Scania

voice.md

---
bcp_version: "1.1.0"
file_type: voice
parent: /.well-known/brand.md
last_updated: 2026-09-23
---

# Voice

Scania's observed public voice is purposeful, technically grounded, and commercially practical. It speaks about large change through concrete systems, products, operations, and partnerships. The tone is confident without treating the transition as easy or complete.

## Voice attributes

```yaml
voice_attributes:
  - trait: "Purpose-led"
    guidance: "Connect the subject to better transport outcomes for business, society, and the environment when that connection is real."
    evidence_status: brand_declared
  - trait: "Engineering-minded"
    guidance: "Explain the mechanism, operating condition, or system constraint behind a claim."
    evidence_status: observed
  - trait: "Customer-first"
    guidance: "Start with the customer's operation, requirements, and local circumstances."
    evidence_status: brand_declared
  - trait: "Pragmatic"
    guidance: "Describe what can be deployed now, what depends on enabling conditions, and what remains in development."
    evidence_status: observed
  - trait: "Collaborative"
    guidance: "Credit customers, partners, suppliers, policymakers, and employees where progress depends on them."
    evidence_status: observed
  - trait: "Accountable"
    guidance: "Use baselines, dates, scopes, methods, and outcomes for environmental or performance reporting."
    evidence_status: observed
```

## Register and rhythm

- Use plain international English with enough technical detail to be useful.
- Lead with the transport problem, operating need, or measurable outcome.
- Prefer concrete nouns such as route, vehicle, load, charging, fuel, uptime, emissions, supplier, and infrastructure.
- Use short headlines and disciplined paragraphs.
- Explain acronyms on first use.
- Keep optimism tied to work already underway or to a named plan.
- Acknowledge dependencies and trade-offs. Do not suggest that one product solves the whole transport system.
- Use hyphens or full stops instead of em dashes.

## Preferred vocabulary

```yaml
prefer:
  - "transport solution"
  - "customer operation"
  - "uptime"
  - "energy efficiency"
  - "decarbonisation"
  - "electrification"
  - "renewable fuels"
  - "circular business"
  - "modular system"
  - "continuous improvement"
  - "local circumstances"
  - "enabling conditions"
avoid:
  - "green truck"
  - "zero-impact transport"
  - "revolutionary"
  - "game-changing"
  - "future-proof"
  - "seamless"
  - "one-size-fits-all"
  - "world-class" without a defined source and scope
  - "net zero" without scope, target year, method, and source
```

## Writing patterns

### Product or service

**Use:** "Match the vehicle, energy source, charging plan, and service support to the route and daily operation."

**Avoid:** "Unlock a seamless, future-proof mobility ecosystem."

### Sustainability

**Use:** "Scania reports climate progress across its own operations, vehicles in use, supply chain, and logistics. Each figure needs its baseline, scope, and reporting period."

**Avoid:** "Scania is making transport completely green."

### Partnership

**Use:** "The transition depends on customers, energy providers, infrastructure operators, suppliers, policymakers, and financiers working on the same deployment constraints."

**Avoid:** "Together, we can change everything."

## Context shifts

```yaml
context_shifts:
  customer_solution:
    tone: "practical, consultative, specific"
    emphasis: "operation, configuration, uptime, efficiency, infrastructure, and service"
  corporate:
    tone: "purposeful, measured, system-oriented"
    emphasis: "strategy, partnerships, business value, and transition conditions"
  sustainability_reporting:
    tone: "factual, dated, method-aware"
    emphasis: "scope, baseline, result, limitations, and next action"
  technical:
    tone: "precise, explanatory, safety-conscious"
    emphasis: "configuration, conditions, compatibility, documentation, and qualified advice"
  employer:
    tone: "respectful, team-oriented, candid"
    emphasis: "learning, responsibility, inclusion, and continuous improvement"
```

## Source observations

- https://www.scania.com/group/en/home/about-scania.html
- https://www.scania.com/group/en/home/investors/annual-review/our-purpose.html
- https://www.scania.com/group/en/home/about-scania/scania-in-brief/a-strategy-to-drive-the-shift.html
- https://www.scania.com/targets.html