With an influx of Chinese and Korean brands, Scania is losing market share to lower priced competition. To tackle this, they wanted to highlight the added services and benefits that come with a Scania truck. From its proprietary Fleet Management System to Drivers Training Program, the trucking multinational wanted to push the idea of it being a ‘total solutions’ provider.

Unable to compromise on brand and price, the idea that every purchase is  ‘Loaded with Extras” came to fruition.

Two concepts were created to address the issue.

Concept 1 promises an increase in efficiency levels when partnered with Scania. Visually, the ascending buildings equates to business growth, while both tipper and mixer imply that they will lead your business towards profitability.

Similarly, Concept 2 sees a truck travelling along a highway free of traffic, heading towards the Scania logo, which suggests the ‘return’ home. ‘Returns’ also means profitability.