Mack Truck


Problem
Over 90% of U.S adults know the Mack brand, but very few actually use or own any Mack products. The company’s only products are trucks for municipal, construction, or long-haul freight applications. Mack was interested in extending into product areas that were either relevant to the larger consumer marketplace and/or products which provided a broader range of product to commercial users. In addition to brand-building goals, the intent was also to diversify Mack’s earnings base beyond trucking.

Solution
LMCA’s extensions include: (1) lawn and garden equipment, including lawn mowers, lawn tractors and tillers that have been top-rated by Consumer Reports, (2) snow removal equipment, including snow blowers, (3) automotive hydraulics, including lifts and jacks, (4) material handling equipment, including dollies and forklifts, and (5) a line of “Mack Tough” apparel.

Results
Licensing has evolved into a formalized profit center and a standalone strategic business unit for Mack and its Stockholm-based parent, Volvo Trucks. The program ranks among the 30 largest North American brand licensing programs, and it has a dedicated organization in place. New extensions continue to be pursued in strategically appropriate product and service categories.