IVECO has finally announced its much-anticipated high duty truck line-up for the Middle East.
The new off-road truck IVECO T-WAY and the on-road truck IVECO S-WAY were both revealed at a live European virtual launch at the beginning of June, but this week’s series of dedicated days at the Dubai Autodrome are the region’s first chance to see and test the new IVECO WAY range.
Customers, dealer network and representatives of the automotive press were invited to a launch event which included a dedicated test drive on an on-road and off-road track
IVECO took a direct approach to the launch specially designed to touch and test the new IVECO range, offering “participants a unique experience, telling an immersive story made up of a mix of video content and live interactions.”
It also took the guests on a discovery journey through IVECO’s world as it unveiled the latest in its long lineage of legendary trucks.
Carmelo Impelluso, IVECO Head of Commercial Operations EMEA, explained: “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.”
“Every detail of the new IVECO WAY Range has been developed in order to optimise all the Total Cost of Ownership elements: fuel consumption, price, residual value, maintenance and uptime costs, driver satisfaction and productivity,” added Fabio De Serafini, Africa & Middle East Business Director, IVECO. “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.”