TRATON
Scania is part of TRATON GROUP. With its brands Scania, MAN, International, and Volkswagen Truck & Bus, the TRATON GROUP is one of the world’s leading manufacturers of commercial vehicles.
TRATON is the brand that represents the group as a whole. It is the collective manifestation of our group, comparable to other group brands such as Volvo group and Mercedes-Benz group.
While our Core brands – Scania, MAN, International, and Volkswagen Truck & Bus – own the commercial relationships with customers, the TRATON brand plays a vital role with other stakeholders. It supports Core brands by enabling their business success. It offers talent the chance to be part of something bigger. TRATON also amplifies our voice in society and with political institutions, increasing our impact. Not least, it is a key asset in the financial market, representing the group's overall value and growth.
Core brands
The Core brands – Scania, MAN, International, and Volkswagen Truck & Bus – represent the main vehicle and transportation offerings. This is where the primary commercial activities take place, and it is the Core brands that are primarily presented to customers as representatives of our offerings.
Each Core brand operates as a distinct corporate entity with its own unique brand position, identity, and individual brand architecture.
Collectively, they represent the essence of the TRATON portfolio, which is why we refer to them as 'Core brands'.
Core brand vs master brand
In the context of TRATON, Scania is referred to as one of TRATON’s Core brands. The term ‘Core brand’ should however not be used in a Scania context, then the correct term is 'master brand', or simply 'the Scania brand' or 'our brand'.
Questions about the relationship and co-existence between TRATON and the Core brands and between the Core brands are handled by TRATON Brand Management.
Questions connected to Scania’s brand architecture are handled by Scania Brand Management.
Scania or TRATON template
Even though Scania is part of TRATON, Scania is to be promoted and communicated as a separate brand. Hence, we use Scania's graphic profile (our name, logotype, typeface, templates etc.) in all external communication and in most internal communication.
For internal material that will be shared with and used by employees also at other companies within the TRATON GROUP, TRATON's graphic profile and templates may however be used. The reason is to make the branding more neutral and by that make it easier to share and reuse the material within TRATON Group (without having to change to each company's respective graphic profile). Examples include internal manuals, guidelines and training material.
Please note that such common TRATON branded material must never be used externally by the individual companies within TRATON Group. For all external communication and material to be used externally (outside TRATON Group) each company's respective graphic profile must be used.
Visit TRATON brand portal to access and download TRATON guidelines, images, templates (e.g. for PowerPoint) etc.
Buildings and offices
When it comes to shared spaces like TRATON offices located at a Scania site (e.g. TRATON Group R&D in Södertälje), specific guidelines and principles apply.
Contact Scania Industrial Maintenance (dept. QPV) for signage and other questions concerning branding of Scania facilities/sites or Scania Group Real Estate and Workplace (dept. FWW) for questions related to Scania workplace design.
TENTIK
TENTIK is a trademark exclusively used for "common marking" parts, e.g. selected parts commonly used in the TRATON GROUP. Use and marking is regulated in STD 19 Marking of parts. Read more about the common marking concept on Reflex.
More information
Read more about the respective brands and brand architectures via via the links below.
Contact the respective Brand Management team for any brand related questions.