DTNA Optimistic on 2014 After Strong January

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Transport Topics / February 19, 2014

Daimler Trucks North America, which achieved nearly a 40% market share in 2013, expressed optimism about the coming year following a strong January.

David Hames, general manager of marketing and strategy, said orders during the first month of 2014 totaled 13,343 — the highest since 2006.

“The U.S. economy is set to accelerate, and we’re optimistic,” Hames said.

He and other executives met with reporters here Feb. 18 during a presentation to spotlight the Freightliner brand.

Portland, Ore.-based DTNA garnered 38.2% of heavy-duty market share last year, the company said.

Hames cited the popularity of the Freightliner Cascadia Evolution model, which is providing greater fuel efficiency, and said the company’s Detroit DD15 engine is in high demand.

“Our testing shows 5% to 7% fuel economy improvement,” Hames said of the Cascadia.

The vehicle has been in production for 11 months. During its test phase, the company learned from drivers that refueling had changed because they were able to drive longer distances.

“They were getting that much more fuel economy out of it,” Hames told Transport Topics. “That’s how orders rose for January.”

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Daimler optimistic after strong January truck orders

Fleet Owner / February 18, 2014

One month does not make a trend, but exceptionally strong new truck orders in January are "very encouraging," according to David Hames, GM of marketing and strategy for Daimler Trucks North America. Preliminary Class 6 through 8 order numbers for the first month were the highest recorded since 2006, not just for DTNA, but across the board, he said at a press briefing.

"Some of the things that need to happen [in the economy] are starting to line up for the first time and we're very optimistic, though we know how fragile the recovery has been," Hames said.

A return to huge sales peaks like those seen in 2006 aren't likely as fleets are exhibiting prudent discipline with capacity expansion, according to Hames. "We're seeing more purchases based on business requirements. not the speculative truck purchases of past."

While the sales recovery is welcome, "if this [January order] trend continues, it could present capacity issues [for suppliers] going forward," Hames said.

Asked about the source of the orders, Hames characterized them as "broad based and strong."

The January orders were not coming from DTNA's top 25 accounts, but rather were dealer based, representing a return to the market for smaller fleets, according to Mark Lampert, Sr. VP of marketing and sales.

"The mega fleets already have the newest equipment out on the road," Lampert said. "Smaller fleets and vocational operations have been out of the market for a while. But those who made it through the downturn are now coming back to the market."