Volvo changes strategy, rethinks ‘premium’ image
By Steph, 30 Nov, 2010. 0 Comments
2011 Volvo S80
As Volvo re-evaluates its product plan, it has chosen to follow a new strategy where it will not aim to be considered “premium” but will instead, focus on its own unique identity, according to new boss Stefan Jacoby, in an interview with Autocar. In the wake of Volvo’s takeover by Chinese firm Geely, the Swedish manufacturer has decided to make some changes, one of which is to decide not to compete with frontrunners (BMW, Audi and Mercedes) in the ‘premium’ market. He explained that Volvo will not copy its rivals and that it will rather highlight its “Scandinavian simplicity.” Jacoby has set a goal to achieve sales of 800,000 units a year by 2020 -- more than double the 380,000 units that Volvo estimates to sell in 2010. He disclosed that a vital part of its plan is to re-establish the firm’s strength in the US market. He admitted that Volvo has “lost ground” in the US and that currently, it is “at the bottom.”
Latest Auto Shows
