SCANIA SOUTHERN AFRICA launches results-driven campaign to reaffirm market leadership and show the true impact of CHOOSING PRICE OVER PERFORMANCE
Scania Southern Africa has launched a new marketing campaign designed to challenge common assumptions about what affordability truly means. The campaign tackles a growing market perception that lower upfront prices automatically translate to better value. It answers this misconception with transparent data, operational insight, and a clear focus on long term business sustainability.
Central to the campaign is a simple message: The truck with the smallest upfront cost on the day of purchase is rarely the most cost effective truck to operate. Fuel efficiency, reliability, uptime and lifecycle value determine whether a fleet grows or loses ground over time. Scania positions this campaign as a reminder that long term thinking remains the most powerful competitive strategy in transport.
The campaign uses verified operating data to illustrate these points. Independent comparisons show
the Scania Super achieving 10 percent fuel efficiency advantage in Scania’ s favour, a margin that becomes financially significant across real-world distance profiles.
Operators in the freight and transport industry routinely cover distances of more than 10,000 kilometres every month. At that scale, fuel becomes one of the most significant cost drivers in any operation. Even a marginal shift in consumption, whether positive or negative, can compound into a substantial financial impact over the course of a year, often amounting to thousands of rand. This is why a disciplined focus on fuel efficiency is not simply a technical consideration, it is a core business advantage.
“ This campaign is about putting facts on the table,” says Mark Erasmus, Sales and Marketing Director- Scania South Africa.“ Affordability must be measured over time, through output, uptime and operating economy. Scania continues to demonstrate that disciplined engineering and long term value create real business advantage for our customers.”
The campaign reinforces Scania’ s premium heritage in Southern Africa, while strengthening customer trust through consistent, fact based storytelling. It is also designed to support sales teams and dealer networks by providing clear, data backed talking points that help customers make informed decisions grounded in total operating economy.
“ This is not just a marketing exercise, it is a commitment to helping operators build resilient and profitable businesses,” adds Erasmus.“ When customers understand the true cost of ownership, the path to sustainable growth becomes clearer. Scania is here to walk that road with them.”
The campaign will be rolled out through digital platforms, targeted customer communications, dealer activations and field engagement touchpoints across the region.
Scania is a world-leading provider of transport solutions. Together with our partners and customers, we are driving the shift towards a sustainable transport system. In 2023, we delivered 91,652 trucks, 5,075 buses and 13,871 industrial and marine power systems to our customers. Our total net sales in 2023 were more than SEK 204 billion, of which about 20 percent related to services. Founded in 1891, Scania now operates in more than 100 countries and employs some 58,000 people. Research and development is carried out globally, and our main site is located in Södertälje, Sweden. Production takes place in Europe and Latin America with regional product centres in Africa and Asia. Scania is part of TRATON GROUP. For more information visit: www. scania. com.
NOVEMBER | DECEMBER 2025 5 WORDS IN ACTION