Volvo CEO Stefan Jacoby wants to move 800,000 vehicles across the globe per year by 2020, which would more than double last year’s sales tally of 350,000 and signal a reversal of sales declines. Jacoby expects about 250,000 of those additional sales to come from its integration into the Chinese market, but the remaining difference will be made up by entering new segments, sharpening the brand’s focus and becoming a true luxury brand, not just premium.
It shouldn’t be any surprise that the ex-Volkswagen USA head would have in mind a Golf-sized five-door hatch for arrival in 2012. He didn’t indicate what platform such a model would be built on, but the C30 would seem like a worthy candidate. If Volvo can come with a sporty hatch and get those buyers to look at the brand as something other than soccer-mom safety, the chance is there. The straight-talking German is working on the product plan, and as for raising the brand cachet he said, “We need to focus on luxury. I don’t believe in the word ‘premium.’”
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