Sejer and Sønnichsen’s distinctive red and white trucks have attracted massive attention among children and young people – both on and off the roads. And that attention? It’s not something the owners of the transport company have ever actively pursued – it stems from their own passion for trucks.
When you pass a Sejer and Sønnichsen truck, there’s no doubt. The bright red color, the gleaming paintwork, and the abundance of cool details. Over time, their trucks have become more than just a means of transport – they have become the company’s trademark and have achieved near cult status among many truck enthusiasts.
This is especially evident on social media, where children, young people, and adult truck spotters share photos and videos every day when they encounter the red and white trucks on the roads. This has created a strong online presence, where the company now has nearly 30,000 followers on Facebook, over 11,000 on TikTok, and more than 9,000 on Instagram.
– Sejer and Sønnichsen are tagged every single day on social media, and our feed is always flooded with videos of our trucks. Our most viewed video has reached nearly 130,000 views, says Hans-Christian Sønnichsen, one of the company’s three owners.
But the hype doesn’t just live online. It’s very much felt in real life as well – especially one day a year. On December 25th, when all the trucks are briefly gathered at the company site, Sejer and Sønnichsen open their gates to visitors. What started as a practical solution has turned into a major attraction. Most recently, around 1,500 people stopped by – some traveling all the way from Sweden and Germany to experience the iconic trucks up close.
Great interest among children and young people
The interest in the trucks is especially strong among children and young people – and it’s growing, the owners say. And it shows in a slightly unusual way.
– This year, we’re driving no fewer than 35 confirmands. We’ve never experienced that before, says Hans-Christian Sønnichsen.
According to Hans-Christian, many of the confirmands show up wearing Sejer and Sønnichsen clothing from the company’s own merchandise webshop, and some take it even further by hosting confirmation parties with a Sejer and Sønnichsen theme, where everything is styled in red and white.
Hype driven by genuine passion
The significant attention is not something the company has strategically worked to achieve. Instead, it stems from the owners’ genuine passion for trucks – and their desire for the vehicles to reflect the quality the company delivers.
– It has always been important for us to have nice, well-maintained trucks, so they reflect the quality we deliver – and that we are a good place to be, both as an employee and as a customer. And we’re truck nerds ourselves and love trucks, so of course we’ve always cared about driving great vehicles, says Nicolai Sune Nielsen, who is also part of the ownership group.
More than just attention
Today, the company actively uses the attention to promote the transport industry – and to open the door to the industry for new generations.
– We are passionate about what we do. That’s why it means a lot to us to pass on our own passion for the profession to the next generation, explains Nicolai, who, like the other owners, also started his career as a truck driver.
Attention that benefits the business
The strong interest in Sejer and Sønnichsen’s trucks also benefits the business. Not in direct financial terms, but in something that is just as important to the company – its employees.
– We can feel that it creates pride among our employees. And the interest in working here is high – right now we actually have a waiting list of drivers, says Hans-Christian Sønnichsen.
About Sejer and Sønnichsen
Sejer and Sønnichsen is a trading and transport company based in Aabenraa, operating throughout Denmark and parts of Europe. The company is owned by Henning Sejer, Hans-Christian Sønnichsen, and Nicolai Sune Nielsen.
Today, the company employs 102 people, including 24 in administration, and operates a fleet of more than 40 trucks for services such as household waste collection, construction tasks, and the transport of by-products.
Until 2023, the company was based in Fogderup but moved to larger facilities in Egelund, Aabenraa due to growth. Now, three years later, Sejer and Sønnichsen are in the process of expanding their headquarters by 450 square meters, scheduled for completion in autumn 2026 – the same time the company celebrates its 10th anniversary.
Read more about Sejer and Sønnichsen here: https://se-so.dk/transport-siden-1952/
