Volvo No Longer Pursuing Premium Market

For a while now, Volvo has struggled to find their position in the North American market. Although incredibly well made, the stoic Swedish automaker simply hasn’t pulled alongside its German rivals, and sales have suffered as a result. In short, buyers hunting for a high-end automobile just aren’t thinking “Volvo.”

And according to the brand’s CEO Stefan Jacoby, they shouldn’t. According to a recent interview with the UK publication Autocar, Jacoby plans to revive Volvo by playing on the brand’s unique Swedishness in order to bring the brand’s sales to the 800,000 units annually he promised for 2020. Himself a veteran of Volkswagen’s school of success, Jacoby knows a thing or two about brand positioning, and the combination of his leadership and Volvo’s exquisite engineering will ensure that this is one brand to watch in the years to come.