[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 weren’t fully open yet, and in offices people weren’t talking about brand – they were talking about truck permits, CMRs, and how many days you could get stuck at a border. I witnessed how, after joining the EU, Romanian companies gained confidence. They learned, they delivered, they grew. Some became regional leaders, others stayed in their comfort zone, but all of them had a long and difficult journey, without a GPS for strategy or marketing.
Throughout these years, I’ve worked side by side with entrepreneurs who mortgaged their homes for their first trucks. With dispatchers who stayed awake for days because a driver was stuck in France. With managers who speak five languages just to keep clients close and teams motivated.
I was there when discussions about per diem taxation shook an entire sector and brought people into the streets. When the Mobility Package came into force and we learned, 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 suffocating – costs for Romanian companies. I witnessed negotiations where price was the only argument, and moments when a client was lost because “someone else is cheaper.” I saw managers fighting to maintain stability in an unpredictable environment, where an external decision can wipe out margins overnight.
And yet, although they do 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 client, not just the first one who calls.
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, well-developed logistics infrastructure, but the dynamics are no longer what they were 5-10 years ago. We’re no longer talking about accelerated expansion, but about consolidation in a context where challenges are multiplying.
Road freight transport has grown by 69% over the past ten years – a solid performance, but one that is beginning to plateau. We can no longer rely on momentum alone. At the same time, we’re increasingly talking about multimodal and green transport, rail solutions, which puts additional pressure on road transport, while competition continues to intensify.
And it’s not just about domestic competition. In international transport, Romanian companies compete head-to-head with operators from Poland, Lithuania, Bulgaria – countries where taxation, operating costs, or local regulations may be more favorable. In this context, price too often becomes the only differentiator. Whoever offers less, wins – regardless of quality, reputation, or reliability.
But do we really want to play on a single front?
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 to clients, through your team culture, through how 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 aren’t many agencies that truly understand what it means to work in an industry where every kilometer, every road tax, and every night spent in the cabin matters.
But I do, because I’ve been there when all these chapters of transport were being written.
Drivion is not just a marketing agency.
It’s 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 looks nice, not what sounds good, but what truly defines you and matters to your stakeholders, from employees to clients.
- We build a visual identity that shows who you are – to clients, employees, suppliers, and partners alike.
- We create a communication strategy that moves with your business, not with trends that come and go.
- We give you the tools – structure, messaging, processes, content – to help you move from competing on price to competing on value. We always start with strategy – from business strategy to brand strategy, then communication.
Not every company needs Drivion. But if you feel you have more to offer than a low-price quote… then we might just be on the same wavelength.
Drivion is the answer to a need I clearly see in the market: companies that have invested, fought, and performed, yet remain invisible. Valuable brands that haven’t been built yet.
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
With respect and courage,
Claudia