Daimler Truck North America LLC (DTNA) – SAP Innovation Awards 2025
DTNA transformed bidding processes with AI and automation, reducing bid time by 80%, increasing deal processing from 5 to 50+ per day, and enhancing pricing optimization. This resulted in improved competitiveness, revenue maximization, and better market positioning, while also enabling real-time decision-making for dealers. - 5439 Download the DocumentPUBLIC
Entry Pitch Deck
Daimler Truck North America LLC
Automotive (Truck Manufacturer)
Keep the world moving sustainably towards a
better future with AI
Entry Pitch Deck
Daimler Truck North America LLC
Automotive (Truck Manufacturer)
Keep the world moving sustainably towards a
better future with AI
COMPANY NAME:
HEADQUARTERS:
INDUSTRY:
WEBSITE:
NUMBER OF EMPLOYEES:
Company information
2
Daimler Truck North America LLC
(DTNA)
Portland, OR USA
Automotive (Truck Manufacturer)
https://northamerica.daimlertruck.co
m/
100,000+
DTNA, a subsidiary of Daimler Truck AG – one of the world’s largest
commercial vehicle manufacturers with over 40 production sites and more
than 100,000 employees globally – stands as the leading commercial
vehicle manufacturer in North America.
We are committed to continually improving our environmental
performance, reducing our carbon footprint, and promoting sustainability
in both local and global communities.
DTNA Aftermarket Parts offers a comprehensive range of parts, services,
and support, ensuring the ongoing maintenance and performance
enhancement of Daimler trucks and components throughout their entire
lifecycle.
PUBLIC
HEADQUARTERS:
INDUSTRY:
WEBSITE:
NUMBER OF EMPLOYEES:
Company information
2
Daimler Truck North America LLC
(DTNA)
Portland, OR USA
Automotive (Truck Manufacturer)
https://northamerica.daimlertruck.co
m/
100,000+
DTNA, a subsidiary of Daimler Truck AG – one of the world’s largest
commercial vehicle manufacturers with over 40 production sites and more
than 100,000 employees globally – stands as the leading commercial
vehicle manufacturer in North America.
We are committed to continually improving our environmental
performance, reducing our carbon footprint, and promoting sustainability
in both local and global communities.
DTNA Aftermarket Parts offers a comprehensive range of parts, services,
and support, ensuring the ongoing maintenance and performance
enhancement of Daimler trucks and components throughout their entire
lifecycle.
PUBLIC
CHALLENGE: SOLUTION: OUTCOME:
Sustainable transformation for a better future with AI
3
Overall, automation has reduced HR costs
by 90% while boosting productivity by 900%.
Deal processing capacity QUADRUPLED
while maintaining accuracy and increasing
Employee & Dealer satisfaction.
2X more bid conversion and further
reduction in manual effort by 60% with
implementation of price optimization model.
900%
Daimler Truck North America
300% 100%
PUBLIC
Bidding is a crucial activity in Aftermarket Parts, but
DTNA faced challenges due to manual processes,
reliance on Excel, and siloed data systems. These
hindered productivity, scalability and the ability to
provide optimized pricing and bids, limiting the number
of deal wins.
The lack of real-time pricing insights and access to
future pricing data put the company at a competitive
disadvantage. Key issues included time-consuming
data retrieval from SAP ECC and lack of real-time deal
tracking.
The result? Nearly 90% of bids were lost.
Automated Deal Desk app improves bid accuracy,
volume and tracking leveraging AI, automation,
standardized data with a user-friendly interface.
Pricebook - Integrates current pricing from SAP ECC,
future pricing from Syncron, and automated bid pricing
from SAP HANA, enabling real-time customization with
historical data analysis for trends and margins.
Inside Sales App - Data automation from SAP ECC
combined with SAP HANA in-memory calculations provide
real-time analytics, driving a 479% increase in
efficiency
AI-driven Price Optimization Model uses historical data
to generate dynamic pricing recommendations, improving
competitiveness, profitability and bid win rates.
