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Daimler shifts EV truck focus to Europe, citing U.S. regulatory issues and stronger EU support for zero-emission transport.
Daimler Truck AG is leaning into Europe for its next phase of zero-emission truck growth, citing a fragmented and uncertain U.S. policy landscape. The move represents a strategic shift away from North America and reflects growing confidence in Europe’s regulatory model for green transport.
At its recent Capital Market Day, Daimler unveiled its "Stronger 2030" growth plan, with a clear emphasis on scaling its zero-emission vehicle (ZEV) footprint in Europe. The company plans to sell 25,000 electric trucks annually in the region by 2030, driven by demand for its eActros 600 cabover model.
The shift underscores Daimler’s frustration with U.S. regulatory unpredictability. Executives pointed to stalled or revoked EPA waivers, unclear federal incentives, and infrastructure gaps as major roadblocks. In contrast, Daimler sees Europe’s incentives, tighter emission regulations, and established charging networks as more conducive to long-term investment.
“Regulatory uncertainty in the U.S. makes it harder to plan for the future,” Daimler said in its Capital Market Day remarks.
Daimler’s concern is not abstract. The company temporarily halted new truck sales in Oregon earlier this year due to confusion surrounding the state’s Advanced Clean Trucks (ACT) rule. The ACT, originally tied to California’s now-suspended environmental rules, requires OEMs to ramp up ZEV sales.
However, enforcement was paused in May amid uncertainty over federal reversals of EPA authority. Daimler and other OEMs worried about compliance risks, market mismatch, and infrastructure readiness.
Leah Feldon, Director of Oregon’s Department of Environmental Quality, acknowledged the challenge:
“The new truck market dynamics in Oregon are not functioning properly.”
In Europe, Daimler is doubling down despite internal cost-cutting, including 5,000 job reductions in Germany. The decision is fueled by greater policy stability and a coordinated green transition framework. Recent purchases by Amazon Europe further validate Daimler’s approach.
By contrast, the U.S. landscape remains deeply politicized. As Jana Jarvis of the Oregon Trucking Association put it:
“I don’t think we were accomplishing our objectives with this particular strategy.”
Source: FreightWaves 1 | 2
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