SuperPanther hires former Daimler Truck executive Holger Scherr to strengthen European operations

Chinese electric truck manufacturer SuperPanther has appointed Holger Scherr as Executive Vice President Europe, effective October 15, 2026. The announcement was made on October 20.

Scherr brings more than two decades of senior management experience at Daimler and Daimler Truck. He previously served as President and CEO of Beijing Foton Daimler Automotive, the joint venture between Daimler Truck and China’s Foton Motor, and was a member of the Mercedes-Benz Trucks Executive Committee.

During his career, he held responsibilities in vehicle development, global logistics, supply chain management and business operations. His experience also includes involvement in the development of the Mercedes-Benz Actros and Zetros truck programmes.

At SuperPanther, Scherr will work alongside Michael Ruf, President Europe, to support the expansion of the company’s European business.

SuperPanther expands its European electric truck business

The appointment comes as SuperPanther moves from initial vehicle deployment towards a broader commercial presence in Europe.

Its eTopas 600 battery-electric tractor entered series production at Steyr Automotive in Austria in July 2026, with the first vehicles subsequently delivered to European customers, including DHL Freight.

The company is targeting approximately 100 vehicle deliveries in Europe by the end of 2026, followed by a cumulative total of 1,000 units by the end of 2027. Alongside production, SuperPanther is developing its sales and after-sales operations, including a service partnership with Alltrucks.

An experienced Daimler Truck executive joins a Chinese challenger

Beyond the appointment itself, Scherr’s move is significant for the European truck industry. For decades, established European manufacturers have represented a major source of technical expertise and management experience in the global commercial vehicle sector. Now, emerging Chinese electric truck brands are increasingly drawing on that same pool of talent to establish themselves in Europe.

SuperPanther is not simply recruiting an executive familiar with the European market. Scherr also brings direct experience of managing a major commercial vehicle joint venture in China, combining knowledge of both industrial environments.

His appointment illustrates how competition between traditional truck manufacturers and newer electric vehicle brands is extending beyond products, technology and pricing to include experienced industry leadership. For SuperPanther, the challenge will be to translate that expertise into a sustainable European business, supported by production capacity, customer relationships and reliable after-sales services.