UD Trucks proudly celebrates 90 years, forever challenging
- Company launches Master of the Truck digital campaign -
Press Release
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April 01, 2025
UD Trucks Corporation is celebrating its 90th anniversary this year. Since its foundation in 1935, UD Trucks has been manufacturing commercial vehicles with the mission “to make the trucks the world needs today”. The company is constantly challenging itself to provide trucks and services to create a better tomorrow.
In marking its 90ｔｈ anniversary, UD Trucks continues to challenge and evolve. In Japan, a limited edition Quon will be launched later this month. Also 27 special campaign vehicles will run throughout Japan. Internationally, in addition to local celebrations across 60 markets, the Master of the Truck digital campaign will also be launched and sustained throughout the year, infusing vibrant energy and engagement into the year-long celebration.
Global Digital Campaign embodying "Keep on Challenging" ethos
"Keep on Challenging" is not just a slogan. It is the mindset that has been ingrained in the company’s DNA since its foundation. To embody the "Keep on Challenging" ethos, the company is rolling out a new global digital campaign spanning until the year end. This campaign titled "Master of the Truck" turns the spotlight on selected key markets across the globe, each of them taking turns to create exhilarating video footage that showcases excellent driving performance and functionality of the UD vehicle. One video will be launched every two months from April 2025.
The first video is from Japan. It portrays the company’s relentless commitment to vehicle development to make trucks more resilient, more capable and more comfortable for the driver. It shows how mastery is earned through hard work, day and night.
Watch the video: UD Trucks - Master of the Truck "Mind of the Master" [JAPAN]
The pivotal moment in the company’s history was when its founder Kenzo Adachi took it upon himself to demonstrate the ultimate dependability of its first truck, the LD1. He did so in 1939 by completing a 3000km legendary test drive across the mountainous terrain of Japan. 1955 was another important year, when the company introduced the pioneering Uni-flow scavenging Diesel engine, abbreviated “UD”. The UD name and symbol has been with us ever ever since. In 1958 the UD brand mark was finally put on an iconic product, the 6TW, Japan's first truck with a payload of over 10 tons. It made key contributions to Japan’s development during a period of unprecedented economic growth.
Over time new challenges had to be addressed. In 2004 UD Trucks launched its flagship Quon with the world's first urea SCR system for exhaust gas purification in a heavy-duty truck. In 2013, Quester was launched, a truck specially developed to meet the needs of emerging markets, bringing robust and versatile heavy-duty vehicles to an ever-increasingly globalized world.
