kscarbel2
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In 2012, Renault sold its remaining stake in Volvo Group (Renault came to own Volvo shares stemming from a failed merger attempt). Thus today, both the Mack and Renault "brands" belong to Volvo Group. Originally launched in 1990, Volvo terminated production of the unusual looking but popular Renault "Magnum" heavy tractor in 2013. Volvo has replaced the Magnum with the new Renault-branded "T" Series, which is the recently launched second generation Volvo FH with different (and very unattractive) front fascia. Unlike the Magnum it replaces which was available with the Mack V-8 for many years, the "T" series is only offered with Volvo D11 and D13 engines (rebadged as DTI 11 and DTI 13) rated from 380hp to 520hp. The Volvo D16 is not available. http://www.renault-trucks.co.uk/t/ FYI: http://corporate.renault-trucks.com/media/document/DP-pdf/dp_magnum_20_ans_en.pdf EE9-500 16.36 500 @ 1,900 2,000 N.m @ 1,300 Europe – Renault Magnum AE500 EE9-520 16.36 520 @ 1,900 2,250 N.m @ 1,300 Europe – Renault Magnum AE520 EE9-530 16.36 530 @ 1,900 2,250 N.m @ 1,300 Europe – Renault Magnum AE530 EE9-560 16.36 560 @ 1,900 2,450 N.m @ 1,300 Europe – Renault Magnum AE560
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The 16.4 liter Mack-Scania V-8 is still very much with us of course. Perhaps over time, when you are ready for the responsibility that serious power requires, you may move up from your D16 to a high-end powerplant - the Scania DC16 V-8. http://www.youtube.com/watch?v=bPK9PyenTtc&list=PL2E544D75CCFF281D http://www.youtube.com/watch?v=TEVLrFB5uVk&list=PL_pZGFQt5xztRS5lbCQi3DbPrbG2Ms6B5 http://www.youtube.com/watch?v=DAtVDmK55S4&list=PL_pZGFQt5xztRS5lbCQi3DbPrbG2Ms6B5 http://www.youtube.com/watch?v=7CvwcMGqlZY&list=PL_pZGFQt5xztRS5lbCQi3DbPrbG2Ms6B5
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Yes, to meet the needs of the low volume "baby 8" segment, Mack wisely outsourced with the ETZ477/E4-210 (Scania DS8) and EM5-250/290 (Renault MIDR 06.20.45). There's a word for how that was handled - smart. I'm very proud to let my fellow Americans know that Mack Trucks had planned to re-launch the E9 V-8 in 2003 with Bosch electronic unit pump (EUP) injection, a revision that would have allowed Mack's legendary powerplant to meet EPA2004 and EPA2007 emissions standards. And like its relative, the Euro-6 Scania DC16 V-8, the Mack E9 could have been upgraded to high pressive common rail fuel injection to meet EPA2010 emissions. Volvo cancelled the relaunch of the Mack E9 V-8 because they wanted to use their own upcoming D16, and not because the Mack E-9 couldn't be made emissions compliant. Sir, would you please tell me what you find humorous about Mack's intention to relaunch the E9 V-8? I take your "LOL" remark as an insult against the former Mack Trucks. For you to say that "Mack had already lost the heavy haul market by the time" is merely your opinion. Had Volvo not terminated the V-8 relaunch, I am confident that Mack would have quickly recaptured any lost market share (as you allege) in the heavy haulage segment (following the E9's brief departure) and once again had the entire U.S. V-8 market segment all to themselves. As much as you admire foreign truckmaker Volvo, I'm at a loss as to why you purchased the Mack-branded Titan instead of the real McCoy, the Volvo-branded VNX (the VNX and Titan are the same truck with different cabs). You then could bask in the guiding light of the Volvo nameplate everyday. I understand the Volvo-branded VNX even includes a complimentary Volvo prayer rug and a compass to ensure you are facing Gothenburg during your noon devotions.
