“They’re going to know that a major change is coming.” That thought nagged the minds of Daimler Trucks North America’s (DTNA) executives last August as David Carson, then president of Western Star, stood between a gleaming red Western Star 4700 chassis and a Freightliner EM2 upfitted for utility applications, and addressed the North American trucking … Continue reading Behind the brands: How DTNA decided it was time for a market strategy change