Freightliner Launches New RV Brand Positioning Campaign

Gaffney, S.C…. Focusing on its leadership position in the RV market, Freightliner announced a new brand positioning statement and advertising campaign today at the annual Recreational Vehicle Industry Association show in Louisville, KY.

The new brand positioning statement, “The Leader at Every Turn,” addresses several key areas for Freightliner and will be incorporated into the new advertising campaign as well as all collateral materials.

“We chose to focus our marketing initiatives in this direction to communicate our leadership qualities to a variety of audiences,” said Jack Conlan, president of Freightliner Custom Chassis Corporation. “We are ‘the leader at every turn’ in the motorhome industry. We design and build the highest quality chassis available for our OEM partners and customers.”

“Freightliner is also the leading producer of Type A diesel motorhome chassis. Our chassis products can literally be found at every turn on the highways across the country,” Conlan added.

The new advertising campaign, created by LaBov & Beyond in Fort Wayne, Ind., will focus on Freightliner’s key industry strongholds such as:

•    Industry leader in warranty—three years, 50,000 miles with towing coverage for the duration of the warranty

•    Most comprehensive service provider—more than 350 Freightliner dealers nationwide including specialized Oasis dealers catering to the RV owner

•    Leader in ride comfort and handling with superior chassis design and quality

The new advertising campaign will debut in RV trade magazines beginning in 2002.

Freightliner LLC, headquartered in Portland, Oregon, is the leading manufacturer of commercial vehicles in North America. The company produces and markets Class 2-8 vehicles under the Freightliner, Sterling, Western Star, American LaFrance, Thomas Built Buses and Orion Bus nameplates. Freightliner is a DaimlerChrysler Company, the world’s leading commercial vehicle manufacturer.

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