SEPTEMBER 2012 NUMBER 55 - R SALES MAGAZINE STRALIS SPECIAL
S A L E S
M AG A ZI N E
WORKING ON THE HI - WAY
SETTEMBRE 2012 NUMERO 55 SALES MAGAZINE SPECIALE STRALIS
S A L E S
M AG A ZI N E
STRALIS SPECIAL / SALES MAGAZINE NUMBER 55 / SEPTEMBER 2012
ON THE COVER NEW
STRALIS HI - WAY Thinking big.
WORKING ON THE HI - WAY
CONTENTS
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THE NEW IVECO APPROACH
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FROM FIAT INDUSTRIAL VILLAGE TO THE CONQUEST OF THE WORLD
Editorial by Enzo Gioachin
The international launch of the new Stralis HI - WAY
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THE CUSTOMER AT THE HEART OF EVERYTHING
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TOP QUALITY
Interview with Alessandro Mortali
Interview with Norbert Holzer
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EXCELLENCE IN EIGHT POINTS
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GREAT TEAM WORK
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NETWORK TRAINING
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THE NEW STRALIS IS READY FOR THE CHALLENGE
The new Stralis HI - WAY in detail
Interview with Alberto Cavaggioni
Interview with Patrizia Mustorgi
The strategies of the general managers of the main markets
IVECO SALES PLUS MAGAZINE / SEPTEMBER 2012 / PUBLISHED BY IVECO / STRICTLY RESERVED FOR ITS SALES NETWORK.Editor: Enzo Gioachin / Editorial board: Enzo Gioachin, Patrizia Mustorgi, Alberto Cavaggioni, Maurizio Pignata / Editorial staff: Patrizia Mustorgi [editor in chief], Alberto Cavaggioni, Marco Monacelli, Luigi Antonacci, Antonella Braja, Luca Gastaldi, Filippo Zanoni / Contributors: Ernesto Rossi, Alessandro Mortali, Norbert Holzer, Luca Sra, Alain Soudan, Andrea Bucci, Carmelo Impelluso, Gianalberto Lupi, Massimiliano Perri / Market correspondents: Joao Delgado Rodrigo [Portugal), Nicolas Depla [Northern Europe], Fabrizio Dessy [Turkey], Nigel Emms [UK], TimothĂŠe Hage [Benelux], Muriel Kaufmann [France], Manfred Kuchlmayr [Germany], Nikolay Lebedev [Russia], Rosa Nieto [Spain], Marco Rando [Italy], Robert Zajkowski [Poland]Management and editing: Iveco Sales&Marketing - C&TT Lungo Stura Lazio 15-19 / Concept: Studio Sanna Adv.
W W W. IVECO.COM
EDITORIAL BY
ENZO GIOACHIN
THE NEW IVECO APPROACH
With the launch of the new Stralis, another important step along the original path which Iveco has undertaken in the launch of all its new products in the last two years is implemented. The values which characterise this new vehicle are many; what in my opinion is worth underlining is the pragmatism in the approach of the entire Iveco organisation in the renewal of this product which, it is worth recalling, will contribute in characterising the image of the company; remember that the brand is mainly associated with heavy vehicles. “Smart� innovation, that is strictly focused on minimisation of maintenance costs, including, of course, fuel consumption. A process which also led to the improvement of life on board for the driver. The same value of pragmatism will characterise the commercial approach towards customers in the various geographical areas. We will be able to customise our presence on the market according to the different context in which we operate, having clear in our mind the specific nature of the markets in which the presence of our brand is consolidated and that of areas in which we are not yet a significant player. Pragmatism in the commercial area also means working to find all possible routes to achieve the result, and in this the launch of the new Stralis is an extremely important opportunity to approach new customers or win back those lost, rather than trying to find justifications for not achieving it. On our part, we have completed the process of profound renewal of the commercial market teams. We expect the same to be done by dealers in order to reach a situation of mutual trust in the skills of the people we work with, an essential value for a true and solid partnership. We are aware that the determination in achieving the result will put us in a position to be increasingly vigilant and rapid in our ability to adjust sales plans and actions. But then we know only too well that economic and financial results are the best fuel, not only for our companies but also for the morale of our sales teams. With the new Stralis the target of 10% share in Europe is a result to strive for. We are sure we have everything we need, whatever the market demands. With heavy, unlike light, vehicles, the mission to follow the customer is, or should be, easier. Transport companies are concentrating, our job is therefore to get to know and follow them all. To do this, in addition to the development of the Customer Relationship Management platform, which will be the main operational tool, a real change in mentality is required: it means moving from the concept of market share to that of customer share. In this way we will create the conditions for structural and not only temporary growth of our results. In a nutshell, the values of pragmatism and solidity of the new Stralis are the same which should permeate all sales activities in order to achieve, together with you, success! Enzo Gioachin Iveco Senior Vice President Sales & Marketing
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THE LAUNCH OF THE NEW STRALIS HI - WAY by Luca Gastaldi
FROM FIAT INDUSTRIAL VILLAGE TO THE CONQUEST OF THE WORLD THE NEW IVECO VEHICLE WAS PRESENTED IN TURIN IN FRONT OF AN INTERNATIONAL AUDIENCE. PRESS CONFERENCE AND TECHNICAL ANALYSES WITH SPEECHES BY LEADING FIGURES INVOLVED.
Two intense days characterised the international launch of the new Stralis, held in Turin on Sunday 1 and Monday 2 July at the big Fiat Industrial Village facility. The official presentation of the new vehicle was preceded by the press conference which was also attended by Sergio Marchionne, Chairman of Fiat Industrial. Positive comments from the ItaloCanadian manager, clear expressions of satisfaction for completion of the “mission of the new Stralis” by the staff of Fiat Industrial.
