Volvo Keeps its Promise

When helping clients create or reposition a brand, I like to refer to Volvo as an example of a solid brand.  The idea of Volvo, for most everyone, conjures up a promise of safety, regardless of whether you think about the brand in association with automobiles or jet engines or trucks.

 Safety is a hallmark of the Volvo brand; at the core of its promise to  all its customers.  The corporation is relentless in its efforts to  deliver on that promise.  It’s commitment was evident to me again  recently, from behind the wheel of its new S60 R-Design sedan.

First a disclaimer:  I am a father of four off-spring drivers that I love  dearly.  I am a Volvo fan.  My family drove the classic, narrow-  boxed 240, which survived several incidents until it was totaled because of a collision that created more damage than the value of the old car.  We still long for it whenever we see a faded 240 faithfully carrying its passenger in the next lane.

We also drove the sporty S40 Turbo 4-door sedan.  This was Volvo’s move into a newer look that kept safety at the center, but expanded its reach to a younger, faster generation that wanted out of the box.  Fast, sleek and safe.  This auto also survived several incidents, but also eventually encountered its fate with a collision that again caused more damage than the car’s worth.  It’s so hard to say goodbye to a faithful friend.

Now, we drive the newer S40, and it too is holding the line on safety and the enduring quality of surviving those “incidents” with grace, and with the endurance of a tank.  It was in the shop recently for regular maintenance, and the loaner vehicle was the 2012 S60 R-Design.

During the past 10 years, Volvo’s style has kept pace in the luxury class with its German and Japanese competitors.  Safety does not mean you have to drive a car that looks like a tank.  The driver just wants to know that it has the tank-like characteristics under its beautiful skin.  The driver also wants to show off style and speed.

For me, the new S60 met all the marks that Volvo seeks to convey with its identity.  My image of Volvo is most likely the mirror of its own identity.  This is the brand’s sweet spot, and this is why I like to use Volvo as an example of a good brand.

The new S60 is luxurious on the inside and says, “You have achieved success.”  This is a very aspirational brand position, and it is what keeps Volvo’s price point so high.  Many aspire for it, but not everyone can afford it.

The get-up-and-go reminds you that the maker of this automobile also understands jets, and it’s easy to fly this car down the open highway without feeling like you going that fast.  The ride is supersonic and smooth.

However, two new features especially caught my attention.  The starter is a push-button, but it requires a key insertion.  This is not novel, but I do like the safety feature that does not allow you to start the car without having your foot pressing on the break.  It’s a great way for Volvo to instill its promise onto the driver behind the wheel.  Safety from the get-go.

The second feature that I really like is the safety measure the car provides for the driver that is lazy about checking that blind spot before changing lanes.  Inside, on the left and right side near the driver’s gaze at the side mirrors are little lights that come on whenever another vehicle is sitting in your blind spot.  The light comes on when a car is approaching or when you are passing a car.  This alerts the driver with just enough attention to say, “Be careful.  Be safe.”

As automobiles evolve and continue to compete on bells and whistles, Volvo clearly understands its differentiation in a cluttered market.  It uses that brand distinction as leverage in the very beginning, as it designs and manufactures its automobiles.  Then it delivers on its promise with great style.

Volvo has conquered the safety position in the car market, and it is using technology to strengthen that position.  Now it has eyes to expand its brand position, and the environment may be its next frontier.