Why "Volvo" cars are not mentioned in most luxury car discussions

rahulch · 23rd March 2010, 21:54

This is a general discussion regarding an observation about luxury cars available in India.
I live in Scandinavia and can see a good following for Volvo cars here. Going through most discussions regarding luxury cars available in India and being discussed in the forum, I note that "Volvo" cars are conspicously absent. Are S40, S60 and S80 no match to the continental competitors like Audi, BMW or Merc?
I am very much impressed with Volvo cars and would like to have one when back in India.
So, I am hoping to hear expert opinions from widely experienced team-bhp family. :-)

avishar · 23rd March 2010, 23:57

The main reason why volvo cars are not taken in same breathe as the german trio is because:
1.The brand awareness of volvo is not very high in India.
2.Volvo does not have an USP per se,for eg like we associate BMW with driving pleasure,Audi with technology and Merc with well the 3 pointed star,volvo has not been able to create a niche for itself.Across the world volvo is synonymous with safety,that does not work well in India
3.Also maybe the designs are a bit on the bland side(although the new s60 looks brilliant).
4.Very low dealership coverage in India.

All said and done Volvo does make brilliant cars,but sadly they are just not clicking in India.

Thad E Ginathom · 24th March 2010, 00:26

Quote:

Across the world volvo is synonymous with safety,that does not work well in India

Where's the weeping in absolute despair smiley?

Their other European USP used to be reliability, especially reliability in bad, frozen weather. I guess that was before the Japanese made reliability "normal" for a car!

Oh, and longevity. The cars my parents used to buy in UK forty or so years ago used to rust away astonishingly quickly: you never saw rust on a Volvo!

ishaanranderia · 24th March 2010, 01:34

yeah i really hope the new s60 hots things up cause sure does look sexy

architect · 24th March 2010, 01:58

Perceived brand value is very important for luxury car buyers in India and the Volvo is known in India as a maker of luxury buses and part owner of Eicher CV.

In India, they can be called "Stealth Luxury". You may want the luxury and the comforts but if you don't want to shout it aloud, this is the car for you. Something similar seems to apply to Nissan's current offering, the Teana.

The "Stealth" part seems to apply to dealers too, because you can hardly see any of them.

McLaren Rulez · 24th March 2010, 09:50

Quote:

Originally Posted by Thad E Ginathom

Their other European USP used to be reliability, especially reliability in bad, frozen weather. I guess that was before the Japanese made reliability "normal" for a car!

Oh, and longevity. The cars my parents used to buy in UK forty or so years ago used to rust away astonishingly quickly: you never saw rust on a Volvo!

True. Volvo has this website where their owners post the number of miles on their Volvo and the longevity is astonishing.

Would it be fair to say that if you want the 'thunk' as well as reliability, a Volvo is the way to go?

MileCruncher · 24th March 2010, 12:03

I think the major reason for Volv's low numbers in India is primarily due to less brand awareness. People buying cars in the 30L+ segment want a certain degree of snob value and the "ahh" factor from other which is absent for Volvo.

Personally I love volvo especially the V70 in the present gen.

sandeepmdas · 24th March 2010, 13:35

In addition to avishar's points:
Very low visibility (advertising) and brand awareness; For e.g: many in Trivandrum, Kerala are aware about the presence of Audi, BMW, Merc in Cochin; only a few were aware about the presence of Volvo in Cochin till the city hosted the Volvo ocean race.

Having that said, the very action of bracketing Volvo along with Audi/Beemer/Merc/Jaguar is debatable, isn't it?

architect · 24th March 2010, 14:12

Quote:

Originally Posted by sandeepmdas

Having that said, the very action of bracketing Volvo along with Audi/Beemer/Merc/Jaguar is debatable, isn't it?

Why would you say that? Aren't they equally refined and luxurious? Just curious.

