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How Volvo attracted ‘conquest consumers’ with its DTC play
Volvo has avoided the slump in the wider automotive sector and grown its UK sales of new cars by 15%, attracting a younger, urban customer with a mixture of flexible subscriptions, electric models and a DTC push.
For the automotive industry, the third decade of the 21st century got off to a difficult start. Not only have many of its natural customers been stuck at home for more than a year, but the whole sector has been put on notice that no new sales of its traditional core products – petrol and diesel cars – will be allowed in the UK after 2030.