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I'm not infallible. I had dinner with Henry Nave several times and found him to be an impressive individual. Ralph Reins and Marc Gustafson certainly weren't in his league..These are my own humble thoughts. http://www.automotivehalloffame.org/inductee/henry-nave/103/
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Full of life, color and radiating American pride, the Mack "5-Color" logo is arguably the best that the company ever used. And certainly, the Mack "5-Color" logo is far better than the VSA Partners-designed dark medieval European-style black and white logo that Volvo plans for their Mack brand now. I hate to think how much Volvo paid VSA partners for this distasteful new brand logo. The article below, "Mack Re-establishes Trademark", is from The Mack Bulldog, Volume 11, Number 3, 1981. .
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http://www.hendrickson-intl.com/Other-Documents/INTL100.pdf
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Mack International – Global Bus Chassis Sales
kscarbel2 replied to kscarbel2's topic in Modern Mack Truck General Discussion
After Mack phased out C-Series municipal bus production in 1960, the company began limited production of custom bus chassis. Later during the 1970s under Jack Curcio (vice president - international operations), Mack Trucks more aggressively promoted bus chassis sales in the global market. Based on the R-model with both front- and rear-mounted engine configurations, Mack FC (forward control) bus chassis were sold on both sides of the Atlantic, in Europe and Latin America. Pictured below is an example produced by bus body builder Utic in Portugal. Also pictured are some hard run veterans in South America, Mack bus chassis produced in Venezuela and fitted with bus bodies by Ciferal in Brazil. Model Production Years Units CB-Series 1941-1950 1,685 FC13 1964-1965 108 FC23 1964-1965 102 FC33 1963-1966 16 FC607B 1968-1971 118 FCR607B 1974-1974 40 FC605RB 1976-1976 1 FCR685B 1970-1976 209 FCR685RB 1976-1978 57 . -
Mack International – Global Bus Chassis Sales
kscarbel2 replied to kscarbel2's topic in Modern Mack Truck General Discussion
The Mack CB forward control bus chassis range was produced between 1941 and 1950. Of the 1,685 CB bus chassis were produced, most were gasoline powered but 326 units were ordered with diesel powertrains (between 1947 and 1950). Carrying model designations CBA through CBL, the CBs were designed for export to emerging countries in Latin America and Europe. Some were operated in the United States with school bus bodies. To meet the needs of Australia and New Zealand, right-hand drive models were also produced. . -
When Mack Trucks comes up in discussion, we seldom hear references to bus chassis. Indeed in America, the bus chassis market has always been unique. The “big 3” for many years controlled the school bus chassis segment, while inter-city coach manufacturers largely produced their own chassis in house. The overseas bus chassis market has always been more vibrant, particularly in the inter-city and coach segments. The number of body builders is staggering, and their products impressive. Throughout Europe and the UK to South America and the world over, Scania in particular has been a long time leader in the global bus chassis segment (http://www.scania.com/products-services/buses-coaches/intercity-coach/chassis/), joined by MAN, VDL and Mercedes-Benz. From the 1930s thru 1978, Mack Trucks did indeed produce a variety of bus chassis for both the U.S. domestic and global markets (Mack’s versatile AB bus chassis served as the platform for moving vans and other truck types). In addition to producing the legendary BK inter-city coach for Greyhound and other operators in the 1930s, Mack also sold bus chassis to both U.S. bus body builders from coast to coast including C.D. Beck* of Sidney, Ohio and C.N. Johnston Company of Bakersfield, California. Global in stature, Mack also supplied bus chassis to overseas bus body builders (e.g. Argentina – see below). * Mack Trucks purchased C.D. Beck of Sydney, Ohio in September 1956 with the intention of re-entering the inter-city bus business. Mack had dropped out of the inter-city bus market during the 1930’s to focus on the transit bus market. Beck was a manufacturer of inter-city buses as well as Ahrens-Fox fire engines. Beck had begun producing Ahrens-Fox under contract from 1953, and acquired exclusive production rights in 1955. Mack’s legendary C-85, C-95 and C-125 were directly based on a new Ahrens-Fox model in Beck’s new product pipeline that Mack Trucks subsequently re-engineered with a Mack drivetrain. From 1956 through 1958, Mack produced model 92-G “Sky Liners” and 97-D inter-city motorcoaches at Beck. .
