Volvo is moving to a brand new global marketing strategy, the Volvo Way To Market , which will allow it to sell and market cars in ways never before seen in the global automotive industry.
One of the major developments in the new marketing strategy is the future focus of the Volvo brand on only three key international motor shows , one of which takes place in Europe, another in the USA and the last in Asia. In addition to participating in these selected events, Volvo will also hold its own annual event , where it will present its products and the overall image of the brand. The next important step will be to transfer online sales and marketing to the forefront of the marketing strategy and really significantly improve the services offered by authorized dealers and service centers.
Car showrooms
Volvo is aware of the need to present its brand, products and innovations to the media and customers, but car shows are not always the most suitable means for this purpose. For that reason, the Swedish automaker will gradually limit its participation in these presentations and will eventually remain at only one auto show in a given region per year: in Europe it will be the Geneva Auto Show , in China the Beijing/Shanghai Auto Show, and in the United States of America the Detroit Auto Show .
Instead of adapting to the classic schedule of car shows, the car company will embark on a series of new activities , through which it will strive for a more intensive and individual relationship with the press and customers . The automaker will organize an annual Volvo event designed similarly to the launch of the brand new Volvo XC90 in Stockholm in August this year. It will present new products and innovations in a way that will correspond much more harmoniously with the brand and its identity.
Advertisement
Volvo's advertising budget will be lower than that of the brand's larger competitors. The company will only use selected media channels, so it is essential that the Volvo brand message is very strong and clearly distinguishable from other brands
Sponsorship
Every brand in the automotive industry is involved in sponsorship in some way, which is mainly due to the fact that these activities are a necessary part of the business strategy. The Volvo car company departs from this logic and has decided to cancel most of its sponsorship activities. Instead, they will strengthen their commitment to the Volvo Ocean Race , which also means an increase in investment in this event. Volvo sees the Volvo Ocean Race, which is a combination of extraordinary abilities, a sense of fair play and a determination to overcome the seemingly insurmountable, as the most illustrative expression of the brand's philosophy .
Online sales
Volvo will gradually start online sales of its cars worldwide. However, the task of online sales is not to replace the existing dealer network, but rather to create a complementary tool for authorized dealers. The Swedish automaker has started a collaboration with the members of its dealer network , the result of which should be the creation of a tool that maintains the personal approach that is extremely important both for the purchase and handing over of the car, as well as for its servicing.
The first successful step in the field of digital sales was made in September of this year with the exclusive online sale of 1,927 Volvo XC90 First Edition cars, which were sold in just 47 hours. This success further cemented the company's commitment to expanding online trading activities.
New configurator
Instead of the existing "build-from-scratch" concept widely used in the automotive industry, Volvo will offer customers a simple and functional experience that starts with the initial configuration proposed by the designers : it will be a fully specified car that customers will be able to customize to their personal taste and budget. After completing the selection, the user will have a short video available to view the car in motion. The result will be an uncomplicated, pleasant, fun and premium experience.
Top websites
The new Volvo Cars website will no longer serve as a simple source of information. They will represent a completely new experience , where every page and every single block of information is presented in Volvo style and in line with the brand's appearance and values.
Authorized dealers
All the newly built dealerships will be arranged in the same way around the world, they will have a uniform layout and appearance, a clearly identifiable concept. Their interiors and exteriors will radiate the Scandinavian spirit in Volvo style. Existing dealerships will be modified with small details that highlight the brand's Scandinavian roots (offering drinks in glasses made in Sweden, using melodies and scents that evoke a Swedish atmosphere, and building lounges/waiting rooms where customers can taste Swedish cuisine) , will highlight key attributes and highlight the consumer benefits of Volvo products. All dealership employees will undergo special training to familiarize themselves with the new procedures and customer service standards. European dealership staff will be dressed in uniforms designed by Swedish fashion designer Oscar Jacobsson .
Service centers
The final phase of the Volvo Way to Market strategy will be the provision of Volvo Personal Service, in which every Volvo customer will be provided with a Personal Service Technician who will take care of them throughout their car ownership. In order for this program to work, it is necessary to introduce extensive training and develop a program that gradually begins to be used in practice. The concept of a personal service assistant has already started to be used by several countries, in which customer satisfaction has increased significantly since then. From 2018, all Volvo dealerships worldwide will offer this service as standard.
Source: Volvo
