Freightliner “Real Cost of Ownership” Campaign

May 28, 2015

Executive Summary

Daimler Trucks North America’s Freightliner division was the first choice for smart businesses, but it wanted to be the aspirational truck that all truck drivers desired. When the industry changed, and the smart-running truck became the aspirational truck, it created an opportunity for the brand. Daimler Director of Product Marketing Mary Aufdemberg and Eric Mower and Associates (EMA) Senior Partner Matt Ferguson explained how they created a rebranding campaign that showed customers why Freightliner was the most cost-effective truck on the market.


"Freightliner "Real Cost of Ownership" Campaign." Mary Aufdemberg, Director of Product Marketing at Daimler Trucks North America; Matt Ferguson, Senior Partner at Eric Mower and Associates. BMA15, 5/28/15.

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