Volvo has announced a new angle on its global marketing strategy, which aims for a greater focus on the internet over traditional motor shows.
Called 'Volvo Way To Market', the plan includes a boost to the marketing department’s coffers and a new “one motor show per continent” rule.
The carmaker believes individual events give it a better chance of getting the public’s attention - and the media’s - rather than compete with many other carmakers in a traditional motor show setting.
Where the new plan leaves Australia with its two ‘unique’ motor shows for 2015 is unclear but as both will be staged in Victoria, expect Volvo to follow its own rule - if it chooses to attend either.
Volvo plans to become a ‘digital leader’, and the carmaker is promising a never-before-seen approach to internet marketing for the automotive industry.
The new plan involves four key steps: marketing tools, digital leadership, dealerships and service.
While online sales and marketing will be “at the centre” of Volvo’s new strategy, the carmaker says it will also “drastically upgrade” its dealers and service offering.
Volvo promises “a radical new approach” to online marketing, including more car sales via the internet, an industry-leading configurator and a rethink of its website.
For those buying a car the ‘traditional’ way, expect to see a more uniform look for current and future Volvo dealers.
Volvo is keen to enforce its Swedish heritage, and a dealer’s look and feel will soon reflect all things Sweden; including customers being offered a beverage in a Sweden-produced glass and a lounge area offering Swedish cuisine.
Even the staff will be wearing clothes from a Swedish fashion designer.
There’ll be less Volvo signage at sporting events as well, with the brand ‘winding down’ its sponsorship activities (Volvo Ocean Race being the exception here).
Exactly how many of these initiatives are to be adopted by Volvo dealers in Australia is unclear, but the carmaker says “all [dealers]” will offer a ‘Personal Service Technician’ for each customer from the time of purchase by 2018.