ScaniaBrand experience
Customer experience is becoming a crucial source of differentiation in the transport industry. To ensure Scania’s experience drives exactly the right perceptions and positions the brand in the desired way against its key competitors, Scania partnered with Kurppa Hosk to define a new Experience Vision. Scania’s ambition was clear: every interaction should communicate the precision, performance and engineered excellence the brand is known for – across products, services, and digital experiences alike. Together with Kurppa Hosk, Scania developed “Performance Engineered” – a concept distilling Scania’s DNA into a unifying vision. It captures what has always set Scania apart: ingenious engineering, uncompromising performance, and the ability to tailor solutions to each customer. Attributes that once differentiated Scania’s products now need to shape every physical, digital and personal touchpoint.
To ensure organization-wide buy-in, the work was developed in close collaboration with representatives from Scania’s brand design, digital design, and product design departments – functions with significant impact on the overall brand experience across key touchpoints.
The new vision was then rolled out through the Scania Experience Hub – equipping employees with inspiration, insights, and practical guidelines to create experiences consistently aligned with the brand. The hub is also designed to be used for talent and other external audiences going forward, offering them a way to explore and experience Scania’s world.
The new Experience Vision also guided a refresh of Scania’s visual identity – aligning the expression across channels with the principles of Performance Engineered. Just like Scania’s engineering has always been precise, exact, and user-focused, the identity was sharpened to reflect the same qualities. Superfluous elements were stripped away, making the expression clearer, simpler and bolder – projecting greater confidence. The premium level of the visual language was elevated, with more photos of Scania’s people, the individuals behind the ingenious engineering.
The result: a shared experience foundation that strengthens Scania’s differentiation and long-term competitiveness.
