Western Star Eyes Big Gain in its Class 8 Market Share

PORTLAND, Ore. — Western Star, the severe service and specialty subsidiary of Daimler Trucks North America, aims to double its market share in the heavy-duty category over the next three years, according to company officials.

The smallest of the seven North American heavy-duty truck makers, Western Star currently commands about 1.9% of sales in the United States and Canada, but expects to reach 4% by 2014, according to Michael Jackson, general manager of the brand.

Western Star sold 2,345 Class 8 trucks during 2010, according to Jackson.

Speaking at a press event at the company’s headquarters and production facility here on Sept. 13, Jackson said Western Star will focus on its “lack of brand awareness” in as the chief part of its sales strategy.

Western Star also announced a series of new offerings, including a new fuel-efficiency package aimed its over-the-road 4900 model tractor.

Jackson said the brand has been completely revitalized since DTNA announced it had recommitted to Western Star when the company reorganized in recent years.

DTNA made the decision to stick with Western Star as a premium brand at the same time it abandoned the Sterling brand early in 2009. At that time, officials said Sterling’s products were too close to those produced by DTNA’s main brand, Freightliner, while Western Star’s appealed to a different type of buyer.

Western Star, which was founded in Canada and maintains a strong presence there, is a major competitor in the oil and petroleum, mining and forestry markets. It also attracts some owner-operators willing to pay premium prices for their vehicles.

The company rolled out a new heavy-duty vocational model earlier this year, and Jackson promised Western Star would be unveiling new choices in the over-the-road market soon.

He said business has been strong this year.

“We are sold out until February of next year,” Jackson said.

This has been a strong year for all of the region’s truck makers, with Class 8 sales up more than 70% in August, compared with last year (see story, p. 1).

Western Star’s sales this year through August are up more than 64% from 2010, according to WardsAuto.com.

At the press event, the company said its fuel-efficiency package includes an aerodynamic hood, a wraparound bumper, under-hood air cleaners and redesigned exhaust stacks that run either horizontally or behind the cab.

The company also unveiled a new handbook for body builders — designed to make it easier for them to place their products on Western Star chassis — and a package for auto haulers.