Volvo is looking to 21st-century technology for future marketing and sales strategies – meaning customers can expect online ordering and limited motor show involvement for the Swedish brand.
The goal is to have all vehicles in all markets offered “digitally”.
Part of this strategy involves more digital advertising (the CarAdvice sales team rejoice!) and less costly expenditure on motor shows and grand boutique dealerships.
Existing dealerships will serve a significant purpose as far as delivery logistics and service are concerned, but Volvo (now owned by Chinese car maker Geely) wants to allow customers to research, spec and order the car end-to-end online.
This is an entirely different direction to German competitor Audi, which believes that while research online is a given, buyers still want the tactile experience of a dealership and the showy excitement of industry events.
The manufacturer is on the cusp of releasing its most important model in over a decade, the second-generation Volvo XC90 SUV. It’s the first car to be built from the ground up under Geely ownership.
Volvo is still a comparatively small player (less than 500,000 vehicle sales annually to BMW’s 2 million and Audi’s 1.6 million) but there is no denying the growth in online shopping – Australia alone seeing a 12 per cent annual rise to over $16 billion spent per year.
Will this translate to direct vehicle sales?
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