Tomas Ernberg, Managing Director (MD) of Volvo India, said earlier in January that Volvo plans to sell 1100-1200 units in 2013. But to make this dream a reality, the company needs to initiate some aggressive and innovative marketing strategies, which are not being devised at the moment. In comparison, Mercedes-Benz India, its strong rival, has launched the Pulsate campaign in association with MTV, for the promotion of its A-Class luxury hatchbacks. A Facebook campaign for the B-Class Tourer is also up and running (Ultimate Sports Tourer – Mercedes Benz B-Class’. Similarly, Audi has also started a Facebook page titled 'I love Audi', where fans are asked for a reason why they love the German marque.
Swedish auto maker Volvo is a relatively new entrant in India, with not much of awareness among buyers. Most people know the company as one which makes buses and trucks. During 2009, a television commercial talking about luxury sedan S80 was launched, but nothing much has happened since. It is important for the company to spread awareness among the Indian buyers of today, so that they can think seriously about the brand and its products. As expected, several buyers are also unaware about the service outlets and the reliability of these vehicles.
In the month of April this year, Volvo India roped in ace golfer Jeev Milkha Singh as its brand ambassador. June 2013 would witness the launch of the new V40 Cross Country, a vehicle which looks like a blend between a car and a Sports Utility Vehicle (SUV). It would appeal to buyers who are looking at luxury, features and style and would compete against Mercedes-Benz B-Class Tourer. The car would generate a power output of 148 bhp through a diesel engine and would be priced at about Rs. 25 lakh (ex-showroom, Mumbai). In addition, the engine is mated to a 6-speed automatic gearbox.
On the outside, it gets a unique V-shaped bonnet, with clear cuts and increases. With a black roof, the car is brilliant to look at. k. In comparison to the outside, the cabin is not as luxurious. Black and aluminium are the colours that can be seen on the inside. Luxury levels appear to be a little lower than what one would expect from a luxury sedan in this class.
With the right kind of marketing, this is a car which can target a large majority of upwardly mobile consumers of today. Only then the company can expect to meet the challenging target of selling 1200 vehicles in 2013, amidst the current slowdown in the Indian auto market.
