Scania celebrated its 50th anniversary in Italy with record-breaking sales, surpassing 4,000 registrations by the end of 2024. This marks a 20% increase from the previous year, establishing the Swedish manufacturer as the leading foreign brand in the Italian market. Furthermore, Scania achieved a 21.9% market share in heavy-duty tractors, securing its leadership in this segment. These figures were presented by Daniel Dusatti, Sales Director of Italscania, during a press conference held on 20 December 2024.
Dusatti also debunked the perception that Scania is primarily a “padroncino” (small operator) brand. In 2024, the manufacturer achieved a 22.9% market share in Italy’s fleet segment of over 100 vehicles, further reinforcing its dominant position. Regarding the overall industrial vehicle market, Scania captured a 16.8% market share, up from 13.7% in 2023, in a market that recorded 22,626 registrations in the first 11 months.
Most of Scania’s sales are still centred around vehicles with internal combustion engines. Paolo Carri, Marketing Director of Italscania, admitted that electric vehicle sales have not progressed as expected but reaffirmed that electrification remains a cornerstone of the company’s sustainability strategy. Italscania is pursuing this direction through several initiatives: developing products with modular battery systems that offer a range of up to 600 kilometres, providing clients with analysis and consultancy services on the feasibility of fleet electrification, and offering charging solutions not only to transport operators but also to their clients, ensuring charging points are available at loading and unloading sites.
In addition to boosting sales, Scania is expanding its service network in Italy. Andrea Carolli, Network Development Director, announced the opening of six authorised workshops and a dealership in 2025. The workshops will be located in Nocera Inferiore (Salerno), Pozzallo (Ragusa), Termini Imerese (Palermo), Terni, Passo Corese (Rome), and Pescara. Additionally, a new Italscania-owned dealership, Milano Est, will open in Brugherio.
A significant portion of Italscania’s revenue—12%—is derived from financial services, which have doubled in size over the past seven years. Fredric Swartling, Director of Services, highlighted the extension of the Service 360 offering across Europe in 2024 and the introduction of Max 24 in Italy. The Max 24 programme compensates customers for every 24-hour period that a vehicle is out of service in the workshop.
The year 2024 was also pivotal for Italscania’s workforce. The company launched a comprehensive programme involving its sales network. Marta Mottana, Head of Human Resources, noted that some dealerships have introduced dedicated HR managers and increased the number of workshop technicians, despite challenges in recruitment. Partnerships with schools to attract candidates and continuous training programmes for existing staff remain vital to maintaining operational excellence.
Enrique Enrich, CEO of Italscania, provided an overarching view of Scania’s strategy. The manufacturer anticipates a “challenging” 2025 for the industrial vehicle sector, citing geopolitical uncertainties that cloud forecasts. However, Scania remains committed to growth, with plans to open its first Asian production facility in China, complementing its European and Brazilian plants. This new factory will support growing markets, ensuring the company’s resilience and continued expansion.
