Volvo Cars (Sweden)
The Volvo name is among the best-known in the international automobile industry, even if its sales fall well behind those of other US and European manufacturers. In particular the brand is renowned for its introduction in 1959 of perhaps the most significant development in automotive safety, the three-point safety belt, and it retains a reputation as one of the world's safest cars. The business has been entirely separate from Swedish truckmaker AB Volvo since 1999, when it was acquired by Ford. Following disappointing performance, it was put up for sale by its American owners a decade later and was eventually acquired in 2010 by Chinese manufacturer Geely for $1.5bn. Performance has recovered significantly. The Volvo brand inhabits the lower end of the premium market, competing with Audi, BMW and others. Volumes for 2014 were a best-ever 465,866 vehicles. Top-selling model the XC SUV is a solid challenger to BMW's X series and similar models. The first model developed under Geely's ownership was the 2nd generation VC90 launched in 2014. China overtook Sweden and the US to become Volvo's biggest market, but it remains the #1 brand by far in its original home market. China, Sweden and the US together account for over 40% of sales. Revenues for 2014 were approx E14.3bn. Hakan Samuelsson is CEO. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Capsule checked 26th October 2015
Recent stories from Adbrands Weekly Update:
Adbrands Weekly Update 18th May 2017: It's comparatively unusual for one ad to be banned or withdrawn in a week, let alone three. Two spots were withdrawn by their makers - a grotesque Mother's Day spot by DDB Chicago for Mars-owned Skittles, and a rather more heartfelt mother and son spot for McDonald's from Leo Burnett London which was accused of exploiting bereavement for commercial purposes. More dramatic perhaps was the ASA decision to actually ban Grey London's ad campaign for Volvo's Life Paint, a double Cannes Grand Prix winner in 2015. The spray paint makes clothing reflective in car headlights, but the ad suggested that it had a similar effect on the frame of bicycles. In fact, a different product was used on the bike shown in the ad. Though this was mentioned in a small print disclaimer at the bottom of the screen, the ASA ruled that the bike featured so prominently in the ad that the overall effect was misleading and potentially dangerous. Luckily, no mothers, sons or deceased fathers were involved.
Adbrands Weekly Update 24th Aug 2016: Ads of the Week "Song Of The Open Road". Grey New York channels Walt Whitman in this handsome spot for Volvo, launching the new S90 luxury sedan. Whitman is always a solid go-to if you're looking for the epic poetic, but he's rarely used. The last time we can remember is W&K's Levi's Go Forth back in 2009. Here, the voiceover is his Song of the Open Road. But since this is Whitman's poem and not our rumpled central character's, what *is* he writing in his Hopper-esque late night diner?
Adbrands Weekly Update 2nd Jun 2016: Ads of the Week: "Prologue". Here's an excellent new spot for Volvo Cars from Forsman & Bodenfors, centring on Sweden's Zlatan Ibrahimovic, one of the likely heroes of this month's UEFA Euro football tournament. This is not a man afraid of a bit of self-mythologising, and he burnishes his legend with considerable style and power in this film. And let's face it, it's a pretty impressive story, making Zlatan a poster boy for European immigration. Though he probably wouldn't choose such a role for himself: it's not quite legendary enough.
Adbrands Weekly Update 25th Jun 2015: Ads of the Week: Cannes Grand Prix for Promo & Activation and Design "Lifepaint". Volvo Cars is turning out to be one of the big winners to-date in the Cannes Lions Festival, collecting no less than three Grand Prix so far. The top prize in Promo & Activation went to Grey London for its Lifepaint campaign for Volvo Cars, promoting a reflective spray to make cyclists more visible at night to drivers. The same campaign collected a second Grand Prix a few days later for Design. Grey New York picked up the Grand Prix in the Direct category for another clever campaign for Volvo, crashing the Super Bowl conversation with a social media-based giveaway. Super Bowl viewers were invited to tweet the carmaker every time they saw someone else's car ad to say who they would give a Volvo to.
Adbrands Weekly Update 2nd Oct 2014: Ads of the Week: "Seek Feeling". Grey London's debut global campaign for Volvo is moody and beautiful and deliberately low-key. Lovely photography too, designed to strike a chord with the sort of woman driver who might choose to go night surfing in the middle of nowhere entirely on her own just before a storm rolls in while leaving her car unattended onshore with the doors open and motor running. Which - let's face it - probably isn't too many people... We hope all three of those crazy ladies decide to buy a Volvo next time round.
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