Volvo overhauls global strategy

Volvo is overhauling it global brand strategy to accelerate the future growth of the company.


The car marque says the “Designed Around You” concept is grounded in its Scandinavian roots and will be an opportunity to “explore the simplicity in design and to create vehicles that are designed around people”.

Vice president of global marketing at Volvo Car Corporation Richard Monturo, says: “It summarises our approach to understanding people, giving them a luxury experience that is a little more human-oriented – while at the same time linking firmly to our heritage of building safe and dependable cars. We are the most human-centric car brand in the industry. And we need to communicate that to our customers.”

The concept was unveiled in Beijing, but further details of Volvo’s brand direction will be revealed at the Frankfurt motor show in September.

Monturo was appointed as Volvo’s global marketing chief in February, tasked with “sharpening” the brand and developing a consistent global strategy, following a stint as a consultant with the company.