MAN Truck and Bus AG
Statement of the jury
In contrast to the clear and profound significance of the designs in the passenger car segment, designer teams in commercial vehicle companies have to fight for their standing daily. This is because unlike those buying cars, those purchasing trucks are often fleet customers, whose purchase decisions are made from a more economic standpoint, with emotional aspects such as design being subordinate to these concerns. As such, the designers are consistently faced with the challenge of proving the key role design plays in sustainable market success within the company and calling for necessary design measures. An enormous challenge, considering the many and varied truck and bus models from MAN Truck and Bus and the comparably small size of the design team, a challenge which the MAN design team nonetheless tackles spectacularly and with courage. With its design competence and design policy, within the company the team has been extremely successful at hitting the target with MAN products and their brand awareness, something that is substantiated by sales figures and market shares.