Daimler is launching a new line that will also boast of its Detroit heritage.
Apparently Chrysler isn’t the only company thinking the tagline, “Made in Detroit,” has a certain cachet these days. Its old partner, Daimler AG, also is creating its own Motown brand.
Daimler Trucks North America has rolled out its new Detroit marque, which is based on the existing Detroit Diesel brand.
“Detroit Diesel has long been synonymous with performance, quality, reliability and fuel efficiency. We will be building on this heritage with the Detroit brand,” said Andreas Renschler, the Daimler AG Board of Management member responsible for Daimler Trucks and Daimler Buses.
“We will combine all the components of truck powertrains in the new Detroit brand. By offering a broad range of its own perfectly coordinated powertrain components, DTNA will be able to fulfill its customers’ requirements even more effectively in the future,” Renschler said.
The Detroit brand will encompass all powertrain-related truck components, including three diesel engines that comply with the current EPA 2010 emissions standards in the U.S.
These engines cover a broad performance spectrum, ranging from 350 to 600 horsepower.
Renschler added since the engines are equipped with Daimler BlueTec technology, they are also among the world’s most fuel-efficient, long-lived and low-emission truck engines.
The Detroit brand powertrain components will be available across the entire Daimler Truck North America product range, including Freightliner Trucks, Western Star trucks, Freightliner Custom Chassis, and the buses produced by the leading U.S. school bus producer, Thomas Built Buses.
Other truck producers, such as Pierce and Van Hool, will also be relying on the powertrain technology of Detroit brand products. In the course of the coming year, Daimler Trucks North America will present a whole series of new products from the Detroit product family, Renschler said.
With the new Detroit brand, Daimler Trucks has reached a further milestone in its global excellence strategy. By combining truck powertrain components in this brand, it will be able to offer its customers an even more competitive range of products and thus enhance its share in the growth of the U.S. truck industry, he added.