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Holy placement, Batman! It’s a Stralis!

by Bill Cawthon on

A brand not seen in the U.S. in 24 years and a truck that’s never graced our shores have come to Gotham City.

In the upcoming Batman v Superman: Dawn of Justice, a “Feelgood Orange” Iveco Stralis Hi-Way will be featured in a highway chase with the Batmobile.

Night shot of Iveco Stralis on the set of Batman v Superman

The Stralis’ appearance is part of a product placement deal between Warner Bros. Entertainment and Fiat Chrysler Automobiles, which is supplying virtually all of the vehicles used in the film. FCA’s sibling company CNH Holdings owns Iveco. (Allpar covered the special movie edition of the Jeep Renegade last month.)

The Hi-Way is the top-of-the-line Iveco tractor. The Stralis has been in production since 2002 and was the 2013 International Truck of the Year. The truck in the film was imported for the movie; its scenes were shot around Detroit.

Iveco, an acronym for Industrial Vehicles Corporation, is the product of the 1975 merger of three Italian brands, Fiat Industrial Vehicles, Lancia Special Vehicles and OM, with the French Unic and the German Magirus-Deutz.  Iveco later added Ford of Europe’s truck operation (1986), the Spanish Pegaso (1990) and the British Seddon-Atkinson (1991).  Iveco was merged with Case-New Holland (CNH) and Fiat Powertrain Technologies to form Fiat Industrial in 2011; after a 2011 spinoff, Fiat Industrial was merged into CNH Holdings. Iveco sold medium-duty trucks in the US from the late 1970s through 1991.

Batman V Superman: Dawn of Justice and a bunch of Fiat Chrysler vehicles will take their first bows on March 25.

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for just-auto.com, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.


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