Wants to expand into South Africa

Vision 15 000 is the new international market growth strategy for Daimler Trucks North America (DTNA) as the company focuses on offering its products to new markets in the Middle East and Africa, as well as extending its existing regional programs in South Africa.

Mark Lampert, senior vice president: sales and marketing for DTNA, says: “Vision 15 000 calls for an increase in the company’s international sales (outside of North America) to a level of 15 000 units. DTNA already exports approximately 10 000 vehicles annually.”

DTNA’s largest current international markets include Australia, New Zealand, South Africa, Chile, Peru and Colombia. Freightliner- and Western Star-brand trucks are also sold in numerous countries in Latin America, Africa, the Middle East and the Asia-Pacific regions. In each of these areas, DTNA is enhancing its distribution network and brands to prepare for further growth.

In addition, the company is eyeing further market entries in Asia and Africa where Freightliner and Western Star vehicles fit local operating requirements.

For instance, the company has launched the Freightliner Coronado 114 for the Australia market, where previously it only had a cabover presence with the Argosy. A new version of the Argosywith bold styling has been introduced and is now being sold in Australia, South Africa and New Zealand.