Design April/May 2015 July/Aug 2013 | Page 64

Volvo Ca Corporat announc a new brand strategy “ Designe Around You ”

64

At a press conference in Beijing , Volvo Car Corporation announced a new global brand strategy - “ Designed Around You ” - as an important part of the brand ’ s global revitalization plan . The management team from Volvo Car China also presented the progress of the China Growth Strategy including a sales improvement of 36 % for the first half of 2011 .

At a well-attended press conference in Beijing on 23 August , “ Designed Around You ” was announced as the new global brand strategy , an important component of Volvo Car Corporation ’ s global revitalization plan . The strategy points out the direction of Volvo ’ s future brand development , and the key word is “ human ”.
“ 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 ,” said Richard Monturo , Vice-President Global Marketing , Volvo Car Corporation , and continued , “ We are the most human-centric car brand in the industry . And we need to communicate that to our customers .” The new brand direction will be further demonstrated at the Frankfurt Motor show in mid- September .
Also present at the press conference was the management team from Volvo Car China . Since last August , Volvo Car China has grown from a national sales company into a full-fledged organization including sales and marketing , manufacturing , purchasing , product development and all other supporting functions , headquartered in Shanghai .
desIgn Namibia June - August 2013