IVECO unveiled two concept trucks at the global launch of the new IVECO WAY range: the new IVECO FIT CAB and MAGIRUS, the two special customer-centric concepts that will be the object of a co-working process involving customers. 

“In developing our products we adopt a customer-and driver-centric approach: they participate in our field-testing activities, they give us guidance with their insights and feedback,” said Gerrit Marx, president commercial and specialty vehicles. “With these concepts, we want to co-create with drivers and owners these statement vehicles and, most importantly, we also want engage them in a dialogue about their job to tailor the next trucks to closely match their needs and desires – trucks developed by the customers for the customers.”

The IVECO FIT CAB takes driver-centricity further with the aim of improving the wellbeing, comfort and performance of the driver, mitigating the consequences of long driving hours.

The sporty livery with a logo inspired by fitness programmes signals the cab‘s additional role as a gym on wheels, with devices for improving the driver‘s mobility, stability, strength and overall fitness. Dedicated hooks and anchor points are integrated into the exterior to host specifically designed accessories. The retractable front step can double up as a training tool. The interior of the cab bristles with gym equipment, such as a wall-integrated multi-directional pulley, a roof-integrated folded multi-grip solution, and a functional package that includes resistance bands, sliders and weights. The IVECO FIT CAB is a travelling work and workout companion for the driver.

The IVECO MAGIRUS pays tribute to its heritage while looking firmly towards the future. It incorporates multiple elements of the original brand, including the classic two-tone livery and chrome details. While paying homage to its history, it is innovative in its approach to developing a custom-made truck. It reinterprets its heritage with refinement, introducing precision craftsmanship and high technology. Extraordinary attention has been devoted to every single detail, from the top quality leather finishings and fine fabrics, to the metallic levers, switches and inserts, and a wide range of options to enable each customer to make their cabin truly unique.