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Sterling, a new brand name in the trucking industry, wanted to develop a competitive medium duty product. The Sterling cab is versatile and can be adapted to meet target market needs. However, the Sterling chassis is heavy and expensive for medium and light-heavy applications. Freightliner chassis components provide a more versatile platform. The Sterling cab and Freightliner chassis provided the starting point for development of a new product called ACTERRA. Sterling's need for this product required an aggressive development plan. Although timing was critical, other major project targets were desired, including low cab height, good visibility, maneuverability, low cost, product flexibility, and attractive appearance with strong ties to a Sterling family identity. The result is an attractive and competitive package delivered to the market in minimum time. This paper summarizes the product content and project approach taken to launch ACTERRA.