Friday, February 13, 2015

Volvo Brand Strategy

In the late 1990s to mid-2000s, Volvo Car executives believed the brand position of the “ultimate safe car” for families was too limiting and began to extend the brand into the performance car segment targeted at men. Results were disappointing. When Ford bought Volvo in 1999, it pushed the brand into the crowded luxury brand market. Ten years later, sales were down 20 percent from where they were when Ford first purchased the brand.

Volvo Car Corporation was then acquired by China’s Zhejiang Geely Holding Group Co. Under this new ownership, in August 2011, Volvo Car announced a new global brand strategy—”Designed Around You,” focusing on a position of human-centric luxury cars that are safe and dependable.

In November 2013, Volvo Car Corporation announced a new brand strategy designed to revive the brand in the United States after a decade of declining demand. According to Automotive News, “The new focus is on ‘Scandinavian’ design, safety, environmental leadership, and ‘clever functionality’ reflected in state of the art—yet simple— infotainment systems.” 

Volvo’s primary brand association is still “safety.” And safety is still most valued by parents with children living at home. And Volvo is still one of the most trusted automobile brands. Any repositioning must be congruent with and build on its reputation as the “ultimate safe car.”

Excerpted from Brand Aid, second edition
© 2015 Brad VanAuken

Brand Aid, second edition can be purchased at or now.


  1. With April 2007 already in the books, Volvo Cars of North America reported their sales for the past month.automoves

  2. Evaluating reliable brands before buying, I thought that Volvo is really a good option for our family. But at the last moment, my husband and I changed our mind, and we bought a bit used Porsche because this option was much more profitable, yes, a car with a small mileage but a full package.
    Having checked all VIN code data, it became clear that in general,
    I correctly chose the car in this class cuz, probably the better than such offer
    we could not found.

  3. The 300 Series of Volvo had a choice of three petrol engines; a 1.4, 1.7, and a 2.0-litre. A diesel engine for the 340 developing 54 PS (40 kW), was only available in certain markets and was added to the 340 models in 1984. You have have car repair manuals pdf of Volvo.

  4. On successful completion of this course, it not only helps the students but also working professionals to grab the best opportunity in this booming industry. The probable career opportunities or roles that candidates may gain through digital marketing expertise are as follows digital marketing course in hyderabad

  5. To have good brand strategy you need to have instagram account with many followers. On this site you can buy insta followers

  6. Everybody needs to use hashtags on Instagram and if you want your business to be noticed then you have use hashtags. Using hashtags will make sure you end up on the list of the trending keywords that people are searching for. cara meningkatkan traffic organik Instagram

  7. I really happy found this website eventually. Really informative and inoperative, Thanks for the post and effort! Please keep sharing more such blog. => wm casino <=> คลิปโป๊ <=> คลิปxxx <=> คลิปโป๊ญี่ปุ่น <=> คลิปโป้ไทย <=> เรียนภาษาอังกฤษ <=> poker online

  8. Ucuz, kaliteli ve organik sosyal medya hizmetleri satın almak için Ravje Medyayı tercih edebilir ve sosyal medya hesaplarını hızla büyütebilirsin. Ravje Medya ile sosyal medya hesaplarını organik ve gerçek kişiler ile geliştirebilir, kişisel ya da ticari hesapların için Ravje Medyayı tercih edebilirsin. Ravje Medya internet sitesine giriş yapmak için hemen tıkla:

    İnstagram takipçi satın almak için Ravje Medya hizmetlerini tercih edebilir, güvenilir ve gerçek takipçilere Ravje Medya ile ulaşabilirsin. İnstagram takipçi satın almak artık Ravje Medya ile oldukça güvenilir. Hemen instagram takipçi satın almak için Ravje Medyanın ilgili sayfasını ziyaret et: instagram takipçi satın al

    Tiktok takipçi satın al istiyorsan tercihini Ravje Medya yap! Ravje Medya uzman kadrosu ve profesyonel ekibi ile sizlere Tiktok takipçi satın alma hizmetide sunmaktadır. Tiktok takipçi satın almak için hemen tıkla: tiktok takipçi satın al

    İnstagram beğeni satın almak için Ravje medya instagram beğeni satın al sayfasına giriş yap, hızlı ve kaliteli instagram beğeni satın al: instagram beğeni satın al

    Youtube izlenme satın al sayfası ile hemen youtube izlenme satın al! Ravje medya kalitesi ile hemen youtube izlenme satın almak için tıklayın: youtube izlenme satın al

    Twitter takipçi satın almak istiyorsan Ravje medya twitter takipçi satın al sayfasına tıkla, Ravje medya güvencesi ile organik twitter takipçi satın al: twitter takipçi satın al

  9. Excellent post however I was wondering if you could
    write a litte more on this subject? I’d be very grateful if you could
    elaborate a little bit further. Thank you!문경출장샵

  10. In the event that a client doesn't care for the lead picture and looks past it, the subsequent picture shows on their feed. That allows you a subsequent opportunity to acquire commitment


  12. It is without a doubt one of the most impressive works of writing I have ever read. You have provided a wonderful post. This is an extremely educational website.

  13. This strategy might help my business grow. Thanks to your generosity to share this with us.