Volvo pulling out of Motorsports

inteller · Dec 15, 2014

http://www.touringcartimes.com/2014...imes.com/2014/12/15/volvo-boss-says-motorsport-does-not-conform-with-our-brand/

I guess the Polestar LEs are about to get a lot more limited.

These ****ing fools just don't get it.

rfkuehn · Dec 15, 2014

Too busy at work pre-holiday to write comments on new Q7. But this was worth a post from the above:

"Part of Visser’s proposals also call to end all sponsoring contracts except for the Volvo Ocean Race (sailing), and to only visit three car shows – Geneva, Detroit and Shanghai/Beijing, as well as starting to sell cars over the internet."

Obviously this is incorrect, looking forward to seeing the lineup at the DC auto show in January.

VolvoGoteborg · Dec 15, 2014

This is ABSOLUTELY RIDICULOUS

To build a brand you need a consistent long term strategy. You cannot have whimsical projects and fail to follow up.

Volvo NEEDS performance e.g. Polestar models to add some spice and appeal to the brand. A consistent brand and product following. You cant build it overnight and you must stay committed.

I agree that the number of people who see and connect to motorsport is far less than other marketing campaigns. But, the presence builds the image amongst the "gearhead" or "petrolhead" crowd and aids the brand image. It also adds prowess and 'cool' factor.

Look at what the BTCC did for Volvo in the 90s. Only in the UK and STILL being referenced especially when people report on Polestar models.

Look at the success of the S60 V8 Supercars in Australia and the brand, image, coverage and positive outcomes there.

Can Volvo please listen to their designers and realise people are emotionally motivated to buy a certain car or brand. It isn't a purely cold logical decision. You MUST be appealing.

BORING does NOT SELL

450bhp DRIVE-E concept, talk of new Polestar models then an interview with the head of marketing saying "Motorsport doesn't fit with Volvo"

Performance cars and motorsport need to go hand in hand in a marketing effort.

I rarely get this worked up but seriously, as a long term Volvo fan, don't make this stupid mistake.

Btw, the push of online advertising and online sales plus a personal technician for you for the whole time you own the car is a good move. I acknowledge that.

But... launch Polestar (even more than thus far) as your performance brand, keep racing and make Volvo SWEDISH COOL

deepfried · Dec 15, 2014

rfkuehn said:
Too busy at work pre-holiday to write comments on new Q7. But this was worth a post from the above:

"Part of Visser's proposals also call to end all sponsoring contracts except for the Volvo Ocean Race (sailing), and to only visit three car shows - Geneva, Detroit and Shanghai/Beijing, as well as starting to sell cars over the internet."

Obviously this is incorrect, looking forward to seeing the lineup at the DC auto show in January.

I still cannot imagine they would skip the LA auto show next year. The LA auto show is world class.

VolvoGoteborg · Dec 15, 2014

Personally the Volvo Ocean Race leave me luke warm and I don't see the Volvo connection. I'd rather see more motorsport efforts.

bcz · Dec 15, 2014

I think what will happen in other markets like Washington or LA is what is happening in Toronto, Canada at 2015's February huge Auto Show.

Volvo dealers will sponsor a booth, but Volvo corporate will not have a presence. So, people will still see Volvos!

Also, if they can beef up their online presence and hit us with great new models like the V60, coming XC90, and, I am betting, the V40, then that is good.

volvokhaled · Dec 15, 2014

The agreement between Volvo and Polestar will remain, it's only the motorsport part that will end. Polestar will most likely be what M and AMG is for BMW and Mercedes-Benz.

volvocu · Dec 15, 2014

volvokhaled said:
The agreement between Volvo and Polestar will remain, it's only the motorsport part that will end. Polestar will most likely be what M and AMG is for BMW and Mercedes-Benz.

I did not understandthat motorsport will end; volvo is continuing in Australian V8, and is rumored to enter WTCC next season.

I find the strategy quite well thought out and sensible, apart from the fact that they will not attend Paris or Frankfurt motor show, that is a definite mistake which they will probably realize in two years or so...

inteller · Dec 15, 2014

volvokhaled said:
The agreement between Volvo and Polestar will remain, it's only the motorsport part that will end. Polestar will most likely be what M and AMG is for BMW and Mercedes-Benz.

no, cause M and AMG have active werks programs. They would look like complete poseurs if they pumped out Polestar versions and had no motorsport presence.

volvokhaled · Dec 15, 2014

Poseurs it is then

deepfried · Dec 15, 2014

Nice. The Polestar Poser Package. P Cubed.

I do admit that part of the allure of those Polestars that came out this year was the racing pedigree. Without an active racing program, it all sort of falls apart in my mind.

Johann · Dec 15, 2014

inteller said:
no, cause M and AMG have active werks programs. They would look like complete poseurs if they pumped out Polestar versions and had no motorsport presence.

