Upfront price isn’t the whole story!

December 9, 2025

Scania Southern Africa has launched a bold new campaign proving that true affordability lies in long-term performance, challenging the misconception that the cheapest truck offers the best value.

Scania Southern Africa has launched a campaign aimed at challenging common assumptions about what affordability truly means in road transport. It addresses a growing perception that lower purchase prices automatically equate to better value, countering this with transparent data, operational insight and an emphasis on long-term business sustainability.

At the heart of the campaign is a clear message: the truck with the smallest upfront cost is seldom the most economical to operate. Fuel efficiency, reliability, uptime and lifecycle value ultimately determine whether a fleet gains or loses ground over time. Scania positions the campaign as a reminder that long-term thinking remains a decisive competitive strategy in the sector.

Significant fuel savings up for grabs

The campaign draws on verified operating data, including independent comparisons showing that the Scania Super achieves a 10% fuel-efficiency advantage. This margin becomes financially significant across real-world distance profiles.

Operators routinely cover more than 10,000km each month, making fuel one of the most influential cost drivers in any freight operation. Even small shifts in consumption can accumulate into substantial annual costs or savings, often amounting to thousands of rand. A disciplined focus on fuel efficiency is therefore not merely a technical concern, but a core business advantage.

“This campaign is about putting facts on the table,” says Mark Erasmus, sales and marketing director of 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 support stronger customer outcomes.”

Face the facts

The campaign reinforces Scania’s premium heritage in Southern Africa, while building customer trust through consistent, fact-based storytelling. It also aims to support sales teams and dealer networks by providing clear, data-backed talking points to help customers make informed decisions grounded in a total operating economy.

The campaign will be rolled out through digital channels, targeted customer communication, dealer activations and field engagement across the region. “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 route to sustainable growth becomes clearer.”