Volvo: No aspirations to be 'young or funky'

  • Volvo marketing boss says that brand is 'deliberately different'
  • Feels rivals are 'sounding and looking the same'
  • Confirms target sales of 800,000 cars a year
Words ByJim Holder

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Volvo has no interest in being β€˜just a young, funky brand’, according to marketing and sales boss Alain Visser.

Speaking at the launch of the 2015 Volvo XC90, Visser said: β€˜All of our rivals are shouting out, screaming for customers, but they all end up sounding and looking the same.

β€˜Our approach is deliberately different. We are chasing just 800,000 car sales a year – up from 420,000 now – so we can take an alternative approach because we only want a small market share. We are proud of being understated and are confident in being Swedish.

β€˜That gives us values others don’t have, and gives buyers who are fed up with buying from the German brands a chance to show some individuality. They [rivals] can do what they want to do, but we are happy to stand for something different.'