Q] Could you start by telling us more about the Reverse Project initiative? How has the process been and how was it working with Dia Mirza?
By 2040, Volvo wants to be carbon neutral, and we have a strong commitment to sustainability. With projects like the Reverse Project, we hope to promote more significant change in addition to selling electric cars. This initiative, which was started in partnership with the Associated Chambers of Commerce and Industry of India (ASSOCHAM), calls on people, groups, and drivers to help undo environmental harm. For every Volvo EV sold, we plant five trees, and for other EV owners who register, we plant four trees. With trees planted in line with their dedication to sustainability and the number of kilometres driven, even non-EV customers can participate in this. We have planted more than 10,000 trees thus far. A highlight of the project is the turning of a Ghaziabad garbage yard into a thriving urban forest, demonstrating how even little actions may have a significant impact. Additionally, actress and environmental advocate, Dia Mirza has been instrumental in raising awareness and inspiring participation, amplifying the project’s reach and success.
Q] With younger generations actively becoming involved in the car-purchasing process, what steps is Volvo taking to engage with them?
India’s youthful demographic is driving new aspirations, and Volvo Car India, is adapting its strategies to resonate with this dynamic audience. Understanding that luxury cars are becoming more and more popular with younger consumers, we are using high-visibility events, strategic partnerships, and digital-first initiatives to engage them in a genuine way. Through partnerships with individuals like Dia Mirza, Volvo is able to meaningfully engage with Gen Z and eco-conscious millennials. Volvo is creating a brand that fits with the beliefs and lifestyles of its younger customers by emphasising sustainability, safety, and personalisation—values that are very important to them—and connecting with them on the digital channels they use.
Q] What does your marketing mix look like?
Our marketing approach is carefully designed to create impactful connections with our audiences through digital platforms, immersive customer experiences, and strategic dealer activations. We’ve allocated a significant portion of our resources to Digital - leveraging social channels, targeted marketing and engaging content to reach a wider audience, particularly those passionate about sustainability. This Digital presence allows us to continuously share updates, celebrate milestones, and invite people to become part of this journey with us. We also have several other immersive experiences. To top it all off, we organise some activities at dealer locations as well. That’s broadly the mix that we use.
Q] How has Volvo Cars’ marketing strategy evolved in recent years, especially in the Indian market?
We are evolving with digitalisation and sustainability trends to connect better with our audience. Putting the emphasis on online engagement, we’ve built a strong digital presence through social media, online platforms, and immersive experiences like launching the XC40 Recharge in the Metaverse during the pandemic. Sustainability is key as we transition to becoming an all-electric company. Initiatives like Green Dealerships, which promote solar power, and online EV bookings reduce environmental impact. Our experiential approach includes exclusive events, test drives, and the Tre Kronor Club, offering personalised, luxurious experiences for electric car buyers. Rooted in Scandinavian minimalism, we blend innovation with sustainable luxury.
Q] In the year 2024, Volvo Cars India manufactured their 10,000th car in India. What are your plans for the future?
As a sign of our strong commitment to the Indian market, we reached the milestone of assembling 10,000 cars in India and plan to expedite the next 10,000. As of June 2024, we had delivered more than 1,000 electric cars (EVs) in India, demonstrating a positive shift in customer attitudes towards sustainable mobility as electrification gains traction. With models like the XC40 Recharge currently on the market and others like EX30 and EX90 in the pipelines, plans are in place to introduce one EV per year. The shift to EVs aligns with India’s push to reduce emissions, cut reliance on imported crude oil, and leverage domestic energy production. India saw over 4 million automobile sales in the last two years. Furthermore, India’s auto sector achieved a significant milestone and became the third-largest car market in the world last year. With this momentum, India has a chance to take the lead in the EV revolution as a result of this expansion, which is in perfect harmony with the worldwide trend towards electric vehicles (EVs). The switch to EVs is both strategic and timely, with the ability to create jobs and improve global status. As a brand, we want to lead this change and accelerate our transition to the forefront of the electric vehicle market.
