Top Truck Manufacturers

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Top Truck Manufacturers - North America

Hino Motors and Isuzu were found to be two more top truck manufacturers in North America. Hino Motors is owned by Toyota and has a rough market share of 3.5%. Isuzu has a market share of around 6.5% of the North American truck market.

Hino Motors

  • Hino proclaims itself as the "fastest growing medium duty truck brand" in North America. Hino is owned by Toyota.
  • According to its annual report, Hino Motors saw great growth in truck sales in North America, recording 16,556 units sold in 2018. In the US alone, they sold 13,354, representing an 18.9% increase.
  • Unfortunately, the annual report does not give North America revenue figures (just units), but all non-Asia sales (North America, South America, Europe, MENA and Oceania) for the company totaled ¥241.2 billion.
  • Toyota's annual report does not give North American truck revenues, either.
  • Hino's market share, based on units, is roughly 3.5%.


  • Isuzu sold 166,778 units in North America last year but this is not broken out by trucks or other types. It is estimated 30,854 of these were medium and heavy-duty vehicles.
  • North America comprises 7.8% of the company's overall sales. The company made ¥369,117 million from medium and heavy-duty trucks and buses. Roughly, this means around ¥28,791 million came from North American sales.
  • Isuzu has a rough market share of 6.5% of the North American truck market.

Research Strategy

It was quite difficult to ascertain further prominent truck manufacturers in North America outside of the ones already identified in the Early Findings. Daimler, Kenworth, Paccar, Navistar International and Volvo are consistently named as the biggest manufacturers of heavy/medium trucks in the US. Expanding our research to worldwide truck manufacturers, the top 10 are Daimler, TATA Motors, Dongfeng, Navistar International, Volvo, Hino, Iveco, PACCAR, MAN and Scania. Of these not already mentioned, TATA Motors, Dongfeng (owned by Volvo), Iveco and MAN (owned by Volkswagen) do not have a presence in North America. Scania (also owned by VW) only manufacturers engines in North America not whole trucks. We then turned to other sources, such as trade associations. Member companies of the Truck & Engine Manufacturers Association helped reveal some other major North American manufacturers. As a note, General Motors (under the Chevrolet brand) does manufacturers some medium-duty commercial trucks, however GM does not give revenue or sales units in their annual revenue, so elected not to cover them in this research. Therefore, the only two other truck manufacturers that were members of the Truck & Engine Manufacturers Association were Hino and Isuzu.

In order to compute market size, we took information that Freightliner sells 190,000 trucks and has a market share of 40%. This makes the market size roughly 475,000 units. Therefore, we can compute Hino's market share as 3.5% (16,556 / 475,000 x 100).

For Isuzu, we had to calculate roughly how many medium and heavy-duty vehicles were sold in North America. Isuzu sold 166,778 units in North America last year, but this is not broken out by trucks or other types. Out of all 'export' vehicles sold by Isuzu, 28,665 were heavy and medium duty, which is 18.5%. This means that roughly, 30,854 units of medium and heavy-duty vehicles were sold in North America by Isuzu (166,778 x 18.5%). 30,854 / 475,000 x 100 = 6.5% market share.
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Truck Company Competitive Landscape - Part 1

The history of Daimler goes back to 1886 when Carl Benz and Gottlieb Daimler each invented their versions of the automobile. PACCAR International, Inc. was formed in 1973, and it is the second-largest manufacturer of heavy-duty trucks in North America.


  • Mercedes-Benz models:
    • Actros
    • Actros SLT
    • Arocs
    • Arocs SLT
    • Atego
    • Unimog U 216 - U 530
    • Unimog U 4023/U 5023
    • Econic
  • Freightliner models:
    • Cascadia
    • Cascadia Natural Gas
    • Cascadia Evolution
    • M2 106
    • 122SD
    • 108SD
    • 114SD
    • 114SD Natural Gas
    • M2 112
    • M2 112 Natural Gas
    • EconicSD
  • Western Star models:
    • 6900
    • 4900
    • 5700
    • 4700
    • 4800
  • The founding of the company:
    • The history of Daimler goes back to 1886 when Carl Benz and Gottlieb Daimler each invented their versions of the automobile. Benz started the Benz & Cie. company, and Daimler founded the Daimler-Motoren-Gesellschaft (DMG) company.
    • In 1924, the two companies signed an agreement declaring mutual interests, and by 1926, they formally merged to form Daimler-Benz AG.
    • In the late 1930s, president of Consolidated Freightways, Leland James, hired a team of engineers to build truck components with lightweight aluminum instead of steel that was used traditionally.
    • This experiment was a success, and in 1942 the Freightliner Corporation was born. Production of these trucks continued to grow at a rapid pace.
    • In 1981, Daimler-Benz AG purchased Freightliner, and by 1992, Freightliner became the top-selling truck in the North American truck market.
    • The newly formed DaimlerChrysler made more strategic purchases later, including the heavy truck division of Ford Motor Company in 1997 and Western Star Trucks in 2000.
    • In 2008, Daimler Trucks North America LLC, when Freightliner LLC was renamed.
  • Competitive advantage:


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Truck Company Competitive Landscape - Part 2

Navistar and Volvo both have rich histories that span over 100 years. Navistar is an American company that has its roots in making machines for agricultural purposes, while Volvo is a Swedish company that was started by a manufacturer of ball bearings when they saw a big potential in the fledgling automobile industry. These points and more are discussed in greater detail below.


International Trucks models

    • CV Series
    • MV Series
    • HV Series
    • HX Series
    • Lonestar
    • LT Series
    • RH Series
    • Durastar
    • Prostar
    • Transtar
    • Workstar

Founding of the company

    • The Navistar story began in 1831 with a 22-year-old Cyrus McCormick who helped pioneer the modern manufacturing processes. He was also responsible for creating the first franchise dealership network in 1850.
    • McCormick's company was known for its inventions in the agricultural industry. His son, Cyrus McCormick, Jr. took over the company after McCormick Sr.'s death and merged with another farming manufacturer owned by William Deering. The new company became the International Harvester Company.
    • After the development of their first gasoline engine, they introduced the Auto Buggy in 1907 and made their first tractor in 1908.
    • In 1915, they introduced the first International Trucks, models G, H, K, and L. Since then, they have made several advancements including the wet cylinder sleeve, invented in 1924, which is still used in trucks until this day.

Competitive advantage:


Volvo models:

    • VM
    • VNL
    • VHD
    • VAH
    • VNR
    • VNX

Founding of the company

    • The Volvo brand was born in 1915 in Sweden, when Svenska Kullagerfabriken (SKF), the world-leading manufacturer of bearings, made the subsidiary to enter the automotive business. In Latin, "Volvere" is the infinitive form of "roll", and the first person conjugate of that verb would be "Volvo", or "I roll" in English.
    • The automotive business halted in 1920 due to the effects of World War I. The company restarted in 1926 fully under the Volvo brand.
    • Volvo created its first truck in 1928 and entered the North American truck market in 1959.
    • Volvo became one of the most important North American trucking companies in the 1970s and was incorporated in the U.S. as Volvo of America Corp.

Competitive advantage