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.

 

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.

 

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

 

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

 

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.

 

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...

 

Poseurs it is then

 

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.

 

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.

 

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.

 

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 .

 

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.

 

That's the same conclusion I've reached -- Volvo continues to abandon their traditional customer base in an effort to steal their new customers away from the Germans.

Seems like there is a strong element of wishful thinking on the part of Volvo management involved -- rather like L.L. Bean dumping their historical customers in an effort to chase the image-conscious Ralph Lauen crowd.

 

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...?

 

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...?

Sorry, but wealthy boat owners want their luxo barges powered by turbo 6's or V8's (petrol or diesel). Raucous 4 cylinders, whether single, twin or triple blown, do not exude luxury to any of the senses or provide an impression of status. Regardless, people in North America could care less about ocean racing. Notice Volvo no longer brings the Ocean Race editions over here....though wish they would, that's a nice navy blue

 

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.

 

uh, not sure which country you live in but the S/V60 do come in AWD trims.

I really want nothing to do with "Volvo and economical Chinese made cars"

 

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.

 

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.

 

News quote from the comments page on the Swedespeed front page article

"We are going to continue racing in the 2015 STCC and V8 Supercars," a spokesperson told TouringCarTimes.

"The STCC contract runs out after 2015 and V8 Supercars after 2016."

"We are going to evaluate our participation after that, as we for example have done a number of times in the past for the STCC, a championship we have taken part in since 1996."

"We have a long-term contract with Volvo as the official motorsport and performance partner."

"The form of cooperation regarding motorsport between Volvo and Polestar is currently being evolved and we look positively towards the future."
Volvo Australia's previous boss, Matt Braid, previously stated that since entering V8 Supercars, inquiries regarding the S60, the company's mid-sized sedan used in the series, has skyrocketed.

"We launched that car in 2011 and marketed it aggressively, but it just wasn't getting much cut through or recognition in that segment," he said.

"[But] since literally the weekend at Clipsal (the opening V8 Supercars round in March) our enquiry rates have mostly doubled compared to the pre-racing days."

http://autoaction.com.au/volvo-boss...d=783995408322364&adbpl=fb&adbpr=204021419653102&adbsc=social_20141216_37366257

 

Change is tough...and I think Volvo executives are pointing themselves at a different target market then those of the 70's, 80's, 90's.

The buyers of today are less and less into motorsports but rather into video gaming, internet, social media, etc. Online sales and a personal technician might be the wave of the future. Going to a dealership is like going to a Best Buy store rather than surfing the web for information. The younger folks have their noses in their phones/tablets and less looking at another person eye-to-eye. These are the auto consumers of the future.

Sure I love to see racing especially those days of the 240s and 850 wagons but those days are gone. It is so expensive to sponsor cars. And remember the only time you can really notice any sponsorship is when the race car is at a complete stop.

Auto shows are expensive as well. Volvo must have done some market analysis to determine how many of the show visitors are actually going there to buy a car. I really believe most potential buyers are looking online.

And another thing why are people making a big stink about Chinese built Volvos? Will they be worse than those built in Belguim? Come on, people this is the 21st century. Yeah, yeah I know about all the knock off products built in China but this is a Volvo factory.

Honestly, can you even tell me how many of you out there are buying Chinese made hand tools at Sears, Lowes, Home Depot instead of paying for the U.S. made tools?

Hey Volvo, I'm with you guys on this. Concentrate on making and promoting your cars for the general public.

 

Hey Volvo, I'm with you guys on this. Concentrate on making and promoting your cars for the general public.

I'd just point out that the new XC90 is not targeted at the "general public." It's an upscale car targeted at the wealthy.

 

I hope Volvo make some trims with sharper shape, all with same driving train and interior as the mild sleek shaped siblings.
Young people or people with young mind will love them.

 

Pelican. You have the picture exactly right. As a matter of fact DC is one of the few places in the country where the average person can buy the average car. Welcome to the used car market.

 

Dam, I leave this "news and rumors" area for a few days and a post on Volvo pulling out on Motorsports is back to talking about the XC90. There's no limits of opportunities in discussing that model I see...

