After the European live virtual launch at the beginning of June, the brand presented the new off-road truck IVECO T-WAY and the on-road truck IVECO S-WAY to the Africa & Middle East market.
IVECO, with a tagline ‘Drive The New Way’, unveiled the new IVECO WAY range to its customers, dealer network and representatives of the automotive press at Dubai Autodrome.
A programme designed specifically to bring guests closer to the new IVECO world starting with a product presentation and following with a dedicated test drive on an on-road and off-road track which allowed to concretely appreciate the significant innovations in the IVECO vehicles.
More than 150 guests appreciated the new functionalities of the range, completely built around the driver, with particular attention to productivity, safety, and a completely renewed and redesigned cabin, to improve the on-board comfort and vehicle performance.
IVECO took a direct approach to the launch specially designed to touch and test the new IVECO range. It offered participants a unique experience, telling an immersive story made up of a mix of video content and live interactions.
Carmelo Impelluso, IVECO Head of Commercial Operations EMEA, commented: “With the launch of the new IVECO T-WAY and IVECO S-WAY, we now offer our customers the most complete, entirely renewed, business-oriented product range for off-road and on-road missions.
“The new IVECO WAY family enables us to cover the whole set of market demands with a coordinated offer of very differentiated products. Today, our customers see their trucks as a business tool. They look for a complete solution that will deliver the profitability they need. This is what makes our IVECO WAY range unique: it delivers everything our customers expect – and more.”
The IVECO T-WAY builds on the heritage of robustness and reliability of the brand’s long lineage of champion off-roaders. It introduces state-of-the art technological solutions to exceed all expectations in productivity, payload capacity, safety, and driver comfort. These characteristics of extreme toughness, high performance and reliability are clearly expressed by the theme of the advertising launch campaign: “Treat It Bad”.
The IVECO T-WAY has been designed to offer best-in-class performance in every off-road mission, robustness, and torsional rigidity. It carries over from its predecessors the legendary robustness of the high-resistance steel chassis with a 10mm thick frame, with a Rail Bending Moment at the top of the segment at 177 kNm. The front axle has a maximum capacity of up to 9 tonnes. Hub reduction on the rear axle is standard to maximize strength and performance.
The IVECO S-WAY is the new on-road vehicle of the new IVECO WAY range, the ideal business solution for the fleet owner, and the perfect travel companion for the driver. It further increases its fuel efficiency, which was already among the best, with a new engine line-up and next generation rear axle, advanced technologies tailored to the customers’ needs.
It builds on the success this range has achieved since its European launch in 2019 and has proved extremely popular with drivers for its high levels of comfort. Customers appreciate the improvements in performance and Total Cost of Ownership (TCO) that come with high reliability of new truck.
Fabio De Serafini, Africa & Middle East Business Director, said: “Every detail of the new IVECO WAY Range has been developed to optimise all the Total Cost of Ownership elements: fuel consumption, price, residual value, maintenance and uptime costs, driver satisfaction and productivity.
“With the new ‘WAY’ family, we cover the whole set of market demands with coordinated, but very differentiated products. The world is moving fast, and the world of transport must not only keep up but anticipate and drive the change.”