Paccar’s design is expressed in actions that are consistent with its positioning and that are consistent over time. It does not make small trucks, only large ones. Within the large-truck segment, it does not make cheaper economy trucks. The product-buyer focus is maintained by its dealers, designers, and engineers. Because it is not diversified, the talk and knowledge in the design studio, in manufacturing, and in the executive suite are about truckers and heavy trucks. They don’t need to hire a consulting firm to figure out their core competence or to find out who their buyers are.
