Electric Truck Financing Umbrella Program for Mack Trucks
PROJECT: Name Mack Trucks’ Electric Truck Financing Umbrella Program and three sub-brand entities: 1) Vehicle as a Service (VaaS); 2) Electric Truck as a Service (ETaaS); 3) Infrastructure as a Service (IaaS).
ELECTRIFY: (verb) To charge with or subject to electricity; apply electricity to. To supply (a region, community, etc.) with electric power. To equip for the use of electric power, as a railroad. To excite greatly; thrill: to electrify an audience.
BRAND POSITIONING: Mack Trucks, one of North America’s largest manufacturers of medium- and heavy-duty trucks, hired Zinzin for help with multiple naming and brand architecture projects. The first to launch is Mack’s Electric Truck Financing Program, which we named ElectriFi.
The electrification revolution is on, even for large trucks, and Mack Trucks is leading the charge. At its core, Mack is more than just trucks, offering comprehensive support services as well, and that is equally true for new electric trucks. Mack says, “when you buy a Mack® Electric Vehicle, you plug into a coast-to-coast network of service, support, and over 120 years of trucking experience.”
The name Zinzin created, ElectriFi, is not merely descriptive — “electric financing” — it’s also a call to arms: electrify! But “electrifi(cation)” in this context is purely a statement of fact and purpose, and not a value judgment. It says to prospective buyers, “When you’re ready to electrify your fleet, Mack’s got your back.”
The “ElectriFi” construction and its association with “HiFi” and “WiFi” also evokes “fidelity,” “elemental,” and “ubiquitous.” As a powerful bonus, the verb electrify has another meaning beyond the purely descriptive: “to excite greatly; to thrill.” Perfect for generating excitement in the vehicle electrification movement!
Under the ElectriFi umbrella, the jargon and acronyms have been swept away to greatly simplify the names of the three sub-brand entities, which became Lease, Subscription, and Infrastructure:
Each is designed for ultimate ease and flexibility for customers, whether they are committed to building an all-electric fleet or looking to see what a single Mack EV can do for their business.
These three sub-brand names are a great example of something we often preach here at Zinzin: when you have a strong brand name, it usually makes the most sense to give sub-branded products or services more direct and descriptive names. This will drive brand equity up to the parent brand and avoid confusing or diluting the power of the parent brand.
Mack ElectriFi is the thrilling way forward in electric trucking, and Zinzin is proud to have been a part of this great project.
VISIT: Mack ElectriFi Finance Solutions | Charge your fleet forward.
See this case study also: Mack Pioneer