Volvo Cars Australia: How redefining safety drove record sales for Volvo

Volvo, an automobile brand, boosted sales and improved its brand image in Australia with a platform built around the concept of 'Omtanke': a Swedish word meaning 'care' and 'consideration'.

Background

Our task seemed simple: make Volvo a credible challenger in Australia's luxury car segment by growing the brand.

Volvo has launched redesigned cars since 2015, they've been praised by the industry and are a step- up in quality and price. Yet despite Volvo being awarded 'Car of the Year',1 its growth was stagnant. We were facing some serious challenges.

Volvo was under-considered

Volvo Car Australia's awareness is high, but consideration lagged far behind competitors.2

Unshakeable perception of safety

Volvo's consideration problem has been developing for almost a century when its founder declared its "guiding principle is...safety"....

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