Sept. 13–Mack Trucks will unleash its “next-generation” highway tractor tonight at the PPL Center in downtown Allentown.
Mack spokesman Christopher Heffner said the event, which is by invitation only, is slated to run from 7 to 9:30 p.m.
The event comes two months after Mack announced it would unveil the new truck, kicking off an online campaign that featured photos, behind-the-scenes videos and other exclusive material to build excitement for the launch.
Mack has said its new highway truck will feature a functional design that maintains the company’s strong, authentic and reliable reputation.
“If you were to take the bulldog off the hood and you were to take the Mack nameplate off the grill, you would still look at that and, if you knew anything about trucks, you would be like, ‘That’s a Mack truck,'” Jonathan Randall, senior vice president of sales for Mack Trucks North America, says in a video on the highway truck’s launch site.
The new highway truck also represents an opportunity for Mack to grow its long-haul business, John Walsh, the company’s vice president of global marketing and brand management, told The Morning Call last month.
While Mack is No. 1 in the construction segment and strong in refuse, the long-haul segment represents about 50 percent of the total heavy-duty truck market, Walsh noted.
“For us to achieve our market share ambitions, we have to have a bigger presence in that part of the market, and we’re confident that this truck gives us the opportunity to do that,” Walsh said.
The new highway truck will be assembled at Mack’s plant in Lower Macungie Township, which has just over 1,800 employees.
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