MAN Truck & Bus SE

Description

Given the ongoing changes in the market environment and, thus, the customers’ need for complexity reduction, MAN Truck & Bus has successfully repositioned the MAN brand from a strategically product-oriented brand into a customer-focused brand. The new brand promise of »Simplifying Business« has been consequently delivered: it started with the inner attitude, continued with the company-wide implementation and finally led to a defining brand experience for customers.

Statement of the jury

The MAN Truck & Bus brand has made a strategic realignment, from being a purely commercial vehicle manufacturer to a customer-oriented supplier of intelligent solutions for logistics and passenger transport, and done so in an exemplary fashion. In accordance with the new brand core »Simplifying Business«, which was successfully communicated first internally and then externally, the realignment, with its focus on customer service, promises a particularly positive brand experience