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http://www.youtube.com/watch?v=DAtVDmK55S4&list=PL_pZGFQt5xztRS5lbCQi3DbPrbG2Ms6B5 http://www.youtube.com/watch?v=TEVLrFB5uVk&list=PL_pZGFQt5xztRS5lbCQi3DbPrbG2Ms6B5 http://www3.scania.com/en/New-V8-truck-range/Line-up/ http://www.youtube.com/watch?v=QViZRWR6ovo&list=PL_pZGFQt5xztRS5lbCQi3DbPrbG2Ms6B5 http://www.youtube.com/watch?v=OuxL-iXX-3E&list=PL_pZGFQt5xztRS5lbCQi3DbPrbG2Ms6B5
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Please bear in mind of course that the "Euro look" you are seeing here is circa 1987. Today's Scania exterior (and interior) design is, in my humble opinion, absolutely breathtaking. Scania is behind the most advanced heavy truck technology available today. . http://www.youtube.com/watch?v=tuu4D-j-Ymc http://www.youtube.com/watch?v=5iIFW2sUERQ
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Australian Transport News / March 6, 2014 US retail behemoth Walmat has unveiled its concept truck, dubbing it the WAVE. Walmart Advanced Vehicle Experience, the WAVE was a centrepiece of the company’s recent Sustainability Milestone Meeting. President and CEO Doug McMillon says formal testing has just begun but pledged that it would be 20 percent more aerodynamic than its current trucks. It has a micro-turbine hybrid powertrain that can run on diesel, natural gas, biodiesel "and probably other fuels still to be developed", and also involves electrification and advanced control systems. "It may never make it to the road, but it will allow us to test new technologies and new approaches. I share it because it gives you a sense of how sustainability is helping us see things in new ways," McMillon adds. WAVE is the result of collaboration between vendor partners, including Peterbilt, Great Dane Trailers and Capstone Turbine. It includes an electronic dashboard with customisable gauges and performance data, a full-sized sleeper and sliding driver’s door. The driver’s seat has LCD screens at either hand and its single trailer is in the carbon-fibre-bodied. According to Business Strategy and Sustainability Director Elizabeth Fretheim, the concept is part on an ongoing sustainability and fleet efficiency drive aimed at double fleet efficiency by 2015, compared with 2005. "We’re already 80 percent of the way there," Fretheim says. "Since 2007, we’ve delivered 658 million more cases while driving 298 million fewer miles. "But the key to continued improvement is through technology. "We need to use the most efficient equipment available – and we need to pursue and test the technologies of tomorrow. "That’s why we’ve been working with our suppliers to pilot new and emerging technologies for about 20 years. "These tests have included a number of prototypes: hybrid assist, wheel-end hybrid assist, full propulsion hybrid, natural gas (LNG and CNG) and waste grease." She notes that Walmart’s Canadian Supercube trailer pilot study is in its second test phase "after proving that it can ship up to 40 per cent more merchandise than conventional tractor-trailer combinations, reducing costs by 24 percent and greenhouse gas emissions by 14 percent". (see http://www.bigmacktrucks.com/index.php?/topic/34233-wal-mart-to-expand-test-use-of-supercube-concept-in-canada/) "Like the concept cars you see at auto shows, this prototype will evolve before it’s ready for the road," she says. "But it’s exciting to think about how any one of the new features might become an industry standard in the future. "The important thing is that we find incremental improvements while also challenging ourselves to look at fleet efficiency in new and different ways." No fuel efficiency standard was mentioned for the WAVE but Peterbuilt reportedly gets 10.7 miles per gallon (4.54 km per litre) in real-world conditions from its Cummins collaboration, the SuperTruck, and AirFlow Truck Co claims 13.4 mpg (5.67 kpl) for its BulletTruck.
