Scania is undergoing profound transformation. In times of disruption, employees can lose direction, question their own competence, and wonder if historic strengths still matter. To counter this, Scania partnered with Kurppa Hosk to define and celebrate the unique mindset and culture that have always set the company apart – and to boost pride and confidence across the organization. The shift towards new products and technologies made employees across the organization wonder if what had always made Scania unique was now becoming obsolete. But the truth is that Scania’s uniqueness has never resided in the product itself. It has always lived in Scania’s way of thinking and working – an uncompromising drive to push boundaries, ensure quality, and deliver a truly premium outcome. And in the culture and attitude of Scania’s people: their dedication to never stop until they themselves feel proud of the result. That same pride that is then passed on to customers – and fuels the passion of the driver community. This mindset never goes out of date. No matter how much the industry changes, it remains relevant – and can just as powerfully be applied to new domains, technologies, and products. In fact, the more the world changes, the more Scania needs to lean into what makes it uniquely Scania. Recognizing this, Scania’s top management saw the need to boost the organization from within: to restore confidence, re-energize employees, and inspire them to embrace transformation with pride.