Heavy Duty Trucking Logo
MenuMENU
SearchSEARCH

Daimler Talks Truck Sales, Tariffs, and Globalism

Daimler Trucks execs emphasized the benefits of global collaboration as the OEM develops new electric and automated truck technology, at the same time warning of the potential negative effects of tariffs and trade wars.

Deborah Lockridge
Deborah LockridgeEditor and Associate Publisher
Read Deborah's Posts
June 7, 2018
Daimler Talks Truck Sales, Tariffs, and Globalism

Daimler Trucks executives spoke about its plans for the future of trucks as well as the effects of tarriffs and trade wars at its Captial Market & Technology Day media Q&A.

Image courtesy Daimler Trucks

4 min to read


Daimler Trucks execs emphasized the benefits of global collaboration as the OEM develops new electric and automated truck technology, at the same time warning of the potential negative effects of tariffs and trade wars, in a wide-ranging Q&A with media capping Daimler Trucks’ Capital Market & Technology Day June 6 in Portland, Oregon.

Ad Loading...

For starters, it’s been a busy year so far for truck sales. ACT Research recently reported that as of May, Class 8 truck orders are being booked at a 475,000-unit rate year to date. “For all practical purposes we’re sold out for 2018 and are reaching the level where the supply chain becomes our constraint,” said Roger Nielsen, president and CEO of Daimler Trucks North America.

“We identified the bottlenecks and have our staff and experts on site at suppliers to make sure we can keep pace,” he added. “And we’ve gone the whole year without having to lose one click in our production; we’ve been very successful in managing the supply chain, but it has been a challenge.”

Ad Loading...

When asked about the cyclical nature of the truck sales market, Nielsem said, “What comes up must come down. We see a pretty healthy market in 2018 and 2019, but I remind everyone that 2016 was pretty not so good and ‘17 could have been better; are we now getting reward for two more difficult years? The good thing that you can say is the extreme cycles in 2006 and 2009, with the 2006 peak and the absolute deep valley, if you look at the cycles after that we oscillate a little less heavily.”

Truck sales around the world are a little more mixed, he said, especially given the recent truck driver strike and other problems in Brazil that likely have set back that country’s economic recovery. Turkey’s another trouble spot, but Europe and India are doing well.

Global scale

Daimler’s new E-Mobility Group and Automated R&D Center will both draw on the knowledge of Daimler companies throughout the world, such as Mercedes-Benz in Europe and Fuso in Japan.

“There’s a lot of tech from Japan and Europe in those trucks,” said Martin Daum, head of Daimler Truck & Bus, referring to the new eCascadia and eM2 trucks going into fleet testing later this year. “But we had a dedicated and passionate American workforce that put those trucks together.”

Explaining the collaborative approach, he said, “When we develop in one place a solution, we take it to the other place and improve it and hand it back to the first place, and so on. Especially in an area where no one has to defend any turf and we all are in search of the best solution,” as is the case with e-mobility and automation.

Ad Loading...

While Daimler may have made big announcements about its plans for e-mobility and automation at the same event, Daum said to not necessarily expect the two to merge. “Both technologies have their own problems,” he said. “Combining the two of them, you are not necessarily helping the cause. You eat an elephant by going bit by bit. We produce the best possible electric truck and the best possible automated truck, and only then maybe we look at putting them together.”

Daum also stressed the evolutionary nature of technology development, especially of automated vehicles. There’s a big difference, he said from running an automated truck on a limited regular dedicated highway route and one where you can just send it the address and tell it to go.

“I’m always skeptical of a CEO who says, ‘Within 3 years it will revolutionize the industry. Nope. It’s an evolutionary development, and it starts today and ends 20 or 30 years down the road.”

Tariffs and trade wars

When asked about the latest tariffs from the Trump administration and the response from other countries to impose tariffs of their own, Daum said he was concerned – and not just about this country. “To me this is one of the big mistakes we tend to do, we become more nationalistic. I think the true solution is we become more global. All problems we face are global problems, and we solve them together.”

Manufacturing companies such as Daimler, he said, don’t think in terms of national borders anymore. “As more barriers and tariffs [are imposed], the more cumbersome our life is. We can work around it, but it’s the customers and ultimately the citizens of those countries who suffer, because they have to pay more. When I look around the globe, the more tariffs you build up, the more expensive life inside the country gets.”

