March 4, 2014
In the largest event ever held at the Las Vegas World Market Center, company officials at 11 p.m. EST last night revealed the trucking stalwart’s new tagline, “Born Ready”, and a refreshed logo that brings together the company’s iconic bulldog and the block MACK typeface.
The rebranding effort is part of a long-range plan to increase sales and Mack’s marketshare in long-haul and over-the-road trucking applications.
“We’re extremely proud of our 114-year legacy as the American truck you can count on,” Roy says. “It gives us credibility in forging a very bright future for Mack, our dealers and our customers. We believe the refresh of our brand embodies what we’ve stood for in the past and continue to stand for today. We’re confident and passionate about our trucks and our customers. We have a great history, great momentum and the conviction that our best days are ahead of us. The brand work we’re rolling out here in Las Vegas clearly communicates the strong position Mack holds today.”
Mack said Tuesday night’s reveal was no small undertaking. Event load in and build took more than 60 technicians, riggers, programmers and production industry professionals four days to prepare the nearly 77,000 square feet site.
“We’ve got a very solid foundation,” says John Walsh, Mack vice president of marketing. “It’s time we told our story in a way that captures both the essence of the brand — what has always made Mack great — as well as all of the exciting things happening with Mack today. That’s really what the new work we’re debuting today is all about.”