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Sisu - the word-truck

Publication date: 2017-11-21

Tags: miscellany

Sisu - the word-truck

The meaning of the Finnish word reflecting strength, durability, and determination (read: having the guts) is how the truck manufacturer got its name.

But was "sisu" the first name of today's Sisu Auto? Not really.

In 1932, one year after Oy Suomen Autoteollisuus Ab (SAT) was established, its board decided to organize a contest to set up a catchy name. Soon, they received few thousand suggestions, out of which the jury chose three options - karhu (bear), haukka (hawk), and sisu.

The lucky winner was supposed to get 1,000 marks, but there was a problem since too many people suggested "sisu" as a name. All in all, the money went to Veikko Arohonka, who was chosen by drawing lots. Interestingly, karhu is now a name of a beer company, while haukka of an enterprise dealing with electronic manufacturing.

Sisu SH-3R (Photo: Wikimedia Commons)

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