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Selling the Volvo C30
For two consecutive years, Volvo has been a no-show at the Montreal International Auto Show, citing that the show is not part of their marketing strategy. But after the couple of years of absence, Volvo has come back to the auto show to unveil its new car, their entry to the compact car segment.
The car is the two-door hatchback Volvo C30 which is a departure from the original reputation of Volvo for producing boxy cars. It is a compact hatchback designed by Canadian born Simon Lamarre which aims to compete against the Audi A3 and the BMW 1-Series. Going against such tough competition, the company needs to send a strong impression about their car to the public, one strategy they have undertaken is their comeback to the Montreal International Auto Show to unveil the Volvo C30.
Its one thing to show your wares off at a motor show, and it is also another thing to advertise it to a much larger audience via television or the Web. The company’s strategy in advertising their new compact luxury car will have great implications on how well the public will accept their product. And since this is their first outing in the compact luxury class it will be crucial how the public will respond to their ad campaigns especially their target market which is the Generation Y or those on the 25-34 age range. The importance of successful advertisement could not be over emphasized since an advertisement can either make or break any product.
To attract the attention of their prospective buyers, Volvo has launched their Freewill Campaign on the Web and will soon be aired on televisions. The effect they want is just like the effect of a Volvo starter to its engine, which is to start a new generation of loyal Volvo consumers that will not only embrace the Volvo C30 but also other Volvo models. The advertisement is a quirky one which the company hopes would catch the attention of younger car buyers. Volvo moves away from the traditional promotion of cars which is to show the public why they should like their product. Instead they ask the public to assess every aspect of the car from its exterior design, to its interior and tell them whether they love the car or not.
While the use of this tactic in promoting the Volvo C30 is risky, the company is confident that the good qualities of their car will outnumber the characteristics some may find unacceptable. Whether the campaign will be a success or not still remains to be seen though the company is confident that the advertisements will give them good sales figure of the Volvo C30.
About the Author: Glady Reign is a 32 year old is a consultant for an automotive firm based in Detroit, Mi. she is a native of the motor city and grew up around cars hence her expertise in the automotive field.