Senior Vice President. It was he who welcomed the packed audience of international guests and journalists by introducing the new Stralis and, in turn, leaving the floor to colleagues for details on the contents of the new vehicle. The leitmotif mentioned several times by Mortali – naturally with reference to the new Stralis – was to define the vehicle as a true productivity model. This due to the fact that in the design of the new Stralis “There was strong focus on reducing the Total Cost of Ownership”, explained Mortali.
“The new Stralis represents the second phase of the new product strategy started with the new Daily and is the result of profound changes implemented in the company, projected towards excellence at all levels” "The new Iveco approach: an organisation guided by its customers, able to immediately react to any market situation” Alfredo ALTAVILLA
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The press conference pleasantly departed from the typical format, becoming a kind of talk show in which the leading figures of the various sectors involved took part: from product to marketing, from communication to in depth analyses by Fiat Powertrain Technologies. The anchor man of the first part was Alessandro Mortali, Iveco Heavy Range
“The new Stralis – continued the Iveco manager - maximises savings in all major cost areas. Indeed it provides a significant reduction in the total cost of vehicle operation of up to 4% for long haul jobs”. Norbert Holzer - Heavy Commercial Vehicles, Special Vehicles and Bus Platform Senior Vice President – then took over, firstly illustrating the new
production process which has made the most of the 70 million Euro investment in the Spanish plant in Madrid which, since 2008, implements the World Class Manufacturing programme using new production processes and technologies. The same which will be made available to the new Stralis. Holzer then focused on the completely renewed cab, one of the flagship features of the vehicle. The materials, dashboard with “best in class” controls in terms of visibility and use, the addition of various compartments, improved sound proofing, new hi-comfort seats and improved sleeping area make the cab pleasant and ergonomic. “The figures of the new Stralis are significant”, added Holzer. “We drove five million miles in testing, invested 180 million Euro for development of the Euro VI engine and 120 million Euro for product development”. The new Euro VI technology was addressed by Meinrad Signer, General Manager of Arbon Tech Center of FPT Industrial. “The Euro VI engines developed for the new Stralis manage to combine technology and ecology, exploiting the experience already gained on CNH vehicles. The unique characteristics of our Euro VI are the innovative HI-eSCR system (which excludes use of the EGR for recycling exhaust fumes, ed) and combination with the Common Rail. The result is a streamlined engineering product with better results and fewer components”. From the technical area the spotlight then turned to marketing and communication, represented by Enzo
Gioachin (Sales & Marketing Senior Vice President) and Alberto Cavaggioni (Iveco Marketing Director), respectively. “The current economic situation – announced Gioachin - is among the most critical that our industry has ever faced. With the launch of the new Stralis HI-WAY we aim to counter this negative trend. Our commercial offer, associated with this vehicle, offers the right combination of innovation, advanced
“The new Stralis is a vehicle born thanks to the contribution of all Iveco sectors” Alessandro MORTALI support services and direct economic benefits for our customers”. “With the new Stralis we aim to win over customers who in the past had never considered Iveco”, concluded Gioachin in a decisive and convinced manner. Cavaggioni on the other hand focused on the importance of a well-organized and competent sales network. “We have five thousand resources to train, for whom we have developed new training courses with innovative teaching methods which also include an iPad
application explaining the features of the new Stralis HI-WAY. With regard to communication we have created a specific Internet site and it will be present on the most popular Social Networks. The vehicle is already the talk of the town thanks to the colour chosen for the launch: an orange which transmits spirit and character, great temperament and joy and modernity”. Finally, the official video of the new Stralis, with the Bruce Springsteen soundtrack “Working on the HIGH WAY”, introduced Alfredo Altavilla, Iveco CEO, who positioned the product in the global company and the market context. “We are in the second phase of the new product strategy inaugurated with the new Daily. Today it is the turn of our flagships. Despite the unfavourable situation we decided to speed things up and present the new product. We believe that this is the right strategy, to be ready when economic recovery starts.
“This is not just a restyling, it's a new vehicle” Enzo GIOACHIN
FROM LEFT, ALFREDO ALTAVILLA, IVECO CEO, TOGETHER WITH SERGIO MARCHIONNE, CHAIRMAN OF FIAT INDUSTRIAL.
The crisis represents an opportunity and a challenge”.
THE NEW STRALIS HI-WAY ON THE IVECO.COM WEBSITE ON THE WWW.IVECO.COM WEBSITE A SECTION DEDICATED TO THE NEW STRALIS HAS BEEN CREATED. VIDEO, CATALOGUE, WALLPAPER: ALL INFORMATION CAN BE EASILY ACCESSED WITH A CLICK.
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THE LAUNCH OF THE NEW STRALIS HI - WAY by Filippo Zanoni
THE GEARBOX OF THE NEW STRALIS MANUFACTURED BY ZF (ABOVE) AND THE ALUMINIUM WHEELS BY ALCOA .
FULL IMMERSION IN THE TECHNOLOGY
TEST DRIVES AND HIGH-TECH EXPERIENCE ALLOWED JOURNALISTS AND DEALERS TO DISCOVER THE NEW VEHICLE, ALSO THANKS TO THE CONTRIBUTION OF THE MAIN SUPPLIERS.