Thad E Ginathom · 24th March 2010, 14:31

Originally, Volvo's selling point was not luxury --- but safety and reliability. The 1960/70s cars that I remember were, in many respects, rather boring. The classic Volvo Estate had all the design flair of a wardrobe on wheels.

Gilead · 24th March 2010, 14:43

There are also too many Volvo buses running here. Even regular buses sometimes have a Volvo sticker at the back. Many of these buses are badly maintained. This has diluted their brand to some extent.

MileCruncher · 24th March 2010, 14:44

Quote:

Originally Posted by Thad E Ginathom

Originally, Volvo's selling point was not luxury --- but safety and reliability. The 1960/70s cars that I remember were, in many respects, rather boring. The classic Volvo Estate had all the design flair of a wardrobe on wheels.

May be I'm in minority here but love the Volvo 740 Estates especially their no nonsense straight designs.

Quote:

Originally Posted by Gilead

There are also too many Volvo buses running here. Even regular buses sometimes have a Volvo sticker at the back. Many of these buses are badly maintained. This has diluted their brand to some extent.

By that logic, Mercedes should not have launched their bus series and should also drop plains for their Actross. Extending it further, TATA as a CV manufacturer shouldnot bought JLR as no body would buy them

Gilead · 24th March 2010, 14:57

MileCruncher, I am yet to see a Mercedes bus on the road. And ask anyone about Mercedes and the first thing that comes to mind is a luxury car, not a CV. It's the other way around for Volvo. And the JLR cars don't say Tata at the back do they?

Speeding@160mph · 24th March 2010, 15:09

As far as India is concerned - Luxury is MBA - Mercs, Beemers & Audi (now)! These will always be the first preference for the upwardly mobile, recently affluent and old monies.

It will always be a select niche customer which will pick a Volvo over a BMW or a Jaguar over the Benz.

Whoever said 'The Japanese made 'reliability' standard' - hit the nail on the head!

Nobody here would pick a Volvo over its german counterparts - anybody care to disagree? Scandinavian dude doesn't count!

- ps which scandinavian country do you live in Rahulch?

ikoneer · 24th March 2010, 15:20

The state of the Volvo has been limited to the luxury bus in India. A common man will know Volvo as a bus.

We are now very happy to travel in a Volvo bus because of the comfort, sturdiness and safety.

Guess the company did not market the brand beyond this.

23rd March 2010, 21:54	#1
rahulch Newbie Join Date: Oct 2008 Location: Delhi Posts: 15 Thanked: 0 Times	Why "Volvo" cars are not mentioned in most luxury car discussions This is a general discussion regarding an observation about luxury cars available in India. I live in Scandinavia and can see a good following for Volvo cars here. Going through most discussions regarding luxury cars available in India and being discussed in the forum, I note that "Volvo" cars are conspicously absent. Are S40, S60 and S80 no match to the continental competitors like Audi, BMW or Merc? I am very much impressed with Volvo cars and would like to have one when back in India. So, I am hoping to hear expert opinions from widely experienced team-bhp family. :-)
	() Thanks

23rd March 2010, 23:57	#2
avishar Senior - BHPian Join Date: Oct 2008 Location: kolkata/bangalore,india Posts: 2,901 Thanked: 4,142 Times	The main reason why volvo cars are not taken in same breathe as the german trio is because: 1.The brand awareness of volvo is not very high in India. 2.Volvo does not have an USP per se,for eg like we associate BMW with driving pleasure,Audi with technology and Merc with well the 3 pointed star,volvo has not been able to create a niche for itself.Across the world volvo is synonymous with safety,that does not work well in India 3.Also maybe the designs are a bit on the bland side(although the new s60 looks brilliant). 4.Very low dealership coverage in India. All said and done Volvo does make brilliant cars,but sadly they are just not clicking in India.
	() Thanks

24th March 2010, 01:34	#4
ishaanranderia BHPian Join Date: Dec 2009 Location: mumbai Posts: 167 Thanked: 57 Times	yeah i really hope the new s60 hots things up cause sure does look sexy
	() Thanks

