Scania | SDL

Dedication and passion for the brand

A truly global corporation, Scania operates in over 100 countries across North America, Latin America, Europe, Asia, Africa and Australia. Scania is a world leader in heavy trucks and buses, engines and services, and has more than 35,500 employees.

Scania’s three core values – customer first, respect for the individual and quality – tie the company together and form the basis of Scania’s culture, leadership and business success.

A unified brand experience

Scania embraces a single-brand strategy. This means that no matter where a customer encounters the Scania brand, the message, logo and corporate image will all uphold and build on its brand identity.

Scania has been a loyal SDL Tridion customer since 2000. The company employs uses SDL Tridion to manage both its corporate site and local sites, across 66 countries in 37 languages. SDL Tridion also supports Scania’s 1,500 dealer sites, production websites, and its finance companies.

Scania wanted an online solution that offered cost effective communication to build its global presence, while allowing a locally tailored approach and market share expansion. Scania realized that the ideal solution involved the establishment of a central Web marketing communication platform.

Erica Zandelin, Manager of Internet Communications at Scania, says, “You could say Scania is a ‘true love’ brand. It’s about dedication. It’s about passion. It’s about our customers. Our online presence is about building relationships. When it comes to relationship building, we try to communicate in a number of different channels.”

Integrated communications

To achieve its online marketing goal to promote its brand through coordinated online communication, Scania chose SDL Tridion because of the product’s global content management capabilities.

Zandelin says, “We want to strengthen the brand online by increasing visibility and the number of places in which we interact with our stakeholders. This includes using social media channels to drive traffic back to our own website, which offers detailed information about our product and service offering.”

Using SDL Tridion, Scania manages its core product and service information centrally. This includes online branding and the overall website experience. Scania’s local websites inherit centralized content, as well as translations. This ensures that the Scania message and brand experience are the same in all sites.

Zandelin says, “Scania has a single brand strategy. We operate across various cultures. What binds us together is that Scania is still Scania. For our Scania brand, consistency and a uniform product and service offering is of utmost importance, regardless if we are in France, Sweden, Taiwan or Brazil.”

Zandelin adds, “The main business benefit of SDL Tridion is that we have both centralized and distributor content, and that we can share content between business units.”

“The SDL Tridion system is flexible enough to meet our local business objectives since distributors can work on their own websites with their local content. The platform offers globalization capabilities in combination with localization opportunities.”

Increased efficiency

With SDL Tridion, Scania distributors are now able to develop and launch extensive national sites within weeks and no specific Web skills are required to achieve this.

The solution increases distributors’ efficiency, making it easier for customers to do business with Scania. The national site assembles all Scania activities and relevant information for that country. This enables customers to easily access details about the entire country’s sales and services network.