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 days.

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 configurations.

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, click here.

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, click here.

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 click here.

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 Series race.

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.