When it comes to automotive marketing, Volvo said it’s hoping to push boundaries with a new global strategy that it claims will put the Swedish automaker leaps and bounds ahead of the global automotive industry.
Called ‘the Volvo Way to Market,’ the automaker’s new strategy is designed to challenge traditional car marketing by focusing on four key areas: marketing tools, digital leadership, dealerships, and service.
“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 Alan Visser, Senior Vice-President Marketing, Sales and Customer Service, Volvo Cars, in a recent press release.
With the help of a bigger marketing budget, Volvo said the new strategy will showcase its growing commitment to online sales and marketing, while reducing its attendance at motor shows and involvement in most sponsor activities.
Also central to the marketing plan, Volvo dealerships will be revamped to display the brand’s Scandinavian roots. By 2018, the automaker said all Volvo dealerships across the globe will be offering a standard Personal Service Technician, who will take care of the individual customer and car throughout ownership.
