People at the centre

Volvo is a small player in the global car industry, a position that offers advantages and disadvantages. On the positive side, there is the potential for greater flexibility. A small company is more nimble and can be redirected fairly promptly. Meanwhile, however, a small company has fewer resources. It is imperative to make definite choices in research and development programmes. To date, the focus has been on efficiency, alternative fuels and electrification. To these technical solutions, Volvo Cars is now adding “soft” values such as design and experience.

 
Volvo Concept Universe

Attracting the right customers entails daring to adopt a specific profile. Current efforts in analysing and developing the brand are clearly linked to profitability: moving potential customers from brand awareness to making an active decision to purchase. In the luxury segment, such decisions are frequently based on emotions.

Volvo Cars has always been an innovator in terms of technical solutions. We must now perform to an even greater degree in terms of offering customers added value. In a sense, one could say that technology must primarily assist the car owner to live an uncomplicated life.

Luxury to meet human needs

The new brand strategy, which will be implemented throughout the organisation in 2011, adds new values in the form of a re-interpretation of the concept of “Scandinavian Luxury” – values that awaken feelings and attract the targeted customer group. Scandinavian Luxury involves understanding people and offering products that centre on their requirements. Brand, products and services jointly signal Volvo Cars’ new cornerstones: Designed around people, Contemporary Luxury Experience, Strength in every sense.

Volvo Cars has always been an innovator in terms of technical solutions. We must now perform to an even greater degree in terms of offering customers added value. In a sense, one could say that technology must primarily assist the car owner to live an uncomplicated life.

 
Volvo Concept Universe - Newsfeed,
interviews with designers