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Six areas set up in the Fiat Industrial Village to explain the technical excellence of the new Stralis. An initiative which, together with the test drive with demo drivers along a route of several kilometres, allowed journalists to evaluate the vehicle. A mix of static and dynamic experiences to discover all the secrets of the new Stralis. In the forefront were all the innovations concerning the technical content of this new product. In addition to ‘in house’ products, such as the powerful engines created by Fiat Powertrain Technologies, the new Stralis also uses high technology components manufactured by external suppliers. The result of this joint effort has the objective of improving the quality of the vehicle and lowering operating costs. The high-tech experience, set up in the central part of the Fiat Industrial Village, allowed all guests to discover in detail the innovations introduced with the new Stralis. A true full-immersion in which the technical managers of the various areas explained the components with precision and clarity. Iveco
personnel, mobilised at every level, offered journalists and dealers a great demonstration of professionalism. ZF, THE GEARBOXES The technicians of the German company listed all the components manufactured by them which are used in the new Stralis: gearboxes, clutches, cab suspension, power take-offs and steering components. There are 2 types of gearbox on the vehicle, 12-gear automatic and 9 and 16gear manual. The automatic gearboxes can optimise driving style, ensuring perfect gear changes. In manual gearboxes, starting from the Euro VI versions, a single superimposed H shift will be introduced, a feature which avoids the classic “slap” to move the lever. Two buttons, one to engage the reduced gears and the other to access the upper “H”, simplify the driving of drivers who prefer this type of gearbox.
improvements. Iveco and Alcoa are partners in quality. “Aluminium wheels– says a technician– mean a significant reduction in weight: up to 300 kg per vehicle. A wheel made of this material weighs up to 42% less than one in steel and is 4 times stronger”. The technological evolution of the process means it is now possible to create the wheel in a single piece. The lower sprung mass increases comfort and decreases suspension wear.
ALUMINIUM WHEELS Light, robust, easy to clean, 100% recyclable. In terms of reduction of Total Cost of Ownership also this component must be subject to continuous
BREMBO: FORMULA 1 BRAKES Safety and reliability for the driver, the vehicle and the load. IVECO and Brembo, both seeking maximum performance, have worked together to
ensure the new Stralis record stopping distances and braking power. The new “starpillar” disk brake, characterised by a unique design of the inner part, has been introduced, which will be fitted in the near future on Stralis vehicles. A “star” which provides higher heat dissipation and greater robustness. Qualities which allow the disk to work at lower operating temperatures, increasing its duration. SEAT: THE IMPORTANCE OF COMFORT Hi-tech also in the seat. The seats of the new Stralis, made by the German company Isringhausen, have an internal ventilation system which ensures maximum driver comfort in any conditions. The adjustment mechanisms and careful ergonomic analysis have allowed a very high level of comfort to be achieved. A factor which means the driver can improve his productivity. FPT: POWER, TECHNOLOGY AND ECOLOGY Euro VI with the same consumption as Euro V and better efficiency. Fiat Powertrain Technologies engineers have achieved an extraordinary result thanks to a tremendous effort. Common Rail and electronically controlled variable geometry turbine are the main technological innovations adopted in the engines. The great technical potential of FPT, the real backbone of Fiat Industrial, has also allowed many technological solutions already implemented in other group
vehicles to be applied to the new Stralis. The Euro VI standard has imposed the adoption of technologies able to reduce polluting emissions, a result which had to be achieved without sacrificing performance and without increasing consumption. Objectives achieved thanks to the HIeSCR. Thanks to the system the engine can meet the Euro VI requirements without
having to resort to the EGR, the exhaust fumes recirculation system. This technical feature, unique to IVECO, has been achieved thanks to an engineering process with a simple yet effective philosophy. All technical components (Diesel
Oxidation Catalyst, Particle filter with passive regeneration, AdBlue injector, Selective Catalytic Reduction and Clean Up Catalyst) have been housed in a single box on the chassis. TELEMATIC AREA Thanks to the track tests carried out it has been possible to verify the effectiveness of technological systems which allow the fleet manager to “follow” the vehicle and assess the driving style of the driver. All participants were able to verify the functionality and power of the innovative IVECONNECT system.
CURSOR 13 (TOP) DEVELOPS MAXIMUM TORQUE ALREADY AT FROM 1000 RPM; CURSOR 11 (CENTRE) IS PART OF THE INNOVATIVE EURO VI RANGE. BELOW, THE “BEST IN CLASS” SEAT IN TERMS OF COMFORT AND THE IVECONNECT SYSTEM.
FROM THE HEAVY RANGE Interview with Alessandro Mortali - by Filippo Zanoni
THE CUSTOMER AT THE HEART OF EVERYTHING THE NEW STRALIS IS THE FIRST RESULT OF THE NEW IVECO ORGANISATION, FOCUSED ON SATISFYING EVERY NEED.
“As well as being a new product, the new Stralis is the symbol of change of the Iveco organisation.
The new Stralis is a concentrate of technology supported by the great work of our engineers in every sector: aerodynamic efficiency, quality of interiors, telematics, engines and quality. A change which has taken place over the last year. Teams dedicated to development of the product range according to market requirements”. That is how Alessandro Mortali, Senior Vice President Heavy Range, describes the terrain on which the new product was created. A mix between total customer focus and IVECO technical excellence. The demands of those who purchase the vehicles and the input coming from the sales network are collected and satisfied by the company thanks to its know-how and the technology of FPT Industrial.
