Daimler Truck Own Retail Europe has entered the UK market with the acquisition of award-winning eStar Truck & Van.
The deal sees six North West locations added to Daimler Truck’s direct retail network: Knowsley Truck, Knowsley Van, Stoke-on-Trent, Deeside, Trafford Park and Skelmersdale.
The acquisition gives Daimler Truck direct retail coverage across one of the UK’s busiest logistics corridors, linking Greater Manchester, Merseyside and North Wales with key freight routes including the M6, M62 and the port of Liverpool.
UK retail growth
Daimler Truck said the move represents a major investment in the UK market and will strengthen support for fleet, retail and public sector customers.
Heiko Selzam, managing director of Daimler Truck UK, said: “This is a significant investment in the UK and a clear signal of our long-term commitment to the market. By bringing these sites into our Own Retail network, we are strengthening our ability to support customers directly with faster response times, consistent service standards and closer day-to-day engagement.
“The North West is a critical hub for UK logistics, and this move ensures we are well positioned to support operators across the region and beyond – particularly as the industry transitions towards zero-emission transport.”
The newly integrated network will offer new and used Mercedes-Benz Trucks and vans, Fuso Trucks, servicing and genuine parts for Mercedes-Benz Trucks, Unimog, Fuso Trucks, Mercedes-Benz and Setra buses and Mercedes-Benz vans. Skelmersdale will also provide pre-delivery inspection operations.
Daimler Truck added that the sites are already equipped to support electric trucks, positioning the network to help UK operators move towards zero-emission transport.
eStar team retained
The acquisition includes more than 300 employees, which Daimler Truck said will ensure continuity for customers and retain local expertise across the business.
Sid Sadique OBE, chairman of eStar Truck and Van, said: “Leading eStar alongside my co investor Ali Sharifi and the entire eStar team has been an immensely rewarding journey.
“I am confident that the existing board of directors and our dedicated eStar colleagues will continue to serve our customers with the highest standards of care and commitment, keeping their businesses moving every day.
“Supported by Daimler Truck Own Retail Europe and its team, eStar is well positioned to build on its growth and continue delivering an exceptional level of service to its customers.”
European growth plan
The UK acquisition forms part of Daimler Truck’s wider Own Retail expansion in Europe, following recent developments in Germany, France and the Czech Republic.
Volker Hüntrup, head of Mercedes-Benz Trucks Own Retail, Europe, said: “Entering the UK market reinforces our commitment to being close to our customers where it matters most.
“Our new locations in the UK are situated in a strategically important region at the heart of the industrial and logistics hub of Northern England and Wales.
“This move strengthens Daimler Truck’s Own Retail footprint and aligns with the company’s long-term strategy to increase network resilience and enhance customer proximity in key European markets.”
AM awards champion
eStar Truck and Van’s emphasis on a digital-first, insight-led approach was recognised at the AM Awards 2022, where it won Marketing Strategy of the Year.
The business credited its success to a philosophy of “measuring, failing, learning and evolving”, with a three-strong team led by the business’ marketing chief Caroline Burnell focusing on aligning activity closely with customer, employee and operational needs.
The business is once again in the running for this year’s awards event which will take place on May 14 in London at the Park Plaza Westminster Bridge.
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