Canadian Rockies ride-and-drive event highlights Western Star premium Class 8 truck line

摘要

Canada's Rocky Mountains formed a dramatic setting for a recent ride-and-drive event held by Western Star Trucks. Before and after the over-the-road activities, Western Star executives discussed why they are upbeat about the future and how their premium Class 8 trucks are performing in the market Western Star continues to build market share across the United States and Canada, and June was one of the company's best months to date, according to John Merrifield, senior vice-president of marketing. Market share is up nearly 70%, but Merrifield acknowledged that the Western Star brand is below 10% of the total market. "We build a premium truck for a premium buyer, and that is our niche," he said during the ride-and-drive event, held July 13 and 14 west of Calgary, Alberta, on the Trans Canada Highway. "Our goal is to sell approximately 7,500 trucks each year, and we're nearing 6,000 now."