What's in a Name? Think 'International' Brand
That’s the message from parent Navistar International Transportation Corp., which is taking pains to emphasize the International brand as distinct from the parent corporation’s name.
Since Navistar was formed as a holding company for the various operating divisions, there has been confusion about the brand name of the products, according to Don DeFossett, executive vice president and president-truck group.
“In the world of trucks, buses and engines,” he said, “nobody says, ‘International what?’ ”
Navistar also announced that it signed a deal with Wal-Mart to provide the national discount retailer with International 9200 model conventional trucks through 2001.
Wal-Mart is scheduled to buy 2,200 International 9200 model trucks through 1999, beginning with an order of 150 in December.
Meanwhile, International continues to build and expand in the Latin American market.
A new plant in Escobedo, Mexico, is producing 12 trucks a day for Mexican truckers. International has 42 dealer locations in Mexico and expects to have 48 by the end of the year.
The company also began producing medium-duty trucks in a plant at Caxias, Brazil. The production rate is about 60 trucks a month. By the end of the year, the plant also will be producing premium conventional trucks.
Navistar took advantage of the ATA Management Conference and Exhibition to introduce two International T444E diesel engines with low emission vehicle ratings that the company said meet all Clean Fuel Fleet Vehicle standards.
The T444E LEV engines are rated at 175- and 190-hp. They are available in the International 4700 4x2, 4700 LP (low-profile) and 4700 LPX medium-duty trucks; the International 3400, 3600 and 3800 school bus chassis, and the International 1652 stripped chassis.
The units are available in every state except California, which does not acknowledge CFFV compliance.
