Introduction // 9 Forward-thinking: Always looking ahead, we are driven to fulfill not only toda y’ s need, but also anticipate tomorrow ’ s. Discerning: We do our research; we stand behind our ability to analyze and predict market trends. Disruptive: We seek to break the mold of traditional specialty vehicle providers, making good on the promise of a network of brands and products born to deliver efficiencies through innovation Responsive: We take pride in our nationwide system of service and support. We respect the needs of customers, shareholders, vendors, partners, and fellow team members and respond with excellence and a sense of urgency. Culturally, we have a bias towards action. Driven: We are motivated to deliver, every time. Industrious: We are diligent and hard-working. We seek solutions rather than become stymied by obstacles or problems. Brand personality. The brand ʼ s personality is captured in the voice it uses and the look it conveys. For The Shyft Group, we should always communicate with the following characteristics in mind: Brand Personality