With its brands Scania, MAN, Volkswagen Caminhões e Ônibus, and RIO, TRATON is one of the world’s leading commercial vehicle manufacturers.  Its range comprises light-duty commercial vehicles, trucks, and buses, at 29 production and assembly sites in 17 countries. The Group is committed to driving transportation to the next level. In order to support one identity as a homogeneous entity in Chinese media & press, TRATON has commissioned Labbrand to create the Chinese name for the brand.

Labbrand created the Chinese brand name 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.