There's R-design .. Same trick. Can be upheld for a couple of years.

volvocu · Dec 16, 2014

Re my earlier post, I had not read the link. If it is true, that would be a stupid decision. Volvo's main problem is their cars' lack of driving excitement, what they need is to inject some life into them, and not just the top spec models, their base models as well. I dont know if being involved in motorsports would influence that but it would certainly make sense as other manufacturers that are involved utilize motorsport technology for their road cars with great result.

The overwhelming impression of volvo cars is that they are boring, volvo must do something to change that, and pulling out of motorsports is not a step in the right direction.

chris@swedespeed · Dec 16, 2014

Cinematic-styled backdrops for advertisements focused on stories about people may be what conforms to the brand's new direction but I would argue, what better place to showcase smaller engines and safety than motorsport.

goVolvo · Dec 16, 2014

Better way to enjoy a car than watching motorsports should be, driving it in person on the track. If people had chance to try it on a safely restricted track, they would love it! It is especially helpful to get first experience on those safety features as well. But building or just renting test track in each state is too expensive .

pelagikos · Dec 16, 2014

I belong to the group of Volvo aficionados who are not concerned by this decision in the very least. I have my Volvo to move me and mine safely, comfortably, and in style from point A to point B. Motorsports? Drawing a blank here...

That said, in the light of seiers of the recent Volvo's moves to try and position themselves in the same segment as Germans, abandoning motorsports does not make any sence! They have already abandoned buyers like me, and now they are alienating another group? Feels like disfunction at the highest levels. Something is rotten in the state of Denmark.

volvokhaled · Dec 16, 2014

Who are they really abandoning? The maximum of 2-10,000 people who buy cars because they saw it in a race?

This way Volvo can get ads out, especially in the US, where the TV commercials have gone to almost nonexistent.

Ocean Race is probably one of the best targeted sponsors Volvo can have in the future. Let's face it, if anyone can spend $48K -> + for a Volvo it would be a sailboat/boat owner...?

goVolvo · Dec 16, 2014

If Volvo got two options to make a change, either
1. Make cheaper entry trims or models; or
2. Do more motorsports and auto shows

Which one will you feel more likely to buy a Volvo?

I would think Volvo could leverage the factories in China to build and sell more economical cars. It will be win-win for buyers and Volvo.

Oh, I forget another thing, Volvo should add AWD option in S60, and V60, if not V40. Lots of buyers will appreciate AWD and Drive-E and not be limited to the XC trim.

11110000 · Dec 16, 2014

This is not the first statement from a Volvo exec stating a withdrawl from motorsport. In some cases, 'official' sponsorship did indeed disappear, but there are gearheads at Volvo who will not allow the flame to be extinguished.

Four cylinder turbo not compatible with racing? So the 240 Turbo, 1985's ETC champion, didn't count? Volvo took on 6's, 8's and 12's with that 4 cylinder. Similar to the epic battles fought in more recent years in the BTCC and U.S. World Challenge series with the 5 cylinder turbo up against 4, 6, 8 and 10 cylinder cars. I'd argue these venues do more for Volvo's performance image than almost anything else they could come up with; a four-door family sedan going toe-to-toe with Corvettes, Vipers, Audi R8s... and winning?

I'd argue that racing is one of the most impactful outlets that Volvo could leverage. Good results get the attention of performance enthusiasts. Next, play to the environmentalist crowd about how small engines mean lower fuel consumption, impacts, etc... but still bring home wins. Finally, emphasize how safety systems derived from racing experience are making safer family cars. The links don't have to be that substantial to grab people's attention and get them into showrooms.

inteller · Dec 16, 2014

11110000 said:
This is not the first statement from a Volvo exec stating a withdrawl from motorsport. In some cases, 'official' sponsorship did indeed disappear, but there are gearheads at Volvo who will not allow the flame to be extinguished.

Four cylinder turbo not compatible with racing? So the 240 Turbo, 1985's ETC champion, didn't count? Volvo took on 6's, 8's and 12's with that 4 cylinder. Similar to the epic battles fought in more recent years in the BTCC and U.S. World Challenge series with the 5 cylinder turbo up against 4, 6, 8 and 10 cylinder cars. I'd argue these venues do more for Volvo's performance image than almost anything else they could come up with; a four-door family sedan going toe-to-toe with Corvettes, Vipers, Audi R8s... and winning?

I'd argue that racing is one of the most impactful outlets that Volvo could leverage. Good results get the attention of performance enthusiasts. Next, play to the environmentalist crowd about how small engines mean lower fuel consumption, impacts, etc... but still bring home wins. Finally, emphasize how safety systems derived from racing experience are making safer family cars. The links don't have to be that substantial to grab people's attention and get them into showrooms.

I'm sorry but you are making too much sense. You need to stop that right now before you convince someone at Volvo how stupid they are.

Volvo pulling out of Motorsports

inteller

rfkuehn

VolvoGoteborg

deepfried

VolvoGoteborg

bcz

volvokhaled

volvocu

inteller

volvokhaled

deepfried

Johann

volvocu

chris@swedespeed

goVolvo

pelagikos

volvokhaled

goVolvo

11110000

inteller

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