Volvo S60:

Volvo Growth Strategy – New Management, New Strategy, New Drive-E Powertrains, New Vehicles

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Volvo Growth Strategy: Tony Nicolosi, new President and CEO of Volvo Cars of North America says 90% of the senior management of VCNA is new since he took over in October 2013. Volvo’s marketing strategy is also going to change with the arrival in January of Bodil Eriksson as executive vice president of marketing and new advertising agency Grey London starting in March. Nicolosi says Volvo will return to its roots emphasizing safety, the environment and the family. The marketing budget for 2014 is bigger by about 50% but its emphasis will shift away from television to digital messaging.

Prior to becoming head of VCNA, Nicolosi was head of Volvo Finance in the USA, so he is very familiar with the leasing game. About 42% of Volvos are leased, well short of the leasing penetration of Audi, BMW or Mercedes. Going forward, Volvo’s lease penetration should increase with more concentration on more car for the payment and regular replacement. This will give Volvo dealers the first shot at putting off-lease customers into a new Volvo.


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Polestar Volvos – Look for the Blue Rectangle

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Volvo means safety, right?  Absolutely.  But Volvo is no longer alone atop the safety universe.  Other vehicles have achieved similar safety ratings and prospective buyers need additional reasons to consider a Volvo than its safety reputation.  To solve this conundrum, Volvo Cars of North America turned to Swedish tuner Polestar.

Look for the Polestar Rectangle

In 1996, Volvo began a long-term relationship with a Swedish performance tuner – Polestar.  Polestar souped up Volvos for the European racing circuit.  And, now, Polestar has come to the USA through the offer of a chip enhancement for Volvo sedans and XSUVs.  Polestar can either be added at the Volvo port or as an accessory by your friendly Volvo dealer.   At the dealer it will set you back $1,295 and Polestar says the chipping should take about ten minutes.  You get a lot of bang for the buck.

If you get your Polestar upgrade when you take delivery of your new Volvo, it can be residualized in a lease or financed with the vehicle.  Volvo’s warranty and maintenance plans remain in place.  It’s pretty seamless.


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