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The Turin engineer, who joined the company at the beginning of 2012, explains what factors have most influenced the heavy vehicles industry: “Since 2008 – continues Mortali – three elements have affected the market: the even more stringent regulations that have increased development costs, increased sales to fleets and higher focus on operating costs”. The new market conditions, increasingly selective and difficult, have however been interpreted in a beneficial manner. “We have had the unique opportunity continues the head of the Heavy Range - to leverage our technology to improve our sales proposal”. The company has therefore expressed itself to its utmost, optimally exploiting all the skills it possesses. A total of 250 engineers were dedicated to this project. The challenges imposed by the market (compliance with the Euro VI standard and reduction of TCO) have
been met. “Thanks to Hi-eSCR technology – says Mortali – our Euro VI engines comply with the imposed standards without having increased fuel consumption compared to Euro V engines”. The combination of human and technology factors developed by IVECO, however, can also be transferred to the customer. The new Stralis supports the user in all driving phases. A factor which Mortali defines as fundamental: “Driving Style Evaluation is a key component in our scheme to save fuel. The human factor is the key”. Which means: a lot of technology at the service of the customer.
TECHNOLOGY Interview with Norbert Holzer
TOP QUALITY
THE NEW STRALIS CONTAINS A SERIES OF TECHNICAL SOLUTIONS AIMED AT IMPROVING EFFICIENCY AND RELIABILITY. BEST IN CLASS CAB IN TERMS OF ERGONOMICS AND COMFORT.
Higher quality, higher reliability and lower operating costs. The new Stralis has achieved all the objectives set by the engineers who designed it. Norbert Holzer is Senior Vice President and is responsible for Heavy Commercial Vehicles, Special Vehicles and the Bus Platform. - Which are the basic elements taken into consideration in developing the new Stralis? “In designing this vehicle - says Holzer we focused on reducing the total cost of ownership, on renewing the cab interior and on quality and reliability. We strived for excellence, improving in all areas where it was possible to increase the results of the Stralis. Driver's seat, quality of interiors, visibility: all elements which have been completely revisited. The dashboard is leading edge and integrates all the elements which previously were not included in its structure. Particular attention was also paid to visibility using anti-reflective materials. The dashboard is made of refined materials, pleasant to the touch.
The new storage compartments and internal layout exploit 100% of available space. The new park air conditioning improves the quality of the driver's rest, increasing his well-being. Also roominess, already improved in 2007 by increasing the length of the cab, has been further optimised”. - Cab: in addition to the interiors, also the external look has been modified. “The new Stralis is new also outside. Certain components have been improved which has significantly contributed to decreasing the aerodynamics (CX). The new side deflectors, for example, were designed to generate air streams which help keep the door clean (especially the handle) and optimise the aerodynamic performance of the vehicle”. - Also quality is top-notch. “Yes. Some optimisations in the manufacturing of certain components have been implemented which are worthy of mention”. - An example? “The chassis solebar rolling process has a decisive impact on quality standards, ensuring greater resistance of
the paint. We are very satisfied with what we have done!”.
9 ABOVE, NORBERT HOLZER. ON THE PAGE ON THE LEFT, THE PRESS CONFERENCE TO PRESENT THE NEW STRALIS. ON THIS PAGE, TOP, THE MATERIALS AND ERGONOMICS OF THE CAB ARE THE POINTS OF STRENGTH OF THE NEW VEHICLE.
EXCELLENCE IN EIGHT POINTS
ANALYSIS OF TECHNOLOGICAL CONTENTS OF THE NEW STRALIS REPRESENTING THE ADDED VALUE OF THE VEHICLE TO WIN OVER NEW CUSTOMERS
Stralis is new, inside and out. The same care taken in the exterior design of the cab has distinguished the design of the interiors. Maximum comfort, outstanding ergonomics and marked improvement in perceived quality were the objectives of the specialists who conceived this space. The HI-WAY cab exudes quality and care. The dashboard has been completely redesigned and the controls repositioned around the instrument panel and central console in order to make them easily visible and accessible. The structure, with scrupulous attention to detail, is made from high quality, non-reflective materials which are pleasant to the touch. On-board comfort is also ensured by the pneumatically adjustable steering wheel and by the new ventilated and heated seat, available on request, with integrated, adjustable height seat belts. Worthy of mention is also the availability of an optional maxi 50 litre fridge. IVECONNECT, a system integrating Hi-Fi radio and touch screen via which the Driving Style Evaluation function can be managed, has permitted several functions to be concentrated in a single space. The rest area of the cab can be equipped with the high comfort bed with steel frame, wooden slats and 80 cm wide mattress. To ensure temperature control even in conditions of humid heat and with the vehicle stationary, the park air conditioning unit has been designed to work with the engine switched off (available for HI-WAY and HI-ROAD cabs). All contents are able to guarantee maximum comfort for the driver both while driving and while resting.
Set in the dashboard of the new Stralis is the technological jewel, IVECONNECT, an integrated system to manage various functions. Thanks to the 7” touch screen, infotainment, navigation, driving support tools and fleet management services can be viewed and managed. The system includes a radio, CD player, USB port compatible with iPod and iPhone and MP3 files, bluetooth connection with steering wheel controls and AUX and Video sockets. Thanks to its versatile interface, IVECONNECT can display IVECONNECT DRIVE and IVECONNECT FLEET functions which can be used by the driver and fleet manager. IVECONNECT DRIVE is the innovative system which includes the navigator, the Driving Style Evaluation (electronic system which constantly monitors driving style and recommends the driver the most effective to reduce consumption). The idea of the DSE stems from the fact that an effective driving style leads to fuel savings of between 5 and 12%. Driver Attention Support, a system capable of assessing the degree of fatigue of the driver, has also been introduced. With IVECONNECT FLEET each new Stralis belonging to a fleet can be kept under control. Travel time, geographical position of the vehicle, fuel consumption and driving hours: each parameter can be viewed remotely. The system also provides automatic downloading of tachometer data. The Driving Style Evaluation system lets the fleet manager assess the driving performance of his drivers. Fleet Management services are organised by IVECO with the support of QUALCOMM, world leader in this sector. The system provides continuous “dialogue” with the company owning the vehicle.
