USX Variant

Each of U.S. Xpress’s 4 brands must acquire and retain thousands of drivers in a market
so competitive, the job posting to available driver rate is 9 to 1 and the churn rate averages
100%.
Our challenge is to help them find and covert these drivers more efficiently than anyone in
the industry.

• Market 4 different brands to 4 different segments of the same audience.
• Provide a platform to cross-sell the appropriate prospects to the other brands.

Through ISAC™, our proprietary, multi-touch attribution model, we continuously optimize
to each brand’s most efficient:

• Prospect profile
• Geo targets
• Media platforms

The U.S. Xpress sub-brand has its own positioning, featuring the key attributes of that sub-brand while still using the U.S. Xpress brand guidelines.

The Variant brand, although part of U.S. Xpress, has its own identity and brand guidelines to clearly separate Variant as the premium brand.

The U.S. Xpress Corporate brand is positioned as transforming the industry.

The Variant brand is positioned to the highest skill, safety and experience level.

When drivers do not meet the strict requirements for Variant, they are cross-sold the
U.S. Xpress opportunities. The U.S. Xpress brand is positioned as “U Can Depend On U.S.”

If a driver does not want to drive long routes, they are cross-sold U.S. Xpress Dedicated
opportunities.
The U.S. Xpress Dedicated brand demonstrates the unique attributes that allow driver
to “Run Right and Relax”.

The U.S. Xpress Team brand is positioned as a way to “Raise your Quality of Life”. If a
driver will consider team driving they are cross-sold U.S. Xpress Team opportunities.