Scania V8 - The breathtaking launch of an icon

The Headscratcher

Scania's flagship V8-powered truck was legendary. Loved by customers since 1969 for its iconic design, its rumbling engine and unmatchable torque, it was regarded by many as the jewel in Scania’s crown. After years in development, Scania was to release their new V8 range topping 770hp, the most powerful engine Scania had ever produced. What was not to like? Well, Scania was launching the new V8 into a market depressed by Covid. Running costs are all important in the buying decision and a V8 rarely measures well. Other Scania models and new competitor launches were the obvious answer for hauliers looking to buy a new truck. To position V8 as a rational purchase was not an option, we had to find a different angle.

The Big Positive Impact

Inspired by the boldness of the EV9, we crafted a unique design for all communication and launch that reflected the character of the car. Illuminating and highlighting the headline with led lights and shapes that reflected the distinct headlights, and we used the cutting-edge geometric design of the vehicle throughout each communication.
Pushing the boundaries of design meant Kia could reverse preconceptions and inspire affluent car owners.