The power and torque of FPT Industrial Cursor engines allow Stralis to tackle any job. IVECO also offers EURO VI engines on the new Stralis: Cursors 9, 11 and 13. Thanks to HI-eSCR catalytic reduction systems, the new Stralis is the only heavy vehicle not to use EGR technology. A solution which provides a number of advantages: less weight, optimised combustion and thus lower consumption. A new technological challenge, met by IVECO, which positions Stralis at the top of its category in terms of specific torque and power. Moreover, thanks to the throttle valve in the exhaust, the new engine brake (Super Engine Brake) has 30% more braking power.
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Personality and effectiveness. The design of the new Stralis, also conceived to ensure a significant improvement in CX, gives the vehicle a decisive and modern image. Incisive details which make the difference: the 3% improvement in the coefficient of aerodynamic penetration has led to a 1% reduction in consumption. A result which, together with the mechanical innovations and the use of electronics to monitor the driving style, translates into a significant reduction in total operating costs. The main elements of the front have been redesigned to increase aerodynamic efficiency, with considerable attention to detail. Grille, side air deflectors, upright covers, sun visor with LED lights and aerodynamic profile of the lower part of the bumper have been modified. The “Stralis” logo, now moved close to the engine power identification plate, has provided a more dynamic appearance to the lower part of the windscreen. A modification which provides the company owning the vehicle with a greater surface area to place its logo. The configuration of the light clusters is also new: standard, with LED DRL (Daytime Running Lights) and Xenon with DRL, the best technology currently available for light clusters. The cab of the new Stralis is available in three versions: HI-WAY (high cab, top of the range), HI-ROAD and HI-STREET.
The efficiency of the new Stralis is primarily due to the Euro V Cursor engines developed by FPT Industrial, a division of Fiat Powertrain Technologies dedicated to commercial vehicles. Available in three cylinder capacities (8, 10 and 13 litres) and eight power levels (310, 330, 360, 420, 460, 480, 500 and 560 HP), the Cursors of the new Stralis maintain the reliable six-cylinder in-line architecture with four overhead valves per cylinder. They are all equipped with an injector pump, variable geometry turbocharger or waste gate, EDC (Electronic Diesel Control) and ITB (the decompression engine brake, Iveco Turbo Brake, integrated with the main braking system and with the auxiliary Intarder retarder). These features contribute to the reduction in consumption – the range, on the other hand, is guaranteed by the tanks which can hold up to 1,400 litres of fuel - and emissions, to excellent elasticity (torque from 1300 to 2500 Nm) and to rapidity of diagnostics. For the Cursor 8 version a Natural Power methane fuel variant with 270, 300 and 330 HP is available. From January 2013, the new range of Euro 6 engines equipped with the patented HI-eSCR catalytic reduction system will instead be on the market.
Performance, power, economy of operation and reliability are the key points for a successful industrial vehicle. But there is another which cannot be overlooked: when travelling safety is an absolute priority. Always. The new Stralis HI-WAY has the most advanced protection systems. The entire range is equipped with disk brakes (except models with double reduction axle) and the EBS now has the Brake Assistant function. The ESB, which supplements the ABS, ASR (traction control) and braking limiter functions, ensures shorter stopping distances and uniform brake pad wear. The EBS, in particular, provides deceleration control and braking force distribution according to load. To facilitate hill starts, the Hill Holder is activated, preventing, for a few seconds, the vehicle from rolling backwards on releasing the brake pedal. Starting from 2014, the braking system will also be equipped with AEBS (Advanced Emergency Braking System), which warns the driver of the possibility of a collision and automatically activates braking. The ESP (Electronic Stability Program) is activated in the event of oversteer, understeer or sudden deviations, adjusting engine power and braking each wheel individually in order to stabilise vehicle attitude. Other important and innovative devices are the DAS (Driver Attention Support), to detect steering wheel movements and signal a reduction in driver attention, the LDWS (Lane Departure Warning System), to signal exit from the lane without having activated the direction indicators, and the ACC (Adaptive Cruise Control), to maintain a constant speed set by the driver, activating the engine brake, retarder and service brake if safety distances are not kept.
High technological content also for the transmission. Three gearboxes are available on the new Stralis: manual with 9 or 16 gears, Eurotronic automated with lever on the steering column switch and 6 gear automatic. Variants which allow the Stralis user to choose the type of gearbox most suited to the vehicle's job. All have advanced technological solutions. Manual gearboxes have a "servo-shift� assisted insertion system. The ZF automated versions are set so as to save fuel. It is possible to install the hydrodynamic INTARDER retarder on this gearbox, a device which increases braking force with a significant saving in brake attrition material. To reach increasingly higher standards of reliability, the new Stralis HI-WAY has concentrated significantly on a new chassis concept. This consists of double bottleneck solebars with high yield point steel C section. According to wheelbase and model, their thickness varies from 6.7 to 7.7 mm with completely rounded edges, thanks to the new rolling manufacturing process, and therefore greater paint resistance and less corrosion. Reliability also means adapting to the needs of the customer, having the appropriate characteristics for a particular use. Here, then, are the different types of axles offered by IVECO. The front have maximum permissible loads up to 9 tonnes. The standard rear axles are single reduction type, with maximum permissible loads of up to 13 tons. Differential lock and double reduction axle (central and on the hubs) are available. The choice of axle ratios from 2.64 to 5.29 ensures the most efficient use of the engine for each type of job and route. The range is complemented by the availability of vehicles with three or four fixed or retractable axles, hard or controlled steering, with single or twin wheels. In this sense, also the suspension system is worthy a brief description. Three different systems are available: parabolic and pneumatic rear or integral suspension. The latter, in particular, have ECAS (Electronically Controlled Air Suspension) automatic attitude control to keep the height of the chassis constant during travel and to adjust it during loading, unloading and semitrailer coupling.
