Serious Trucks, Real-Life Customers Highlight New Western Star Ad Campaign

Download images for this press release

REDFORD, MICHIGAN – Western Star Trucks has introduced some “serious” new ads. The brand’s new tagline, Serious Trucks, and the Star icon make their debut in this new campaign, which features actual Western Star® owners’ trucks in real-life situations.

Western Star trucks have long stood for serious businesspeople who believe that a high-end truck is a sign of success. The brand’s reputation for quality and its strong dealer network have helped support these thriving careers. The new icon and tagline communicate this sense of pride.

“For years, owners have referred to Western Star trucks simply as “Stars,” and our research shows that the logo on the grill is one of the most recognizable features in the industry,” said Ann Demitruk, director of marketing for Western Star Trucks. “Based on our strong standing with customers, we created the new campaign to portray Western Star’s heritage of rugged dependability and quality craftsmanship from their point of view.”

The ad campaign highlights Western Star owners’ trucks in tough applications like dump, logging, and heavy haul. Added Demitruk, “We couldn’t think of a better way to represent our brand’s character than with our customers’ trucks at work.”

The new ads are currently appearing in industry magazines and will appear on posters at truck stops and billboards. The new tagline will also be featured on bumper stickers available at Western Star dealerships. To find a Western Star dealer near you, visit or call (866) 850-STAR.

Western Star Trucks, headquartered in Redford, Mich., produces heavy-duty custom trucks for long-haul and vocational applications. Western Star is a subsidiary of Freightliner LLC. Freightliner LLC is a company of DaimlerChrysler, the world's largest commercial vehicle manufacturer.

Download images for this press release

Related Press Releases