Trucking Brand Case Study
By Tom Dougherty
Freightliner Brand Background
They compete with Kenworth, Peterbuilt, Volvo, International and others. Headquartered in Portland, Oregon, Freightliner LLC manufactures, sells and services several renowned commercial vehicle brands.
Through the company’s affiliates, Freightliner LLC is also a leading provider of heavy-and medium-duty diesel engines and other components.
The company’s strategic partners in the North American commercial vehicles market include DaimlerChrysler Services Truck Finance and TravelCenters of America. The Freightliner Trucks brand is one of the most recognizable and respected names in the trucking industry.
The Target Audience
Fleet managers and owner-operators alike associate Freightliner with efficient, dependable vehicles – business tools to be relied upon day in and out under even the most punishing conditions. Freightliner Trucks, the largest division of Freightliner LLC, manufactures Class 5-8 trucks that serve a wide range of commercial vehicle applications.
Its commitment to innovation, technology and responsive customer relationships makes it easy to understand why Freightliner is the best-selling brand of heavy-duty Class 8 trucks in North America. Long-haul highway vehicles include the efficient and reliable Columbia, the technologically advanced Century Class S/T and owner-operator favorites, the Coronado and Classic/Classic XL.
Freightliner came to Stealing Share with some confidential brand needs and a desire to rebrand Freightliner as well as other strategic and brand assignments. They needed to understand and respond to trends in truck manufacturers.
They wanted our help in making the Freightliner brand more important with owner operators (Freightliner is already the hands down US market leader in corporate Fleets) and responsive to trends in truck manufacturing..
The research conducted by Stealing Share’s Resultant Research was deep and broad and involved both quantitative and qualitative research. To make the research valuable when branding trucks, Resultant anonymously surveyed owner operators from coast to coast an in Canada to better understand their brand preferences and life precepts.
The market is very crowded and is populated by some formidable players. Stealing Share developed a powerful Freightliner brand position for owner operators and clarified the brand architecture, hierarchy and promises — strategies that promise to keep Freightliner foremost in the minds-eye of smart truckers everywhere.