A strategic project reimagining the end-to-end customer experience for Volvo's US market repositioning — from first consideration through to dealership and beyond.
"Endemic mistrust from OEMs through to end customers."
Extensive research was conducted to map the full purchase journey: focus groups, dealership interviews, quantitative surveys, retail immersion studies, and deep online research. The aim was to identify what modern premium brand experience looked like — and where automotive was failing to deliver it.
The research surfaced a central tension running through the entire industry: a chain of mistrust between manufacturers, dealers, and buyers. Each party was operating with a different agenda, and customers felt it at every touchpoint.
The solution was a strategic vision anchored in five pillars, each paired with specific innovations — some leveraging existing digital platforms, others introducing new systems entirely. The vision was presented to executive leadership and subsequently implemented across the US dealer network.
Impact