Tuesday, November 30, 2010

Volvo No Longer Wants To Be "Premium"

Volvo should no longer be lumped into the premium category, according to the wishes of CEO Stefan Jacoby.

It's not that the cars aren't good, but according to recent reports in British publication Autocar, Jacoby thinks it sends the wrong message. "It sounds like a pricing strategy, and it's got an expensive ring to it", the Volvo CEO was reported as saying.

Going forward, it would appear that the new brand strategy will see Volvo emphasising its unique Swedishness to stand apart from the competitors in the premium automotive segment. With aggressive targets of 800000 units per year by 2020 penciled in as the benchmarl - double current sales volumes for the brand - a little differentiation can't hurt, surely?

Via - AutoCar