Lee Min-hyung joined The Korea Times in 2014 and has worked as a journalist mainly in Korea’s finance, tech and automotive industry. He specializes in content creation, breaking news and in-depth analysis currently on transportation and mobility. You can reach him via mhlee@koreatimes.co.kr.
Daimler Trucks Korea to reshape brand identity with electric trucks
Antonio Randazzo, president and CEO of Daimler Trucks Korea, speaks during a press conference marking its 20th anniversary in Seoul, Thursday. Courtesy of Daimler Trucks Korea
By Lee Min-hyung
By Lee Min-hyung
Daimler Trucks Korea is set to reshape its future brand identity as a manufacturer of fully electric trucks, as part of its next-generation mobility growth strategy, the company said Thursday.
Marking its 20th anniversary here, the Korean subsidiary of the German truck manufacturer shared its corporate vision, with the focus on diversifying its electric truck lineup from medium- to heavy-duty trucks.
The company spoke highly of the growth potential of Korea's vehicle industry, as customers seek cars equipped with up-to-date and advanced technologies.
“When we talk about a key market, it doesn't have to do with sales volume or profitability of a certain market,” Andreas von Wallfeld, head of Daimler Truck Overseas, told reporters during a press conference in Seoul.
The executive added that some markets ― such as Korea and Japan ― are very attractive due to their innovative nature.
“Korea is high-tech-driven and innovative, and on top of that, we see very demanding customers there,” he said. “They give some difficult situations, but this is a very good way to bring in innovation there. I think Korea, just like Japan, the United States and Saudi Arabia, is a key market for us not just because of the sales volume, but the tech-driven environment.”
The company is also gearing up to expand electric truck sales here by introducing mid-sized electric trucks. Daimler Trucks Korea also plans to release more models for its eActros lineup of trucks.
According to the company, Daimler Trucks Korea topped the list of the nation's imported tractor sales for three consecutive months from June. It plans to release Arocs 4151 8x4 trucks in Korea in the latter half of this year, bolstering its lineup of 4x2 and 6x4 vehicles.
“Trucks are and will remain the backbone of the industry and society,” said Antonio Randazzo, president and CEO of Daimler Trucks Korea. “We are working with the government and authorities to make more of our electric vehicles available in Korea soon.”