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Truck News / March 6, 2014 Navistar announced it will be adding selective catalytic reduction (SCR) aftertreatment to its MaxxForce 9 and 10 engines, completing its mid-range engine transition to SCR. The company already offered the Cummins ISB 6.7 engine (with SCR) in its International DuraStar. The MaxxForce 9 and 10 will be offered in DuraStar and WorkStar vehicles. “Our medium-duty transition to SCR started strong with our DuraStar with Cummins ISB6.7 and we have high expectations for this chassis/engine combination as we see the construction market continue to rebound,” said Bill Kozek, President, North America Truck and Parts, Navistar. “We also know a number of our customers require more horsepower and torque and we’re pleased to offer these customers an expanded engine choice by adding SCR to our 9-liter and 10-liter engines.” Meanwhile, Navistar is also making an Allison Optimized 1000 Series transmission with an optional sixth speed available on its International TerraStar. Navistar says the sixth speed will provide improved fuel economy and lower engine noise. Also new to the TerraStar is a refined front suspension with redesigned front spring and bumper, which the company says offers a smoother ride over rough terrain.
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My friend, as always, I appreciate your candor. Speaking only for myself, my single purpose in life is to sell trucks, not to complain about Volvo and what they've done to the former American icon Mack Trucks. However, like you and everyone on this forum, I do have my own thoughts and express them. Isn't it wonderful to be of a country where freedom of expression is championed If I may, please allow me to ask you two yes or no questions. Do you feel that the acquisition of Mack Trucks by a foreign truckmaker was good for America? Do you feel the dominance of America's truck industry by foreign truckmakers is in the best interest of the United States?
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Introduced in 2013, the Ford 1846T tractor is produced and sold by Ford Otosan in Turkey and has quickly made a solid name for itself. Ford Otosan is a joint venture between Ford Motor Company and Koc Holding. The 1846T is equipped with the most powerful engine yet for the Cargo range, a 10.3 liter VGT-equipped engine rated at 460 horsepower and 1,549 ft-lb. of torque. This is the Iveco “Cursor 10”, produced by Fiat Powertrain Technologies (http://www.fptindustrial.com/products/en-UK/Documents/onroad-en.pdf). Transmission options are the ZF 16S2220 TO manual overdrive and the ZF 12AS2130 TD direct drive AMT. A 322 horsepower engine brake and transmission-mounted ZF retarder are available. The 1846T has a 7100kg (15,653lb) front axle, Meritor 17X 11,500kg (25,353lb) rear axle and a 40,000kg (88,185lb) GCW. Here is the interactive Ford 1846T website. http://www.yollarinlordu.com/ On this web page (http://www.ford.com.tr/agir-ticari-araclar/ford-cargo-cekici) for Cargo tractors, you can click the following for more information. 1846T Teknik özellikler Standard 1846T spec sheet 1846T katalog Standard 1846T brochure 1846T Midilli Çekici Teknik Özellikler Low 5th-wheel height (960mm) version of the 1846T for pulling 2.9-meter high shipping containers and high-cube trailers (It keeps under the 4-meter maximum height requirement in Europe). Introduced in 2013 at Ford Brazil, the C-2842 is their big tractor with a 420 horsepower version of the Iveco “Cursor 10” and a 6x2 tag axle configuration (popular in Brazil). http://www.fordcaminhoes.com.br/cargo/c-2842 http://www.fordcaminhoes.com.br/cargo/c-2842/caracteristicas/performance http://www.fordcaminhoes.com.br/cargo/c-2842/caracteristicas/conforto http://www.fordcaminhoes.com.br/cargo/c-2842/caracteristicas/seguranca-tecnologia http://www.fordcaminhoes.com.br/cargo/c-2842/especificacoes-tecnicas Straight trucks (known globally as “rigids”) and vocational models are available in 6x4 configurations. Owing to the demand for higher horsepower engines in Europe, Turkey offers a 460 horsepower powerplant whereas Ford Brazil’s top power offering is 420 horsepower. Ford Otosan has been enthusiastically pushing Bill Ford to continue on with the Ford Cargo commercial truck range and invest more heavily. And Ford Brazil has benefited heavily from R&D pushed in Turkey by Ford Otosan. Turkish and Brazilian Cargos used to have differences. But now under the “One Ford” global platform strategy (producing the same model at different global locations), they build the same basic truck. Otosan has been producing Ford vehicles under license since 1959. Owned by the Koc family, the relationship dates back to 1928 when Henry Ford made Vehbi Koc a Ford distributor. Despite having only invested just US$37.5 million into the joint venture to redesign and upgrade Cargo range (for a total of US$75 million), Ford has gotten a very big bang for their buck owing to the enthusiastic people at Ford Otosan. If Ford was to make a serious investment, they could easily re-enter the high-level European heavy truck market (http://www.bigmacktrucks.com/index.php?/topic/30332-when-ford-roamed-the-world-the-transcontinental/). .
