Swedish Reliability
Interview
The popularity of the Swedish car brand Volvo in Switzerland can easily be seen from its market shares. In most countries, the share is between 1 and 1.5%, but in Switzerland, it is currently over 2.5% — a market share well above average in the Volvo world. As a premium label, Volvo occupies a very good position in the niche market. Responsible for the Swiss activities of the renowned car manufacturer is Volvo Car Switzerland AG, based in Zurich. This is where all the activities of the corporation in Switzerland are coordinated.
The currently most successful model of Volvo Car Switzerland AG is the crossover XC60, particularly with all-wheel drive. The SUV XC90 with the standard City Safety automatic braking system and the smaller station wagon V60, also available as a Twin Engine version with hybrid drive, are also selling very well in Switzerland.
"Safety innovations are our main argument," emphasizes Sascha Heiniger, Director Corporate and Brand Communication of Volvo Car Switzerland AG. The company's high safety standards, which introduced the 3-point seatbelt and side impact protection to the automotive world, are well known.
But Volvo also scores with customers due to its build quality. "We want to make more known what else Volvo stands for, including very efficient drives and new digital services." Currently, the range is completely being revamped, and by 2020 Volvo will have revised its entire product portfolio.
Cars since 1927
The Swedish conglomerate, which originated from a ball bearing factory, has been building cars since 1927 and has been selling them in Switzerland since 1958.
Volvo Car Switzerland was launched as a National Sales Company and today employs around 45 people. As a globally operating brand with manufacturing facilities in Sweden, Belgium, and China, Volvo Cars has been part of the Chinese Geely Holding Group since 2010. The model range includes sedans, station wagons, SUVs, compact cars, and Cross Country vehicles.
Creative Marketing
"In Switzerland, we were one of the first brands to communicate through new channels," explains Sascha Heiniger. Since Volvo has smaller budgets compared to its direct competitors, creativity is required. In addition to being present on the internet and in social networks, the company also organizes events such as the Volvo Art Session. Here, street artists creatively engage with Volvo models.
Sascha Heiniger
Director Corporate and Brand Communication
"Safety innovations are our main argument."
Sascha Heiniger
Director Corporate and Brand Communication
Volvo also sets standards in operating comfort. In the new models, about 30 different buttons have been replaced by a touchscreen, and intensive work is being done on systems that make driving and parking even easier.
In each model series, two fully electric vehicles are also planned. No wonder Volvo is equally popular among private and business customers.