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Press release from Business Wire

Kansas City Southern Launches New Branding Initiative Honoring Unique Legacy and Embracing the Future of Rail Transportation

Wednesday, December 01, 2010

Kansas City Southern Launches New Branding Initiative Honoring Unique Legacy and Embracing the Future of Rail Transportation15:23 EST Wednesday, December 01, 2010 KANSAS CITY, Mo. (Business Wire) -- Kansas City Southern (KCS) (NYSE: KSU) announced today that it has launched a new branding initiative, honoring its unique legacy and embracing the future of freight rail transportation. The new branding includes the grouping of original logos for The Kansas City Southern Railway Company (KCSR), Kansas City Southern de Mexico, S.A. de C.V. (KCSM) and Panama Canal Railway Company (PCRC) and adds the statement, “Business Without Borders.” The original logos and new tag line, along with the red, gold and black colors of the heritage paint scheme displayed on KCS locomotives, will be featured on marketing collateral, video, print advertisements and a new website, now in development. Keeping the original KCS red shield logo intact honors the company's rich 123-year history and unique legacy of an ambitious and entrepreneurial spirit and can-do attitude. Criticized by his contemporaries who in the late 1800's were building railroads running east and west, KCS founder Arthur Stilwell had the original vision to build a north south railroad from the Midwest to the Gulf of Mexico and onto the Pacific Coast. While Stilwell did not reach the Pacific Coast of Mexico in his time, the legacy continued and in 2005, his vision was realized when KCS purchased the railroad known today as KCSM. The KCSM and PCRC logos designed in recent years complement the original logo and symbolize the continuation of the legacy. The addition of a new tag line, Business Without Borders, tells the story of where KCS is today and what it strives to be for its customers. KCS is a company that is large enough to handle the most complex shipments, yet small enough to provide personalized transportation solutions and customer service. KCS is one interchange away from reaching any major market in North America with a direct route from the U.S. Midwest through the heart of Mexico and to the Pacific Coast. KCS' International Intermodal Corridor provides a unique and seamless border crossing and numerous amenities, such as strategically located intermodal facilities, transload facilities and warehouses. These benefits, combined with KCS' creative, solutions-driven approach to serving customers, means that KCS is simply put…Business Without Borders. “KCS has both a proud history and a very bright future,” said KCS president and chief executive officer David L. Starling. “Our unique cross border franchise, with access to key ports on the Gulf of Mexico and Pacific Ocean, and strategic relationships with rail, truck and ocean shipping partners, truly allows KCS to offer transportation solutions to move our customers' goods anywhere in the world.” Headquartered in Kansas City, Mo., KCS is a transportation holding company that has railroad investments in the U.S., Mexico and Panama. Its primary U.S. holding is KCSR, serving the central and south central U.S. Its international holdings include KCSM, serving northeastern and central Mexico and the port cities of Lázaro Cárdenas, Tampico and Veracruz, and a 50 percent interest in Panama Canal Railway Company, providing ocean-to-ocean freight and passenger service along the Panama Canal. KCS' North American rail holdings and strategic alliances are primary components of a NAFTA Railway system, linking the commercial and industrial centers of the U.S., Mexico and Canada. Kansas City SouthernC. Doniele Carlson,