Poll: Do you think Volvo can become a top-tier luxury brand?

Posted: Sep 07, 2011
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Volvo Concept Universe

When you think of top-tier luxury automobiles a couple of brands come to mind including BMW, Audi, Mercedes-Benz and Lexus – Volvo is never really one of them. Well, the company is out to change that. After Zhejiang Geely Holding Group acquired Volvo last year from Ford, the Chinese company’s chairman had a little battle with Volvo’s management about the brand’s image.

Li has always wanted Volvo to compete with the likes of BMW, Audi, Mercedes-Benz and Lexus, but admitted that Volvo’s executives in Sweden had a pretty good reason to avoid taking on those juggernauts.

New reports and marketing initiatives by Volvo now suggest that Li has finally gotten his way. Last week, the brand announced its new global brand tag line: “Designed Around You” with the message ”summarizes our approach to understanding people, giving them a luxury experience that is a little more human-oriented … ” said Richard Monturo, Volvo’s global marketing chief.

Volvo Senior Vice President Freeman Shen was clear about the company’s direction. He said that Volvo plans to become a top-tier luxury brand and that is one of the company’s five goals to achieve by 2020. The most important is to increase annual sales to 800,000 by that time.

Do you think Volvo can do it? Let us know by casting your vote in the poll below.

- By: Omar Rana

Source: Automotive News


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  • Pat

    what’s going on here?!? People would buy a Volvo over a BMW, Mercedes?

  • Desertwind

    Ambition, clarity of what and where it wanted to be.
    +
    The humility to its target customers
    +
    Perceived value
    +
    The ruthless pursuit of perfection
    is what propelled Lexus to the top into competition with Mercedes, Audi, BMW and Jaguar.
    Add to the above fetching new exciting designs and you have Hyundai and Kia now.
    So, for Volvo to achieve the same it needs to do all of the above and add another Unique Selling Proposition (USP).  But it already has one an enviable perception for Safety.  
    Where do I send my invoice?

  • http://www.facebook.com/people/Steven-Zahl/1670371040 Steven Zahl

    Go RWD if you want to be taken seriously as a Luxury brand.