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It's really hard to design products by focus groups. A lot of times, people don't know what they want until you show it to them.

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Giant Trucks Are No Longer Scary 5:50 AM

The noisy, polluting, gas guzzling giants are being tamed to look more demure and sophisticated, and how! The Scania Concept that we see here is a pure reflection of this new theory and is a bid to change the perception that trucks are the big bullies of the highway. It is designed to be eco-friendly and economical by using a diesel-electric hybrid engine. The innovative part comes on the wheel-hub design that sports indicative color-coded LEDs that point out speeding and other rules broken.

Designer: Adam Palethorpe

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