OUR PURPOSE

Trucks and buses are the backbone of the economy and society. Without trucks and buses, the world stands still.

At Daimler Truck, we say with conviction and pride: “We work for all who keep the world moving” – for the haulers who transport goods from ports and warehouses around the world to supermarkets, construction sites and hospitals. For transport providers who bring people to work, kids to school or on vacation. For the public services that keep our streets and cities clean, and for many more. This is our purpose and motivates us every single day.
 

OUR AMBITION

We are building the best truck & bus company – for our customers, our employees, and our shareholders.
 

OUR STRATEGIC PILLARS

To get there, we are executing five strategic pillars.

#1: Unlock full potential through growth, scale and efficiency

Leveraging our scale and platforms across the world – and strengthening our position in existing markets while also growing into new segments.
Examples:

• Locally emission-free vehicles: We aim to deliver >25,000 locally CO₂e-free trucks per year in Europe by 2030 – with the right product portfolio and the right leading technology.

• India: We have established a strong position, and we want to grow both in India and through export.

• Vocational trucks in North America: With our Western Star X-Series we aim to further increase our heavy-duty vocational truck volumes by over 60 percent by 2030.

• Defense: We strengthen our trucks & services portfolio in this segment and aim to generate €1 billion in revenue by 2028.

• Autonomous Trucking: Our customers should be able to reduce their total cost of ownership significantly.

• Integration of Mitsubishi Fuso and Hino Motors in ARCHION: As of April 1, 2026, this created a global Japanese company with over 40,000 employees and great potential for synergies and scale. We will continue to collaborate with ARCHION and intend to share technology and investments.

#2: Evolve into a customer-centric solutions powerhouse

We want to “break the curve” and take our service revenues to the next level.  
Examples:

• We are further expanding our 100%-truck-dedicated locations in Europe and are investing an additional 250 million euros.

• Our new Global Parts Center in Halberstadt, Germany enables us to quickly and efficiently supply spare parts to Mercedes-Benz Trucks customers in over 170 countries.

• Trucks North America will expand its retail parts store network bringing parts closer to customers while growing our share of the aftermarket opportunity.

• In Financial Services, we have built a presence in 21 markets. Moreover, with our Truck-as-a-Service offers, we are enabling the transformation of transportation and the increasing need for flexible usage models.

#3: Transform at the speed of right

Transforming at the speed of right means balancing investments in zero-emission with diesel-based powertrain technologies, while investing the right amount with the right partners in vehicle software and autonomous driving.
Examples:

• We have set up a modular and flexible technology strategy, where we share investments with partners. For example, our joint venture with Volvo Group on fuel cells - cellcentric.

• We are launching new engines that deliver improved fuel efficiency: The Detroit Gen 6 (up to 3% improvement) and the Mercedes-Benz Powerliner (up to 4% improvement).

#4: Build a lean and effective operating model

Right-sizing, implementing lean methods and creating a new operating model. 
Examples:

• With the Cost Down Europe efficiency program, we aim to reduce our annual costs in Europe by more than 1 billion euros by 2030 at the latest.

• We are driving industrial excellence by applying world-class manufacturing principles focused on operational excellence, continuous improvement, and people involvement to enhance safety, quality, efficiency, productivity, and global competitiveness throughout the value chain.

#5: Foster performance culture

Staying ahead means evolving how we work.  We’re developing a high-performance culture as a core contributor to achieve our ambition.
Examples:

• We have strengthened our pay-for-performance approach through our 2027+ remuneration system.

• We are embedding practical Simpler. Faster. Stronger. ways of working across the organization, including more effective meetings, clearer priorities, faster decision-making

• We are strengthening a culture of continuous learning and feedback, encouraging teams and leaders to reflect, adjust and continuously improve how they work

• We foster a strong sense of belonging at Daimler Truck. To further embed an inclusive corporate culture in our daily business, our Culture & Belonging Advisory Board steers the strategy and key diversity and inclusion topics, while targeted leadership training and tools help create an environment of psychological safety and trust.

We deliver every pillar by using AI as a multiplier to transform how we operate, innovate, make decisions and deliver value to our customers.
 

OUR MINDSET

Simpler. Faster. Stronger. - the foundation of our strategic framework.

This is how we how we want to work every day, in every team, at every level. Simpler means focusing on what truly matters. Faster means accelerating decision-making and execution. Stronger means building resilience and accountability.
 

At Daimler Truck, we’re proud to work for all who keep the world moving. And we have a clear ambition: Building the best truck and bus company.