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JUL 2007

Navistar Takes Aim at Hummer†

Military Contract Should Help Marketer Build Buzz Around Rugged MXT

Advertising Age, July 11, 2007 — Hey, Hummer: Navistar wants to kick your ass.

Now that it's scored a $631 million contract with the U.S. Marines to phase out Humvees in favor of its mine-resistant MaxxPros, Navistar International Corp. intends to parlay that into consumer currency for its civilian version: the humongous, tough-as-nails MXT

Category: Brand Strategy
Tags: Navistar, Advertising

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