Three major brands, a pageant of innovations, over 60 trucks, vans and buses and coaches – Daimler AG is putting in an impressive showing as the world’s leading manufacturer of commercial vehicles at the 2010 IAA International Commercial Vehicle Show.
For the first time, the Mercedes-Benz, Fuso and Setra brands are assembled together in trade show hall 14/15, where they each have their own individual stands. This symbolises the bond that exists between three brands which lead the way in their respective segments. The common element linking all brands is the global Shaping Future Transportation initiative with its core topics of safety, eco-friendliness and individual customer benefit.
IAA to demonstrate how devoted Daimler is to spurring on development
The role played by the Daimler Group as a world-leading manufacturer of trucks, vans as well as buses and coaches is clearly apparent just from the entrance area: “Trucks for the World” is the name of the presentation that comprises a map of the world and monitor installations showing the Group’s brands across all continents. There are furthermore trucks and vans with hybrid drives from three different continents as proof that Daimler delivers on its pledge to build environmentally sound vehicles in the context of Shaping Future Transportation. No other company is more committed than Daimler to spurring on the development of eco-friendly vehicles across all brands and categories to bring them up to production standard.
A joint appearance with individual presentations
The fact that Mercedes-Benz, Fuso and Setra are making a joint appearance but with brand-specific presentations is made clear by the hall’s layout: the brands each have their own arenas with an individual design and atmosphere that portray their unmistakable identities – from the floor to the coloured horizon. A linking design element, the “brand DNA”, is used to emphasise clearly the individuality of Mercedes-Benz, Fuso and Setra wiith their respective brand attributes. The various highlight topics and new model features stand out clearly on each stand.
Highlight topics and new model features at the centre of attention
Highlight topics are, above all, environmentally sound vehicles that provide the evidence of Shaping Future Transportation in day-to-day operations: the Atego BlueTec Hybrid, the Econic NGT Biogas, the world premiere of the Vito E-CELL, as well as the Citaro FuelCELL Hybrid and Canter E-CELL study.
At Mercedes-Benz Vans, the new-generation Vito is showcased as the highlight alongside the Vito E-CELL. In the Mercedes-Benz Buses and Coaches section, the Sprinter City 77 minibus is receiving its premiere as the new flagship model in this compact urban bus range. The focal points at Mercedes-Benz Trucks are the new Atego and Axor trucks, the new Active Brake Assist 2, as well as the Actros Edition White Liner/Black Liner. Fuso is placing the spotlight on the successful Canter Eco Hybrid and showing a study of the new Canter E-CELL. The brand is also presenting its new Bodybuilder Portal service. The innovations from Setra revolve around the new passenger seats, with numerous exhibits to demonstrate their versatility and many assets to visitors.
Shaping Future Transportation – transport for tomorrow
The element linking the three brands is the Shaping Future Transportation Boulevard. It gives the hall a clear structure at the same time as interlinking the brands to form an integral world of experiences. Directly linked to it are colour-coded vehicles to document the achievements in the areas of environment, safety and individual customer benefit. These exhibits make it clear that Daimler is consistent in its determination to turn its product developments in all these areas into reality. There are accompanying stations to provide visitors with more in-depth information.
The extension of the Shaping Future Transportation Boulevard leads directly to the comprehensive portfolio of services provided by Mercedes-Benz for trucks and vans. All of the different service sections are represented here in the form of islands arranged in concentric circles. The Omniplus service brand can be found at Mercedes-Benz Buses and Coaches and at Setra.
Additional areas on the trade show grounds
The Group is also seeking to communicate with show visitors outside of the hall. FleetBoard, TruckWorks and CharterWay have taken up residence in front of the entrance area, while the Mercedes-Benz Bank is located just a few metres away in a separate pavilion. Trailer axle manufacturer Mercedes-Benz TrailerAxleSystems is stationed in hall 26.
Source: Daimler AG / Pictures: MB Passion