“Our mission is not to create a brand new brand, but to use Volvo's deep brand heritage to realize Volvo’s global rejuvenation. The luxury car market is a brand-oriented market. The heart of Volvo's revival is to reshape the brand image.†Volvo Fu Qiang, chief operating officer of Automotive (China) Sales Co., Ltd., said.
During the year when Geely acquired Volvo Car, Volvo Cars made a profit, and production and sales bid farewell to a four-year decline. However, compared with German luxury car brands, Volvo Cars currently has a certain gap in sales volume and brand influence.
However, as the only luxury car brand owned by the Chinese, Volvo Cars is ready to take full advantage of China's home field. Two years after being acquired by Geely Group, Volvo Cars has been digesting, optimizing and improving. After these early-stage foundations, Volvo Cars has comprehensively combed the strengths and weaknesses of the entire company and determined the strategic direction of sales and marketing, localization, and product R&D.
In terms of market research, Volvo Cars further strengthens its brand building, sorts out channels, enhances the ability of dealers, continuously improves customer satisfaction, and accelerates the speed of new products.
In 2010, Volvo Cars released a new human-centered strategy. Through continuous understanding of the needs of consumers' vehicles, product design and engineering development will be carried out to increase Volvo’s advantages in functional high-tech configuration, driving experience and safety. The modern luxury car experience of consumers extends Volvo’s car-oriented concept to a further direction.
At the specific product introduction level, Volvo Cars has introduced several models to the market in the past two years, which has been confirmed by the market and its sales performance has steadily increased. "Before next year, Volvo Cars will introduce more personalized products that embody luxury cars to China. At this Guangzhou Auto Show, we have released the V40 Cross car as one of them. In terms of sales, we have enhanced sales in various markets around the world. Channels, make full use of localization and economies of scale, said Fu Qiang.
Fu Qiang told reporters that Volvo Cars will steadily advance its deployment in China in terms of localization, and the entire production chain will be launched in China to fully upgrade Volvo’s position in China. In the future, Volvo Cars will strive to create luxury in the true sense of belonging to Chinese people. car brand.
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