Do Volvo owners dance to the beat of a different drummer than owners of the other luxury brands?
That is what the Scandanavian automaker is highlighting as its differential advantage with its latest advertising campaign in the USA. The campaign presents Volvo owners as being sedate lovers of luxury instead of over-the-top lovers of all things materialistic. The point is that Volvo owners are minimalists who are more down-to-earth and less status-symbol conscious than Mercedes-Benz, BMW, and Lexus owners.
The Brand Channel reports that Volvo’s sales peaked 10 years ago and have declined ever since in the U.S. Ford sold Volvo to Geely, a major Chinese automaker, in 2010.
An outdoor effort is targeted in Volvo's top markets, such as southern California, positioning the brand versus traditional-luxury competition—such as with the tag line, "Pretense is so past tense." In Los Angeles, one outdoor sign, already erected, refers to the Volvo S60 as "100% real. Can't say that about everything around here."