Harald Seidel’s departure from DAF Trucks：Handing Over the Wheel

After 25 years with DAF Trucks, including four years as President and CEO, Harald Seidel is leaving the company. He leaves DAF with a touch of nostalgia, but his decision has been carefully considered. “We have achieved a great deal together. Now it is time for the next chapter.”

The concept for this interview seemed straightforward. We would drive to DAF’s headquarters in Eindhoven, where a beautiful DAF truck would be waiting for a scenic drive, during which we would interview outgoing DAF CEO Harald Seidel. How fitting it would have been to capture Seidel behind the wheel, focused on the road while sharing his thoughts. But things turned out quite differently. It was us behind the wheel and Seidel in the passenger seat, because DAF’s ‘employee number one’ does not have a truck driving licence.

You have been President of all DAF employees for four years, served nine years on the Board of Management, and yet you do not have a Class C driving licence. How is that possible, Mr Seidel?

"For many years it was one of my good intentions, because you really should be able to drive your own products. But lack of time is the main reason why it never happened. Looking back, I do regret that."

How would you describe the state of DAF Trucks as you leave?

"Extremely good. We have a strong team that is ready for the future. With the complete New Generation DAF range, from XD to XG+, the largest cab in the industry and a full zero-emission portfolio, DAF is in an excellent position. The past four years have been all about electrification for me. When I started, there was mainly a plan. We then launched the Electric Truck Assembly facility, further developed our electric trucks, started production and learned together with dealers and customers how electric transport really works. It goes far beyond simply selling a truck. Today, you are selling a complete solution. You look at charging infrastructure, energy management, the business case and how a transport operator needs to adapt its entire operation. We have gone through that learning process together with our customers."

What do you consider your greatest success as President?

"Receiving the International Truck of the Year award twice. The first time, I thought it was probably something you experience only once in your lifetime. When it happened a second time, it felt like tremendous confirmation of DAF’s innovative strength and quality. But ultimately, it is not a personal award. It is recognition for the entire DAF team. Everyone contributed to it. That is probably what I am most proud of."

And what was the most difficult part?

"The moments when you have to disappoint customers. We have travelled a road of trial and error with our electric trucks. At one point, we deliberately decided to postpone series production because the quality was not yet where it needed to be. Then you have to tell customers that their truck will arrive later than agreed. Those are not pleasant conversations. That is why I personally visited several customers to explain why we made that decision. Today, I see that those same customers are ordering more new electric DAF trucks. That tells you the delay was ultimately the right choice."

You have been active within RAI Association and previously ACEA. How do you view the European truck market?

"I see a healthy market, but also a sector that is under considerable pressure. Transport operators are facing high costs, extensive regulation and an enormous sustainability challenge. At the same time, in my view, they still receive too little appreciation. I often say that road transport is the lifeline of our economy. Without trucks, supermarket shelves would be empty and industry would come to a halt. That realisation deserves much greater recognition. The profession of truck driver also deserves more societal appreciation. In addition, the European automotive industry is under tremendous pressure. We are investing billions in new technologies and sustainability. We fully support those objectives, but manufacturers cannot deliver the transition on their own."

What would you most like to see change in the truck and transport sector?

"The framework conditions need to improve much faster. The electric trucks are here. Now the business case for transport operators and the charging infrastructure must follow. You cannot achieve sustainability with just a few charging stations along the motorway. Governments, energy companies and industry need to work together far more intensively. I also hope that in Brussels, the competitiveness of European manufacturing will be considered at least as important as sustainability targets. The two must go hand in hand."

【Harald Seidel & Arjan Velthoven】

Your departure marks a break with tradition. Many DAF Presidents moved on to PACCAR in the United States. You are not.

"That opportunity certainly existed. I would also have enjoyed working in the United States for a number of years. But in the end, my family situation was decisive. Four years ago, I expected that by now all of our children would be living independently. A year ago, it became clear that two of our three children were still living at home and that we actually need one another very much at this stage of life. For me, family always comes first. I am happy when my family is happy."

Were you always able to switch off from work?

"Yes, I was actually quite good at that. Once I closed the office door behind me, my mind was free. Of course, a lot is expected of you. You are almost always switched on. But I was always able to keep my work in perspective. That is partly due to my Catholic background and the values that come with it. I have never attached much importance to status, money or power. I have always been more interested in humility and being of service to others."

So you are not going to PACCAR. Am I right in understanding that you are retiring?

"Formally, I am taking early retirement and bringing my career at DAF to a close. But I certainly will not be putting my feet up. There are several interesting opportunities coming my way, both executive and non-executive. I will definitely take on something new, but deliberately not within the automotive or transport sector. My first priority was to devote all my attention to ensuring a smooth handover to my successor. You will hear soon enough what comes next."

What do you wish the new DAF President, Jim Walenczak, and DAF Trucks?

"I hope DAF remains true to its unique culture. DAF was founded by two brothers: one brought innovation, the other entrepreneurship. That combination is still embedded in the company's DNA today. Even though the Van Doorne family has not owned the company for many years, DAF still feels like a family business. People look after one another, help each other and do everything possible together for the customer. You could see that during the semiconductor crisis, when everyone thought creatively about keeping production running. I wish Jim every success in strengthening that culture as DAF moves towards its 100th anniversary in 2028. It is precisely that combination of innovation, entrepreneurship and togetherness that makes DAF Trucks special."

【Jim Walenczak & Harald Seidel】

Will you always consider yourself a DAF man, even after leaving?

"Absolutely. After 25 years, you never really leave a company like this behind. DAF will always have a place in my heart."

In previous interviews, you appeared to have an entire catalogue of sayings and words of wisdom. Do you have one final quote for our readers?

Seidel laughs briefly before answering without hesitation.

"The moment you think you know everything, you stop learning."

"I have experienced that myself. When I was Chief Financial Officer, I thought I knew DAF inside out. But when I became President, a completely new world opened up to me: factories, dealers and customers. You only learn when you continue to listen. The same applies to the development of our trucks. One of the greatest compliments I ever received came from a transport operator who is part of our customer advisory board. He climbed into the New Generation DAF and said: 'You have truly listened to us.' That may well be the most important lesson I am taking with me. Stay curious. Keep listening. Because only then do you continue to improve."

Source：Arjan Velthoven, TTM.nl