From Sweden to Finland: The European Roadshow brings motion technology closer to customers and students
From 31 August to 17 September, Schaeffler’s European Roadshow travelled through Sweden and Finland. At six stops in Gothenburg, Västerås, Eskilstuna and Tampere, the truck provided employees, students, customers and partners with an opportunity to experience Schaeffler’s broad technology portfolio first-hand.
Designed as a premium brand experience, the truck brings motion technology to life. Its modular interior showcases Schaeffler’s eight product families and allows the content to be adapted to different audiences—from students and teachers to engineers, purchasing specialists, and many more.
Starting in Gothenburg
The first stop was Chalmers University of Technology in Gothenburg, where the truck was open to students on 31 August and 1 September. The response was highly positive, with many students showing a strong interest in Schaeffler’s technologies and potential career opportunities, including jobs and internships. The visit offered an effective platform for introducing Schaeffler as more than an automotive and bearings supplier.
The truck then moved to Schaeffler’s Gothenburg office for two days, where employees visited in groups on 2 and 3 September. The internal sessions helped colleagues develop a deeper understanding of Schaeffler’s positioning and the breadth of products, components, and services in its eight product families.
Engaging with Customers in Västerås and Eskilstuna
On 7 and 8 September, the truck visited Nomo in Västerås before continuing to Volvo Construction Equipment in Eskilstuna on 10 September. The event at Nomo also brought together representatives from other suppliers, providing an excellent opportunity to engage with a broad range of relevant customers from the Västerås region. The visit generated numerous valuable conversations and constructive discussions, strengthening existing relationships while opening the door to potential new business opportunities.
“The visit of the Schaeffler Roadshow was a great opportunity to experience the company’s broad technology portfolio and discuss solutions directly with their experts. The conversations were both insightful and constructive, and the event created a strong platform for strengthening existing relationships and exploring new opportunities together”, says Mikael Bergström, Sales Manager Sweden MRO at Nomo.
At Volvo CE, the truck was parked outside the Technology Center. Many interesting discussions took place, including conversations about current and potential projects. Representatives from purchasing, other VCE departments, and companies visiting the Technology Center also took the opportunity to explore the roadshow truck. Visitors described the initiative as a valuable way of presenting Schaeffler’s product range and promoting the company by bringing its technologies directly to customers and partners.
Strong student engagement in Tampere
The final part of the Nordic roadshow took place in Tampere, where the truck visited Tampere University on 14 and 15 September, followed by Tampere University of Applied Sciences on 16 and 17 September.
At Tampere University, the truck welcomed a steady flow of students and teachers throughout both days. Our Finnish presenters supported the visit from the outset, helping to coordinate the program and guide groups around the university. The students were encouraged to visit the truck as part of their lessons, resulting in groups arriving throughout the day. Teachers played an important role in promoting the visit and engaging students in discussions about Schaeffler’s technologies, such as hydrogen technologies and condition monitoring, as well as career opportunities.
Building understanding and creating connections
Across the Nordic roadshow, the truck reached approximately 80 Schaeffler employees, around 300 students, and 200 customers. The direct, hands-on format created opportunities to explain Schaeffler’s technologies in a way that could be tailored to each visitor’s technical interests and level of knowledge. The roadshow also strengthened Schaeffler’s strategic positioning as the Motion Technology Company. By presenting the complete portfolio in one place, the truck helped visitors understand how the eight product families work together across industries and applications. It opened the door to new business discussions, created targeted touchpoints with key decision-makers, and provided concrete examples of Schaeffler’s innovation and long-term vision.
From the first student conversations at Chalmers to the technical discussions at Volvo CE and the strong academic engagement in Tampere, the Nordic roadshow demonstrated the value of bringing Schaeffler’s expertise directly to people.
The roadshow served not only as a travelling exhibition, but also as a platform for knowledge-sharing, recruitment, customer dialogue, and relationship-building. By combining a clear brand message with practical demonstrations and personal interaction, the European Roadshow helped make Schaeffler’s Motion Technology positioning tangible across the Nordic region.