Fleet Management News & Business Info | Commercial Carrier Journal
Issue link: http://read.dmtmag.com/i/303798
A handshake you can trust. Join the Keystone family today! | Commitment • Trust • Responsibility | 877-778-4844 | keystonelogistics.net These days you no longer have to trust handshakes, but isn't it nice to have one that you can? A n icon in the trucking industry has changed. Or, at least, the icon of the icon has changed — along with its tagline. Mack Trucks announced in March that it was changing its iconic bulldog logo and revising it to a more sleek and modern design signifying the brand's forward-thinking approach to designing and developing products and services. e bulldog will still sit atop the Mack logo, but instead of a forward-facing bulldog, the symbol is now at profile with sharp lines and edges. As well, Mack changed its tagline to "Born Ready," which recognizes Mack's long-standing role as a brand that can be counted on when things matter most. e changes were announced during the 2014 CONEXPO-CON/AGG event in Las Vegas. Mack's purpose has always been to design products and services that enable and strengthen the essential bond between man and machine — to understand customers' needs and equip them to overcome the challenges faced on a daily basis. Mack has been in business for 114 years and was given the "bulldog" nickname during World War I when British soldiers gave the Mack AC model the bulldog nickname because of its dependable performance. Its purpose remains very much alive today as Mack is now part of the Volvo Group, one of the world's leading manufacturers of trucks, buses, constructions equipment and marine and industrial engines. "We're extremely proud of our 114-year legacy as the American truck you can count on," Mack Trucks North American Sales & Marketing President Stephen 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." Since 2010, Mack has invested more than $100 million in plants and technical centers in Maryland, Pennsylvania and North Carolina. More than $300 million has been dedicated for new facilities, additional service bays, additional service and parts employees, expanded hours of service and more master technicians and millions more put into research and development to keep Mack ahead of the game and continue to produce its quality products. MACK TRUCKS... BORN READY NEW OLD 36 IT MAGAZINE Vo l . 8 , N o . 3