More than six years after it mocked its own drivers with the edgy Bloody Volvo Driver campaign, the Swedish car company is taking another bold step in its advertising, telling potential buyers there's more to life than a fancy car. After five years of steadily rising sales since the Bloody Volvo campaign first aired in late 2003, Volvo is launching a campaign that declares: ''There's more to life than a Volvo. That's why you drive one.''
While the disruptive strategy of the former campaign helped force people to reappraise the brand - thought of as boring boxy cars with erratic drivers - Volvo believes it is not getting the credit it deserves for safety, design and performance.
Sleeker models with technology such as radar-activated brakes are coming on to the market.
''Our product is better than our brand,'' said Greg Bosnich, the company's marketing director. ''We want to be known for some of those things and this is the right positioning for us now.''
The company's research found that among premium or luxury car buyers - which includes Volvo - there were badge-conscious drivers who gravitated towards BMW and Audi, and those who wanted a car that looked good, drove well but also helped them get on with their lives.
''Putting the consumer ahead of the car in most car marketing is not normal,'' said Stuart Poignand, the managing director of Volvo's ad agency SapientNitro Sydney.
After years in the doldrums sales have risen from fewer than 1000 cars a year to 4668 last year, a rise of 4.5 per cent in a market that declined 7.5 per cent.
But Kevin McCann - a former marketing director of Hyundai - questioned whether the new campaign was provocative enough. And he said you can't underestimate badge value.
''You still have to be able to allow people to say when they are driving your car that, 'I am successful and powerful'. Some say it more loudly than others whereas here Volvo is saying it but saying, 'We don't need to scream about it'.''
