There are several reasons for Freightliner Corp.'s proposed purchase of Western Star Trucks Holdings, including adding low-cost North American capacity, but growing the Western Star brand name likely is not one of them, industry analysts say. “It's probably no better than a 50/50 bet that that brand name survives,” says Ted Rouse, managing director for the Chicago office of Bain & Co., a global management consulting firm. “The economics aren't that favorable for supporting a brand long ...
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