Truck makers are engaged in a race that has no precise rules and no clear winner - who will do the coolest stunt to post online.
It started with Volvo’s “Epic Split,” which involved the one and only Jean-Claude Van Damme. Volvo had been doing records and stunts before that, just to showcase its truck division and their capabilities, but that stunt was in the spotlight the longest, and also generated a wave of parodies and other funny clips and pictures. The most important thing was that it was real, which is an achievement in itself.
Since then, Volvo kept making videos that advanced its truck business, and they are tastefully made and fun to watch. So great work to those behind these videos, from the people thinking about what stunt to do next, to the drivers and the film crew that have to pull it off.
Evidently, the other truck manufacturers on the market could not sit and watch while Volvo got all the attention, so each turned to their marketing and creative departments to develop something new. While Mercedes-Benz is focused on both electric and futuristic trucks, Volvo’s fellow nationals at Scania had a different idea.
Scania decided to show that its vehicles can provide a new level of dependability, which is crucial to any business that involves heavy haulage. So the Swedish brand put 14 trucks on an empty airport, and had 90 drivers working around the clock to operate them.
Evidently, this was not some speed test or continuous driving exercise like some automakers used to do at Nardo, but a stunt, so an element of showmanship was necessary.
Scania thought it would be cool to make the World’s Largest Clock, which would also work and tell the time. As you know, a broken analog clock will tell the time right just twice a day, but Scania wanted to have the trucks moving in a way that they would mimic a real clock.
It probably took weeks of calculations and planning, but they pulled off the stunt. When viewed from above, Scania’s trucks created a timepiece, which was visible on a live stream on YouTube that ran for 24 hours without interruption. The vehicles stayed in perfect formation, which has proved the company’s point.
Since then, Volvo kept making videos that advanced its truck business, and they are tastefully made and fun to watch. So great work to those behind these videos, from the people thinking about what stunt to do next, to the drivers and the film crew that have to pull it off.
Evidently, the other truck manufacturers on the market could not sit and watch while Volvo got all the attention, so each turned to their marketing and creative departments to develop something new. While Mercedes-Benz is focused on both electric and futuristic trucks, Volvo’s fellow nationals at Scania had a different idea.
Scania decided to show that its vehicles can provide a new level of dependability, which is crucial to any business that involves heavy haulage. So the Swedish brand put 14 trucks on an empty airport, and had 90 drivers working around the clock to operate them.
Evidently, this was not some speed test or continuous driving exercise like some automakers used to do at Nardo, but a stunt, so an element of showmanship was necessary.
Scania thought it would be cool to make the World’s Largest Clock, which would also work and tell the time. As you know, a broken analog clock will tell the time right just twice a day, but Scania wanted to have the trucks moving in a way that they would mimic a real clock.
It probably took weeks of calculations and planning, but they pulled off the stunt. When viewed from above, Scania’s trucks created a timepiece, which was visible on a live stream on YouTube that ran for 24 hours without interruption. The vehicles stayed in perfect formation, which has proved the company’s point.