DTNA Commits to North American Commercial Vehicle Show
Daimler Trucks North America on May 23 announced its intention to exhibit at the first-ever North American Commercial Vehicle Show in Atlanta in September 2017.
The company also told Transport Topics it will not return next year on a “collective corporate basis” to the Mid-America Trucking Show in Louisville, Kentucky.
“Daimler Trucks North America has diligently reviewed numerous concepts and proposals for the next evolution in shows and exhibitions in the North American commercial vehicle market, and we have chosen the North American Commercial Vehicle Show as the one commercial vehicle event that can meet our business goals and needs,” DTNA President Martin Daum said in a statement distributed May 23 by NACV Show organizers Newcom Media USA and Hannover Fairs USA.
Daum said NACV would be “the perfect platform” for his company to connect with “our suppliers and fleet customers, launch new products and meet with industry press."
“Our choice to sign a letter of intent for the NACV has no connection to other annual regional shows. Attendance at regional shows such as MATS . . . by local dealers or individual brands will be at their discretion. We will not be attending these shows on a collective corporate basis,” DTNA spokesman David Giroux said.
“The NACV will be a showcase for technologies and innovations across all Daimler Truck brands operating in North America. We look forward to the inaugural show in September 2017,” Giroux added.
As an example, DTNA might have a limited presence at shows other than NACV if a dealership or the Western Star Trucks or Detroit Diesel Corp. subsidiaries choose to make an appearance. MATS has a strong following among owner-operators and that might make the show appealing to Western Star, for instance.
The May 23 announcement is part of an ongoing struggle on how to market heavy-duty trucks in North America involving MATS — an annual event in Louisville — and another proposed show to be sponsored by American Trucking Associations and the Heavy Duty Manufacturers Association.
All four North American truck-making corporations and independent engine maker Cummins Inc. backed out of the 2016 version of MATS, saying that an every-other-year format makes more sense. They want to display in Europe at the IAA Commercial Vehicles Show in Hanover, Germany, in even-number years, and a major North American show in odd-number years.
Exhibit Management Associates, the owner and organizer of MATS, has been clear on its intention to keep Mid-America a spring event at the Kentucky Exposition Center, as stated by EMA President Toby Young.
Prior to the May 23 announcement from DTNA, OEMs have been hedging their bets on 2017 plans. As recently as May 11, Volvo Trucks North America executives were asked about their plans at a press event and said they would display at a North American truck show in 2017 but would not specify which one.
“HFUSA and Newcom formed this strategic collaboration to offer industry participants a first look at new products and solutions as well as a premier destination to network and form business partnerships,” HFUSA President Larry Turner said in the announcement. Hannover Fairs is a North American subsidiary of Deutsche Messe, which operates IAA.
“We will continue to work with the other truck manufacturers and strategic industry partners over the coming weeks to solidify their commitments, with the goal of presenting the full event concept to the industry at large by July 1,” added Joe Glionna, vice president of Newcom.
