[C] I don’t know how it is for others, but I, for one, am deeply proud to have grown alongside the transport industry…
I started in 2006, when the roads to the West were not yet fully open, and in offices people weren’t talking about branding, but about TIR carnets, CMRs, and how many days you could spend at a border.
I witnessed how, after joining the EU, Romanian companies gained confidence. They learned, delivered, and grew. Some became regional leaders, others remained in their comfort zone, but all of them had a long and difficult journey, without a GPS for strategy or marketing.
Over all these years, I worked side by side with entrepreneurs who put their homes on the line for their first trucks. With dispatchers who didn’t sleep for days because a driver was stuck in France. With managers who speak five languages to keep clients close and teams motivated.
I was there when discussions around the taxation of per diems set the entire sector on fire and brought people into the streets. When the Mobility Package came into force, and we had to learn together with industry entrepreneurs—how to adapt. I felt, in real time, how road taxes increased and how decisions made in Brussels translated into direct, sometimes overwhelming costs for Romanian companies.
I’ve witnessed negotiations where price was the only argument. Moments when a client was lost because “someone else does it cheaper.” Managers fighting to maintain stability in an unpredictable environment, where a single external decision can wipe out margins overnight.
And yet, despite doing extraordinary things, very few transport companies know how to talk about them. How to build an identity. How to become memorable. How to inspire. How to recruit more easily. How to choose the right clients not just the ones who call first.
Why now?
The Romanian transport industry has undoubtedly reached a point of maturity in terms of capacity. We have over 40,000 transport companies, impressive fleets, and well-developed logistics infrastructure but the dynamic is no longer what it was 5–10 years ago.
We are no longer talking about accelerated expansion, but about consolidation in a context where challenges continue to multiply.
Road freight transport has grown by 69% over the past decade a solid performance, but one that is beginning to plateau. We are no longer moving forward by inertia.
At the same time, conversations around multimodal and green transport rail, sustainability are becoming more frequent, increasing pressure on road transport, while competition intensifies.
And it’s not just internal competition. In international transport, Romanian companies compete directly with operators from Poland, Lithuania, Bulgaria, countries where taxation, operational costs, or local regulations may be more favorable.
In this context, price too often becomes the only differentiator.
Whoever is cheaper, wins.
Regardless of quality, reputation, or reliability.
But is this really the game we want to play?
Do we really want to leave everything in the hands of the lowest price?
I don’t think so.
I believe real differentiation can be built differently through identity, through story, through the way you communicate who you are and what you offer. Through the experience you deliver, your team culture, and the way your brand shows up in every interaction.
Now is the moment for mature transport companies to step out of the shadow of cost and into the light of value.
Why DRIVION?
There are not many agencies that truly understand what it means to operate in an industry where every kilometer, every toll, and every night on the road matters.
But I do. Because I was there when these chapters of transport were being written.
DRIVION is not just a marketing agency.
It is the partner that translates your business reality into stories that connect.
What do we actually do?
We help you define your relevant positioning not what sounds good, not what looks nice, but what truly defines you and matters to your stakeholders, from employees to clients.
We build a visual identity that reflects who you are in front of clients, employees, suppliers, and partners.
We create communication strategies that move with your business not with trends that come and go.
We provide you with the tools structure, messaging, processes, content to move out of price-based competition and into value-based competition. We always start with strategy from business to brand, and then communication.
Not every company needs DRIVION.
But if you feel you have more to offer than a low-price quote… then we might be aligned.
DRIVION is the answer to a need I see clearly in the market: companies that have invested, struggled, performed, but remain invisible. Valuable brands that have not yet been built.
Now is the time to give them a voice.
If you want, we can talk about what your brand could look like concretely. Let’s connect.
With respect and courage,
Claudia