Volvo To Abandon Premium Car Image

In order to accomplish a goal, sacrifices must be made. It seems Volvo has just learned this unavoidable truth, as they might drop the premium image, according Stefan Jacoby.

Volvo had long struggled to compete with the Germans and the Japanese, and now that they’re under the control of the Chinese, the automaker might re-evaluate its product plan.

“Let’s ditch this talk about premium,” said Jacoby to UK car magazine Autocar. “It sounds like a pricing strategy and it’s got an expensive ring to it. We need to focus on elegant Scandinavian simplicity, our own unique identity, and not copy our competitors.”

Volvo is setting their sites at around 800,000 sales per year by 2020, which seems quite ambitious considering the company might only sell around 380,000 this year.

Volvo is currently experiencing some success with the new S60, as it was in contention for the European Car of the Year award, which was won by the Nissan Leaf.

This newest statement is the opposite of what we thought, as there were rumors swirling of a large flagship sedan.

Source - Autocar

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