Volvo Cars North America has seen many shake ups as of late, largely in response to its U.S. sales numbers which have slid seven percent in the last year alone. Volvo has failed to gain traction since the recession – even in a growing industry – due to the intense competitive pressure of U.S., Asian and European luxury brands.
With overhauls already in the works, Volvo is looking to rebrand itself and its aging, lackluster product line. Volvo is updating its game plan, shedding its regional marketing approach and focusing on one lean, international branding strategy. Its ads in recent years have been minimalistic to the point of being ineffective, as Volvo has gone by so quietly as to be virtually unnoticed in comparison to competitors.
One of Volvo’s main problems is that it’s not standing out to consumers; the brand is generally not entering the evoked set of U.S. consumers, losing out instead to Lexus, BMW and the like. Volvo does not have the kind of capital to compete in a marketing screaming match with BMW and Mercedes, nor should it. Instead, I believe that Volvo should seek consumer recognition by creating a distinct, exciting voice which consumers are ready to latch on to.
In a sea of ads marinating in elegant classical music and dark, melancholy skies, creating a brand with a personality and lifestyle (as opposed to a laundry list of features) may do well to set Volvo apart. It has already taken a step in the right direction by recognizing its shortcomings and appealing to consumers’ affective attitudes. By creating a connection with the consumer and rewriting its entire playbook, Volvo will be able to lift its cold, listless image from the minds of consumers and replace it with a more exciting, passionate one.
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