Volvo, the full flavor of the renminbi translation, but is referred to by a security rather than the degree of luxury car brand – Volvo.
This handsome guy from the Nordic pursuit of security can be used to describe the extreme. Volvo was first in the car is equipped with four-wheel braking system, three-point seat belts and rear-facing child safety seat … Volvo from Sweden’s Saab with the same redefines the concept of car safety.
common sense, our emphasis on safety than performance, configuration, comfort is much higher. Can be chosen the most important safety have closed down Saab, Volvo is now on well.
face a their favorite car, the most embarrassing situation is not that you can not afford, but when you can afford, but can not buy. It is felt when a Volvo fans face a heart of a new car.
pricing conflicts + PR is not to force the same
price for the amount of sales of second-tier luxury brand in recent years has become a means of means that in a few second-tier luxury Cadillac brand can be said to be doing the best, Cadillac lower profile in exchange for better sales, while improving brand image through a variety of public relations, then it will return the market share, also has not a small improvement on the brand value. Volvo can do in this regard is somewhat confusing, and with the price cut spillway gate, like, I do not see in the end. S90 flagship sedan in the market only a year after the terminal benefits exceeded 120,000, the entry threshold below 280,000, which is already pricing and S60 conflict with each other, while the XC60 and XC90 also true. In domestic considered a niche market wagon, Volvo had the opportunity to play one of the world may be Volvo’s V40 and V90 station wagon but it does not mean lower prices, which also makes a lot of crock fans prohibitive. Plus not to force on brand marketing, Volvo’s brand influence and did not get much consumer recognition, but because of lower prices and making its own brand power gradually declined.
for a fraction of the true love pink, the new car on the market that would just could not wait to put the full price of the car, then looked at the sharp depreciation of their car, this case not only unacceptable to the old owners, are waiting to see the potential customers will be more honor toBe careful, because they do not know what the future will continue to decline in value, it is not easily shot.
price change is no problem, no problem slashing prices, because second-tier luxury brand in the domestic living environment is poor, not not just the price is likely to face declining sales, but life and death. Like World War II Dunkirk retreat, rhythmic pulled back in order to save the vital forces. After comeback to preserve their strength. However, if a retreat turned into a rout, and that is the comeback of lost clout.
lack of brand soft power
say hard power, Volvo absolute good and at a more demanding European and American markets, but Volvo recognized luxury brand, its sales It has been good, and Volvo’s sections of the model has also been a regular on the various types of car of the year list. So, Volvo is not popular can only find from the lack of soft power in China.
willing to buy luxury brand’s models of consumers, they pay more attention to brand power and face, but do not look too heavy in the configuration that regard, after all, to a certain price of the car, the lingua franca of everyday the configuration of the others also have been. To put it plainly, it is to see someone’s positioning will allow more consumers agree.
different prices on luxury car have different interpretations, but Volvo chose quot; safe luxury quot ;, this luxury basic on a one-time, even invisible, before the accident fundamental expression does not come out, but the force of the explosion, cool appearance … these generated a sense of luxury to be more direct, and more likely to stimulate consumers to become the main factor in purchase consideration.
and in most people’s view, that far in the security configuration Volvo Compared with other luxury brands. Perhaps Volvo has done better in other hidden places than other models, to better protect security, but they do not understand the hidden advantages for consumers in terms of illusory.
Volvo has not thoroughly understand the Chinese market this big cake
orientation Volvo more control over tuning, minusZhen generally tend to be hard, a lot of people in China can be evaluated on the chassis = good car is soft, hard = bad cars. But in fact more tough suspension makes the vehicle in cornering and handling can have better support, and in fact Volvo’s chassis tuning skills is very good, the brand’s high-end performance Polaris is a good example.
as if Volvo can have like the BMW quot; motion quot; the set, when people mention tough Volvo chassis are not normally associated with handling.
In addition, people prefer the large space, who is also reflected in Volvo does not come out. BBA, Jaguar, Infiniti, etc. In order to meet market demand, will be stretched in the wheelbase, while the Volvo for better handling, in space also made some compromises.
Therefore, Volvo also one elongated wheelbase vehicles.
tough love, responsible for the cut, is a fan of many Volvo Volvo in recent years, the performance of attitude in the efforts [super] PR team, Volvo brand image gradually fall, hedge rate also plummeted, the luxury brand of premium capacity left.
concept car now people are want to use the same money to buy the largest and most comprehensive products, comprehensive strength to worry about sales.
So, ah, has been selling tepid side branches also biased powerful Volvo, really good make up missed lessons.