Leinfelden-Echterdingen, Germany – Daimler Truck is launching its global anniversary campaign “130 Years of Forward”, marking 130 years since Gottlieb Daimler invented the world’s first truck in 1896 – and celebrating a legacy defined not just by history, but by progress.

Karin Rådström, President and CEO of Daimler Truck: “From Gottlieb Daimler’s pioneering invention in 1896 to a global leader in trucking today, Daimler Truck has always been driven by the courage to move forward. For our teams around the world, carrying this legacy is an honor – and shaping what comes next is our responsibility. By decarbonizing transportation, digitalizing our vehicles and services, we are focused on what truly matters: enabling our customers to keep the world moving. Now and in the future.”

From the very beginning, Daimler Truck has been at the heart of global transportation. In 1896 Gottlieb Daimler’s invention, the first Daimler motorized truck, was based on a converted horse-drawn goods wagon and delivered to a customer in London. In France too, the Daimler truck was a welcome guest as Gottlieb Daimler traveled with it through the streets of Paris to publicize his new product at the world exhibition a few years later. What started with a pioneering invention 130 years ago laid the foundation for a new industry. The first motorized bus is technically even one year older. As early as 1895, Carl Benz’s Landauer was already linking Siegen with the towns of Netphen and Deuz over a distance of about 15 kilometers.

For all who keep the world moving

Ever since, trucks and buses have helped keeping economies running and societies connected around the world. Whether it is through haulers transporting goods from ports and warehouses to supermarkets, construction sites and hospitals. Whether it is through transport providers bringing people to work, children to school or families on vacation. Or through public services that keep our streets and cities clean – with trucks supporting municipalities in waste collection, recycling, and essential urban services.

Today, Daimler Truck stands strong with committed teams and around 100,000 employees across the globe and a broad portfolio of leading brands, products and services its customers can rely on. With market‑leading positions in key regions and a clear lead in zero‑emission trucking in Europe with a 35 percent market share in medium- and heavy-duty battery-electric trucks in 2025, the company continues to shape the future of transportation.

From Heritage to Transformation: How Daimler Truck Is Shaping What Comes Next

But the anniversary is about more than looking back. “130 Years of Forward” puts the focus firmly on what comes next: driving the transformation of transportation by decarbonizing mobility, digitalizing vehicles and services, and continuing to create new ways to add   value for our customers, the economy and society.  

This includes Daimler Truck’s dual‑track strategy to decarbonize transport with battery‑electric and hydrogen‑powered trucks and buses, currently exemplified on the truck side by the series produced battery-electric flagship Mercedes‑Benz eActros 600 and the Mercedes-Benz NextGenH2 Truck currently under development. It also means continuing to lead key markets with the continuous development of efficient diesel technology for vehicles such as the Freightliner Cascadia, the market‑leading long‑haul truck in North America, or the Mercedes-Benz Actros L in Europe. At the same time, Daimler Truck is advancing the digital transformation of commercial vehicles through solutions such as the Detroit digital services platform, or Mercede-Benz TruckLive and Fleetboard. Partnerships are thereby essential for the company’s way forward – for example with Volvo Group in the joint venture Coretura for software‑defined vehicles. With Volvo Group and Toyota Motor Corporation in cellcentric when it comes to fuel‑cell systems. Or with Torc Robotics for autonomous driving.

Global Campaign to run throughout the entire year

Throughout the year, the campaign will spotlight defining milestones from Daimler Truck’s unique journey – from the world’s first truck to today’s industry leading zero‑emission and digital solutions – showing how a pioneering spirit from the past continues to shape the future. The campaign targets both internal and external stakeholders – from employees, to customers, to shareholders – through different channels from branding across global locations, social media posts to local events and much more. 

More information about the 130 Years of Forward campaign is available at: https://daimlertruck.com/130years