In The News

Peterbilt, Kenworth pass MATS by; all other OEMs to be at show

DENTON, Texas — In what may be an unprecedented shift in marketing strategy among OEMs, Peterbilt Motors Co. and Kenworth Truck Co. will not exhibit at the Mid-America Trucking Show at Louisville, opting instead for a series of regional drive and ride events for customers and media at Peterbilt and Kenworth plants in the U.S. and Canada.

Both Peterbilt and Kenworth are PACCAR companies. All other OEMs will exhibit at the show, scheduled for March 19-21.

“We wanted to give our customers and the media more access to the local Peterbilt employees who develop and produce our trucks,” said Bill Jackson, Peterbilt general manager and PACCAR vice president. “So we decided to reallocate our resources and hold more local events as opposed to going to the truck show. Customers and the media can't drive and ride in our trucks at a show.”

Jackson said the first event would be held at the company’s headquarters plant in Denton sometime in February.

“At that event, we’ll launch our new interior,” Jackson said.

Kenworth public relations manager Jeff Parietti echoed Jackson, saying Kenworth wanted to be able to get its customers in its trucks more.

“Kenworth and our dealers will host more customers on a more personal basis than ever before, while providing useful information on the latest Kenworth trucks and products,” said Parietti.

Jackson also said that beginning Monday, Peterbilt would cut production of Class 8 trucks at the Denton facility from 73 to 60 because of the decline in Class 8 sales.

The company will continue to build six trucks a day at its KenMex plant.

Lyndon Finney of The Trucker staff can be reached for comment at [email protected].