Sterling loss not end of world


The loss of the Sterling Trucks brand will not be a crippling blow for Daimler Trucks in Australia, according to the company

By Gary Worrall

The loss of the Sterling Trucks brand will not be a crippling blow for Daimler Trucks in Australia, says Ken Matthews, Managing Director for Commercial Vehicles at Mercedes Benz Australia Pacific (MBAuP).

Matthews says the strong brand line up at his disposal should overcome any gaps in the market left by the closure of Sterling Trucks in North America.

While the North American arm talks about a two brand strategy focusing on Freightliner and Western Star, which are both owned by Daimler Trucks, in Australia Western Star remains in the hands of a private distributor, requiring a different approach.

With Freightliner likely to take the lion’s share of the Sterling business, Matthews says he is not concerned about possible dilution of Freightliner’s core brand values.

Instead he believes the full range of Mercedes Benz trucks, Freightliner, Fuso and Mercedes Benz vans will offer a suite of products able to meet the needs of virtually any transport operator in Australia.


See the November edition of ATN for the full interview with Ken Matthews.

You can also follow our updates by joining our LinkedIn group or liking us on Facebook