News/Events News Releases

2004

Mack Bulldog - Renowned Corporate Symbol Turned Red-Hot Swimsuit Model - Now Hosting Game Show for Customers

LEHIGH VALLEY, PA (April 14, 2004) - In 2003, the Bulldog, corporate symbol of Mack Trucks, Inc., made the leap off the truck hood into stardom on the pages of the first ever Bulldog Magazine Swimsuit Edition. Now the Bulldog has parlayed his swimsuit-modeling debut into a new career - as the host of a CD-version of the popular Mack Challenge trivia game.

"Don't get me wrong -- being a hood ornament will always be important to me, but after picking bugs out of my teeth for more than seventy years, I'm ready to try other things," the Bulldog reportedly told close associates. "Becoming a swimsuit model was a logical first step. But now I want to see if I have what it takes to make it in this dog-eat-dog game show business, and I'm jumping into my new role with all four paws."

He added, "I may not be Bob, but I guarantee I'm a barker."

Traditionally played at trade shows, Mack Challenge is a trivia game in which contestants answer questions about a variety of topics, including the company and its vehicles. An animated version of the Bulldog hosts the new CD-version of the game. The CD also features videos about Mack, and a direct link to the company's web site. The goal is to provide customers with information about Mack and its products in an entertaining and interactive way.

BrandGames, a New York-based digital marketing company, developed the Mack Challenge CD. Mack plans to distribute it to customers primarily through direct mail, trade shows and dealer sales personnel.

Visitors to www.mackswimsuit.com can still view the photos that revealed never-before-seen sides of the much-loved canine—and gave new meaning to the phrase "Built Like a Mack Truck®."

Dedicated to quality, reliability, and total customer satisfaction, Mack Trucks, Inc. has provided its customers with innovative transportation solutions for more than a century. Today, Mack is one of North America's largest producers of heavy-duty trucks, and MACK® vehicles are sold and serviced in more than 45 countries worldwide. Mack is the primary sponsor of the American Trucking Associations' "Share The Road" national safety education initiative. All Mack manufacturing and development locations are certified under ISO 14001, the international standard for environmental management systems.

Mack is a member of the Volvo Group of Gothenberg, Sweden, a publicly held company with annual sales of approximately $22 billion. In addition to heavy trucks, Volvo's business areas include buses, construction equipment, marine and industrial drive systems, aerospace, and financial services. In the U.S., Volvo shares are listed on NASDAQ and are traded as ADRs (symbol: VOLVY).