New Vocational Truck for a Classic American Brand
PROJECT: Name the next generation standard of vocational truck by Mack Trucks (Mack), a brand born in America over a century ago that’s become one of North America’s largest manufacturers of medium- and heavy-duty trucks, as well as proprietary engines and transmissions.
KEYSTONE: A central stone at the summit of an arch, locking the whole together; The central principle or part of a policy, system, etc., on which all else depends.
BRAND POSITIONING: Mack came to us with a great challenge over several projects: to name multiple new truck models, many components of their trucks, and their new electric vehicle financing program. Keystone is the second of the trucks we have named for Mack to be released, after Pioneer. (See all the names we have created for Mack that have launched.)
For the truck model names we created, we coalesced around two specific and intertwined brand positioning themes: Americana, as manifested on America’s highways; and the rugged country away from the highways. While Pioneer is a highway truck, Keystone is a vocational truck, often working off-road in hardscrabble terrain. As Mack says on the Keystone web page:
Vocational tractors routinely face rutted dirt roads, rocky terrain, and unpredictable jobsite conditions. Keystone is built with higher ground clearance and rugged off-road capability to help operators tackle these obstacles and prevent damage across demanding work environments.
In classical stone masonry, the keystone is the singular, central block locked at the crown of an arch. It is not smooth and decorative. It takes the entire crushing weight of the structure from both sides, locking every other piece into place under sheer, unyielding pressure.
If the keystone holds, the arch stands for ages. If it fails, everything collapses into the dirt. The Mack Keystone was engineered around this exact promise of rugged durability. As Mack says,
A keystone is the foundation, the backbone of any operation, and the workhorse behind every workhorse. In the world of trucking, that principle has a new face and name.
When the terrain is unpredictable and the load is punishing, you need a truck that holds the weight of the enterprise on its shoulders. You need the Keystone, from Mack Trucks.
VISIT: Mack Keystone | The new standard of versatility.
See all the brand names we created for Mack that have been launched.