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