Volvo defines different luxury

Incorporating the charm of China and the humanistic spirit of Northern Europe, Volvo Cars is bringing a different luxury to Chinese consumers. It is no longer merely an improvement on automotive products, but also advocates a healthy Nordic lifestyle.

Compared with the traditional high-profile luxury brand concept followed by the German and American luxury cars, Volvo Cars has given luxury cars a low-key luxury that is different from the “human-oriented” brand essence.

Three years and a new step Volvo brand power was significantly improved in August 2010. With Zhejiang Geely Holding Group formally acquiring 100% equity of Volvo Cars, it completed the largest overseas acquisition in the history of Chinese cars. Volvo Car became the first Chinese Has a luxury car brand. However, this acquisition was not favored by too many people at the beginning. As a private enterprise, Geely’s acquisition is compared to the typical “snackstrap” acquisition in the automobile industry. How Chinese and Western cultures are integrated and how the follow-up operating funds are solved Whether or not Volvo is able to regain its former glory in the brand's trough has been questioned by some industry experts.

According to the data, in 2009, the sales volume of Volvo sedan headquartered in Sweden was 334,800 units, and the loss before tax amounted to a record 653 million US dollars. At that time, this long-established and prestigious high-end car brand was already stretched in terms of capital and brand power. How to increase the appeal of the Volvo brand became a real issue for Volvo China's management team.

The release of the “human-oriented concept” officially sounded the clarion call for Volvo China to launch a brand rejuvenation. After a series of brand activities, the world saw Volvo's bright sword. The follow-up marketing methods can only fall into the routine, and Volvo's clear-cut approach has abandoned the old marketing tools that are over-used in the market.

The introduction of “Brilliant Tour of China's Blue Coastline” and “Volvo Yacht Race” shows Volvo’s pioneering spirit of leading the era; “LEAVE THE WORD BEHIND” conveys Volvo’s free and carefree brand claims to potential consumers from the emotional and conceptual level. Attitudes and attitudes to life; the continuous launch of "clean cabins" and other in-car air quality campaigns will have been neglected, but the concept of environmental protection that seriously affects human health will be directly presented; as an official partner, it will deeply participate in the 2013 Fortune World Forum. , leveraging the authority voice of the mainstream financial industry to strengthen its own brand image and cultivate its own awareness; Volvo Caring Day for Children raises the attention of the Chinese people to this special disadvantaged group to a new height; and high-end intelligence The "Traffic Scheme" and the "autopilot" technology of the avant-garde are also being accepted by more and more people, and thus established the position of Volvo R&D Pioneer...

Concepts such as air quality in the car, caring for children, autopilot, and Nordic life are all understood and continuously monitored by Volkswagen through a series of brand activities. Through these activities, Volvo has rapidly bred more loyal fans in the domestic market, brand power has soared, and Volvo Cars has renewed its vitality. Step by step out of the loss of quagmire to achieve profitability, with excellent market performance confirmed the group chairman Li Shufu's summary of future performance of Volvo China, that is - put the tiger back home.

Volvo's new definition of luxury Volvo luxury luxury inherited from the Nordic region known as the world's highest "happiness index", in this desirable land, people are good at embracing nature, focusing on the family, not obsessed with material, but longing for Quality, listening to the heart only do happy things, this happy and pure life state is the Nordic luxury mood Volvo has been admiring.

This state of mind was first conveyed through Volvo's low-key humane design. Volvo inherited the Scandinavian design concept, admired the simple beauty of nature, and integrated humanistic care into product design, allowing customers to intuitively experience the unique Nordic ideal life.

Enjoying Nordic life, of course, is also inseparable from the accurate grasp of local consumer habits. Volvo Cars adheres to the core concept of “human-orientation” and continuously understands the habits of Chinese consumers in using cars and accurately grasps the needs of consumers. Product design and engineering R&D will form Volvo’s unique advantages in terms of functionality, high-tech equipment, and driving experience, which will give Chinese consumers a modern Scandinavian luxury experience.