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I could say that this is what happens when you put an unqualified individual in charge of a truck brand (new Mack president Stephen Roy is a former loan guy from Volvo Commercial Finance). But I won't go all the way with that because certainly Dennis Slagle who runs Mack and Volvo for North and South America (Executive VP - Volvo Group Trucks Sales and Marketing Americas ) and the big guy himself Olof Persson (Volvo Group CEO) had to have approved this. The logo is just plain terrible. I hope they didn't pay much. Mack logos traditionally were full of color and life. This depressing black and white approach looks like death warmed over. The old man (Zenon C.R. Hansen) is looking down in sadness at what foreigners have done to his iconic American truck company.
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Diesel News Australia / March 5, 2014 The new logo and new look and feel for the brand identity of Mack Trucks has been unveiled at the ConExpo in Las Vegas. Gone is the tough trucks image which has served the Mack brand for so long and in comes a more nuanced approach. Yes, they are still working trucks and all of the people in the ads are blue collar but the old ‘built like a Mack Truck’ language has gone. This new branding is clearly Australia-bound, evidenced by the presence on the stage at the launch of Dean Bestwick, Mack Australia’s brand champion. The logo doesn’t take the image too far away from its current look. It now consists of the Mack lettering on the bonnet of the trucks along with a side-on view of the Bulldog statuette which takes pride of place at the top of the grille. http://www.dieselnews.com.au/global-rebranding-for-mack/
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Ford 2016 F-750 Truck Robotic Testinghttp://fleetowner.com/equipment/ford-2016-f-750-truck-robotic-testing
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Trailer/Body Builders / March 5, 2014 Ford’s F-Series Super Duty has engine and chassis upgrades for 2015 that together deliver best-in-class horsepower, torque and towing capacity. Ford’s second-generation 6.7-liter Power Stroke V8 turbo diesel now boasts 440 horsepower, up from 400 horsepower, and 860 lb.-ft. of torque, up from 800 lb.-ft, across all Super Duty models from F-250 to F-450. The 2015 F-450 tops the F-Series Super Duty pickup truck lineup with maximum towing capacity increasing to a class-leading 31,200 pounds, a gain of 6,500 pounds. The truck’s gross combined weight rating increases to a class-leading 40,000 pounds, a gain of 7,000 pounds. F-350 increases maximum towing capacity as well, to 26,500 pounds, from 23,200 pounds, and the gross combined weight rating goes up 5,000 pounds to 35,000 pounds. The improved ratings are a result of designing and engineering the truck as an integrated system. The approach enabled Ford engineers to optimize performance across the full Super Duty lineup. “Our chassis people work in unison with our powertrain people to develop more than a great truck, it’s a machine engineered for work,” said Doug Scott, Ford Truck group marketing manager. “We’re the only manufacturer that develops and builds our own powertrains in this class and when you combine that with a chassis that’s purpose-built for best-in-class power and torque, you can feel the result in the way it drives, especially when towing big loads.” “Our chassis people have worked in unison with our powertrain people to develop more than a great truck – it’s a machine engineered for work,” he adds. Power Stroke Engine Improvements The 2015 Super Duty achieves best-in-class towing performance with a second-generation 6.7-liter Power Stroke V8 turbo diesel engine that was further developed to provide more power, torque and efficiency. “The 6.7-liter Power Stroke was already a stout engine,” said Robert Fascetti, Ford vice president powertrain engineering. “The improvements we’ve made essentially give Super Duty customers an engine designed for our larger F-650 and F-750 trucks. They may not realize how tough this engine really is.” Key innovations on the 6.7-liter Power Stroke V8 turbo diesel are its compacted graphite iron engine block and reverse-flow layout. This segment-exclusive design places the exhaust inside the engine’s V-shape, with while the air intake positioned on the outside resulting in a variety of advancements: - Shorter airflow from the exhaust system to the new, larger turbocharger sitting between the engine’s cylinder banks improves turbo responsiveness – key to providing torque quickly to truck customers when they need it most - Positioning the turbo inside the engine’s valley helps isolate the engine’s hottest temperatures, improving performance and efficiency, while also reducing noise, vibration and harshness to improve driver comfort Enhancements include a larger turbocharger