Dec. 11, 2007 Electronics retailer PC World has redesigned its delivery trucks to resemble computer mouses a branding effort that the company says affords environmental benefits as well. The new trucks provide 10% more storage capacity and, thanks to their aerodynamic design, get 20% better mileage.

The 75-truck fleet will be launched early in 2008 to deliver stock to PC World's 167 stores in the U.K. and the Republic of Ireland, Retail Bulletin reports.

I'm very pleased that we're able to use the state-of-the-art RoadMouse to deliver stock to our stores, says Keith Jones, managing director of PC World. The aerodynamic shape is much more efficient and, being mouse-shaped, it is also a great reminder of the technology that we provide.