Freight transport is the backbone of the US economy on intercontinental highways. Freightliner Trucks here drive in the tradition of great American values: freedom and the pioneering spirit turn the highway into the stage of the American Dream. Naturally, the first journey of the Inspiration Truck was to be held on such a stage – the largest drivable stage in the world.

And the Hoover Dam, just like the truck, is an impressive example of visionary engineering. We turned its more than 200 meter high dam wall into the largest projected area of the Western Hemisphere. It became the overture for the presentation of the truck and accompanied the truck on his journey across the 380 meters long dam crest.

After dark and in front of numerous multipliers, we brought the more than 200 meter high structure to life through film and music.

From a distance of 800 meters, 60 high-performance beamers put a 39,000 m² large projection onto the curved surface of the dam via video projection mapping – an impressive sequence consisting of a spectacular overture, live images, charts and videos. The guests experienced a multimedia journey through time from the origins of the iconic structure in the 1930s to the future of mobility and transportation. Afterwards the Inspiration Truck started to move on the opposite bank of the Colorado River, just in time to come to a halt on the illuminated dam crest for the crescendo. For the grand finale, the crest was our stage – for the first and only time in history. The outstanding presentation became an extraordinary honor for an exceptional vehicle.

With around half a billion media contacts in print, online, TV, radio broadcast and social networks, the Freightliner world premiere generated a PR-value of 15.7 Mio Euro.

The presentation became the biggest media success in the company's history.

The official presentation in Las Vegas is overwhelmingly positive received by wide-coverage media.

The maiden voyage of the Inspiration Truck fueled the worldwide debate on autonomous driving and ruled the debate on self-driving trucks and their prospects. This way, we impressively confirmed the leadership of Daimler in the race for autonomous mobility.

(source: PRIME Research and Merchantcantos Research).