The brief seemed simple: make Volvo a credible challenger in Australia’s luxury segment.

Volvo has launched redesigned cars since 2015, they’ve been praised and are a step-up in quality and price, yet its growth was stagnant.

The new XC40 was coming, but some of Volvo’s most popular models, representing a third of sales, were discontinued.

OBJECTIVES

The goal was 0.5% share – 8.7% growth. Seemingly small targets, but:

1. Australia has 55 car brands, even leading luxury brands are in low single digits.

2. Luxury brands’ share was under strain – the segment was shrinking 5% YoY.

OBJECTIVE: MAKE VOLVO MEANINGFUL

Create an aspirational space that Volvo can own:

a. Awareness and opinion

b. Perception: 10% uplift across attributes

OBJECTIVE: GROW CONSIDERATION

c. Consideration: 10% uplift, 1.9% to 2.1%

OBJECTIVE: ACHIEVE GROWTH

d. Sales: 8.7% growth, 5,441 to 5,900