Daimler Trucks North America (DTNA) unveiled its new Detroit brand at the American Trucking Associations Management Conference and Exposition in Dallas. Developed to encompass all powertrain-related components, 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.

“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 draw upon Daimler’s global resources.”

An example of Daimler’s powertrain optimization strategy is the Detroit DD engine line-up that utilizes Daimler Trucks’ best-in-class 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. Detroit DD engines have proven to be among the most fuel efficient, highest quality, lowest total cost of ownership, and cleanest emissions engines in the industry.

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 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 industry-leading 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 family of Detroit-branded products will be forthcoming over the next year with a wide variety of optimized powertrain products.

Detroit Brand History

1950s — GM Diesel began developing heavy-duty engines, and in 1957 introduced the Series 53 and Series 71 engines for both on-highway and off-road use.

1960s — GM Diesel also began to focus on developing a worldwide distribution network of independent, authorized distributors and dealers to provide parts and service.