Volvo 1800ES, circa 1972. Photo courtesy Volvo Car Group.
It’s an unusual strategy, to say the least: Volvo plans to directly market its cars to buyers, and as a result will limit itself to one auto show per region. In the United States, that will mean Volvo will exhibit at just one car show, the North American International Auto Show in Detroit.
This also means that Volvo will pull out of such major U.S. shows as New York, Los Angeles and Chicago. In Europe, Volvo is expected to attend the major show in Geneva while skipping Frankfurt and Paris. Owned by the Chinese automaker Geely, is expected to also have a presence at a major Chinese show, either Beijing or Shanghai.
The changes are part of a new global marketing strategy from the Swedish brand. Called the “Volvo Way to Market,” Volvo hopes to attract new buyers by emphasizing digital leadership, up to and including e-commerce sales of its vehicles in markets where such transactions are permitted. Dealerships will be required to adopt a standardized look and feel, with a focus on details to reinforce the brand’s Scandinavian heritage.
Dealership employees will undergo specific customer service training, and European sales staff will even be attired by Swedish fashion designer Oscar Jacobsson. The customer-centric changes will extend to the service side as well; upon taking delivery of a new Volvo, buyers will be assigned a Personal Service Technician, to remain with the customer throughout his ownership of the vehicle.
Volvo sales have slipped an estimated 9 percent over last year, as it begins the rollout of new models including the V60 station wagon and all-new XC 90 sport-utility vehicle. The strategic changes outlined in the Volvo Way to Market will ultimately see the brand spend more, not less, in marketing its wares around the world.
from Hemmings Daily - News for the collector car enthusiast http://blog.hemmings.com/index.php/2014/12/31/volvo-decides-to-skip-most-global-auto-shows/
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