Volvo Brand Rejuvenation By: Crystal Fields, Charlene Thomas and Hilary Hayes from Gee-Whiz Designs

Volvo Brand

Rejuvenation

By: Crystal Fields, Charlene Thomas and

Hilary Hayes from Gee-Whiz Designs

Designed Around People

Vision: To be the world’s most progressive and desired luxury car brand.

Mission: Our global success will be driven by making life less complicated for people, while strengthening our commitment to safety and the environment.

Volvo PV444 HS Introduced in September 1955

Two door, four passenger mode.

Volvo 123 GT (Amazon)

Volvo 244 GL

Volvo 740

265 GLE

Volvo 850 GLT

S-60, XC-60, V-60 Wagon

Safety

Safety is Volvo’s core strength and has remained who they are and what they represent.

3-point safety belt, side impact safety system, whiplash protection system, and blind spot information system

Voted #1 in safety!

Our goal is to capitalize on safety, but also focus more on style, performance, and cultural relevance.

Safe. Fun. Sophisticated.

Primary customer base: Housewives and urban business travelers.

Our new target market: Millennial generation.

i.e. College graduates ready to settle down and have a family.

• Target audience• Who currently is buying• Number of Volvo

employees• Demographic of

employees• What country is highest of

Volvo buying• Customer identity• Average income

• What type of cars they have

• How many different models

• Gas mileage average• What incentives are they

offering• Safety• Amenities • Accessibility

• Who is in charge?• Where are the cars made?• What are their methods?• Corporate culture• Time frame of building a

Volvo• How do they advertise?

• How long do people keep their Volvo?

• Car ranking vs. others• Expenses vs. revenue• What is the car worth?• How many cars bought per

year• Debt v. ratio revenue• Talk to Volvo dealerships &

owners

Performance Process

PeopleProduct/Services

Mind Map

StrengthsLegacy of Safety

Established Brand ReliabilityResearch

Innovation

WeaknessesHigher Prices/Too much competition

Few model choicesLack of cultural relevance

No U.S. manufacturing plant

OpportunitiesNew models

Emphasis on design and performanceFuel efficiency/Alternative fuel

advancementsEnvironmental enhancements

ThreatsCompetition from large manufacturers

All competitors advancing in safetyRising cost of raw materials

High fuel costs

SWOT Analysis

Top 10 Markets 2013

US

China

Swed

en

Unite

d Ki

ngdo

m

Germ

any

Nethe

rland

s

Japa

n

Belg

ium

Russia

Italy

020,00040,00060,000

Countries

Units Sold

Big idea #1

Manufacturing plant in the U.S. will reduce the cost in the long run for the customers

Big idea #2

Changing the market. Taking Volvo out of the luxury car market.

2015 Models

S-60

S-80

V-60

XC-60

XC-70

XC-90

Big idea #3

Our new car design…..

Safe

Fun

Sophisticated