Volvo Car has long been synonymous with the "safest car" in the world. It not only invented and created all kinds of future technologies such as three-point seat belts, child safety seats, and pedestrian collision prevention systems used by all automobiles in the world, but also took safety concepts from "Technical Security" Turns to "All-round Protection" of Life. The Volvo Car Safety Center is one of the world's most advanced automotive crash testing centers. Since its establishment in 2000, it has conducted more than 2,500 crash tests. In addition, the Volvo Car Traffic Accident Investigation Team lasted 40 years and conducted investigations and studies on more than 40,000 accidents, converting first-hand survey data into new research results, applying it to the development and improvement of vehicle models, since 1970, The accidental casualty rate of new Volvo cars has been reduced by 50%. According to the company’s future vision, Volvo will achieve “zero casualties” in China by 2020.

Green environmental protection is another big label for Volvo Cars worldwide. The realization of “zero emissions” in China in 2020 is also Volvo’s business goal. In recent years, Volvo Cars has become a benchmark in the air quality of cars that have received extensive attention. In the past 30 years, Volvo has invested heavily in researching automotive air quality systems and proposed that "clean cockpits and new cars have no odor. "The concept of "safety and environmental protection" extends to the "health" category of the owner, making Volvo the world leader in automotive air quality in the industry.

Volvo is also a true leader in the field of intelligent driving of automobiles. The mature adaptive cruise system, urban security system, lane assistance system, and intelligent workshop interconnected V2V system can not only effectively improve the fuel efficiency of Volvo cars, but also greatly increase their traffic safety and The use of traffic space is efficient and provides users with a convenient and comfortable driving experience.

Nordic "simple range of children" is sweeping the Chinese market. In fact, Volvo's Nordic low-key luxury has begun to be recognized by China's smart elite. According to the company's latest sales data, Volvo Cars has continuously achieved high growth in China. In August, Volvo’s retail sales in the Chinese market surged 50.1% year-on-year, which was an increase of more than 48.6% in September. After September, the Chinese market again became the highest monthly sales volume of Volvo brand. In the first ten months of 2013, Volvo’s cumulative sales in the Chinese market reached 48,466 units, a significant increase of 42.2% year-on-year.

Knowledge-based upstarts are gradually becoming the mainstream consumer in the domestic luxury car market. After relying on their professional skills to acquire wealth, they are no longer just about the possession of materials, but the abundance of their hearts. Volvo's brand philosophy precisely meets the needs of their lives. Just as Volvo defines the target audience, they are successful, calm, low-key, and have a healthy, sunny attitude to life.

More and more people have chosen Volvo Cars to pursue a sense of leisurely life in the communication with smart and safe luxury cars, and finally realize the Nordic “truth” mood, inheriting this positive and healthy new style. .

Volvo Cars has already realized the quality of domestically produced and domestically produced cars in China, which is also a key concern for consumers. Volvo Cars adheres to globally uniform quality standards and quality management systems, and has a complete quality management system from R&D, manufacturing, sales to service, and this global manufacturing system and supply chain management will ensure that domestic cars and imports have the same quality.

Adhering to the "human-respecting" brand strategy, sticking to the "safest car" commitment, Volvo has long been a leader in the automotive industry's technological innovation, and the four leading technological advantages of safety, health, environmental protection, and smart driving have become the cornerstone of sustainable corporate development. . By continuously strengthening communication with consumers in areas such as Scandinavian design and luxury, people-vehicle interaction technology, quality and environmental protection, and Volvo Corporate Citizenship, Volvo began to restore the true Nordic lifestyle to the public, from the Nordic concept of life to luxury. The definition of a sense of well-being for the well-being of the Volvo brand infuses more rich and unique connotations. Volvo is not as luxurious as it is gradually gaining in popularity.