Mack Unveils New Brand Program
LAS VEGAS — Mack Trucks Inc. has unveiled a new brand identity program that includes a sleeker, more modern bulldog, a stronger font for the Mack name and a new tag line.
The rebranding is the leading element of a program designed to reinforce the company’s history and capabilities, company officials said during an event at the 2014 Conexpo-Con/Agg event here March 4.
“The updated expression of the brand sends a strong message about the significant changes in the Mack Trucks organization, its products and customer support solutions,”, the company said in a release.
“We’re extremely proud of our 114-year legacy as the American truck you can count on,” Stephen Roy, president of North American sales and marketing, said at the event. “We believe the refresh of our brand embodies what we’ve stood for in the past and continue to stand for today.”
John Walsh, vice president of marketing, noted that Mack has made major investments in its production facilities in recent years. The company spent $64 million since 2010 in its Hagerstown, Md., plant that produces Mack engines and transmissions. In addition, the company said it has spent about $20 million over the same period in the Macungie, Pa., plant where it builds Mack trucks and $10 million in its technical center in Greensboro, N.C.
“We’ve got a very solid foundation,” Walsh said. “It’s time we told our story in a way that captures the essence of the brand as well as the things happening with Mack today. That’s really what the new work we’re debuting today is all about.”