The new Stralis has been designed to minimise TCO (Total Cost of Ownership). Operators have become increasingly sensitive to vehicle operating costs. TCO is made up as follows: 8% residual value, 33% driver's wages, 5% cost of repair and maintenance, 36% fuel and 18% taxes and tolls. Except, of course, the last item, IVECO worked on each element of TCO to lower operating costs. New content and better quality have led to an increase of 4% on the residual value of the vehicle. Maintenance and repair costs have been reduced by 7%, thanks to customised aftersales services designed to ensure the new Stralis reduced operating costs, long life and value over time. With ANS24h, for example, the IVECO Customer Center is available 24/7 with 80 operators answering in 10 languages to activate the nearest IVECO centre and support the customer until the vehicle is back on the road. The excellence of Stralis performance is also guaranteed over time thanks to the use of Origin 100% IVECO Original Parts, the result of careful selection of materials and suppliers and specific and stringent product tests. The Original Parts procurement and distribution system is efficient and advanced, ensuring deliveries within 24 hours in any country, day and night, seven days a week.
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COMMUNICATION Interview with Alberto Cavaggioni – by Luca Gastaldi
GREAT TEAM WORK
THE CONTENT OF THE NEW STRALIS WILL BE OFFERED IN A CONSISTENT AND INTEGRATED MANNER IN ALL MARKETS. NEW COMMUNICATION, TARGETED LAUNCHES, ROAD SHOWS, SALES NETWORK DEVELOPMENT AND A PROCESS IN WHICH NOTHING IS LEFT TO CHANCE.
IVECO has a new style of communication. The launch of the new Stralis HI -WAY is the culmination of months of intense work, a period during which all employees of the company have worked to build not only a new vehicle but also a new language in which the product is at the heart of everything. The communication strategy developed for the new “Heavy” vehicle from IVECO has been developed in detail by a team of specialists led by a young and dynamic marketing expert, Alberto Cavaggioni. At the end - with the official launch of the new Stralis at the beginning of July in front of an international audience of dealers and journalists - Cavaggioni unveiled the strategies for the new vehicle. These, however, have certainly not been exhausted with the presentation event of the new Stralis, as Cavaggioni explains, “The communication structure has been divided into three specific areas”.
in an obsessive manner. This attention to detail is emphasised in every aspect, also thanks to the "launch" colour of the new Stralis HI-WAY. In the presentation everything, absolutely everything, from the uniforms of the demo drivers to the lights chosen for the conference room and dinner, from the website to the press campaign, was characterised by this colour, chosen for the world premiere of the new vehicle. An all-encompassing and ever-present element, a clear sign reflecting our action in all directions. It is everywhere, just like the change we have made in this period of intense work”. - Colour and name were two important choices. “Yes. The shade of orange was chosen in collaboration with the Fiat Style Centre, one of the group points of excellence. It transmits joy, happiness, character, temperament. The name on the other hand has several meanings: HI-WAY is a creative acronym
Three main aspects to be developed: The first is the product, then there is communication and launch, and finally the sales method.
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- Can you tell us what they are and how they will be put into practice? “They are part of an almost scientific process – illustrates the manager – in which we have defined three main pillars to be developed: the first is focused on the product, then comes communication and launch and finally the sales method and techniques. A chain, in our case, which started with an excellent product and which will be developed with the power of communication necessary to make it known and with specific training to know how to sell it”. - The expedients chosen to “communicate” the new Stralis HI-WAY send very strong messages. “Nothing – continues Cavaggioni – has been left to chance. Integrated, coherent and consistent: our communication can be described with these three words. Every detail has been taken care of
providing instant visualisation of the place of work and mission of the vehicle: the highway or motorway. But “HI” also refers to excellence, the top quality and the main characteristics of our new heavy vehicle, from design to productivity. The name has been applied in three different ways to distinguish the cabs of the new Stralis according to the various missions. HI-WAY, the biggest, is for the long haul jobs. HI-ROAD and HI-STREET for inter-city and in-town”. - How much did the markets contribute to the creation of the new Stralis HI-WAY? “Very much. It has been a case of profound and intense teamwork, organised to create an excellent product. For example, we have developed and produced 14 mini-videos to illustrate the main features of the product and we personally involved our own market Marketing managers: IVECO has literally
‘put its face’ to this product. I invite you to watch these mini-videos which, together with the 'fascination' videos, are available on YouTube in 5 languages. In just a few weeks they have already racked up over 60,000 views”. - What will happen after the official launch of the new Stralis? “Following this first international event we will have local presentations in all major countries where the IVECO brand is present. First of all we are today present at the IAA in Hanover, the most important international exhibition for our industry with a stand concept developed to exploit the excellence of our range and our engines. Finally, we will conclude with a road show to be held early next year, involving all players in the supply chain, from dealers to customers, putting in place something truly interactive. We will have a caravan of vehicles which, travelling around Europe, will physically and ideally unite our main markets under one flag: that of the new Stralis”. - Also training has been involved from the outset. “In this area we have introduced many innovations. For the first time, sales personnel have had access to the same tools used by Marketing and Communication. We have developed tools such as the new product configurator and electronic price list. These new tools will improve our approach, making it even more professional when dealing with experienced customers such as fleet managers. In support of our sales force, we have also created for this launch a series of training Apps which are now available on iTunes. Using an intuitive menu system, it is possible to request information on the technical characteristics of the vehicle and on customer benefits in terms of Total Cost of Ownership. It is also possible to see the whole range of colours by “painting” the New Stralis with your finger. All tools which allow us to improve our sales process in all its aspects. We will also focus on the delivery process - which must be structured and managed everywhere down to the last detail. Delivery to the customer will include a product presentation, description of accessories and our recommendations for use and maintenance”.
