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Spartan Emergency Response Established as a Cut Above the Rest

www.SpartanER.com: Created for an Improved User Experience

INDIANAPOLIS, April 23, 2015 (GLOBE NEWSWIRE) -- It is no coincidence Spartan was built on the foundation of a diamond. Spartan Emergency Response ("Spartan"), a business unit of Spartan Motors, Inc. (Nasdaq:SPAR), introduced its "Diamond" campaign in April of 2015 as a way to continue the company's commitment that began in 1975 and remains consistent today. Spartan Emergency Response does not sell gemstones, but instead it builds the most powerful and reliable apparatus, cabs and chassis on the market. It is the perfect balance of safety and quality that makes Spartan Emergency Response a cut above the rest.

"Spartan's Diamond Campaign is about reinforcing the company's commitment to an industry," said Russell Chick, Spartan Motors, Corporate Director of Marketing. "This Campaign clearly communicates safety and quality across customer touch-points, with a strong initial focus on digital platforms. While developing this Campaign, it became clear that the dimensions of the Spartan brand are well aligned with those found in a diamond – unbreakable, durable and safe. The visual connection works as well; the Spartan logo is formed in the shape of a diamond. This year marks our 40th anniversary of designing, engineering and manufacturing world-class apparatus and cab/chassis. Spartan celebrates this key milestone using the Diamond Campaign which maintains the premium brand positioning firefighters associate with our product performance."

The Diamond Campaign was launched in April 2015 across a number of digital platforms, involving both paid and owned media. The advertising media schedule will expand as we progress through the 2015 calendar year, thus providing our dealers a fresh platform from which to market and sell the Spartan brand. The Campaign launch plan includes a new Landing Page (www.SpartanER.com) as a key platform to drive end-user engagement online. This landing page currently connects to multiple legacy websites maintained by Spartan Emergency Response and it will displace those websites later this year as we create an improved web experience for all our customers, dealers and stakeholders.

The Diamond Campaign is a brand-building initiative. While Spartan ranks No. 1 or No. 2 across a number of brand metrics, continuous improvement is a key initiative across the corporation and that includes the marketing function. Product marketing of specific models and product features will be accommodated within the Diamond Campaign using digital assets as needed. At Spartan, the job is never done. That is how the company stays a cut above the rest. Experience the brilliance of a Spartan.

About Spartan Emergency Response

Drawing on more than 130 years of excellence in fire truck manufacturing, Spartan Emergency Response is a world-class leader in the design, engineering and flexible production of the most powerful and reliable emergency response apparatus, cabs and chassis on the market. Spartan Emergency Response manufactures a full line of pumpers, tankers, rescues, aerials, quick-attack/urban interface vehicles and other emergency-rescue vehicles on both custom and commercial chassis from its facilities in Michigan, Pennsylvania and South Dakota. For more information, visit www.spartaner.com.

About Spartan Motors

Spartan Motors, Inc. designs, engineers and manufactures specialty chassis, specialty vehicles, truck bodies and aftermarket parts for the recreational vehicle (RV), emergency response, government services, defense, and delivery and service markets. The Company's brand names – Spartan™, Spartan Chassis™, Spartan Emergency Response™ and Utilimaster® – are known for quality, performance, service and first-to-market innovation. The Company employs approximately 1,700 associates at facilities in Michigan, Pennsylvania, South Dakota and Indiana. Spartan reported sales of $507 million in 2014 and is focused on becoming a global leader in the design, engineering and manufacture of specialty vehicles and chassis. Visit Spartan Motors at www.spartanmotors.com.

CONTACT: Russell T. Chick Corporate Director of Marketing Spartan Motors, Inc. 517.997.3852Source:Spartan Motors, Inc.