Volvo Cars Brand Design
Volvo Cars USA and Global go for this Scandinavian approach, similar to Thule Group. While catering to the European market, Volvo’s brand design has also become their signature for differentiating themselves in the North American market, a market where everyone is saying look at me, “this feature will allow the car to stop itself.”
But what makes this “Moments” commercial from Volvo appealing to viewers is what has yet to come. We wonder with “Hannah,” the little girl, what her life will be like.
Why does Everyone Reference Volvo?
Because it’s relatable.
Everyone likes something that they can relate to. From spilling coffee to grabbing stuff out of the trunk with friends, we put ourselves into their shoes. We see how we fit into that lifestyle. It’s such a small detail but it’s what most manufacturers marketing in the US avoid. American culture tends to fixate on patriotism, how their product is made in the US, or how this product will change your life. There’s a lot of patriotism in American culture and it can sometimes be difficult to relate or become too commoditized in the US market.
Another way Volvo differentiates itself from other manufacturers is in its color pallet. Similar to IKEA, their color pallet has a balance of rich tones while still having depth to their tones, with a soft feel. It’s dramatic, without being charismatic.
Brand Loyalty
Having spoken to a high-ranked office formerly at Audi Canada, they were a bit puzzled as to why Volvo has such strong brand loyalty, from its customers. Volvo’s brand loyalty comes from trust in its vehicle’s design with safety in mind.
Volvo is known for safety. People value trust in a brand and simplicity. You don’t need to sell your brand too hard when you have the consumer's trust. Like how BMW and Tesla have their brand image, Volvo’s emphasis on Safety has become their selling point. People like that feeling of Volvo, it’s cozy – I like this.
As far as referencing Volvo in shows such as Friends, Season 9 Episode 16, referencing how she wants to be a soccer mom with a Volvo. Owning a Volvo has this stereotype; you’re a comfortable person in a comfortable time in their life.