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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.


James Menzies

James Menzies

James Menzies is editor of Truck News magazine. He has been covering the Canadian trucking industry for more than 15 years and holds a CDL. Reach him at james@newcom.ca or follow him on Twitter at @JamesMenzies.
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