Modern Sterling Truck History
The White Motor Company, which also sold Freightliner Trucks under a deal with Consolidated Freightways, discontinued production of Sterling trucks, and the name and trademark went unused for decades.
The latter half of the 20th century saw multiple mergers and acquisitions within the trucking industry. Volvo acquired most of the United States assets of the White Motor Company. Volvo and General Motors merged their heavy-duty truck divisions. Around the same time Consolidated Freightways sold its truck manufacturing business and the Freightliner brand to Daimler-Benz (now the Mercedes-Benz Group). Throughout all these mergers, consolidations, and acquisitions in the trucking industry, the Sterling name sat dormant, and no Sterling semi trucks were produced. Until 1997 when Freightliner acquired the truck-producing division of the Ford Motor Company. Freightliner, who had a partnership with White Motor Company (now owned by Volo) during the mid-twentieth century, aimed to rebrand the Ford heavy-duty trucks under the Sterling name, and Volvo did not object.
In 1997, after a 44-year hiatus, Sterling Trucks were back and Sterling trucks were for sale again. However, a decade later, the Sterling name was retired once again. In 2008, amid a global economic crisis, and a struggle to meet sales goals, parent company Daimler Trucks North America discontinued Sterling truck models. Daimler aimed to consolidate trucking operations under Freightliner and Western Star. The last Sterling Truck rolled off the production line in 2009. While the newest Sterling semi truck is nearly fifteen years old, Sterling trucks for sale are still reliable, durable, and up for the job.
Sterling Trucks can trace its roots to 1906 in Milwaukee, Wisconsin. The original Sternberg Morto Truck Company of Milwaukee was founded by William Sternberg. Early Sternberg models included cab-over designs offered in 1-, 1.5-, 3.5- and 5-ton capacities. The name was changed to Sterling Trucks around the start of World War I. Like many other truck manufacturers, Sterling manufactured a variety of heavy-duty and Sterling semi trucks for the war efforts during both world wars.
The original Sterling Truck Company was bought out by White Motor Company in 1951, and the nameplate was retired just two years later. But Sterling’s history doesn’t end there.