Experience takes a strategic role at Scania
At the latest Scania Experience Meetup, leaders and specialists from across Scania came together around a question that is becoming increasingly important for the company’s future: what makes Scania, Scania?
The importance of the topic was reflected in the opening remarks by Anna Carmo E Silva, Executive Vice President Strategy and Communications, who welcomed participants to a session focused on one of Scania’s key future challenges: how to continue strengthening Scania’s premium position in a rapidly changing world.
From brand differentiation to future offerings
The meetup brought together perspectives from across Scania to explore how distinctive, high-quality interactions are created and maintained across touchpoints.
Participants discussed why brand differentiation matters more than ever, and how Scania’s experience ambition can be brought to life through the principle of Performance Engineered.
From the Scania Experience Centre to sound design, accessibility in the driver environment and future commercial offerings, the examples showed how quality, precision and craftsmanship can be experienced across both physical and digital touchpoints.
What if one of Scania’s most important competitive advantages is not a product, a service or a technology platform – but the experience created when all of them work together?
More than a design topic
Perhaps the most important takeaway from the meetup was that experience is no longer a topic for design, branding, or customer-facing functions alone. It is becoming a strategic business capability. Building that capability requires collaboration across disciplines, functions, and organisations.
These meetups are organised by the Brand Experience Council: a joint initiative by Brand Management (XCDB), Digital Brand Experience (IXI) and Product and Interaction Design (EDII), created to strengthen a shared understanding of the Scania experience across the organisation.
Continue exploring the Scania experience
The Experience Meetup offered a glimpse into a broader effort taking place across Scania. It is an effort focused on understanding what makes Scania distinctive today – and what will continue to make it distinctive tomorrow.
Every meeting. Every interaction. Every material choice. Every pixel. Every movement and sound. Each and every choice we make. Everything designed, engineered and delivered. Everything plays a part in the experience we create together, and the pride and trust we earn in return.