Volvo Cars: Promotional
Creative Brief
Team Two:
Tony Bremer, Taylor Caswell, Dylan Kinyon,
Devin Lewis, Matthew ‘Jr.’ Shaw
Overview
“Our Vision: No one will be seriously injured or killed in a new Volvo
by 2020. That is how seriously we take safety. From features that
support you while driving to features that help precent accidents and
protect you in the event that one occurs, IntelliSafe is our way of giving
you everyday convenience and peace of mind, anywhere you go.”
Intellisafe. 2015. Retrieved from http://www.volvocars.com/us/about/our-innovations/intellisafe
Overview
• Established in 1927
• Headquartered in Gothenburg, Sweden
• Scandinavian by heart and design
• Recent ownership change from Ford to Geely Holding group based
out of China
Overview
• 2,400 dealerships
• 120 countries
• 1,500 dealerships in Europe
• 400 dealerships in the U.S.
• 427,000 retail deliveries in
2013
• 60,000 units in the U.S. and
China
Schmidhauser, Tabatha. Volvo Group Marketing Strategy 2013. 2013. Retrieved from http://www.slideshare.net/TabataSch/report-on-volvo
Kilberg, Niklas. 2013. Volvo Car Group Sustainability Report 2013. Retrieved from http://www.volvocars.com/us/about/our-company/sustainability
Values
• Volvo Mission Statement
▫ “To Create the safest, most exciting car experience
for modern families”
• Volvo Vision
▫ “To be the world’s most desired and successful
premium car brand”
• What we Value
▫ Quality – Focus on customers needs and exceed
their expectations
▫ Safety – “Safety is part of our Soul”
▫ Enviroment – Volvo shares and has a clear
responsibility to reduce environmental impacts
Schmidhauser, Tabatha. Volvo Group Marketing Strategy 2013. 2013. Retrieved from http://www.slideshare.net/TabataSch/report-on-volvo
Heritage in Leading Innovations
in Safety
• “Cars are driven by people. Therefore. The guiding
principal behind everything we make at Volvo, is and
must remain – safety”
•
•
•
•
•
•
•
1959 – 3 point Safety Belt
1991 – Side Air Bags
1998 – Whiplash protection system
1998 – Inflatable Air Curtains
2002 – Rollover Protection System
2003 – Blind Spot Information System
2008 – City Safety Collision detection and
braking system
• 2010 – Pedestrian Detection and braking
system
Kilberg, Niklas. 2013. Volvo Car Group Sustainability Report 2013. Retrieved from http://www.volvocars.com/us/about/our-company/sustainability
Heritage. 2015. Retrieved from http://www.volvocars.com/us/about/our-company/heritage/innovations
Brand Challenges
• 10% decrease in Sales in the U.S market
• No recent major re-models of existing products
until 2014
• Rebranding from lower end car models to Premium
Luxury brand
McCarthy, Michael. June 18, 2013. Volvo faces Identity Crisis in U.S. Ad Age. Retrieved from http://adage.com/article/news/volvo-faces-identity-crisis-u-s/242162/
Competition Analysis
• Top Competitors
▫ BMW, Mercedes, Cadillac, Lincoln, Toyota, and
Subaru
• Consumer Reports
▫ Toyota ranked first in Overall brand perception
▫ Toyota ranked first in Reliability
▫ Volvo ranked first in Safety
• Subaru – an upcoming threat
(February 2014). 2014 Car-Brand Perception Survey. ConsumerReports.org. Retrieved from http://www.consumerreports.org/cro/2014/02/2014-car-brand-perceptionsurvey/index.htm
Market Dynamics
• 2014 sales performance 4th best since 2000
• Increase in Demand for luxury cars
• Increase demand for in-car technologies
• Top three features in demand of new cars
▫ Increased Safety
▫ Early Warning Systems
▫ Smarter Navigation
Brown, V. (2013, December 2). Accenture Newsroom: Strong Interest in New In-Car Technologies by Consumers in Emerging Economies Could Influence Demand, Accelerate
Rollout of Next-Generation Connected Vehicle Technologies, Accenture Research Indicates. Retrieved from http://newsroom.accenture.com/news/strong-interest-in-new-in-cartechnologies-by-consumers-in-emerging-economies-could-influence-demand-accelerate-rollout-of-next-generation-connected-vehicle-technologies-accenture-researchindicates.htm
New Marketing Direction
Our campaign’s primary objective is to penetrate the luxury car
market with leading in safety and innovation.
Current Target Market
New Target Market
Demographic
Young (22-30), well educated,
middle class business
professional
Mid aged(28-40), Well
educated, middle
income(80k-120k), business
professional families
Psychographic
Thinkers: Educated,
conservative, practical
consumers who value
knowledge and responsibility.
They look for durability,
functionality, and value.
Innovator: Successful,
receptive to new technology,
and purchases reflect
cultivated
New Marketing Direction
“Here at Volvo we are expanding by offering a variety of luxury
vehicles at a competitive price to keep our consumers feeling safe
insides our models while making less of an eco-footprint and
being an innovator of a new luxury experience with all the
simplistic benefits that have been established since 1927. “
Audience
Perception
Product Category
Luxury Car
Brand
Volvo
Consumers Mindset
Upscale, worthy of
showing off, draws
attention, durable,
unique
Safe and simple at a
competitive price
Level of Brand Loyalty
High level of loyalty,
Pass down generation,
Once you have one you
stay for life
Once you buy a Volvo
you stay with us