Truck-Lite: See and be seen

From the June 2013 issue.

In a globalised economy, maintaining brand visibility is more complex than ever – as lighting expert Truck-Lite can attest.

It’s safe to say that the rise of the ‘global economy’ has imposed a tremendous challenge on corporate communication – we must now communicate around the world, not just around the corner, and be aware of linguistic, cultural and legislative disparity if we are to build a strong international brand. 

One company that has successfully managed the transition to a global brand is lighting and mirror specialist Truck-Lite. Established in a US backyard in 1955, it has evolved into a modern, decentralised business boasting some 11 manufacturing locations worldwide – from the Americas to Europe and Asia.

“Due to that global footstep, we are able to support any customer in any location at any time,” says Tim Walker, Executive Vice President of Sales, Asia, who has recently overseen the opening of the company’s first China office in Hong-Kong, coining the term local relevance. “Local relevance is not just a phrase, it’s what we believe in. We are convinced that being close to the market will give us a competitive advantage and make the brand relevant to the people who decide on what to buy, so we keep reviewing and expanding our network all along.”

But, how does Truck-Lite maintain that big picture view everyone is talking about? And how does it preserve a quick and lean decision-making process while constantly adding to the company’s complexity?

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