head of Daimler Trucks Division, Andreas Renschler, spoke
about leveraging the company's global position to meet customer needs,
establishing local leadership and promoting growth.
“There will be no one-size-fits-all-products,” said Andreas Renschler at a MATS
press event. “Our philosophy is ‘as local as is necessary, as global as
possible.’ And we're confident we're striking the right balance.”
DTNA has started the current fiscal year in a strong competitive position and
expects significant growth in the U.S. truck market, particularly in the sales
of trucks in Classes 6 to 8. As a result, original 2011 growth forecasts are
being revised upward for the NAFTA region. With the upturn in the economy, DTNA
has plans to expand production and fill approximately 1,300 new positions.
Freightliner Trucks—Run Smart, Work Smart
Freightliner Trucks carried its “Run Smart, Work Smart” theme throughout the
booth by emphasizing their on-highway trucks' overall vehicle efficiency
through resale value, durability, fuel efficiency and lightweight packaging.
Three 2012 Cascadia® models featuring lightweight specs and new
aerodynamic upgrades were on display and included various sleeper and cab
Marking its new partnership with the NASCAR Foundation, Freightliner Trucks also
had a specially designed Coronado® on display in the booth. The
truck featured a custom paint job showcasing a candy-colored checkered flag and
the silhouettes of children along the side of the cab. NASCAR Day pins
supporting Victory Junction through the Foundation were also available in the
booth for a $10 donation.
For more information on the NASCAR Foundation and Freightliner Truck's
partnership with them,
Representing the vocational side of Freightliner Trucks were two new Severe Duty
(SD) truck models—the 114SD and 108SD. Emphasizing their Work Smart theme, the
SD trucks featured options specific to the unique needs of the vocational
market. Front frame extensions and SmartPlex™ electrical systems for
seamless body attachment installations; front and rear engine power-take-offs;
and body-specific chassis layouts are just some of the options designed to
allow vocational customers to "work smart" in any application.
All of the Freightliner Trucks on display also featured DTNA's Virtual
Technician™ reporting system. It was on display in all the trucks on
the show floor, as well. After over a year of active service, the real-time
vehicle reporting system is now standard in all 2010 and later truck models.
This innovative system offers error code insights through remote telematics
diagnostics and initiates a series of reporting and remedial actions.
Ultimately it can significantly reduce downtime by providing shops with
advanced knowledge of which parts and services are needed.
For more information on Virtual Technician,
Celebrities in the booth included NASCAR Hall of Fame driver Richard Petty and
the Slice of Life drivers who were all available for autographs. The Slice of
Life drivers' trucks were also on display in the Pride-n-Polish area of MATS.
Western Star—Department of Serious Trucks
Visitors were amazed as they entered the Western Star Trucks booth this year at
MATS. Graphics depicting Western Star trucks in real and rugged work/life
settings were based on original art created by Portland artist, Jeff Foster,
for the 2011 Western Star Trucks dealer calendar. Trucks on display included a
full lineup of all-new trucks, including a 4800 TS Dump truck, 4900 EX and SF
with different sleeper configurations, 4700 SB Plow/Dump truck and a custom
built 4900 EX Low Max with western-inspired interior and exterior details. A
cab cutaway gave visitors a firsthand look at some of the new premium interior
options available on Western Star Trucks while a stainless steel accessories
exhibit showcased all the “bling” options available.
Special guest appearances in the Western Star Trucks booth included the
Pelletier Brothers, stars of the Discovery Channel show, “American Loggers,” as
well as members of the country music group, Lonestar. Various other country
music groups performed throughout the three days. DTNA booth workers gave away
thousands of posters, hats and bags.
For more information on the new Western Star trucks
Detroit Diesel—Demand It All
Positioned between the Freightliner and Western Star Trucks booth this year, the
Detroit Diesel booth included an impressive showing of its family of EPA2010
Blue Tec-equipped engines including the DD13, DD15 and DD16. Carrying out the
“Demand It All” theme, the Detroit Diesel engines were exhibited as the
solution for every customer demanding power, performance and efficiency for
every application. From the lightweight and versatile DD13 to the
fleet-powering and fuel efficient DD15, to the heavy-load hauling DD16, Detroit
Diesel offers the most comprehensive line of heavy duty engines available in
the market today. Detroit Diesel sold more than 25,000 engines featuring the
BlueTec® Emissions Technology in 2010 alone.
Attendees could walk through the “Demand It All” traveling tour trailer
prominently displayed outside the MATS exhibit hall on the concourse patio
area. While there, they could see product overviews, SCR emissions information
and interactive product presentations.
Alliance Truck Parts—Better Parts. Good Prices.
The Alliance Truck Parts booth focused on reinforcing the brand positioning in
the minds of the customer as a heavy-duty all-makes truck parts supplier.
To promote its new brand position, Alliance Truck Parts has partnered with
Penske Racing to sponsor the No. 12 Dodge Challenger in the 2011 NASCAR
Nationwide Series for eight selected races. NASCAR driver Sam Hornish Jr. and
his crew chief, Chad Walter, signed autographs in the Alliance Truck Parts
booth as part of this sponsorship. Visitors had their photo taken next to
Hornish's No. 12 Dodge Challenger show car on display at MATS. The car is
touring the country as part of the Alliance Truck Parts Pit Stop Tour Trailer.
(Alliance Truck Parts dealers can borrow the tour trailer to use in their
customer open house events.) In addition, visitors entered to win the Victory
Lane Sweepstakes, which includes a VIP experience trip for two to a Nationwide
Displays in the Alliance Truck Parts booth included a build-a-bumper web-based
tool as well as TruckerNet—an online breakdown service tool available as a
mobile app. As in past years, giving away over 400 $25 Alliance Truck Parts
gift cards created excitement and traffic in the booth. The gift cards are good
toward Alliance Truck Parts at participating dealers.
Excitement at Every Turn
Roving reporters kept the excitement high in the four DTNA booths, reporting on
various features and attractions. Broadcast live from the MATS floor, the
reports and interviews enticed visitors to each of the booths. As always,
visitors took ride-and-drives in some of the newest Freightliner and Western
Star Truck models. Record attendance numbers, along with the enthusiasm of both
exhibitors and attendees indicates a rebounding industry.