THE SPEECH BY ALBERTO CAVAGGIONI, IVECO MARKETING DIRECTOR, DURING THE LAUNCH OF THE NEW STRALIS. ON THE PAGE ON THE RIGHT, THE APPLICATION FOR THE IPAD AND TRAINING AT THE FIAT INDUSTRIAL VILLAGE.
TECHNOLOGY IN LEARNING Interview with Patrizia Mustorgi - by Luca Gastaldi
THE TRAINING FOR THOSE
SELLING THE NEW STRALIS WAS PREPARED WITH A NEW EDUCATIONAL METHOD THAT CONCENTRATES ON DYNAMISM AND NEW TECHNOLOGIES. AN APP HAS BEEN MADE THAT CAN BE DOWNLOADED FROM ITUNES
The journey in discovery of the new Stralis HI - WAY concluded – just for now, of course– with the vehicle that has to be driven out of the dealerships' doors. Expectations are high, the new Stralis has everything it takes to get a positive reception from customers. The most important thing will be to publicise the enormous potential of the new IVECO, and to this purpose the role of the dealers and the sales force will be crucial. For their part, they will need suitable training tools for the new demands. The talk by Patrizia Mustorgi – Sales & Marketing Commercial & Technical Training manager - fits exactly into this context. We started out with a basic concept – explained Mustorgi – namely, working all together to render the specialisation of the salesperson more effective. The vendor is extremely important because in the case of the new Stralis, and more generally when talking about heavy duty vehicles, you are dealing with very demanding and well-informed customers”. We created and tried out a single, international format. The entire sales force throughout all the markets will receive the same training materials using the same learning methods. With the new Stralis – continued Mustorgi – we moved to experiential training: basically, more concrete contact with the vehicle, its main components and the web systems integrated into the training through multimedia tools. The training was developed using a "bubble learning" pattern”. “Obviously we wanted to favour interactivity and the possibility of playing an active role in the learning experience – explained Mustorgi – because the bubbles represent different learning modules encountered in places that are different from one
another and specific to the topic being tackled. In this way we can also make the training much more dynamic”. There are six main “bubble learning” elements making up the training for the new Stralis: the features of the product, its web contents, the quality and reliability of the new components, the salesperson's desk and CRM, the effective total cost of ownership, and the track test of the vehicle. Everything is aimed completely and concretely showing the numerous improvements made to the new vehicle”. Defining each subject and limiting its duration allowed new supports to be used for the training that could be adopted later by the salesperson for self-learning and in customer relations. “We developed an iPad app, translated into seven languages, that can be downloaded onto tablets, as well as learning modules that can be consulted on the web”. At the same time as the launch event, two training sessions were organised at the Fiat Industrial Village in Turin for 160 French and 110 Italian salespersons. For their German, Polish and Eastern European colleagues the meeting is in Hanover. Later, all the markets will be involved. We know, however, that the new Stralis offers cutting edge technical and technological contents: have you also provided training for the service personnel? “Of course – concluded Patrizia Mustorgi. For all the service personnel, and for all the markets, we have provided training that pays particular attention to the telematics, the real crowning achievement of the new Stralis”. The numbers are important: over 5,000 people will be involved in the courses for the new vehicle.
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THE MARKETS
THE NEW STRALIS HI - WAY IS UP TO THE CHALLENGE THE IVECO “DOMESTIC MARKET”, WHICH HAS BEEN CONTINENTAL FOR SOME TIME NOW, IS OF CONSIDERABLE STRATEGIC IMPORTANCE. THE NEW STRALIS WILL ALLOW VENDORS ON ALL MARKETS TO PRESENT THEIR CUSTOMERS WITH A TRULY COMPETITIVE PRODUCT.
