Daimler Trucks unveils Detroit brand, plus Detroit brand history

| Published on October 17, 2011

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.

1965 — GM Diesel became Detroit Diesel Engine Division. Then, five years later, General Motors consolidated the company with the closely allied transmission and gas turbine businesses of the Allison Division — forming the Detroit Diesel Allison Division.

1987 — The Series 60 — the four-cycle heavy-duty engine that would become the signature of Detroit Diesel — was introduced as the first production engine with integrated electronic controls as a standard feature. The Series 60 was developed to meet the demand for cleaner and more fuel-efficient, heavy-duty engines, and quickly become the most popular, heavy-duty diesel engine in the North American Class 8 truck market.

1988 — On Jan. 1, 1988, a joint venture between Penske Corp.and General Motors created Detroit Diesel, the successor to the heavy-duty diesel engine business of the Detroit Diesel Allison Division.

1993 — In October 1993, Detroit Diesel had grown in on-highway, heavy-duty market share to 33 percent from 3 percent only a few years earlier. The company also completed a successful initial public offering of common stock, becoming a publicly traded company listed on the New York Stock Exchange under the stock symbol “DDC.”

2000 — In October, DaimlerChrysler, a manufacturer of heavy-duty diesel truck engines, completed a tender offer for all outstanding shares of Detroit Diesel.

2005 — Detroit Diesel Corp. invested $350 million to refurbish and retool its plant for future business.

2007 — Detroit Diesel announces its new line-up of engines starting with the launch of the all-new DD15.

2010 — Detroit Diesel launched BlueTec emissions technology and the complete series of Detroit Diesel DD platform engines including the DD13, DD15, and DD16 engines.

2011 Daimler Trucks North America announces the Detroit brand as an umbrella for all future powertrain related components.


DALLAS – Oct. 17, 2011 – 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 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’ 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

1950’s – 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.

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

1965 – GM Diesel became Detroit Diesel Engine Division. Then, five years later, General Motors consolidated the company with the closely allied transmissionand gas turbine businesses of the Allison Division — forming the Detroit Diesel Allison Division.

1987 – The Series 60® — the four-cycle heavy-duty engine that would become the signature of Detroit Diesel — was introduced as the first production engine with integrated electronic controls as a standard feature. The Series 60 was developed to meet the demand for cleaner and more fuel-efficient heavy-duty engines, and quickly become the most popular, heavy-duty diesel engine in the North American Class 8 truck market.

1988 – On January 1, 1988, a joint venture between Penske Corp.and General Motors created Detroit Diesel, the successor to the heavy-duty diesel engine business of the Detroit Diesel Allison Division.

1993 – In October 1993, Detroit Diesel had grown in on-highway heavy-duty market share to 33% from 3% only a few years earlier. The company also completed a successful initial public offering of common stock, becoming a publicly traded company listed on the New York Stock Exchange under the stock symbol “DDC.”

2000 – In October, DaimlerChrysler, the world’s leading manufacturer of heavy-duty diesel truck engines, completed a tender offer for all outstanding shares of Detroit Diesel.

2005 – Detroit Diesel Corp.invested $350 million to refurbish and retool its plant for future business.

2007 – Detroit Diesel announces its new line-up of engines starting with the launch of the all-new DD15.

2010 – Detroit Diesel launched BlueTec® emissions technology and the complete series of Detroit Diesel DD platform engines including the DD13, DD15and DD16engines.

2011 – Daimler Trucks North America announces the Detroit brand as an umbrella for all future powertrain related components.

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