Daimler, the parent company of Mercedes-Benz, decided to invest in the global truck business at the beginning of the 21st century. Today, it has 5 brands in its portfolio — Mercedes-Benz Trucks, Freightliner Trucks, Mitsubishi FUSO, Western Star, and BharatBenz. Freightliner has a 40% share of the heavy truck market in the US. But Tesla is planning to disrupt that market with the Tesla Semi electric truck due to be unveiled in September.
Marc Llistosella, Head of Daimler Trucks Asia, isn’t worried. He told the press this week, “In trucks, of course [Elon Musk’s] stepping into it, but we don’t see him as someone who is threatening us because you need a whole infrastructure. You need dealerships, you need infrastructure, you need maintenance.
“It’s not so easy, like a consumer good. It’s an industrial good, so it will be very difficult for him. In class 8, with Freightliner, we are the #1 in America, so we have something to defend,” Llistosella said. “In the smaller ones, the game is just starting.”