Volvo Gunning for Luxury Market Again

Volvo is an automaker in a bit of an identity crisis right now - on one side they’re backing a hot C30 with Polestar backing, and on the other they are finding themselves on the forefront of green technology development. Unfortunately, Geely boss Li Shufu seems to want another direction altogether for the company.

It has all to do with challenging luxury-market leaders Audi, BMW and Mercedes-Benz, an the new global brand tag line: "Designed Around You." which "summarizes our approach to understanding people, giving them a luxury experience that is a little more human-oriented, " according to Richard Monturo, Volvo's global marketing chief, as Automotive News China repots.

He was not focused on making to bold a promise with regards to the actual luxury part, but Volvo Senior Vice President Freeman Shen was clear about the company's direction.

"We will provide products that can meet customers' comprehensive needs, boost annual sales to 800,000 units and at the same time join the top-tier of global luxury brands, achieve above-industry-average investment returns and become a best employer worldwide," Shen said, adding that the target was set for 2020.

The company that’s usually associated with safety and the family man has some serious catching up to do, especially considering how far it is in terms of image from BMW or Mercedes.

Despite this, we’re talking about a global target, and signs from China are encouraging when you add the fact that consumers there are opting for the larger and more up-market models recently.
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About the author: Mihnea Radu
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Mihnea's favorite cars have already been built, the so-called modern classics from the '80s and '90s. He also loves local car culture from all over the world, so don't be surprised to see him getting excited about weird Japanese imports, low-rider VWs out of Germany, replicas from Russia or LS swaps down in Florida.
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