During the 1950s, the company expanded its operations into new customer segments, becoming agents for the Willys Jeep and the Volkswagen Beetle , the latter being very profitable for Scania-Vabis. It also started to become a genuine competitor to Volvo with their new L71 Regent truck which was introduced in 1954. [10]
During this period, Scania-Vabis expanded its dealer network and country-wide specialist workshop facilities. By the end of the 1950s, their market-share in Sweden was between 40 and 50%, and was achieving 70% in the heaviest truck sector – helped by the entrepreneurial efforts of their dealers into the haulier market. [10]
Probably their largest impact was in export markets. Before 1950, exports accounted for only 10 percent of production output, but a decade later, exports were now at 50% of output. Beers in the Netherlands became a very important partner. Beers became official importers for Scania-Vabis in the Netherlands, and established a dealer network, along with training programmes for both mechanics and drivers. Beers also offered free twice-yearly overhauls of their customers vehicles, and offered a mobile service throughout the Netherlands with their custom-equipped service trucks. Due to Beers concerted efforts, Scania-Vabis market share in the country remained at a consistent 20% throughout this period. Scania-Vabis were to adopt the business model of Beers in their own overseas sales operations. [10]
The 1960s saw Scania-Vabis expanding its production operations into overseas locations. Until now, all Scania-Vabis production had been carried out solely at Södertälje , but the 1960s saw the need to expand production overseas. Brazil was becoming a notable market for heavy trucks, and was also dependent on inter-urban buses, with particular requirement for Brazil's mountainous roads which became nigh-on impassable at times. [11] On 2 July 1957, Brazilian subsidiary Scania-Vabis do Brasil SA (today known as Scania Latin America Ltda. ) was established and started assembling some vehicles themselves in 1958. On 29 May 1959, a new engine plant was inaugurated in the Ipiranga district of São Paulo , and from June 1960, Scania-Vabis do Brasil assembled all vehicles themselves. [12] Scania-Vabis vehicles had already been assembled in Brazil by a local company called Vemag ( Veículos e Máquinas Agrícolas SA ) for several years. [13] Scania-Vabis established its first full manufacturing plant outside Södertälje, by building a new facility in São Bernardo do Campo near São Paulo, which was opened on 8 December 1962, and this was to set the standard for Scania-Vabis international operations. [11] [12]
Closer to home, the recently formed European Economic Community (EEC) offered further opportunities. Based on their now strong presence in the Dutch markets, Scania-Vabis constructed a new plant in Zwolle , which was completed in 1964. [11] This new Dutch facility provided Scania-Vabis with a stepping stone into the other five EEC countries, particularly the German and French markets. [11]
In 1966, Scania-Vabis acquired ownership of a then valuable supplier – Be-Ge Karosserifabrik , who were based in Oskarshamn . Be-Ge had been making truck cabs since 1946, and had been supplying cabs not only to Scania-Vabis, but also to their Swedish competitors Volvo. It was normal practice for truck manufacturers to outsource production of cabs to independent bodybuilders, so their acquisition by Scania-Vabis seemed a good move. [11] Be-Ge owner Bror Göthe Persson had also established an additional cab factory at Meppel . [11]
Scania-Vabis continued their expansion of production facilities through acquisitions. In 1967, they acquired Katrineholm based coachwork company Svenska Karosseri Verkstäderna (SKV), and created a new subsidiary, Scania-Bussar . A year later, all bus production, along with R&D was moved to Katrineholm. [11] Further production locations were added at Sibbhult and Falun , and Scania's employee numbers rose, particularly at Södertälje, which was to help double the town's population. [11]
Scania-Vabis at some point in their history also manufactured trucks in Argentina, Botswana, Brazil, South-Korea, Tanzania, the Netherlands, Zimbabwe and the United States.
For some time Daimler-Benz waged a 'logo war' with Scania-Vabis, claiming a possible confusion between the Scania-Vabis 'pedal crank' design featuring on Scania bicycles around 1900 and the Mercedes 'three-pointed star'. [ citation needed ] In 1968, Daimler-Benz won and the Scania-Vabis logo changed to a simple griffin's head on a white background.
In February 1968, a new range of trucks was launched, and at the same time the company was rebranded as just Scania . In addition to Vabis disappearing from the name and a new logo, all current models received new model designations. [14] [15]
In mid-1985 Scania entered the US market for the first time (aside from having sold 12,000 diesel engines installed in Mack trucks from 1962 until 1975), starting modestly with a goal of 200 trucks in all of 1987. Scania limited their marketing to the Northeast, where conditions resemble those in Europe more closely. [16]
Many examples of Scania, Vabis and Scania-Vabis commercial and military vehicles can be seen at the Marcus Wallenberg-hallen (the Scania Museum) in Södertälje.
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