New Scania Touring: Buildinga global identity

Robust, high quality and easily
recognisable. These were
some of the guidelines for
Scania ’s styling team when the
new Scania Touring coach
began to take shape on the
drawing board. Scania
products are among the most
important brand carriers for
the company.

Thus a new Scania coach must convey the brand values and product identity. For
the Scania Touring coach, the
goal was to create a global
identity that is common
throughout the product
portfolio. This is why some of
these distinctive Scania styling
cues can also be found on
Scania trucks.
Brand recognition
“People should clearly see
that the Scania Touring coach
is part of the Scania family, ”
says Ingrid Nilsson-Czornyj,
bus and coach designer at
Scania ’s styling department.






“At the start of the project,
we began by establishing what
characteristics and styling
features define a Scania
vehicle, ” she says. “One of the
strongest features is what we
call the ‘wrapping T’, the
shape that is formed by the
grille and the wraparound
windscreen. Another element
we wanted to incorporate is
the distinguished way the
surfaces are sculpted. ”
The ‘wrapping T’ shape is
characteristic for all new
Scania trucks and coaches.
The shape is formed by the
grille and the wraparound
windscreen.
Driver station ergonomics
The coach’s interior must also
reflect the Scania identity.

Christina Isomaa, who is in
charge of developing colour
and trim, says she tried to
create a harmonically
restrained interior adapted to
the European market.
“In addition,” Nilsson-Czornyj
says, “the driver station with
its sweeping dashboard line
has driver-friendly
ergonomics. It meets high
standards for ease-of reach
and good overview of controls
and instruments. Ample seat
and steering wheel
adjustments will suit the
frame of any driver. ”

More information about
Scania Touring:
Visit the new Scania Touring
website