(cover image: the Volvo Concept Universe)
At a well-attended press conference in Beijing on August 23rd, “Designed Around You” was announced as the new global brand strategy, that points out the direction of Volvo’s future brand development, and the key word is human.
“It summarizes our approach to understanding people, giving them a luxury experience that is a little more human-oriented – while at the same time linking firmly to our heritage of building safe and dependable cars.”, said Richard Monturo, Vice President Global Marketing, Volvo Car Corporation.
“We are the most human-centric car brand in the industry. And we need to communicate that to our customers.”
According to the company, the new brand direction will be demonstrated at the Frankfurt Motor Show in mid-September.
At the same event, the management team from Volvo Car China also presented the progress of the China Growth Strategy including a sales improvement of 36 per cent for the first half of 2011.