Gothenburg, Dec 15, 2014 –
Volvo Cars today announces a brand new global marketing strategy that allows it to market and sell cars in ways never before seen in the global automotive industry.
“The car industry is one of the most conservative, least evolutionary marketing clusters in global business. For decades, car marketing has been following a certain pattern which is followed by the entire car industry. Now, Volvo Cars chooses to defy that logic and implement a strategy that is geared towards its own needs,” said Volvo Cars Marketing, Sales and Customer Service senior vice president Alain Visser.
The new strategy – the “Volvo Way to Market”– focuses on four areas: marketing tools, digital leadership, dealerships and service.
One significant development contained in the new marketing strategy is that Volvo will in future concentrate on three key international motor shows, one each in Europe, the US and Asia. In addition, it will conduct an annual Volvo event to showcase its products and brand. It will also place online sales and marketing at the centre of its marketing strategy and drastically upgrade its dealerships and service offering.
In order to achieve these goals, Volvo is increasing its marketing budget.
“With the Volvo Way to Market, we don’t want to throw all existing marketing concepts overboard. Many of them exist for a good reason. We also don’t want to have the arrogance to say that we are better than all the rest. But we do have the self-confidence to say that we are different. So our way to market needs to be different as well,” he added.
The Volvo Way to Market entails a radically new approach towards the tools used to market Volvo cars to the general public.
Volvo Cars will gradually reduce its motor show activities and remain in one motor show per region per year: Geneva in Europe, Shanghai/Beijing in China and Detroit in the United States.
Instead of following the traditional motor show calendar, Volvo Cars will embark on a series of new initiatives that seek to have a stronger and more individual approach towards the press and customers.
Similar to the Stockholm launch event for the all-new Volvo XC90 in August of this year, the company will organise an annual Volvo event where the Volvo brand, new products and innovations are presented in a manner that is commensurate with its brand and identity.
Volvo Cars’ advertising spend will not be at the level of its larger competitors. That means the Volvo Cars message needs to stand out and the company will need to be selective in terms of media channels. Volvo Cars plans to significantly increase its investments in its brand message.
Volvo Cars has also decided wind down most of its sponsoring activities.
Instead, Volvo Cars will increase its commitment and investment in the Volvo Ocean Race. Rather than just another sponsoring activity, it sees the Volvo Ocean Race as purely Volvo. It is the most competitive, fair and pure blend of people with nature.
As the vast majority of customers around the globe shops online nowadays instead of going from dealership to dealership, car buyers now go from website to website. Thus, Volvo Cars will start to sell online gradually across the globe.
The company has worked closely with its dealer network in developing the tool in order to retain the personal touch that is so important in buying, delivering and servicing cars.
All new dealerships will have a globally uniform lay-out and look and feel. Exterior and interior will look and feel Scandinavian and truly Volvo. Existing dealerships will be upgraded in a similar way with small details that make a difference. These will display the Scandinavian roots of the Volvo brand and the key attributes and customer benefits of Volvo products.
Volvo Cars will implement small differentiators that underline the company’s Scandinavian and Swedish heritage. Examples include offering customers a drink in Sweden-produced glasses, sound and smell elements that portray a Scandinavian spirit and waiting/lounge areas that offer highlights from Swedish cuisine.
All dealer staff will go through a training programme to be familiarised with these new customer service processes and standards. European dealership staff will be dressed by Swedish fashion designer Oscar Jacobsson.
The final leg of the Volvo Way to Market is Volvo Personal Service which entails the introduction of a Personal Service Technician for each and every Volvo customer. At the delivery of his or her new car, the customer will be introduced to the Personal Service Technician who will take care of the customer and car throughout the ownership.
This programme obviously requires an extensive training and development programme, which is already underway. A number of countries have already adopted the Personal Service Technician concept as a pilot programme and customer satisfaction in these markets has increased significantly.
By 2018 all Volvo dealerships around the globe will be offering this service as standard.