24th March 2010, 01:58	#5
architect Senior - BHPian Join Date: Apr 2008 Location: Ghaziabad, U. P Posts: 1,359 Thanked: 764 Times	Perceived brand value is very important for luxury car buyers in India and the Volvo is known in India as a maker of luxury buses and part owner of Eicher CV. In India, they can be called "Stealth Luxury". You may want the luxury and the comforts but if you don't want to shout it aloud, this is the car for you. Something similar seems to apply to Nissan's current offering, the Teana. The "Stealth" part seems to apply to dealers too, because you can hardly see any of them.
	() Thanks

24th March 2010, 12:03	#7
MileCruncher Senior - BHPian Join Date: Jan 2009 Location: MH01 Posts: 4,235 Thanked: 589 Times View My Garage	I think the major reason for Volv's low numbers in India is primarily due to less brand awareness. People buying cars in the 30L+ segment want a certain degree of snob value and the "ahh" factor from other which is absent for Volvo. Personally I love volvo especially the V70 in the present gen.
	() Thanks

24th March 2010, 13:35	#8
sandeepmdas Senior - BHPian Join Date: Feb 2005 Location: Varkala Posts: 1,536 Thanked: 2,489 Times	In addition to avishar's points: Very low visibility (advertising) and brand awareness; For e.g: many in Trivandrum, Kerala are aware about the presence of Audi, BMW, Merc in Cochin; only a few were aware about the presence of Volvo in Cochin till the city hosted the Volvo ocean race. Having that said, the very action of bracketing Volvo along with Audi/Beemer/Merc/Jaguar is debatable, isn't it?
	() Thanks

24th March 2010, 14:31	#10
Thad E Ginathom Distinguished - BHPian Join Date: Jun 2007 Location: Chennai Posts: 10,990 Thanked: 26,378 Times	Originally, Volvo's selling point was not luxury --- but safety and reliability. The 1960/70s cars that I remember were, in many respects, rather boring. The classic Volvo Estate had all the design flair of a wardrobe on wheels.
	() Thanks

24th March 2010, 14:43	#11
Gilead Senior - BHPian Join Date: May 2009 Location: Chennai Posts: 2,142 Thanked: 60 Times	There are also too many Volvo buses running here. Even regular buses sometimes have a Volvo sticker at the back. Many of these buses are badly maintained. This has diluted their brand to some extent.
	() Thanks

24th March 2010, 14:57	#13
Gilead Senior - BHPian Join Date: May 2009 Location: Chennai Posts: 2,142 Thanked: 60 Times	MileCruncher, I am yet to see a Mercedes bus on the road. And ask anyone about Mercedes and the first thing that comes to mind is a luxury car, not a CV. It's the other way around for Volvo. And the JLR cars don't say Tata at the back do they?
	() Thanks

24th March 2010, 15:09	#14
Speeding@160mph BHPian Join Date: Aug 2008 Location: Delhi Posts: 185 Thanked: 6 Times	As far as India is concerned - Luxury is MBA - Mercs, Beemers & Audi (now)! These will always be the first preference for the upwardly mobile, recently affluent and old monies. It will always be a select niche customer which will pick a Volvo over a BMW or a Jaguar over the Benz. Whoever said 'The Japanese made 'reliability' standard' - hit the nail on the head! Nobody here would pick a Volvo over its german counterparts - anybody care to disagree? Scandinavian dude doesn't count! - ps which scandinavian country do you live in Rahulch?
	() Thanks

24th March 2010, 15:20	#15
ikoneer BHPian Join Date: Aug 2007 Location: chennai Posts: 486 Thanked: 14 Times	The state of the Volvo has been limited to the luxury bus in India. A common man will know Volvo as a bus. We are now very happy to travel in a Volvo bus because of the comfort, sturdiness and safety. Guess the company did not market the brand beyond this.
	() Thanks