Volvo
From family safety to human-centric luxury
- Industry
Automobile
- Geography
Global
Lynxeye unlocked an insights-based opportunity built on Volvo’s heritage of safety, weaknesses of its competitors and future emerging needs of premium consumers. As a result, Volvo strengthened its association as a premium brand globally and set multiple sales records.
Challenge
Being a challenger brand with relatively small volumes globally, Volvo had to get into the premium price tier in order to stay profitable in the investment-intense automotive industry. The current equity about safety was not enough to compete effectively with premium brands such as Audi, Mercedes and BMW – brands which are also respected for safety.
Our mission was to make Volvo a premium brand in all the markets where it was competing.
—Lynxeye has that clever ability to identify the unique potential in a brand and create a customer awareness way beyond their client’s expectations, time after time.
Response
When digging deep into the consumer landscape both quantitatively and qualitatively, Lynxeye revealed a premium consumer segment that had a somewhat different view than traditional premium consumers. This segment also proved to be big enough for Volvo’s business objectives and growth plans.
Lynxeye got to know these consumers in all the key markets of the US, Europe and Asia, and unlocked a special insight that was built on Volvo’s heritage as well as the weaknesses of competitors and the future needs of consumers.
This insight broadened the safety aspect – to always ‘start with people’ when designing cars. While other car brands were about technology, for technology’s sake, Volvo had always been about human beings. It was time to become driver- and human-centric.
Deliverables
- Consumer insight and segmentation
- Global brand strategy
- Full organization implementation support
Impact
Award-winning
- Volvo CX90 was named "Car of the Decade" in 2020
- Volvo voted "Best Luxury Vehicle Brand" in 2019
- Volvo XC40 was named “Car of the Year” in 2018
- Volvo S90 was awarded “Design of the Year” in 2017
Record sales
Volvo XC90 SUV limited “First edition” sold out globally in 47 hours in June 2014.
Historic milestones
- In 2015, Volvo sold more than 500,000 cars for the first time in the company’s history
- 2017 was the 4th consecutive year of record sales for Volvo, coupled with strong profit
Contact
Want to know more? Talk to us about our work for Volvo or what we can do for your business.
