Major changes are afoot at Volvo in the way the Swedish brand markets and sells its cars
Volvo will be ratcheting down involvement in auto shows and motorsports in the near future as it looks to focus its efforts on online sales and digital marketing.
Speaking with Reuters, Volvo sales chief Alain Visser stated, “The plan is to have all our car lines in all our markets offered digitally,” but stopped short of taking dealers out of the equation altogether.
“We don’t see a car distribution network without dealers in the foreseeable future.”
Volvo will trim back its involvement in global auto shows as the brand only plans to attend one major show in each of the European, North American, and Asian regions.
Also, Volvo wants to focus on its core family-friendly values, with safety features and smaller engines being paramount. This is contradictory to Volvo’s racing programmes, causing the Swedish automaker to consider ending its motorsport endeavours, reports Motoring.com.au.
Volvo just finished its first season in Australia’s V8 Supercars series where it picked up four wins. The automaker has also won the Swedish Touring Car Championship the last two seasons. The change in focus also puts Volvo’s future WTCC plans in doubt. It was supposed to debut in the touring category in 2016.
Both current programs will likely be terminated at the conclusion of their contracted terms — the end of 2015 for STCC and 2016 for V8 Supercars.
Polestar Racing supports both programmes.