WHY WESTERN STAR HAS A BOUNCE IN ITS STEP
So, the 5700 is a great addition to the Western Star lineup, as it allows the brand to play in the full-aero segment of the Class 8 market, which comprises about 65% of the entire market. But even before the wraps were taken off the 5700 last week, the truck maker was enjoying a bit of a surge. Net orders for Western Star trucks were up 50% year-to-date through June, representing stronger growth than any other brand has enjoyed over the same time period, Western Star executives told us.
Still, it’s falling a little short of its own goals. Western Star controls about 2.6% of the North American Class 8 market: 1.5% in the US and a respectable 9% in Canada. Western Star g.m. Mike Jackson said he’d like to see its Canadian share grow to 10-12% by the end of the year and for its North American share to strengthen to 3%. At least it’s headed in the right direction.
The launch of the 4700 gave Western Star a product for the government, mixer, food/beverage, crane and utility segments and now makes up about 39% of Western Star production. If the 5700 is as well-received as that truck, then the company may have an easier time reaching its goals next year. We won’t see the first full-production 5700s before next April.
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