CCJ

October 2016

Fleet Management News & Business Info | Commercial Carrier Journal

Issue link: http://read.dmtmag.com/i/741843

Contents of this Issue

Navigation

Page 27 of 96

26 commercial carrier journal | october 2016 "A rose by any other name would smell as sweet." That's a quote my high school literature teachers said is somewhere in Romeo & Juliet. I took their word for it. Freightliner recently launched the newest rose in its truck lineup with the 2018 Cascadia. It's not uncommon for heavy truck models to be phased out when a technologically superior model comes along. International is in a product replacement cycle that will see many of its "Star"-branded trucks replaced with newer models and branded differently. The Kenworth T680 is in the process of ushering the T660 out to pasture. Freightliner's aero-champion Cascadia could have faced a similar fate once a newer model was built that could surpass its performance. Except it didn't. Richard Howard, senior vice presi- dent of sales and marketing for Daimler Trucks North America, said very little consideration – like none – was given to rebranding the company's most efficient truck when an even more efficient model hits the highway early next year. "Every aspect of the truck has been reimagined," Howard said. Every aspect except the name, of course. His stance on the subject is matter of fact. Cascadia is recognized as the efficiency leader. This is not changing. Neither is the name. With 275,000 models assembled since 2011, DTNA has long used its Cascadia as the wrapper for the company's newest and most efficient products. It was essentially the flagship What's in a name? Freightliner sticks with Cascadia moniker for new truck launch PRICE OF PROGRESS: Truck models are routinely phased out when a better model comes along. CASCADIA ROLLS ON: No con- sideration was given to renaming Freightliner's most efficient truck. NAME RECOGNITION: The new Cascadia features handfuls of new technology and innovations. This Cascadia model was one of several preordered, sight unseen, by Freightliner customers and displayed at the unveiling ceremony. Not changing the name capitalizes on all of the fuel-efficient equity the Cascadia has built.

Articles in this issue

Archives of this issue

view archives of CCJ - October 2016