Mack puts the ‘experience’ in redesigned Experience Center
The Mack Trucks Customer Center in Allentown, Pennsylvania, has a new appearance and a new name after being closed during the pandemic and for months afterward for extensive renovations.
The Mack Experience Center has been renovated to provide a more comprehensive experience for consumers. Upon entering the lobby, guests will be able to view televisions mounted on the walls displaying Mack vehicles adorned in their respective fleet liveries.
In the showroom, visitors will be able to examine every aspect of their truck, including the undercarriage if it is elevated on a hoist that allows them to stand underneath the vehicle. Outside, the test track has been repaved and two new obstacles — a mud and gravel pit — have been added so that commercial trucks can be put through their paces.
The public-accessible gift shop and the Mack Historical Museum have also been redesigned. At the 6 June reopening, Jonathan Randall, president of Mack vehicles North America, stated that the $3.2 million investment was made to give Mack customers a more personalized and comprehensive experience with the brand and its vehicles.
It's part of the company's transition from truck manufacturer to one that offers a complete suite of services surrounding the vehicle.
"We adore our vehicles. We believe that our iron is the most attractive on the road, but it's not just about the iron," Randall said, adding that the modifications were intended to reflect this. "It's about the services and solutions we provide to help our customers flourish with their customers.
"You want the vehicle to be the referee who calls the game but has no impact on the outcome. Customer availability is ensured by its presence and proper operation. If the engine is not operating, the wheels will not revolve, and our customers will not be able to satisfy their customers or generate revenue. He stated that the experience center provides a holistic account of our services and solutions beyond the asset.
The redesign was led by David Galbraith, vice president of global brand and marketing for Mack Trucks. He stated that "experience" and "focus" were two of the company's desired outcomes.
"What you see is a platform from which we can tell the Mack brand story," he said in opening remarks before a ribbon-cutting ceremony with local dignitaries. The facility, according to Galbraith, is a "critical touchpoint" for the brand, where customers can delve deeply into their products and address their most pressing requirements.
Asked what would make the redesign a success, Galbraith said, "If customers or dealers depart here saying 'That was really worth my time, I want to bring my team back,' or 'when can I visit again'. That is achievement."
Each year, approximately 1,200 patrons and dealers are anticipated to visit the facility.
Market update
Regarding achievement, Randall highlighted the successful launch of Mack's Class 6/7 medium-duty MD model, which went into production in 2021. Last year, Mack went from having no market share to 5.5% of the Class 6/7 market in the United States and Canada.
"The acceptance of this product is nothing short of a success for Mack," Randall said, noting that a second shift was added at the truck's manufacturing facility in Roanoke, Virginia. As a result of supply chain constraints and production issues, it has been beneficial for our dealers to have an alternative product to sell on the market.
The company's Mack Anthem tractor continues to acquire market share in the on-highway segment.
"More than fifty percent of registrations are for on-road vehicles, and historically, this has not been Mack's strong suit," Randall acknowledged. "This has opened the door for Mack to speak with fleets that test them, and what ends up happening is that once they operate them, they see the economics, fuel efficiency, and driver feedback, and we end up penetrating these fleets more and more. This is part of the strategy to increase Mack's relevance in the on-highway industry.