International Truck and Engine Corporation Expands Motor Sports Marketing Program |
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By: International Truck and Engine Corporation Posted: 2007-02-15 05:02:06 |
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International Truck and Engine Corporation, a Navistar company, has expanded its motor sports marketing initiative to promote its leading commercial diesel powered trucks. The company will sponsor the new No. 10 MaxxForce(TM) International Diesel truck in the 2007 NASCAR(R) Craftsman(TM) Truck Series with seasoned driver, David Starr, behind the wheel.
"We've learned over the past six years through our Ford Power Stroke(R) Diesel by INTERNATIONAL(R) sponsorship and the NASCAR motor sports community, just how powerful a NASCAR marketing program can be," said Bob Carso, director of marketing and global brand strategy, International Engine Group. "This program has helped develop customer relationships, build brand awareness and increase sales." "By expanding to a second team, we're looking to use a similar model to grow our International commercial truck business and promote the MaxxForce family of diesel engines, which are exclusively available through the 900 International dealer locations in North America," Carso said. Starr, a veteran of the NASCAR Craftsman Truck Series, posted one win, six top 5 and 12 top 10 finishes in 2006 on route to a fourth place overall finish in the point standings, which is his fourth top 10 overall finish in the past five years. His No. 10 MaxxForce International Diesel Power race team will be led by three-time NASCAR Championship crew chief Dennis Connor. "With four career wins, 34 top fives and 71 top 10s, David's on-track performance is a perfect fit for the MaxxForce(TM) credo -- Always Performing(SM)," said Carso. Starr and the No. 10 International MaxxForce Diesel truck fall under the banner of the International Truck and Engine sponsored Circle Bar Racing team, which includes the No.14 Ford Power Stroke(R) Diesel by INTERNATIONAL(R) truck driven by veteran Rick Crawford. The sponsorship of Circle Bar Racing will provide a platform for International Truck and Engine to market its lineup of MaxxForce powered commercial trucks and IC brand school buses. The agreement will also see the continuation of International's sponsorship of the Ford Power Stroke Diesel racing team. International is the designer and manufacturer of Ford's Power Stroke Diesel engine and has sponsored that brand in the NASCAR Craftsman Truck Series since 2002. Beginning in 2007, MaxxForce engines became the signature powerplant for International(R) brand on-highway Class 4-8 commercial trucks, which include the CityStar(TM), DuraStar(TM), WorkStar(TM), TranStar(TM) and ProStar(TM). The MaxxForce product line ranges from the upgraded 4.5-liter V-6 MaxxForce 5 to the new MaxxForce 13 big-bore Class 8 engine. Another major highlight is the all-new 6.4-liter MaxxForce 7. International Truck and Engine International Truck and Engine Corporation is the principal operating subsidiary of Navistar International Corporation. The company produces International(R) brand commercial trucks, MaxxForce brand diesel engines and IC brand school buses, Workhorse brand chassis for motor homes and step vans, and is a private label designer and manufacturer of diesel engines for the pickup truck, van and SUV markets. The company is also a provider of truck and diesel engine parts and service. A wholly owned subsidiary offers financing services. Additional information is available at: http://www.internationalengines.com . |
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