The automaker is emphasizing its Swedish roots and a refined design approach

What's the one word you'd associate with the Volvo brand? You are probably thinking safety. More than any other car maker, Volvo has based much of their design, engineering and marketing efforts around safety for decades. Recently, there has been a shift in emphasis on how the brand wants to be perceived. Safety is still a keystone message that stitches Volvo's product line together, but today the brand is more focused on capturing the attention of luxury buyers looking for an alternative to European, American or Asian premium vehicles.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in