We planned and implemented a communication strategy for the official launch of the IVECO’s heavy-duty truck line-ups “WAY” to build a momentum for the brand’s mid-and long-term growth in the domestic market. Our PR activities will continue to expand the brand’s presence and enhance its market competitiveness in Korea.

• New flagship heavy-duty tractor, “S-WAY”: We conducted a small group test-drive event exclusively designed for the auto trade media, considering the nature of the long-haul transportation vehicle. We focused on several appealing points of the vehicle including remarkably improved fuel efficiency, towing power, and driver-centric interior design that meets long-haul customers’ needs. The vehicle has performed exceptionally well in the market: the preliminary supply contract was successfully completed and the next batch for sale has been shipped to meet customer demand.

• Heavy-duty cargo truck “X-WAY,” and off-road truck “T-WAY”: Cargo and dump truck account the largest sales volume in the domestic heavy-duty commercial vehicle market. To continue our journey to expand IVECO’s presence in the market, we hosted a media launching event and a test-driving programs for the “X-WAY,” IVECO’s first flagship cargo truck that makes its entrance in the heavy-duty cargo segment, and “T-WAY,” the only imported dump truck to offer a 15-ton payload in Korea.

<Source: IVECO Group Korea>