Back on topic - To me it's pretty simple. Volvo has no brand equity from the motorsport. You can't build a brand equity when you don't have sporty-ish cars to sale. Even their "R" line has not been much present in the last 10 years and certainly not consistent or developped. What Polstar did is essentially an experiment. But latest Volvo development clearly shows a shift in their business model and from the looks of it there won't be any planned sporty-ish car for a long long while so to me this decision makes perfect sense. It's really sad for that team who worked hard and hopefully they can continue somehow on their own, but Volvo company is no charity.

The Volvo Ocean race is more of a sponsorship and advertising in my opinion, more like a yearly campaign, and most likely does not require the kind of continuing investment the motorsport demands. So it is not really comparable I think.

 

yes being the best requires investment.....being a wallflower requires a sponsorship to something completely unrelated to cars.

 

Ocean Race sponsorship only leads to people asking if Volvo is a boat brand.

Motorsport, STCC in particular, was/still is, a bad choice. For the real motorsport fans it was no more than a hoax driving a Nissan with an S60 shell.
V8SC did better. At least the car uses an engine which has been used in a Volvo at some point. The weird thing about this decision is that the V8 came at a point where Volvo already informed the public that they are going 4 cylinder only.

Now a Belgian sail boat fanatic is telling us Volvo shouldn't race cars. I think this remark will already cost customers. Added to that the whole Polestar brand is put to waste.

At the moment I think there is no better advertisement for an all 4 cylinder strategy than WTCC or the new TCR class or better both.

A typical Volvo marketing mistake again. First introduce a sportive coupe, a convertible and an off road and now telling potential customers that they are only safe and no sportiveness to be expected. Now those customer need to search for Volvo boats again.

Time for Mr. Alain Visser to resign.

 

Peter Mertens (head of R&D) comments make more sense. As do Michael Fleiss (new head of Powertrain. Derek Crabb has retired but remains as an advisor). Yes Volvo is going for smaller displacement, higher performance engines and with hybrids can go oven further. Polestar brand building has been progressing and doing well.

Polestar models, sportier Volvos and motorsports go hand in hand.

I agree the V8SC has done better things for Volvo than the STCC. True, the STCC is a silhouette series with all cars powered by a Nissan V6. There was talk of a Volvo SI6 400-450bhp version for this series. That would have been better.

A car-based touring car championship would be a better bet i.e. the WTCC with the V40 and DRIVE-E engines.

STCC is a bit a home run as it's in Sweden where the brand is already strong. Keep home grown racing, STCC or something else but the WTCC and V8 Supercars are good. Other good series?

The V8SC thing was a bit odd being announced concurrently with the "V8 are dinosaurs" press release. Better to say "we don't need a V8 anymore for 300+bhp performance, we can also do that with a new 4 cylinder. But, we will race our own V8 in V8 Supercars too. Bit of refinement.

Visser joins Volvo from GM and before that Ford.

I have noticed that on the one hand the "head hunting" of top talent since Geely took over has brought some experience minds from elsewhere in the industry into Volvo.

However, those outsiders seem to consistently come in and present the outsiders view of Volvo i.e. "we (read my as their experience as 'you') aren't sporty and aren't into motorsport. we're sedate and boring.

It's the people who have been with Volvo longer who are more ambitious to have a an expanded line up. Same people are also cautious of an S100 as not fitting the brand yet. Sporty and fun is easier to add than snobby luxury. But, you can get there.

Visser and team have some good ideas for more online marketing etc. The XC90 type presentation at HQ is better for getting more attention and your point across than the press days at a motorshow.

But this about face on being in motorsport is garbage and needs to be retracted!!!!!

KEEP DEVELOPING POLESTAR!!!!!!!!!!

 

May I suggest that those who wish to see Volvo stay in motorsports, develop Polestar etc, all Tweet Volvo Global's Twitter account. @volvocarsglobal and @polestarRace. We know Volvo US / VCNA monitor this forum. Lets hope Volvo Sweden HQ does as well. Hello Volvo people!

 

BTW Volvo Ocean Race does nothing for me. Its boats. Volvo Penta powered maybe so Volvo Penta Racing. Does little for the car company

 

They need to build a supercar. Even Acura and Lexus have their owns: NSX and LFA. Look at Audi R8! Now this is marketing. You can't attract people only by building a concept car that will lose 30% of its power when it goes into production. A halo car will be more than enough to change the brand image. They should've done that when Volvo was a part of PAG with the help of Aston Martin.

Motorsport does not conform with our brand, where we stand for smaller engines and safety

says who? the guy who used to promote Daewoos and Opels in europe. good luck with your new strategy.