“I travel to the path unknown
I run for the distance not measured
I stop by the halts waiting for the goods
I crave for the journey yet to begin”
If the truck was a living thing, the above poem would reflect its life. Because trucks are the backbone of all the economies in the world.
Particularly Volvo has been a pioneer in innovation and changed the way in which trucking is done. Started in the year 1928, Volvo has witnessed many ups and downs in its lifetime.
The Journey of Volvo Trucks
The 1920’s: During this period, the trucks were fitted with chain drive systems and rubber tubes. Also, the driver is exposed to the outside environment and changes in engine temperature. Volvo came up with shaft driven system with Pneumatic tires fitted with wooden spokes and a cabin for drivers which does not have the effects of engine and external environment.
The 1930’s: With the growing competition from the well-established manufacturers of Europe and the approaching World War has forced Volvo to come up with the required vehicle designs and capabilities. It is during this period, Volvo started dominating Swedish roads and began exporting its trucks to other countries.
The 1940’s: The experience of making the vehicles for the army in World War 2 has improved the Volvo’s capability of making trucks capable of going through rough terrains which are considered as the basic ability of a truck. Also after the war, Volvo has introduced its first heavy-duty diesel truck which was delayed due to war.
The 1950’s: This period has changed the way trucking is done with the introduction of more efficient petrol engines. Also, Volvo has introduced sleeper cabs and power-assisted steering in the trucks for the comfort of long haul drivers.
The 1960’s: The road infrastructure across the world has improved with the introduction of the concept of state and national highways. This has forced the companies to produce more efficient and driver-friendly truck designs. The cabs were fitted with a rubber suspension system, spring seats and improved the design for higher visibility for the driver by fitting higher cabins.
The 1970’s: This is the era where speed matters. So the manufacturers have introduced turbo-charged engines for speed and Tilt cabs for easy maintenance which has revolutionized the trucking industry.
The 1980’s: This period witnessed an increase in the sophistication of trucks. The drivers were particular about their trucks and would like to customize them according to their tastes. So Volvo has to cater the trucks accordingly. For example, in the USA the drivers want their trucks with engines forward and the cabin mounted backward. In Europe, the drivers want their trucks with a cabin mounted on the top of the engine.
The 1990’s: This period marks the beginning of environmental concerns and the manufacturers started designing their trucks with fewer emissions, noise pollution with the help of Information technology.
The 2000’s: This millennium period concentrates on low-cost transportation along with an eco-friendly approach and efficiency. The companies have concentrated on optimizing the processes wherever possible.
The 2010’s to present: This age changed the traditional trucking ways and introduced the futuristic designs and engines. Volvo has experimented with low emissions alternate fuels like methane diesel, electric engines, etc.
Innovations lead by Volvo
Volvo is known for Innovation and Technology. Some of the innovations include
- The invention of 3 point safety belt
- Roll Over Stability Control System
- Side Impact Protection System
- A pedestrian system with braking
- Blindspot information System
- Whiplash Protection
- Tilt Cabs
- Turbo Charged Engines
Also Read: BMW – Roads May End, Not The Pleasure Of Driving This Obsession
Major Truck Manufacturers in the world
| Company | Country of Origin | Year Founded |
| Ashok Leyland | India | 1948 |
| Daimler Trucks | Germany | 1926 |
| Volvo Trucks | Sweden | 1928 |
| Hino Motors | Japan | 1942 |
| Isuzu Motors | Japan | 1916 |
| Iveco | Italy | 1975 |
| MAN Truck & Bus | Germany | 1915 |
| Mitsubishi Fuso Truck & Bus | Japan | 1932 |
| Navistar International Corp | USA | 1902 |
| Paccar | USA | 1905 |
| Renault Trucks(Now a subsidiary of Volvo) | France | 1978 |
| Scania | Sweden | 1911 |
| Tata Motors | India | 1945 |
| UD Trucks(Now a subsidiary of Volvo) | Japan | 1935 |
4P’s of Marketing by Volvo Trucks
Product:
Volvo supplies products according to the needs of the clients. Volvo has a product for every trucking need.
| Long Haul Trucking | FH series, FM series, VNL Series, VNR Series |
| Heavy Haul Trucking | VNX Series, VAH Series |
| Heavy Duty Rough Terrain Trucking | FMX Series, VDH Series |
| Light Duty Trucking | FE Series, FL Series |
Price
It is considered a premium truck brand. As the trucking industry is under immense competition from local and global brands in all the markets, Volvo has followed a competitive pricing strategy to stand its ground
For example in Indian Market
Tata Prima Heavy Duty Tipper costs about 45 Lakhs
Scania P410 Heavy Duty Tipper costs about 55-60 Lakhs
Volvo FMX Heavy Duty Tipper costs about 80-90 Lakhs
As Volvo is a foreign brand in the Indian market, it has kept its truck’s price higher.
Place
Major Markets Served by Volvo Trucks:
Volvo serves all the continents in the world with a major focus on Europe and North American markets. Every new product introduced is based on these two markets.
Promotion
Showcasing the ability of Volvo Trucks:
Even though Volvo Trucks are mainly serving the B2B market, their approach to influencing the decision-makers has been unique. Volvo has performed several live tests to showcase its truck’s abilities to the world. These live test videos have got millions of views and are still on the rise. They also introduce most of their new products in the famous Motors shows across the world.
SWOT Analysis
Strength
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Opportunity
| Threat
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The Way Forward
With the awareness about the environment is increasing across the globe, manufacturing companies has shifted their focus to building hybrid and electric models. Volvo also announced an all-electric range of products to be introduced in 2021. Volvo has also announced some futuristic designs to be introduced in the coming future.