Volvo Cars,
the premium car maker, will continue its move away from traditional auto
industry events to focus on bespoke activities to introduce its new cars,
technologies and services to media and consumers.
The shift towards purpose-specific communications supports the company’s ambition to transform its connection to its customer base, with the aim to build more than five million direct consumer relationships by the middle of next decade.
The company’s most recent new-car launches revealed the XC40 compact SUV at the 2017 Milan Fashion Week and unveiled the new V60 premium mid-size estate in the driveway of a suburban home in Stockholm.
Later this month Volvo Cars will also launch its new S60 sports sedan at the inauguration of the company’s first US manufacturing plant, in Charleston, South Carolina.
As part of the company’s strategy to target a new mix of audiences and develop its own events, Volvo Cars has decided it will not attend the Geneva Motor Show in 2019.
“The ongoing change in the car industry is creating new audiences for Volvo Cars and new ways of bringing products to the market,” said Björn Annwall, senior vice president of strategy, brand and retail at Volvo Cars. “Automatic attendance at traditional industry events is no longer viable – we must tailor our communications based on how the options complement our messaging, timing and the nature of the technology we are presenting.”
Annwall continued: “We are not saying never to car shows. We expect industry events like the Geneva Motor Show to continue evolving and we may return in future.”
Volvo Cars’ new S60 sports sedan will complete a successful renewal of the company’s portfolio, which started with the introduction of the XC90 in 2014. Since then the company has recorded four consecutive years of record sales and profits.
The company now enters a new phase with the strongest global car range in its history and will continue to increase its focus on innovation and services.
The shift towards purpose-specific communications supports the company’s ambition to transform its connection to its customer base, with the aim to build more than five million direct consumer relationships by the middle of next decade.
The company’s most recent new-car launches revealed the XC40 compact SUV at the 2017 Milan Fashion Week and unveiled the new V60 premium mid-size estate in the driveway of a suburban home in Stockholm.
Later this month Volvo Cars will also launch its new S60 sports sedan at the inauguration of the company’s first US manufacturing plant, in Charleston, South Carolina.
As part of the company’s strategy to target a new mix of audiences and develop its own events, Volvo Cars has decided it will not attend the Geneva Motor Show in 2019.
“The ongoing change in the car industry is creating new audiences for Volvo Cars and new ways of bringing products to the market,” said Björn Annwall, senior vice president of strategy, brand and retail at Volvo Cars. “Automatic attendance at traditional industry events is no longer viable – we must tailor our communications based on how the options complement our messaging, timing and the nature of the technology we are presenting.”
Annwall continued: “We are not saying never to car shows. We expect industry events like the Geneva Motor Show to continue evolving and we may return in future.”
Volvo Cars’ new S60 sports sedan will complete a successful renewal of the company’s portfolio, which started with the introduction of the XC90 in 2014. Since then the company has recorded four consecutive years of record sales and profits.
The company now enters a new phase with the strongest global car range in its history and will continue to increase its focus on innovation and services.
Fr:
Lancement de nouvelles voitures et services client : Volvo
Cars innove
Volvo Cars, le constructeur automobile premium, confirme sa
volonté de prendre ses distances vis-à-vis des rendez-vous traditionnels de
l’industrie automobile, auxquels il préfère des événements sur mesure pour
présenter ses nouveaux modèles, ses nouvelles technologies et ses nouveaux
services aux médias comme aux consommateurs.
Ce choix d’une communication plus ciblée traduit l’ambition
de l’entreprise de transformer ses rapports avec sa clientèle, avec comme
objectif de nouer plus de cinq millions de relations clients directes d’ici le
milieu de la prochaine décennie.
Dans le cadre de ses derniers lancements, le constructeur
suédois a présenté le SUV compact XC40 lors de la Fashion Week 2017 de Milan et
révélé le nouveau break premium de taille intermédiaire V60 dans l’allée d’un
pavillon des faubourgs de Stockholm.
Courant juin, Volvo Cars dévoilera par ailleurs sa nouvelle
berline sportive S60 lors de l’inauguration de sa première unité de production
nord-américaine à Charleston, en Caroline du Sud (États-Unis).
En phase avec sa stratégie consistant à cibler de nouveaux
publics et à orchestrer ses propres événements, Volvo Cars a décidé de ne pas
participer au Salon international de l’automobile de Genève 2019.
« La mutation à l'œuvre dans l’industrie automobile
attire une nouvelle clientèle vers Volvo Cars et permet d’imaginer de nouvelles
manières de commercialiser nos produits », explique Björn Annwall,
Vice-président senior en charge de la Stratégie, de la Marque et des Ventes de
Volvo Cars. « La présence systématique aux grands rendez-vous
traditionnels de l’industrie automobile n’est plus viable ; nous devons
adapter notre communication à ce que nous souhaitons véhiculer comme message, à
notre agenda et à la nature de la technologie que nous présentons ».
« Nous ne renonçons pas définitivement aux salons de
l’automobile. Nous misons sur une évolution des événements comme le Salon de
Genève et il n’est pas exclu que nous y retrouvions notre place »,
précise-t-il.
La nouvelle berline sportive S60 de Volvo Cars sera le point
d’orgue d’un renouvellement complet et réussi du portefeuille de la marque, qui
a commencé en 2014 avec le lancement du XC90. Depuis, l’entreprise a enregistré
quatre années consécutives de ventes et de résultats record.
Fort de la gamme de véhicules la plus riche de son histoire,
Volvo aborde aujourd’hui une nouvelle phase de sa mutation et continuera de
mettre l’accent sur l’innovation et les services.
Source : Volvo Cars.
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