for faster air displacement resulting in more power. The engine block is made of compacted graphite iron, which is stronger yet lighter than cast iron, is more wear-resistant and has enhanced sealing properties. “The designers of the original 6.7-liter Power Stroke V8 turbo diesel predicted that it would eventually need to be upgraded for higher output,” said David Ives, Ford Power Stroke technical specialist. “They designed it in a way that made it easier to add a larger turbocharger, increasing airflow and creating more power for dramatically improved performance, yet we haven’t lost any efficiency.” New injector tips spray a finer mist of fuel into the cylinders which provides a more complete burn and helps reduce noise, vibration and harshness. Other benefits include lower emissions and less fuel deposit buildup on the intake valves over time. The engine enhancements give the Power Stroke engine a class-leading maximum output of 440 horsepower and 860 lb.-ft. of torque. Chassis improvements The F-350 is available with a high-capacity towing package that includes new front springs and a wide track axle, increasing the gross combined weight rating with the 6.7-liter Power Stroke engine from 31,900 pounds to 35,000 pounds. Improvements to the F-450 that allow it to handle the increased tow rating include commercial- grade 19.5-inch wheels and tires; upgraded rear U-joints and suspension components, including new rear leaf springs; front and rear stabilizer bars; and shocks. The steering system has stronger gears and linkages and the fifth-wheel/gooseneck has an increased towing capacity. The brakes are larger brakes and feature new antilock brake calibration for enhanced braking performance.
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Transport Topics / March 5, 2014 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.”
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Transport Topics / March 5, 2014 Navistar International Corp. said its loss expanded in its fiscal first quarter as sales volumes fell. Navistar reported a net loss of $248 million, or $3.05 a share, in the quarter ended Jan. 31, compared with $123 million, or $1.53, in the same quarter a year ago. Revenue was $2.2 billion, down from $2.6 billion a year earlier. The sales decreases were primarily due to Navistar shifting its medium-duty engines to selective catalytic reduction for emissions control, as well as lower military vehicle sales, the company said March 5. “We signaled that this would be a tough quarter due to our midrange product transition, the ongoing reduced sales in our military business, and because the first quarter, historically, represents the weakest operational period of the year for us,” Navistar CEO Troy Clarke said in a statement. “Clearly, we have more hard work to do to rebuild our market share and further reduce our costs, but we continue to make progress on our Drive to Deliver, and we feel we’re off to a solid start in 2014.” The first-quarter results included a $21 million loss from foreign exchange rate fluctuations and $18 million in asset impairment charges, Navistar said. Navistar is still suffering from its initial decision to forgo SCR and rely entirely on exhaust gas recirculation to meet 2010 United States emissions standards. It decided in 2012 to switch course after it could not produce a compliant EGR engine, switching its heavy-duty engines to SCR first, followed by smaller engines. Navistar recently announced that it will close its Huntsville, Ala., midrange engine plant and consolidate operations to an Illinois plant. It will also implement SCR for its high horsepower inline 6-cylinder engine platforms. “These actions will help us deliver on one of our biggest opportunities — reclaiming our market position in medium-duty and bus, which historically have been important businesses for us and our dealers,” Clarke said.
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If you watch the video, trucks are shown less than half the time. When trucks are visible, they are always in the background. Given that the core element of the Mack brand is the production and sale of trucks, why then are Mack trucks not prominently featured in the video? It's a bland, boring and meaningless display at best. If I was Volvo, I'd call their advertising firm (VSA Partners) and demand my money back. VSA Partners claims to be a next-generation brand and marketing firm that "designs and activates brands to perform in the modern world" (http://www.vsapartners.com/about/). Well, in order to perform in truck sales marketing, one needs to know something about trucks. And VSA doesn't. But Volvo is obviously to blame for this flop of a brand re-identification strategy for the American truck industry's most well known name in trucks, because they chose VSA.
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