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Itasca Horizon

When Winnebago Industries Inc. set out last year to differentiate its Itasca line from the legendary Winnebago brand name, the Forest City, Iowa, company faced two challenges. "The first thing we wanted to do is build the Itasca identity," said Ron Buckmeier, Winnebago Industries' vice president of product development. "Within the industry, it's pretty well known. Beyond that, it's not that familiar of a name. "Second, we wanted to position the Itasca slightly off... Read more

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