2015 Mack "Highway" truck brochure

[kscarbel2]

I have to say that the current (2015) Mack highway truck brochure is the worst to ever represent the brand. Clearly, Volvo hired an advertising company (VSA Partners) which is completely clueless about the truck industry.

The painfully bland theme of the brochure, beginning with a cover photo that lacks a truck, prevents customers from even picking up a copy. I will say though, that the unevenness of the highway in the photo reflects the current state of Mack brand management.

http://www.macktrucks.com/~/media/files/brochures/mack_highway_brochure.ashx?as=1

Looking at that truckless empty highway on the cover, one is reminded of the lifeless "Born Ready" video in which trucks are shown less than half the time (https://www.youtube.com/watch?v=xAgDmL2oYRA

When trucks are visible...........they are always in the background. The video appears to have been originally created for a work clothes manufacturer, and resuscitated in a bid at Volvo's Mack brand business.

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/).

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 yet another flop in its brand re-identification strategy for the American truck industry's most well known name in trucks.

On another note, Volvo has erased spec sheets from the Mack brand website (http://www.macktrucks.com/trucks/pinnacle-series/pinnacle-day-cab/). All one can do is download the "highway brochure", which negates listing all but the most basic specification information. There's no substitute for a spec sheet.

[TeamsterGrrrl]

Another example of how fractured things are at Mack these days, heck, even the brand is fractured. The "Born Ready" video was a wasted effort, and an even greater waste of money- Air horns are not a Mack exclusive, and to have the same ol' white guys pulling the cord does nothing to bring in new customers. Would have been    better to focus on a mack attribute like low speed torque, with couple second scenes of diverse drivers putting different Macks in motion in trying circumstances like a Michigan train starting on an upgrade, a refuse truck pulling out of a soft landfill, a dump truck with a heaping load cleanly pulling away despite being mired in muck with one wheel over a foot higher than another. At the end, a simple slogan... "the torque that moves us: Mack!"

[cf685f]

Wow no truck on the cover! Really!

[Vladislav]

The road on the cover needs some flattening indeed.

At all the brochure looks Ok.

[staxx]

I said it all last year in Champtruck that it was the Mack torque that moves my race truck being I had the smallest engine in the race series and won 👍🏁

[Bullheaded]

Yes, I miss the old brochures. But still, it could be worse. Look at the other manufacturers.

International rarely makes a brochure any more. Not even online. And when they do most of the specs are outdated or inaccurate.

Pete doesn't make brochures at all.

KW still makes a nice brochure, but they don't use real pictures any more. Every year they just change the color on their computer-generated cartoon graphics.

 

At least Freightliner and Star still make nice ones.