AI, Automation and SAP technology have transformed our
processes:
Automating bid creation, pricing, and submission reduced bid
time by 80%, standardizing data, reducing errors, and using
dynamic pricing strategies.
Deal processing increased from 5 to 50+ deals/day, enhancing
agility and customer satisfaction. A game changing 10x increase.
Automating Inside Sales with SAP HANA improved real-time
data access, forecasting, and scalability, enabling better
adaptation to market conditions.
AI/ML-driven pricing optimization boosts competitiveness,
revenue, and bid win rates, giving DTNA a market edge. Real-time
pricing helps North American dealers make informed decisions,
optimize inventory, manage costs, and improve efficiency.
Sustainable transformation for a better future with AI
3
Overall, automation has reduced HR costs
by 90% while boosting productivity by 900%.
Deal processing capacity QUADRUPLED
while maintaining accuracy and increasing
Employee & Dealer satisfaction.
2X more bid conversion and further
reduction in manual effort by 60% with
implementation of price optimization model.
900%
Daimler Truck North America
300% 100%
PUBLIC
Bidding is a crucial activity in Aftermarket Parts, but
DTNA faced challenges due to manual processes,
reliance on Excel, and siloed data systems. These
hindered productivity, scalability and the ability to
provide optimized pricing and bids, limiting the number
of deal wins.
The lack of real-time pricing insights and access to
future pricing data put the company at a competitive
disadvantage. Key issues included time-consuming
data retrieval from SAP ECC and lack of real-time deal
tracking.
The result? Nearly 90% of bids were lost.
Automated Deal Desk app improves bid accuracy,
volume and tracking leveraging AI, automation,
standardized data with a user-friendly interface.
Pricebook - Integrates current pricing from SAP ECC,
future pricing from Syncron, and automated bid pricing
from SAP HANA, enabling real-time customization with
historical data analysis for trends and margins.
Inside Sales App - Data automation from SAP ECC
combined with SAP HANA in-memory calculations provide
real-time analytics, driving a 479% increase in
efficiency
AI-driven Price Optimization Model uses historical data
to generate dynamic pricing recommendations, improving
competitiveness, profitability and bid win rates.
AI, Automation and SAP technology have transformed our
processes:
Automating bid creation, pricing, and submission reduced bid
time by 80%, standardizing data, reducing errors, and using
dynamic pricing strategies.
Deal processing increased from 5 to 50+ deals/day, enhancing
agility and customer satisfaction. A game changing 10x increase.
Automating Inside Sales with SAP HANA improved real-time
data access, forecasting, and scalability, enabling better
adaptation to market conditions.
AI/ML-driven pricing optimization boosts competitiveness,
revenue, and bid win rates, giving DTNA a market edge. Real-time
pricing helps North American dealers make informed decisions,
optimize inventory, manage costs, and improve efficiency.
4
Partnering with HCLTech, we co-developed
models in SAP Analytics Cloud, using
advanced analytics, machine learning, and
AI. This collaboration provided valuable
insights, reducing bid identification time
from 5 weeks to 3-5 days. We increased
successful bids by 20%, winning 47% of
109 bids last year, and expect continued
success with SAP Analytics Cloud.
Adam Knobeloch
Director National Accounts –Daimler Truck North America
PUBLIC
Partnering with HCLTech, we co-developed
models in SAP Analytics Cloud, using
advanced analytics, machine learning, and
AI. This collaboration provided valuable
insights, reducing bid identification time
from 5 weeks to 3-5 days. We increased
successful bids by 20%, winning 47% of
109 bids last year, and expect continued
success with SAP Analytics Cloud.
Adam Knobeloch
Director National Accounts –Daimler Truck North America
PUBLIC
COMPANY NAME:
Participating partner information
DTNA's strategic adoption of AI has not only
strengthened their industry position but also
driven enhanced efficiency and innovation,
solidifying its leadership and setting new
benchmarks for success.
Our collaboration has led to real-time, data-
driven insights, faster, more successful bid
turnarounds, and improved accuracy.
