Volvo, Brand Experience Vision 

a customer experience that lives up to ambitious brand goals…

As Volvo continues to reposition itself in the US with a beautiful lineup of new models receiving global acclaim, we wanted to address the experience of purchasing a new Volvo. We partnered with the Director of Customer Experience and the US executive management team to lead the definition of a new vision designed to build a stronger, more differentiated brand experience.

Insight:

We conducted extensive primary research that included focus groups, retailer and dealership owner interviews, a quantitative survey, retail inspiration immersions, and online message boards in order to find the key drivers of a modern premium brand experience, and identify the most pressing pain points in the automotive experience. We realized that the current experience is challenged by endemic mistrust from OEMs through to end customers, and dealers are not empowered to deliver an industry changing experience.

Idea:

We created a vision for a new customer experience rooted in 5 key pillars, each one informed by our research and tied to Volvo’s business and brand objectives. A new innovation was tied to each pillar, either leveraging existing platforms within the digital ecosystem of implementing new ones where necessary. The vision was presented to the leadership team in an executive offsite and is now being implemented across the US network.