CSX Transportation's slogan "How Tomorrow Moves" has become their identity as they adapt to changes in the transportation industry. Stricter environmental regulations require cuts to locomotive emissions, which CSX has met by purchasing new, low-emission locomotives and rebuilding older ones. Coal production and shipping is declining in the US due to environmental emphasis, threatening rail transportation income. However, CSX is increasing shipping of intermodal freight to make up for lost coal volume while providing environmental benefits over trucking. By adapting operations and investing in new technology, CSX lives its slogan of preparing for the future of transportation.

1. Paul Stamp
Professor Susan Kanonczyk
Principles of Integrated Marketing
16 November 2015
“How Tomorrow Moves”
In the Transportation Industry it has become necessary to have a catchy slogan in order to
get noticed by potential customers, however for CSX Transportation, their slogan “How
Tomorrow Moves” has become more than just that, it has genuinely become the Company’s
identity.
As the face of the rail transport industry evolves, environmental restrictions are getting
stricter, emphasis has been put on moving our nation’s freight in a smooth and efficient manner,
and traditional forms of freight traffic have declined, with these changes however CSX has made
it a point to evolve, adapt, and press in to the future with each of the of the issues it has been
presented with.
As of 2013, the United States Environmental Protection Agency had put in place new
standards that will dramatically cut the amount of Emissions that all new or remanufactured
locomotives are able to produce. By the end of 2015 these standards will be in full effect, and all
new locomotives purchased, and older locomotives remanufactured will be required to cut
Particulate Emissions by 90% and Nitrogen Oxide emissions by 80% (“Locomotives”). CSX has
been a leader in adopting these new reforms, with the purchase of 200 new locomotives equipped
for the new emissions standards referred to as “Tier 4” locomotives from General Electric

2. (“Service Overview”). CSX has also made it a point to remanufacture older locomotives in
compliance with the E.P.A. standards. As well as the order for new locomotives, CSX currently
has two locomotive rebuild programs underway that will remanufacture old locomotives in to
Emissions compliant locomotives, all of CSX’s SD40-2 locomotives, as well as their GP38-2
locomotives are subject to this rebuild program over the next few years (“SD40-3 CSX Old
"New" Locomotive”).
As an emphasis is put on cleaner air, and less emissions in general, one of the mainstays
of traditional freight traffic in the United States has taken a large dip in sales in the United States.
Coal production levels are down 9% from their numbers in 2014, and numbers are expected to
keep decreasing in the future. (“EIA”). While this news may be great for the environment, it has
the potential to be detrimental to the Transportation industry, and more specifically Rail
Transportation. CSX transports between 130 and 165 million tons of coal per year, making CSX
the largest shipper of coal east of the Mississippi River (“Coal”). As the decline in coal volume
continues it becomes necessary to find other types of goods to transport via rail. In keeping with
their slogan, and adapting to changing ways, CSX has done just that by attempting to increase its
Intermodal freight operations through the implementation of a series of amusing yet informative
ad's entitled "The Intermodals". Intermodal freight can be classified as goods that are transported
by multiple modes of transportation such as by rail, truck, or boat, using shipping containers of
specific length and specifications.
Not only is an increase in intermodal traffic good for CSX economically as the company
tries to make up for lost volume in the coal industry, but also has the potential to have a very
positive effect on the environment, and for the U.S. road system. A locomotive can haul 3.6
times more tons of freight on single gallon of fuel than a traditional 18-wheeler can, if freight

3. traffic is moved from road to rail, because of this substantial difference in efficiency we can hope
to slash our nation’s emissions. However not only is shipping intermodal better environmentally,
it also is substantially beneficial to our already crumbling U.S. road infrastructure. CSX tracks
are all privately maintained, without major funding from tax payer money, unlike our road
system, which the weight of tractor trailers accelerates the deterioration of in a very significant
manner. Moving freight traffic from the roads to the rails can have a very significant effect in the
quality and need for maintenance of our roads, and in turn benefit the average tax payer’s wallet
through a reduction of maintenance cost. (“Fuel Efficiency”)
CSX Transportation through its efforts to comply with E.P.A. emissions standards, as
well as through its adaptation to different types of freight traffic truly lives their slogan of "How
Tomorrow Moves", and has also set a standard for all other transportation companies in the
United States to strive to match.

4. Works Cited
"Coal." CSX.com. CSX Transportation, n.d. Web. 16 Nov. 2015.
"CSX.com - Service Overview." Service Overview. CSX Transportation, n.d. Web. 16 Nov.
2015.
"Fuel Efficiency." CSX.com. CSX Transportation, n.d. Web. 16 Nov. 2015.
"Locomotives." Locomotives. United States Environmental Protection Agency, n.d. Web. 16
Nov. 2015.
"SD40-3 CSX Old "New" Locomotive." WVNC Rails. WVNC Rails, n.d. Web. 16 Nov. 2015.
"EIA - Independent Statistics and Analysis." Short-Term Energy Outlook. U.S. Energy
Information Administration, n.d. Web. 16 Nov. 2015.