The culture war is on in the truck market, writes the "manager-magazin.de". Automotive expert Nikolaus Lang explains in an interview why Daimler, MAN and Volvo are having to refocus on a new market segment in order to remain competitive with companies such as Dongfeng and Tata. Until now the one side offered expensive premium trucks and the other far cheaper a low-tech vehicles. However, the battlefield of the future is shaping up to be a new, middle-of-the-road market segment, analyzes Mr. Lang. By 2020 some 70 percent of all trucks sold in the BRIC markets will be in this new mid-market area, which is expected to develop into a multi-billion dollar market nobody should ignore. Moreover, Russia is expected to be perhaps the most attractive growth market of the future.