Freightliner Trucks Announces New Branding Campaign and Tagline

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PORTLAND, OREGON…Freightliner Trucks announced today the launch of a new branding campaign and tagline, designed to reinforce and uphold Freightliner Trucks’ commitment to customer efficiency, productivity and profitability. The new tagline, Run Smart(sm), is now being integrated into all external communications and logo usages.

“The new branding campaign and tagline were developed on the premise that Freightliner Trucks delivers a wealth of efficient business solutions that help our customers run more productively and more profitably,” said Mark Lampert, Senior Vice President, Sales and Marketing, Freightliner Trucks.

Lampert adds, “This is a strong, long-term marketing effort designed to promote the Freightliner Trucks brand and company philosophy, while reinforcing our leadership position in the trucking industry today.”

Freightliner Trucks offers a comprehensive product line which enables customers to choose from a wide variety of vehicles for specific applications. The Run Smart tagline is designed to connect with each of Freightliner Trucks’ core market segments: fleets, owner/operators and vocational customers.

“Each of our market segments has different needs, but they also have common goals: they want to be successful and profitable,” Lampert states. “They need to and want to Run Smart, and we want them to know they can do that in a Freightliner.”

Freightliner Trucks’ continued effort and commitment to offering industry-leading technology and advantages to its customers is directly linked to the new Run Smart tagline. Benefits such as increased fuel efficiency, increased payload capacity and decreased downtime and maintenance costs are hallmarks of the Freightliner Trucks brand which uphold the new tagline and branding campaign.

“We created this exciting new campaign to reiterate everything Freightliner Trucks stands for as a successful business partner to our customers and as a company,” adds Lampert.

The new Freightliner Trucks tagline and branding strategy was developed and is backed by extensive market research. Portland, Oregon-based advertising agency, HMH, assisted Freightliner Trucks in the development of the new tagline and advertising campaign.

The new ad campaign debuted on November 15, 2004 in industry publications and will continue its roll-out into 2005.

Freightliner Trucks is a division of Freightliner LLC, headquartered in Portland, Oregon, and is the leading heavy-duty truck manufacturer in North America. Freightliner Trucks produces and markets Class 3-8 trucks and is a company of DaimlerChrysler, the world's largest commercial vehicle manufacturer.

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