Freightliner will change name...

A press release from Freightliner and Daimler:

Freightliner LLC Announces Company Name Change



PORTLAND, Ore., Oct. 5 /PRNewswire/ -- Freightliner LLC today
announced
the upcoming change of its corporate name to Daimler Trucks North
America
LLC. Effective January 7, 2008, this corporate identity will reflect
the
company's role as steward of several highly regarded brands in a
number of
different industry sectors, and its role as the North American
presence of
the world's largest commercial vehicle producer.
In parallel, the shareholders of the former DaimlerChrysler AG
approved
a corporate name change to Daimler AG at a special meeting on October
4.
Freightliner LLC has been a part of Daimler AG or one of its
predecessor
companies since 1981.
A new Daimler logo was unveiled yesterday in Stuttgart and in
Daimler
business units worldwide, underscoring the company transformation
which
commenced with the divestiture of the former Chrysler Group (now
Chrysler
LLC) on August 3. At the same time, the name of the former
DaimlerChrysler
Truck Group was changed to Daimler Trucks.
Freightliner LLC, soon to be Daimler Trucks North America,
manufactures, distributes, and services products under the nameplates
Detroit Diesel, Freightliner Trucks, Freightliner Custom Chassis,
Mercedes-Benz engines and transmissions, Sterling Trucks, Thomas Built
Buses, and Western Star Trucks, and is a leader in each of the
markets in
which it competes.
In historical terms, the brands represented by Freightliner LLC
have
played an integral part in North American and global trucking for many
years (brand inception dates noted):
Mercedes-Benz (1926)
Thomas Built Buses (1936)
Detroit Diesel (1938)
Freightliner (1942)
Western Star (1967)
Sterling (1998)
Elsewhere in the world, the company is affiliated with Mercedes-
Benz
Trucks, and Mitsubishi Fuso Trucks and Buses, each, in turn, leaders
in
their competitive arenas and part of the global Daimler Trucks
division.
"Our business has changed dramatically in the past decade, and
our name
should reflect that reality," stated Chris Patterson, president and
chief
executive officer. "The transition occurring in our parent company
presented us with the opportunity to stop and examine our own
organization
and position in the industry. The time is right to implement a name
change
that reflects both our global DNA and our broad responsibilities
within the
NAFTA region."
Company officials stress that existing operations, structure and
brand
strategies will not be affected. They also affirm that the name
change will
not impact dealer operations or supplier relationships. "We are
confident
and comfortable that our employees, dealers, customers, and suppliers
will
see this as a non-issue in their day-to-day operations," stated
Patterson.
"Our strength has always resided in the products we produce under our
various nameplates and the services we provide," he added. "That won't
change at all."
Freightliner LLC is headquartered in Portland, Oregon and is the
leading heavy-duty truck manufacturer in North America. Freightliner
LLC
produces and markets Class 3-8 trucks and is a part of Daimler
Trucks, the
world's leading commercial vehicle manufacturer.

I saw that announcement earlier today but didn't have time to look up the source, thanks for posting it.  At least there's something still not made in China

The sign budget for the service and sales centers must be pretty big what with all the name changes in past few years.

I wish corporations spent as much money on quality improvements as they do on juggling their names to enhance their corporate ego.

Daimler Benz will likely have some of their own people in senior management roles. Having worked at a company that they acquired, I know they're very good business folks with a no-nonsense attitude. They really do a great job of product and process quality, which hopefully trickles down to their acquisitions. However, some of their acquisitions haven't done so well.

Name changes for the sake of name changes seem like unnecessary expenditure that could be used for other things. But, in the auto & related industries, marketing plays a huge role. This one is definitely an attempt to boost the image. However, Daimler Benz has deep pockets, which makes some of their large $$$ spending seem like chump change in the big scheme of things.

Not an expert in these things, just mho.

Ned said:

I saw that announcement earlier today but didn't have time to look up the source, thanks for posting it.  At least there's something still not made in China

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Ned

Maybe not in China but many Freightliner RV chassis parts, including the frame rails, are made in Mexico, just like so many US cars today.

Gee Ned looks like the Freightliner folks will become Mercedes owners without even doing anything. ;D ;D ;D

Mercedes Benz also builds &/or sources parts in/from the far east 

So Shakeyliner is changing its name.  I hope they improve the breed in the process.
Phil 

I haven't seen a chassis I would prefer to my Freightliner.  It's given excellent service and I have no problem getting it serviced anywhere.  And Freightliner had motorhome specific service centers (Oasis) long before anyone else.

FL has been part of Daimler/Chrysler for some time, so this is nothing new.  Just the marketing people doing there usual stuff.

Ned said:

I haven't seen a chassis I would prefer to my Freightliner.  It's given excellent service and I have no problem getting it serviced anywhere.  And Freightliner had motorhome specific service centers (Oasis) long before anyone else.

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Same as we feel about our Spartan Chassis.

Darn:

Now my Japanese Honda is being towed by a German Daimler. : :

LOL Jeff, and they're both sourcing parts from China  ;D

Tom said:

LOL Jeff, and they're both sourcing parts from China  ;D

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And probably Mexico.

There will likely be a recall on both the coach and the toad for too much lead 

Note that it is Freightliner LLC that is changing its name to Daimler Trucks NA - not necessarily the RV chassis subsidiary now known as Freightliner Custom Chassis Corp. I don't know if the Freightliner truck brand name will go away either - it seems unlikely since there is a lot of brand recognition tied up with it. Ditto for brand names like Thomas (school buses) and Detroit Diesel (engines). I suspect we will see the familiar brand names on many products, well into the future.

Freightliner dealers, on the other hand, may need to broaden their names to reflect the fact that they are becoming service centers for additional brand names, e.g. the Mercedes diesel engines. Time will tell...