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:

• Integration of Mitsubishi Fuso and Hino Motors: This will create a Japanese, global company with over 40,000 employees and great potential for synergies and scale. We will continue to collaborate with the new company and intend to share technology and investments.
• Zero-emission 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: Building on the success of our all-new Western Star X-Series that we launched in 2020, we aim to further increase our vocational truck volumes by over 60 percent until 2030.
• Defense: We strengthen our trucks & services portfolio in this segment and aim to double our revenues by 2030.
• Autonomous Trucking: Our customers should be able to reduce their total cost of ownership by 15 to 20 percent, and we see a revenue opportunity of 3 billion euros by 2030.

#2: Evolve into a customer-centric solutions powerhouse.

After continuously expanding services for our customers in recent years, we now want to break the curve and take our service revenues to the next level. 

• One example is that we will further expand our 100%-truck-dedicated locations in Europe. To that end, we will invest additional 250 million euros.
• In July 2025, we celebrated the opening of our new Global Parts Center in Halberstadt, Germany, that enables us to quickly and efficiently supply spare parts to Mercedes-Benz Trucks customers in over 170 countries.
• In Financial Services we are enlarging our footprint with the start in Poland in 2025 and planned Go-Lives in Slovakia and the Czech Republic till the end of 2025.

#3: Transform at the speed of right.

Balancing the investments in zero emission and diesel-based drive technologies, while investing the right amount with the right partners in vehicle software and autonomous driving.

• We have set up a modular and flexible technology strategy, where we share investments with partners. For example, with Volvo Group on fuel cells in our joint venture cellcentric, and with Cummins and Deutz on diesel engines.
• This enables us to transform at the speed of right and to drive the technological transformation of our industry in line with customer demand.

#4: Build a lean and effective operating model.

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

• Our goal is to set up Daimler Truck for sustainable competitiveness and to generate strong returns for future investments.
• With the Cost Down Europe efficiency program, we aim to reduce our annual costs in Europe by more than 1 billion euros latest by 2030.

#5: Foster performance culture.

Staying ahead means evolving how we work.

• At Daimler Truck, we’re proud of our strong foundation: our global footprint, our iconic brands, and – most importantly – our exceptional people.
•  We’re developing a high-performance culture as a core contributor to achieve our ambition.
   

OUR PRINCIPLES

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.
• Incorporating this mindset will help us to create a strong focus on the execution of our strategy
   

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. For 2030 we are targeting an adjusted return on sales of >12% and an organic compound annual growth rate of 3-5% for our Industrial Business revenue.