FEATURE23 February 2017
Safety in numbers
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Car manufacturer Volvo’s long- term vision is to protect its customers while making them feel special. Understanding how to do that involves immersing its employees in customers’ lives. By Bronwen Morgan
When you hear the word ‘Volvo’, it’s likely that a particular word – perhaps even two words – beginning with ‘s’ comes to mind.
The car manufacturer is one of the most clearly positioned brands in the automotive industry – or any industry, for that matter – with an almost universally recognised association with safety (and Sweden).
And, says Andreas Strasser, head of research and automotive strategy at Volvo, the brand is not looking to stray too far from that core label: Volvo’s ‘Vision 2020’ is that no-one should be killed or seriously injured in a new Volvo car by 2020.
But the brand is looking to build and add to that, says Strasser. “We can be very proud of having this legacy of being a leader in safety and we’re delivering on that front with our Vision 2020, ” he says.
“That’s very ...
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1 Comment
Peter Mouncey
6 years ago
Well, in my opinion Volvo has a lot to learn! My experience last summer after a far from customer orientated service experience at my local main dealer was lamentable. They even actively attempted to solicit a positive view from me, knowing they had let me down (twice!), & totally ignored my reply outlining my grievances about their poor service - no acknowledgement; no apology, not anything! I gave Volvo a full account in their cust sat survey, but I'm not aware it made any difference. Car manufacturers are at the mercy of their dealers, as the latter face the customers, not the former.
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