How Volvo Lost The Plot

This article makes several points well worth revisiting. Written by Eric Friedman in 2017, it continues to resonate with even greater relevance now halfway through 2019.

Eric begins with our shared history.
Depending on your sense of history, you might remember when Volvos were deemed “boxy but nice.” Maybe even farther back you recall the sleek P1800. But no matter what era you’re from, you almost certainly equate Volvo with safety. And believe it or not, Volvo’s advertising hasn’t followed the plot in a long time, and through the disaster that was Ford’s ownership, the brand is still trying to claw back to what it once was. Volvo’s advertising highs and lows are a direct window into how that happened.
Read the full article here . . .