DALLAS — The venerable Detroit Diesel brand is no more — though the DD engine line will live on as the leading power plant option for Freightliner and Western Star trucks.
Looking to minimize the R&D complexity behind modern commercial vehicles — and to maximize performance —Daimler Trucks North America will be offering its own proprietary powertrain line. And because those systems are much more than just the engine, the truck maker unveiled its new “Detroit” brand at the American Trucking Associations Management Conference and Exposition here.
The announcement of the new brand is evidence of “expedited fruition” of Daimler Trucks’ Global Excellence Strategy that includes an overall optimization of global powertrains, executives told a gathering of trucking industry media.
“By launching the Detroit brand, DTNA is reinforcing its intentions to respond more quickly and efficiently in developing an optimized line of vertically integrated components,” said Andreas Renschler, Daimler board of management member responsible for Daimler Trucks and Daimler Buses. “DTNA and Detroit Diesel have embraced Daimler Trucks’ strategy through implementation of uniform production standards and processes, and a modular strategy for engine development, engineering and manufacturing processes that draws upon Daimler’s global resources.”
An example of Daimler’s powertrain optimization strategy is the Detroit DD engine line-up that utilizes Daimler Trucks’ global processes for powertrain engineering and development. The portfolio includes the Detroit DD13, DD15 and DD16 engines all equipped with BlueTec emissions technology, Daimler’s global SCR technology.
Building on the 70 year heritage of Detroit Diesel, the Detroit brand is well positioned with a solid product warranty with industry-leading extended warranty options, and more than 800 dealer and distributors at locations across North America, the company said.
“The Detroit brand of powertrain components continues our commitment to innovation, which is the essence of DTNA,” said Martin Daum, president and CEO, Daimler Trucks North America. “Based on the existing Detroit Diesel brand long synonymous with quality, reliability, fuel efficiency, power and performance, the new Detroit brand will be the platform for all current and future DTNA optimized vertically integrated powertrain components.”
The Detroit family of powertrain components will be available across the DTNA product family, including Freightliner Trucks, Western Star, Thomas Built Buses, and Freightliner Custom Chassis platforms; as well as other OEM’s including Pierce Manufacturing and Van Hool.
Announcements pertaining to the upcoming line of Detroit-branded products will be forthcoming over the next year, including a major roll-out at the Mid-America Trucking Show in March, DTNA executives said.
Kevin Jones of The Trucker staff can be reached for comment at firstname.lastname@example.org.
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