International Hype

Stolen trucks on the streets of Las Vegas, followed by TV News helicopters. Of course, it has to be a truck launch. This one is for the new International HX range for the US market which Diesel News reported a couple of weeks ago. This is part of the new trend to the spectacular which is happening within the truck manufacturing industry, it’s not just a launch event, it has to look good on YouTube.

Daimler did it, also in Las Vegas, in a multimillion dollar extravaganza including a record breaking projection on the Hoover Dam, just to show the world an autonomous truck:

https://www.youtube.com/watch?v=bII4YQeRH8w&feature=youtu.be

Volvo created similar mayhem on a building site, last year, with a four year old driving: