In the realm of auto brand naming, TRATON stands as a global leader among commercial vehicle manufacturers, boasting renowned brands such as Scania, MAN, Volkswagen Caminhões e Ônibus, and RIO. Operating across 29 production and assembly sites in 17 countries, TRATON’s portfolio spans light-duty commercial vehicles, trucks, and buses. Committed to propelling transportation to new heights, the Group has enlisted Labbrand’s expertise to establish a cohesive Chinese identity for the brand, ensuring a unified and impactful presence in Chinese media and press.

Labbrand created the auto brand naming 传拓 [chuán tuò] for Traton.  The name portrays TRATON’s leading position in commercial vehicle and inspires a bright future. 传拓 [chuán tuò] has a strong phonetic connection with TRATON. 传 [chuán] contains both the idea of inheritance (传承 chuán chéng) and being sustainable (传续 chuán xù). It can also mean to be legendary (传奇 chuán qí), as TRATON is doing unprecedented work for the whole industry. 拓 [tuò] emphasizes the ambition of exploring the future and creating new innovations, expanding beyond the limits of the traditional industry.