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Freightliner: Freightliner

Real Cost of Ownership—quantifying the investment in on-highway trucks.

“This was a game-changer for us.”
- Jennifer Edwards, On-Highway Marketing Communications Mgr.

Situation

Owners of on-highway trucks are mainly focused on hard costs like fuel-efficiency and maintenance. These are very important, but they’re only part of the story we need to tell and not the only factors that affect profitability. How can we differentiate the investment in a Freightliner truck from competing brands?

Solution

Total Cost of Ownership was a term competitors in the industry were using to quantify hard cost savings. Mower created a different way of looking at it — Real Cost of Ownership — the only way to quantify lifetime truck savings considering both hard and soft costs. That simple shift in terminology and thinking made people notice and gave salespeople a way to differentiate Freightliner from the competition. The factors that affect Real Cost of Ownership are Safety, Fuel Efficiency, Connectivity, Uptime, Quality, and Driver Experience, which together determine a truck’s real cost and profitability.

Results

Real Cost of Ownership was extremely well received by the industry. It became the way customers referred to the benefits of purchasing a Freightliner truck. From the marketing to the dealers, it gave Freightliner a new story to tell that allowed them to talk about the big picture of thinking beyond fuel efficiency. And achieve a 19% market-share increase over five years.

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