Volvo, the Swedish automaker, announced their five-year plan, a groundbreaking marketing strategy that is set to revolutionize the world of auto marketing.
This five-year plan, which has been dubbed “Volvo’s Way to Market,” aims to redefine the traditional sales model and create a more personalized and sustainable customer experience. With this bold strategy, Volvo is setting itself apart from its competitors and challenging the status quo of the automotive industry. This introduction will explore the key elements of Volvo’s innovative five-year plan and how it is expected to shape the future of car sales and marketing.
Recently, Volvo announced their 2025 goal to put one million electrified cars on the road. This means that they will also equip every volvo mechanic shop and volvo car repair services to manage and maintain these vehicles, including the Volvo light.
At the core of Volvo’s five-year marketing plan is the goal to shift marketing focus from just selling cars to providing customers with a personalized and sustainable ownership experience. They intend to demonstrate this through the new subscription service called “Care by Volvo” that allows customers to pay a monthly fee that covers all the costs associated with owning a car, such as insurance, maintenance, and repairs. The service also includes access to a concierge service and the ability to upgrade or downgrade the car model as needed. The manager of a car company will select the car based on your preferences.
The new online service feature will also allow you to purchase a Volvo car, including the Volvo truck automatic transmission for sale and have it delivered to your doorstep as opposed to visiting the car dealership.
Overall, Volvo’s five-year marketing plan is a game-changer for the industry, demonstrating the company’s commitment to putting the customer first and driving innovation in auto marketing.
In an attempt to challenge the traditional marketing techniques commonly seen in the world of automobiles, Volvo is launching a new approach to promoting its brand that will nearly double its marketing and advertising budget over the next five years.
For years, the Swedish automaker has been overwhelmed by rival car companies with larger budgets, but Volvo has come up with a new idea to give it an edge over the competition: the company will be providing a personal service technician to every customer that purchases one of their vehicles.
To take it one step further, the car expert will deliver the newly purchased vehicles right to the customer’s door and will be available to them seven days a week throughout the duration of ownership.
“We want to challenge traditional, conservative car marketing, which starts with TV, print, billboards and sponsorship. The recipe is always the same. But it’s not the best recipe for Volvo. When customers buy a Volvo they are buying a relationship — the personal service technician is like your butler,” said Volvo Senior Vice President of Marketing, Sales and Customer Service Alain Visser, according to Advertising Age.
Swedish dealerships have already begun implementing the new program, and service technicians around the world are undergoing extensive training to prepare for the international debut of the standard service in 2017.
While the “personal butler” is the most lavish aspect of Volvo’s new personalized marketing campaign, other efforts to ingrain Scandinavian heritage into the framework of the plan are just as glamorous. Dealerships will be getting an extreme makeover, complete with “waiting areas furnished with Swedish interiors, Swedish snacks and drinks served in glasses made in Sweden,” according to Advertising Age.
Although the company will be boosting its marketing expenditures, Visser says that its new practices will be within reason. At the same time, Volvo will also be withdrawing from some of its traditional marketing efforts, including removing itself from the auto show circuit and scaling back sponsorships.
“One should never underestimate the importance of offering one on one support through any purchasing process,” says Clayton Thompson, Chief Marketing Manager/Partner, MyNetWire. “Volvo has a vision to make an expert available to the customer, through their offerings and consumers are extremely receptive to this type of strategy. Relationship building is key and it starts at inception of the buying experience.”
Volvo is hoping that its new and innovative approach to auto marketing will increase car sales from 470,000 to 800,000 over the next five years. Zhejiang Geely Holding Group, the Chinese company that owns the Volvo brand, currently ranks 96th among Ad Age’s 100 largest global marketers.