Under Bertrand competition, we can obtain either; maximal or intermediate horizontal differentiation, or monopolistic competition, by introducing varying degrees of firm marginal cost asymmetries. With sufficient asymmetries, we find that the low cost firm wishes to move close to the high cost firm while the high cost firm would prefer to maximally differentiate. This condition results in an absence of pure strategy location equilibria in the simultaneous move game. We then allow Sellers to delay commitment to a location and analyze this as a game of timing. This yields Stackelberg behavior where the high cost firm will delay choosing a location until the low cost firm commits to its position. We also find that welfare does not decrease with cost differentiation and industrial concentration.