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The Warsaw Voice » National Voice » October 27, 2011
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Every Drop Counts at Volvo Trucks
October 27, 2011   
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Volvo Trucks—one of the world’s leading manufacturers of trucks and the provider of complete transport solutions for professional and demanding customers—has launched an extensive information campaign to increase knowledge about fuel efficiency. The aim is to show that considerable savings in fuel consumption can be achieved by relatively simple measures. “Lower fuel consumption is good for both our customers and the environment, and that’s a message we want to make sure gets through,” says Tom Jörning, Managing Director of the CEE Region at Volvo Trucks, whose responsibilities include the Polish market.

Why, as a truck supplier, are you placing so much focus on fuel efficiency?
At Volvo Trucks we realize that our commitment to customers does not end with the delivery of an excellent product—a brand-new Volvo truck. Quite the opposite, it starts at that point. We want to be perceived by our customers not as a vehicle supplier only, but as the best business partner, offering them tailor-made Total Business Solutions. I should like to underline that fuel is still a prerequisite for our customers to run their business. And it will be so for many years to come. Today, fuel represents a large portion (25 to 30 percent) of the customer’s total cost base. We realize that customers depend on us for their profitability—they need our support, commitment and know-how.

Fuel consumption is also directly correlated with CO2 and other emissions. Ever tighter environmental rules and policies among transport buyers also have an impact on business.

To present you with some facts, commercial vehicles represent 3 percent of all vehicles in Europe. But they contribute to 23 percent of all CO2 emissions. Estimates show that this figure will be 38 percent by 2020 if nothing is done. As a market leader, we have and feel a responsibility to act upon these facts, from being a part of the problem to becoming a part of a solution. This responsibility is taken very seriously at Volvo Trucks and work on environmental issues is fully integrated with the company’s daily operations.

Why did you come up with the slogan “Every Drop Counts”?
At Volvo Trucks we are constantly looking for new ways to make our trucks run further with less fuel and less impact on the environment. We have summed up our philosophy with the phrase “Every Drop Counts”. Under this banner, we present both our solutions for the future as well as products and services that we can offer our customers today.

What measures in particular are key to fuel economy?
All Volvo Trucks, products and services are developed to improve our customers’ profitability. Over the years we have achieved constant fuel economy and emission improvements, in both hardware and software. In parallel, we have launched a number of new services in driver training, fuel management, and so on. We have also presented several world-first solutions for alternative fuels.

At Volvo Trucks we are proud of the fact that we have what is possibly the most efficient truck on the market. But what is also important is that we have adopted a holistic approach here, based on customers’ operations, aimed at optimal efficiency and minimized impact on the environment.

With the EDC campaign we put the main focus on the advantages offered by products and services, such as: Volvo’s Dynafleet online transport information system, Driver Development training programs, especially those devoted to fuel economy, I-Shift transmission—Volvo’s most advanced solution for changing gears, as well as our hybrid and methane-diesel trucks, already in operation in some European markets.

As you can see, we are not talking about a vision for the future, but rather about concrete steps, both small and big ones, that are already being taken.

How much can fuel consumption be reduced if such measures are adopted?
Our Dynafleet transport information system, combined with Driver development, can, when applied with a long-term strategy, reduce fuel consumption and CO2 emissions by as much as 7 percent. The same level of savings is possible with our innovative I-Shift transmission. When it comes to our hybrid truck, the fuel savings can reach up to 30 percent.

What is the target audience of this campaign and how is your company getting this message through?
It’s our customers who are our target, obviously, but with this campaign we are addressing a wider audience as well. Environmental issues, which actually go hand in hand with the interests of hauliers, are a great concern for society at large.

To promote the “Every Drop Counts” campaign, we have adopted a number of communication channels, both at corporate and local market levels, such as the trade press and business media, trade shows, billboards and so on. A special, dedicated website, with versions available in many languages, including in Polish, has also been launched.

How are such measures received by your Polish customers?
For the Polish market, some of those measures are not in force yet, but those like driver development training, Dynafleet or I-Shift, which we have been offering on the market for many years already, are very well received by Polish haulier companies and sales keep growing all the time.

What are the long-term aims of Volvo Trucks in this regard?
We will carry on working away like this for as long as it takes to achieve sustainable levels of emissions, carbon-neutral transport and independence from fossil fuels.

Even then, every drop will count.
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