Past forward: In the early 1980s, there were neither tablets nor the Internet. But what could a customer do if, during a visit with a sales consultant, they wanted a lease agreement for the vehicle of choice? No problem! That’s where the programmed “pocket computer” came in, specifically designed for lease calculations. It also included a mini cassette recorder with a clip-on microphone to record the sales conversation, as well as a thermal printer to print out the calculations. A “mobile sales office” that not only simplified processes but also reinvented sales to some extent – and thus demonstrated, more than 40 years ago, just how closely customer experience, efficiency, and technological innovation can be intertwined.

Fast forward: What once began as a “mobile sales office” is now a digital process that runs in near real time. With just a few clicks, leasing and rent-to-own offers can be created, compared, and customized – anytime, anywhere. At the same time, artificial intelligence is increasingly finding its way into the workflows of our colleagues at Daimler Truck Financial Services. It helps accelerate cross-system customer analyses in sales and create even more tailored offers. Customer inquiries are also processed digitally to enable efficient and targeted handling.

Daimler Truck – forward by digitalization 

_{© Picture on the left kindly provided by Ingolf Bogus}

Past forward, in 1956, we inaugurated the Mercedes-Benz do Brasil plant in São Bernardo do Campo. The very first truck to roll off the production line was the L 312 – Brazil’s first diesel truck, also known as “Torpedo”.

Fast forward, Mercedes-Benz do Brasil is one of the largest manufacturers and exporters of trucks and bus chassis in Latin America. During the last decade, the plant has been transformed into a flagship Industry 4.0 facility. We have produced more than 2.5 million commercial vehicles in São Bernardo do Campo since 1956 – each one built with dedication and local expertise, designed for all who keep the world moving: our customers.

Daimler Truck – forward by customer centricity

Past forward, making trucks smarter meant adding hardware. Our colleagues were working on dozens of computing units which managed individual functions such as safety systems. A new feature or update was often a physical integration challenge. The digitalization and connectivity of our vehicles began in the year 2000 with Fleetboard – a major innovation at the time. We gradually made the truck more intelligent and more connected by enhancing hardware components and individual controllers – however, complexity was growing exponentially.

Fast forward, the truck becomes software-defined: With our joint venture Coretura, we reduce the number of computing units, moving to more centralized high-performing computers, and decouple hardware and software by creating a truck operating system. This runs on the high-performance computers and provides standard interfaces for customer applications, while differentiating applications remain mostly manufacturer specific. This shift enables us to develop complex functionalities like safety and assistance systems purely through software – without hardware changes and largely without involving suppliers. As a result, we serve our customers faster with new functionalities, increase development speed, and benefit from lower development costs with zero additional material cost. 

Daimler Truck – forward by technology

Past forward, in 1951, Otto Kässbohrer introduced his first self-supporting bus. Rather than a chassis with a body on top, it was designed as one unified structure. This innovation was driven by a shortage of truck chassis required for post-war reconstruction. The German term “selbsttragend” (self-supporting) inspired the brand’s name Setra, and the S 8 became the world’s first integral coach. This new concept significantly increased interior space and passenger comfort. 

Fast forward, the Setra S 516 HDH — Coach of the Year 2026 — represents the evolution of this groundbreaking principle. Awarded by a jury of 24 European trade journalists, it stands for outstanding comfort, efficiency, design, and safety technologies. As a premium touring coach, the S 516 HDH combines advanced driver‑assistance systems, a luxurious interior, strong engine performance, and a modern high‑deck architecture. What began as a structural innovation has developed into a benchmark for high‑tech, future‑ready coach travel.

Daimler Truck – forward by innovation 

Past forward, in 1951, the Mercedes-Benz plant in Virrey del Pino, Argentina, was inaugurated. It was the first Mercedes‑Benz commercial vehicle production site outside Germany. A bold step, driven by pioneers who believed in customers, markets and opportunities beyond borders. The LO 3500 was basically both: the first truck built in Argentina and the platform for the very first bus.

Fast forward, in May 2026, we take the next bold step, moving production to a new state-of-the-art industrial center in Zárate. Built on 20 hectares – roughly the size of 30 soccer fields – the new site is located near the port and combines manufacturing with a Spare Parts and Components Logistics Center. This improves logistic processes and will make us even faster in serving our customers.

Daimler Truck – forward beyond borders