Volvo: "We cannot afford to mimic the German brands…Volvo is an underdog brand."

While many think that Volvo stands in line with other luxury German auto makers, it’s apparent that the Swedish company was never in the business to compete with the likes of BMW or Mercedes-Benz. Well now the company is realizing that it is having a hard time making its brand stand out from the upper-class herd and has hired Arnold Communications, of Boston, and Nitro, of London, to do its marketing and ad work.

The plan is simple; keep pushing the safety factor but put a strong emphasis on brand and identity. “We cannot afford to mimic the German brands,” Ellis said. “Volvo is an underdog brand. We need to find a way to stand out and not be ignored.

The first task for Arnold Communications will be to change the way Volvo launches its products. Every new launch will expand on Volvo’s expression of their brand strategy.
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S4cabriofoxone - 4/30/2007 11:12:05 AM

+1 Boost

Marketing isn't EVERYTHING. It may have sold Lexus products, but Volvo needs to make its CARS stand out first!

And who writes this stuff?

"While many think that Volvo stands in line with other luxury German auto makers..."

Completely incorrect grammar; this makes it look like Volvo is a German brand, although it is mentioned that they are Swedish in the same sentence.

omarrana - 4/30/2007 11:16:24 AM

+1 Boost

that's what they are trying to point out! People think Volvo is a German competitor but really it's just normal Swedish car

Will_ - 4/30/2007 3:07:57 PM

+3 Boost

The topic of Lexus rules another non-Lexus thread!

indoctrin8ed - 4/30/2007 5:52:36 PM

0 Boost

Lexus is an underdog brand as well, to BMW and Mercedes. Which by the way, is very profitable.

MunichRob - 5/1/2007 5:32:09 AM

+1 Boost

Volvo's look good & distinctive, they just represent an overall boring but important ingredient in the car world...safety.

Volvo needs to expand their R-line to more than just the S60 & think about making there cars more enjoyable to drive rather than such an annoyance, with beeping lane departure & blind spot warning systems.

njshift - 5/1/2007 10:31:03 AM

+1 Boost

I'll assume that you're not aware Volvo's R-line has been discontinued.

MunichRob - 5/1/2007 7:07:58 PM

+1 Boost

I know which is why they need to focus on expanding it, not killing it, smart one.