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DTNA's strategy bringsan end to Sterling Trucks

Published Tuesday, October 14, 2008

Daimler Trucks North America (DTNA) announced a comprehensive plan to adjust and strengthen company operations in response to continuing depressed demand across the industry and structural changes in the company’s core markets. Measures to be implemented address these areas of DTNA’s operations: Focus on a two-brand strategy: discontinuation of the Sterling Trucks product line The Sterling Trucks brand will be discontinued effective in March 2009. Sterling models have substantial overlap with offerings in the Freightliner Trucks product line. Launched in 1998, Sterling has only achieved one-fourth of the Freightliner nameplate’s market penetration ...

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