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FRANCE We will promote the quality of the vehicle and the positive effects that they will have on the TCO. These days customers do not just buy a truck, but rather a series of services for transportation. Our new Stralis has all the ingredients needed for reducing the TCO and guaranteeing a reduction in operating costs. Very often, operators underestimate the importance of the drivers in reducing consumption, which is a third of the overall expenses. Fuel management has become a priority in our sector, and operators have to monitor and improve the driving style of their drivers on a daily basis. This implies the use of appropriate instruments like the Ecoswitch, Ecofleet, IVECONNECT, and Driving Style Evaluation: all offered with the new Stralis. The new Stralis requires a different approach by our vendors. They not only have to sell a new vehicle, but also promote its potential to reduce the TCO. This implies correct training that transforms salespersons into transportation experts who fully understand the customers' needs. As far as the distribution network is concerned, excellent training has already been carried out at the Fiat Industrial Village, which has motivated the staff and lifted the team spirit. From September we will be pushing an aggressive commercial promotion, including financing and warranty and maintenance packages to promote the new Stralis and to attack the competition. The new Stralis Hi Way and Hi Road are available for test drives. As a national strategy we have developed an operation that satisfies the desires and demands of our clients in terms of a quality after-sales service. Time is money, and for this reason we have to do our utmost to reduce the vehicle downtime to guarantee fleets are working at full capacity. We have a special instrument called Vehicles off the Road (VOR) for monitoring all the vehicles that fall within the offer and for reducing the time they are not moving. With the Dealers Excellence Electronic Community (DEEC) an instrument was created for our engineers that can help them optimise
the time the vehicle is down and also the speed of the maintenance work. Alain Soudan, General Manager France POLAND The new Stralis will be offered as the “best business partner” for transport companies. The components and the technologies used on this vehicle have been developed with the aim of reducing operating costs and, as an end result, growing the business of our customers. The new Stralis is not just a new vehicle. It was also developed to be more comfortable for its drivers, with “best in class” ergonomics and other solutions for improving life on board. Let the facts speak for themselves: we have planned an intensive programme of test drives for fleet owners and their drivers to show off all the innovations that the vehicle incorporates. In our business, constant contact with the customer is crucial, but also a strong and united distribution network is fundamental for attaining sales objectives. The network has to continually adapt to changing needs and requirements, bearing in mind also the development of the road infrastructures, especially in dynamic markets like that of Poland. Speaking of services, promptly providing our customers with the best possible assistance is our priority. We are opening new service points for heavy vehicles, located in strategic locations. Others have been ,or will be, modernised to the highest standards. Iveco quality levels have been applied to the service points and we are working to maintain them, especially the tools and equipment. Now the time has come to take another step forward. The personnel working in the service points are continually updated through courses that we organise with particular attention paid to training for the new Stralis. Massimiliano Perri General Manager Poland ITALY Recognising the centrality of the client and capitalising on this relationship will be the basis
of our strategy for presenting the new Stralis. We are sure that the winning qualities of the product will be immediately recognised by the market thanks to the widespread coverage of our network, which is based on well-trained and highly motivated personnel. This will allow our market leadership in Italy to make its mark again, and it will confirm the excellent results of the last 12 months in terms of market share and the gaining of new customers. Training will play a crucial role in the launch of the new Stralis. Training in this new definition should be understood not only in terms of the product, but also in a broader context of services, assistance and TCO. The Customer Service for the Italian market has always been our strong point thanks to a well-developed network and the widespread
coverage of authorised workshops that have always provided the utmost efficiency in terms of responding to customers' needs. Andrea Bucci, General Manager Italy UNITED KINGDOM The new Stralis is an important step for Iveco in England and is also an opportunity for repositioning sales of the new vehicle with the fittings of the Hi Way and Hi Road. In the sales process we will focus particularly on the new telematics, taking into consideration the Driving Style Evaluation. We will fully utilise retail management by exploiting the warranty, putting ourselves in the condition to always have the customers' attention. The market can rely on numerous strong points through an operation for improving the skills and expertise of our staff and our distribution network. We will be even closer to our customers using Customer Relationship Management. We will also focus heavily on raising the level of standards for our network, both sales and after-sales, increasing the use of effective sales techniques and improving customer care. Luca Sra, General Manager UK GERMANY The German market intends to develop the operation on two basic fronts. The demands of the drivers will guide our commercial policies, and at the same time we will meet the main requirements of fleet owners. The comfort of the Stralis HI WAY will be the protagonist without forgetting the
telematic on-board fittings. The drivers are the chief assets of transportation companies and each of our customers wants to satisfy their needs. The new cabin has been designed to make the driver more comfortable and to improve his driving style. All features that these professional drivers are asking us for. For fleet managers we are focusing on the total cost of ownership. At the same time we will continue with the training of the sales personnel and the engineers of our workshops in order to have high standards of quality. Our concept of "truckstation" aims to provide greater attention to performance. We will also concentrate on providing information on behavioural and communication subjects for our front office staff. Gianalberto Lupi, General Manager Germany SPAIN We will use Driving Style Evaluation as the trump card to explain to customers how much they can save by optimising routes and loads thanks to the on board telematics. We want to consolidate our image in high technology and quality production sectors, and for this reason it will be necessary to reduce vehicle downtimes to a minimum. The Spanish market is focusing heavily on an ambitious training programme for the sales force. Iveco and its network will be able to answer any technical question brought up
HANOVER FROM SEPTEMBER 20 to 27 HANOVER WILL HOST THE 64th EDITION OF THE INTERNATIONAL COMMERCIAL VEHICLES SHOW. IVECO WILL NOT MISS ONE OF THE SECTOR'S MOST IMPORTANT EVENTS WORLDWIDE, WHERE ITS PRESENCE WILL BE CHARACTERISED BY THE NEW STRALIS, SURE TO CAPTURE THE ATTENTION OF ALL THE VISITORS. THE TRADITIONAL AUTUMN EVENT CONCLUDES THE INTERNATIONAL LAUNCH STRATEGY FOR THE NEW IVECO STRALIS. FOR FURTHER INFORMATION: www.iaa.de.
by customers in the sales process. Regarding service: we have made plans for a training programme also for those working in this sector and we will continue to apply ourselves in order to give our Service Program the best available customer assistance services. Carmelo Impelluso, General Manager Spain
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W I N N I N G
T h e N e w S t r a l i s H i - Way : Tr u c k o f t h e Ye a r 2 0 1 3 . T h a n k s t o i t s c u t t i n g - e d g e t e c h n o l o g y w h i c h m i n i m i ze s r u n n i n g c o s t s , i t s e n g i n e s w h i c h d e l i ve r m o r e p owe r a n d m o r e t o r q u e a n d i t s u n m i s t a k a bl e s t y l e a n d c o m fo r t , a n o t h e r r e c o r d i n t h e wo r l d o f r o a d t r a n s p o r t h a s j u s t b e e n s e t . T h e N ew S t r a l i s H i - Way: Tr u c k o f t h e Ye a r 2 0 1 3 .
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