Ad Loading...

Nielsen added that the steel and aluminum tariffs “definitely will increase costs in the United States, and eventually they have to find their way through the entire value chain.”


Related: Daimler Trucks North America to Build Electric Cascadia, M2 Trucks

Subscribe to Our Newsletter

More Equipment

Red Kodiak-branded autonomous tractor with Charger-branded trailer backed up to warehouse
Fleet Management•October 30, 2026

Kodiak Lines Up Fleets for Driverless Trucking

An agreement for 75 trucks, a new Texas freight lane, and progress on safety validation move Kodiak closer to its planned driverless highway launch.

Read More →
A GP Transco tractor-trailer crosses a bridge over a river, with trailer side skirts visible beneath the white trailer.
Fuel Smarts•by Deborah Lockridge•October 27, 2026

How GP Transco Builds Fuel Savings a Fraction at a Time

Aerodynamic specs, solar panels, and driver incentives help GP Transco turn small efficiency gains into savings it can reinvest in its people.

Read More →
YouTube thumbnail showing man being interviewed and backup camera and in-cab screen showing backup video
Safety & Compliance•by Deborah Lockridge•October 23, 2026

More Trailer Data Through the Same Seven-Way [Video]

Can trucking’s standard seven-way connector handle more cameras and trailer data? Grote’s Adam Slade shows HDT how the company is using new technology with its 4See trailer system, not only to add a new backup camera but also to expand other capabilities — without adding another connection.

Read More →
Ad Loading...
Rear view camera on back of a semi trailer
Equipment•by Deborah Lockridge•October 23, 2026

Grote: More Cameras, Same Seven-Way Connector

The next-generation 4See rear-view backup camera from Grote uses the standard seven-way connector and supports additional cameras and other trailer data.

Read More →
wide angle photo of trade show booth with big "Mack" sign above, red Mack truck in the foreground
Equipment•by Deborah Lockridge•October 20, 2026

Trucks at ATA's 2026 MC&E in Charlotte, North Carolina [Photos]

From rigs decked out in patriotic America's 250 paint schemes to autonomous trucks and more, check out these photos from ATA's 2026 Management Conference & Exhibition.

Read More →
2027 HDT Top 20 Products logo beside “Nominations Open” text and images of 2026 award winners: a Cummins engine, Lytx dash cam, and Michelin truck tire.
Equipment•by Staff•October 16, 2026

Help HDT Find Trucking’s Top Products

Have you come across a new product that could make a difference for trucking fleets? Nominate it for HDT’s 2027 Top 20 Products Awards by November 9.

Read More →
Ad Loading...
Yellow Volvo VNS heavy-haul sleeper truck with rugged tires and prominent grille, parked at night on a snow-covered lot beside a black truck, with a Volvo construction machine on a trailer behind it.
Equipment•by Wayne Parham•October 14, 2026

Volvo Unveils New VNX Heavy-Haul and Vocational Truck

Volvo Trucks has launched the VNX, a new vocational truck also available as a tractor in day cab and two sleeper configurations, with one heavy-haul model. The Volvo VNX is powered by Volvo's D13 platform, which delivers up to 540 horsepower and 1,950 pound-feet of torque and is EPA 2027-compliant.  

Read More →
Youtube thumbnail showing two people with a truck and the word "fuel" behind them, the HDT Talks Trucking logo, and the words "Small Gains. Big Savings."
Fuel Smarts•by Deborah Lockridge•October 12, 2026

How GP Transco Cuts Trucking Fuel Costs, a Tenth of a Gallon at a Time

What’s another tenth of a mile per gallon worth? GP Transco shares how equipment upgrades and driver coaching turn small gains into meaningful fuel savings.

Read More →
Photo of electric OrangeEV terminal tractor with a Lazer Logistics trailer
Equipment•by Staff•October 6, 2026

Electric Yard Tractors Move Beyond Pilots

Operating-cost savings have overtaken sustainability goals as the leading reason surveyed fleets are adopting battery-electric terminal tractors, according to new NACFE research.

Read More →
Ad Loading...
Two truck tires with a muted highway background
Maintenance•by News/Media Release•October 2, 2026

Continental Introduces New Regional Truck Tires

Continental says its new Generation 5 steer and drive tires for regional operations offer longer tread life, with estimated mileage gains of 22% and 19%, respectively.

Read More →