en.Wedoany.com Report on Mar 21st, Daimler Truck North America (DTNA) has recently adjusted its product lineup, deciding to discontinue the Western Star 57X highway tractor to focus on increasing its market share in the North American heavy-duty vocational truck segment. The company aims to increase heavy-duty vocational truck sales by 60% and capture over 35% market share by 2030.
The Western Star 57X model was launched in 2022, replacing the previous 5700XE model. A company spokesperson confirmed that dealers have been notified that production of this model will cease in 2025. DTNA stated, "We are phasing out the 57X model to better align our product offerings with market demand." The company added that the acceptance of the 47X and 49X models has exceeded expectations, and Western Star maintains a strong brand position in the heavy-duty vocational truck market.
During a Capital Markets Day presentation on July 8, DTNA's Chief Financial Officer, Eva Scherer, noted, "The heavy-duty vocational truck segment is a growth opportunity." She mentioned that the company's current market penetration is only 24%, indicating room for improvement. To strengthen heavy-duty vocational truck production, the company has adjusted capacity at its Cleveland, North Carolina plant.
Data shows that Western Star's share of the U.S. Class 8 retail market increased from 4.8% in 2024 to 5.5% in 2025. DTNA CEO John O'Leary emphasized, "We have the right product for any job our customers need." Company executives stated that focusing on vocational trucks helps improve profit margins, as these models have higher configuration levels and command higher average selling prices.
In 2024, DTNA's sales return rate was 12.9%, but it fell to 9.8% in the fourth quarter of 2025. The company expects its North American division's profit margin to reach 14% by 2030. In response to market challenges, the company laid off approximately 2,000 employees in the third quarter of 2025, affecting production facilities in North Carolina, Detroit, Oregon in the U.S., and Mexico.
Despite short-term market weakness, DTNA is optimistic about heavy-duty truck demand in 2026. Scherer noted that vocational truck demand showed slight improvement in the fourth quarter, with strengthening order momentum. She said, "Western Star is increasing production, outperforming the market, and has built a strong pipeline of unregistered vehicles." Scherer added, "We are confident in expanding our market position and moving towards our goal of capturing over 35% market share by 2030."
