Volvo Cars.
Case Study #1
Volvo Cars USA and Global go for this Scandinavian approach, similar to Thule Group. While catering to the European market, Volvo’s brand design has also become their signature for differentiating themselves in the North American market, a market where everyone is saying look at me, “this feature will allow the car to stop itself.” But what makes this “Moments” commercial from Volvo appealing to viewers is what has yet to come. We wonder with “Hannah,” the little girl, what her life will be like.
Yet at a moment’s notice, dreams, and hopes that have yet to happen can be taken away. But with Volvo’s Pedestrian Protection, Hannah can continue to wonder, if she didn’t lose her chance at life because of Volvo. We innovate for you.
Brand Design
Because it’s relatable.
Why do so many manufactures reference Volvo?
Everyone likes something that they can relate to. From spilling coffee to grabbing stuff out of the trunk with friends, we put ourselves into their shoes. We see how we fit into that lifestyle. It’s such a small detail but it’s what most manufacturers marketing in the US avoid. American culture tends to fixate on patriotism, how their product is made in the US, or how this product will change your life. There’s a lot of patriotism in American culture and it can sometimes be difficult to relate or become too commoditized in the US market.
Another way Volvo differentiates itself from other manufacturers is in its color pallet. Similar to IKEA, their color pallet has a balance of rich tones while still having depth to their tones, with a soft feel. It’s dramatic, without being charismatic.