Powered by AI and state-of-the-art
technologies, we’ve created sustainable,
fast, and efficient solutions that set the stage
for long-term success.
Rittik Roy
Engagement Director – HCLTech
5
HCLTech
HCLTech is proud to be the leading and trusted Partner for DTNA in this remarkable
transformation journey.
With AI driving innovation at the core, we created a solution that is fast, durable, and
sustainable - transforming challenges into opportunities for a future that thrives on efficiency
by leveraging SAP Analytics Cloud, AI, SAP HANA, and SAPUI5.
PUBLIC
Participating partner information
DTNA's strategic adoption of AI has not only
strengthened their industry position but also
driven enhanced efficiency and innovation,
solidifying its leadership and setting new
benchmarks for success.
Our collaboration has led to real-time, data-
driven insights, faster, more successful bid
turnarounds, and improved accuracy.
Powered by AI and state-of-the-art
technologies, we’ve created sustainable,
fast, and efficient solutions that set the stage
for long-term success.
Rittik Roy
Engagement Director – HCLTech
5
HCLTech
HCLTech is proud to be the leading and trusted Partner for DTNA in this remarkable
transformation journey.
With AI driving innovation at the core, we created a solution that is fast, durable, and
sustainable - transforming challenges into opportunities for a future that thrives on efficiency
by leveraging SAP Analytics Cloud, AI, SAP HANA, and SAPUI5.
PUBLIC
GLOBAL CHALLENGES
Challenges
BUSINESS CHALLENGES
PUBLIC 6
Manual bidding processes and siloed data systems limit
productivity, scalability, and bid accuracy. Retrieving current pricing
from SAP ECC, creating bids in Excel, and compiling historical data
is inefficient and error-prone.
Lack of APIs to access future pricing from proprietary tools like
Syncron, limited deal customization options, and no real-time
tracking for deals or promotions constrains the number of deals
DTNA can manage, hindering business growth.
Aftermarket Parts also has significant pricing challenges, losing
nearly 90% of bids to competitors. DTNA’s reliance on limited, non-
data-driven pricing insights is a competitive disadvantage,
threatening its position in the market and limiting its ability to scale.
The Aftermarket Parts sector faces challenges like economic
fluctuations and volatile supply chains, which can disrupt industries
worldwide if parts aren’t delivered on time and at competitive
prices.
To meet customer expectations and drive growth, access to real-
time data and advanced analytics is essential. Utilizing SAP
Analytics Cloud and SAP HANA, we optimized bidding and
improved pricing strategies, enabling us to make faster, informed
decisions.
By adopting these tools, we aim to enhance efficiency, reliability,
and competitiveness, ensuring support for industries and driving
profitability in a rapidly evolving global market.
Challenges
BUSINESS CHALLENGES
PUBLIC 6
Manual bidding processes and siloed data systems limit
productivity, scalability, and bid accuracy. Retrieving current pricing
from SAP ECC, creating bids in Excel, and compiling historical data
is inefficient and error-prone.
Lack of APIs to access future pricing from proprietary tools like
Syncron, limited deal customization options, and no real-time
tracking for deals or promotions constrains the number of deals
DTNA can manage, hindering business growth.
Aftermarket Parts also has significant pricing challenges, losing
nearly 90% of bids to competitors. DTNA’s reliance on limited, non-
data-driven pricing insights is a competitive disadvantage,
threatening its position in the market and limiting its ability to scale.
The Aftermarket Parts sector faces challenges like economic
fluctuations and volatile supply chains, which can disrupt industries
worldwide if parts aren’t delivered on time and at competitive
prices.
To meet customer expectations and drive growth, access to real-
time data and advanced analytics is essential. Utilizing SAP
Analytics Cloud and SAP HANA, we optimized bidding and
improved pricing strategies, enabling us to make faster, informed
decisions.
By adopting these tools, we aim to enhance efficiency, reliability,
and competitiveness, ensuring support for industries and driving
profitability in a rapidly evolving global market.