Following the launch of a transformational business strategy, Freightliner’s Executive Team recognised the need to bring this new direction to life, both internally and externally.

Operating within a complex ecosystem of products and services, the business faced a key challenge: how to communicate its offer in a way that was easy to understand, compelling to customers, and empowering for internal teams.

They engaged us as a strategic partner to help translate their ambition into action and build a clearer, more cohesive foundation for growth.

We began by simplifying Freightliner’s product and service architecture, creating a structured framework that clarified the business’s offer and made it easier for customers to navigate.

With this in place, we defined an overarching value proposition that reflected Freightliner’s core strengths, from innovation and sustainability to safety and heritage.

We also developed two targeted service propositions, one for Heavy Haul and another for Intermodal Logistics, to communicate differentiated value and counter false claims from competitors.

These propositions provided a unified strategic narrative across sales, account management, marketing, and internal communications.

We continue to work across the business to activate the strategy through everything from campaign development and sales enablement tools to their flagship industry event, Multimodal.

The new strategic framework has had a measurable impact across the business. It has enhanced internal alignment, improved customer understanding, and elevated Freightliner’s presence in the market.

The clarity of communication has helped open up opportunities in new sectors and supported stronger inbound lead generation.

Most importantly, the work has contributed directly to commercial success, supporting several multi-million-pound account wins and helping to deliver 20% year-on-year growth.

Our ongoing partnership continues to play a central role in supporting Freightliner’s ambition, strategy execution, and market leadership.