A brand archetype articulates the brand’s meanings, values, behaviours and messages as a persona, instead of relying on listing properties. In some situations it can help to clarify the emotional aspects of the brand, and make it easier and more intuitive to grasp.

The archetype concept stems from Carl Jung’s research in human psychology. Jung identified 12 specific human traits and proposed that every person has a dominant one that influences their values, behaviours, desires and motivations.

By finding core characteristics in these, combining them, and describing the tailored Scania archetype we translate our brand platform into something more intuitive and emotional – and universally understandable. 

What does it take to drive the shift? Who is holding the wheel? How must we act and relate to others and the world around us to make it happen?

Scania’s archetype is a combination of two archetypes: ‘The Ruler’ and ‘The Hero’.

Our long history of expert leadership has earned us a strong position in the market, and our brand is for the same reasons associated with power and status. By fulfilling our promises, over and over again, we build trust and deliver high and real value to our customers. All of the above makes ‘The Ruler’ archetype right for us.

On the other hand, we do not just rely on legacy. We also strive forward and aim to make things better, building strong partnerships and bringing people with us along the way. 

This has perhaps never been more important, as our entire industry is transforming at unprecedented scale. But progress and continuous improvement is part of our DNA. Always has been, always will be. This makes it apparent that many of the characteristics from ‘The Hero’ are part of our core as well.

The Ruler and the Hero, even though being different archetypes carries some similarities. There is an inherent confidence, a respect for expertise, and determination to accomplish things within both of them. Where one focuses on power and keeping order, and the other one looking and moving forward.

This exact combination is what both lies at the core of the Scania brand, and is needed in order to confidently move and guide customers through the shift.

Balancing these archetypes and personality traits is an exercise in being courageous without being careless. In leading the way and driving the shift without leaving anyone behind.

A leader, in the true sense of the word, is clearly required. Someone showing the way, driving real change, while also making sure others are keeping up and no one is left behind.

It's a balancing act that requires us to be both confident and humble, courageous and careful, outspoken and a good listener too. Being dependable, letting our confidence provide a sense of security rather than intimidation.

Our confidence comes not only from our vision or our promising ideas, but from our long history and proven track record. We do take pride in our accomplishments and recognition by customers over the years, no doubt about that. And, we keep pushing ourselves to keep improving and surpass our own achievements – always humble to the fact that nothing can be taken for granted.

But with that confidence comes also respect for others, for their everyday reality, and a genuine desire for them to prosper as well. We strive to be a pillar of support, someone our partners can hold on to as the world around them is rapidly changing. We would be nothing without our customers, but together with them – we can, and have done amazing things.

It’s not about having the loudest voice or telling others what to do. On the contrary, it’s all about understanding their needs, so that we in turn can guide them – and solve their problems – in just the right way. So, we might not always be the first to speak or act.  But when we do, we wholeheartedly stand behind what we deliver. To succeed in that, we must be clear and to-the-point when speaking, and attentive and empathetic when listening. 

Our strive to be a trusted partner means we can not allow ourselves to be faceless. We are a premium brand, yes. But that doesn’t mean we’re aloof or exclusive. On the contrary, driving the shift is a collective effort. The more we can include, the better. Anyone who share our vision is more than welcome to join the ride.

Some of this might sound a bit grandiose, but we have lot of respect for the heritage we carry. For the responsibility that comes with the position that it has allowed us to claim, and the urgent need for sustainable transformation that lies just ahead of us.

We are committed to drive the shift, to hold the wheel. We take that responsibility seriously. Actions need to align with aspirations. We seek not recognition but results. Impact. Real change.

That’s who we are. As a brand, as a team. We’re in this together.