Freightliner brand study considers market trends


Owner Operators focus of Frieghtliner study


Freightliner logo in the Freightliner BrandThe Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles.

It competes with Kenworth, Peterbuilt, Volvo, International and others. Headquartered in Portland, Oregon, Freightliner manufactures, sells and services several renowned commercial vehicle brands.

Through the company’s affiliates, Freightliner is also a leading provider of heavy-and medium-duty diesel engines and other components.

The scope of the Freightliner brand

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

Western Star brand audit as part of the Freightliner Brand work

Click here to read about brand audits

Fleet managers and owner-operators alike associate Freightliner with efficient, dependable vehicles. But being smart about their vehicles is crucial. They rely on them day in and out under even the most punishing conditions. Freightliner Trucks, the largest division of Freightliner, manufactures Class 5-8 trucks that serve a wide range of commercial vehicle applications.

Also, 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.

The Project

Therefore, Freightliner came to Stealing Share with a desire to rebrand Freightliner as well as other strategic and brand assignments. It needed to understand and respond to increasingly difficult market trends.

Freightliner behavioral modeling as part of the Freightliner Brand workThe Freightliner brand was not important with owner operators. Traditionally, it was not a big player among owner operators, focusing on corporate fleets. Being more important to owner operators was paramount.

The research conducted by Stealing Share’s Resultant Research was deep and broad, involving both quantitative and qualitative research. Resultant anonymously surveyed owner operators from US and Canada to better understand their brand preferences and life precepts.

The Results

Freightliner Brand cascade modelFormidable players crowd this market. To combat them, Stealing Share developed a powerful Freightliner brand around the idea of “Run Smart.”

It positioned Freightliner 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.


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