Tuesday, March 8, 2011
Moving on up
He's smart enough to know that whatever Volvo stands for must be rooted in it's heritage of safety. Yes.
He's knows that the safety of today is not the safety of the '70s and '80s. Holy *#@&, this guy gets it.
And finally, according to a story in Ad Age...
He's right Volvo isn't a luxury brand, but they're not going to become one by trying to be one.
Okay, hear me out.
BMW is a luxury brand because it's "the ultimate driving machine."
Mercedes is a luxury brand because it's "engineered like no other car in the world."
Lexus is a luxury brand because of their "relentless pursuit of perfection."
You can't do it the other way around. Just ask Infiniti, Acura and Lincoln. They all struggle to be true luxury brands because none of them stand for anything.
So my advice to Volvo? Don't talk about luxury. Don't show your product in luxurious environments. Don't get caught up in a luxury feature arms race.