ScaniaBrand strategy
Product excellence will always be the foundation of Scania’s premium position. But as Scania’s industry evolves, the customer experience around the product is taking on a more decisive role. In partnership with Kurppa Hosk, Scania is redefining what “premium” means in this new context – and identifying where in the customer journey it can make the biggest difference. For decades, Scania’s premium position has been defined by its products. By engineering the world’s best trucks, Scania has consistently claimed a place at the very top of the market – and in the hearts of its customers, becoming a true passion brand among drivers worldwide.
Now, electrification is changing the game and narrowing the scope for pure product-based differentiation. Powertrains, once a major source of distinction, are becoming more standardized, and batteries are sourced from similar suppliers. New competitors are also entering the scene. At the same time, customers need more support than ever: charging solutions, financing services, fleet management tools, and advice on maximizing uptime and profitability in a still-maturing infrastructure. This creates new opportunities – not just for revenue beyond the vehicle, but for differentiation through the entire customer experience. To stay premium, Scania must combine superior electric vehicles with a premium ecosystem of services, digital tools, and human touch-points. In this new context, premium is defined as much by digital applications, integrated digital-vehicle experiences, and knowledgeable staff – as by the truck itself.
Kurppa Hosk is working closely with Scania to define what premium means in this new era – mapping today’s customer and brand experience, identifying where it can be strengthened, and designing how it should be expressed across every touchpoint. Together, we are turning the shift to electric into an opportunity to expand Scania’s leadership – from product excellence to premium experience leadership.
