Volvo Brand Rejuvenation By: Crystal Fields, Charlene Thomas and Hilary Hayes from Gee-Whiz Designs

Designed Around People Vision: To be the world’s most progressive and desired luxury car brand. Mission: Our global success will be driven by making life less complicated for people, while strengthening our commitment to safety and the environment.

Volvo PV444 HS Introduced in September 1955 Two door, four passenger mode.

Volvo 123 GT (Amazon)

Volvo 244 GL

Volvo 740

265 GLE

Volvo 850 GLT

S-60, XC-60, V-60 Wagon

Safety Safety is Volvo’s core strength and has remained who they are and what they represent. 3-point safety belt, side impact safety system, whiplash protection system, and blind spot information system

Voted #1 in safety! Our goal is to capitalize on safety, but also focus more on style, performance, and cultural relevance.

Safe. Fun. Sophisticated. Primary customer base: Housewives and urban business travelers. Our new target market: Millennial generation. i.e. College graduates ready to settle down and have a family. i.e. College graduates ready to settle down and have a family.

Target audience Who currently is buying Number of Volvo employees Demographic of employees What country is highest of Volvo buying Customer identity Average income What type of cars they have How many different models Gas mileage average What incentives are they offering Safety Amenities Accessibility Who is in charge? Where are the cars made? What are their methods? Corporate culture Time frame of building a Volvo How do they advertise ? How long do people keep their Volvo? Car ranking vs. others Expenses vs. revenue What is the car worth? How many cars bought per year Debt v. ratio revenue Talk to Volvo dealerships & owners PerformanceProcess PeopleProduct/Services MindMap

Strengths Legacy of Safety Established Brand Reliability Research Innovation Weaknesses Higher Prices/Too much competition Few model choices Lack of cultural relevance No U.S. manufacturing plant Opportunities New models Emphasis on design and performance Fuel efficiency/Alternative fuel advancements Environmental enhancements Threats Competition from large manufacturers All competitors advancing in safety Rising cost of raw materials High fuel costs SWOT Analysis

Top 10 Markets 2013

Big idea #1 Manufacturing plant in the U.S. will reduce the cost in the long run for the customers

Big idea #2 Changing the market. Taking Volvo out of the luxury car market.

2015 Models S-60 S-80 V-60 XC-60 XC-70 XC-90

Big idea #3 Our new car design….. Our new car design…..SafeFunSophisticated