Securing a consistent premium experience across Scania’s vast ecosystem of touchpoints is no small task. Yet it is a central mission in sustaining Scania’s position as a premium leader. Together, Scania and Kurppa Hosk have designed a structure that extends responsibility for the brand experience far beyond the brand department. In truck production, Scania’s unique manufacturing methods and rigorous quality-assurance processes have always ensured that the world’s best trucks roll out of its factories. Now, the same meticulous attention must be applied to every detail of every touchpoint and interaction across Scania’s ecosystem, ensuring they are as premium as the product itself.
 The challenge is that the brand experience is created everywhere within Scania. While it is still, to a large extent, defined by its product engineers, it is equally influenced by developers in the IT department building Scania’s digital applications, by local communicators in its many markets crafting region-specific marketing, and by employees meeting customers at service centres – and many more.

 In other words, creating a consistent premium experience is a shared responsibility. It calls for awareness and collaboration across the entire organisation, with every team understanding how their contribution shapes Scania’s premium position – and working together to make that experience exceptional.