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Western Star continues aggressive product offensive

WILLOUGHBY, Ohio -- Western Star is continuing a product offensive which will include new products and options aime...


WILLOUGHBY, Ohio — Western Star is continuing a product offensive which will include new products and options aimed at expanding the brand’s growth in the U.S. and Canadian markets.

Within the past two years Western Star has introduced a number of new sleeper options, the new LowMax and the extreme-duty twin-steer 6900 XD all while enhancing its existing product line. However the company says it’s not yet finished and is kicking off a new advertising campaign to re-assure its customers of its ongoing efforts to become the premium owner/operator truck.

“Our goal is simple. We want to custom build trucks for customers who want to project their individualism while operating in a rugged, premium vehicle,” says John Merrifield, senior vice-president, sales and marketing for Western Star Trucks. “For the past few years, we’ve listened to our customers and introduced many new products that enhance that image and answer their needs.”

Merrifield goes on to say the company has more plans in the pipeline.

“Western Star isn’t done yet,” he says. “With increased sales of nearly 70 per cent over last year, growing market share in the Class 8 category, and an expanding dealer network, the brand has exciting new plans for even more product offerings. It’s an exciting time for Western Star. We’ve seen excellent growth in the Class 8 market this year and the response we’ve received to our new products is outstanding. The best is yet to come.”


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