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Ford taking risky step by moving Volvo upscale
As Ford gets ready to sell premium brands Jaguar and Land Rover, many have anticipated that Ford will also give up on Volvo. However CEO, Alan Mulally has repeatedly killed rumors of Volvo beings sold to other brands. Ford now wants to move the Volvo brand upmarket, hoping to replace what Jaguar and Land Rover once did for Ford.

Last month, Ford executive, Lewis Booth met with 300 of Volvo’s top managers and showed them a few slides of the company’s third-quarter results. Volvo, once again, failed to profit. He left the managers with one message... Read Article
Ford taking risky step by moving Volvo upscale



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iamdabest1iamdabest1 - 12/3/2007 9:27:45 AM
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i like volvo but i dont know if people really cross shop volvo and bmw-mercedes-lexus.

maybe volvo-infiniti-acura-cadillac. they need to add muscle to their engines and maybe make their designs more bold like cadillac.
even their new c70 convertible, very nice inside and out, but nothing amazing..... also VERY under powered.

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M35MTM35MT - 12/3/2007 1:26:49 PMView My AgentSpace
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Volvo doesnt have cars that compete directly with Infiniti/Cadallic.


EnnNorakEnnNorak - 12/3/2007 4:52:41 PM
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I hate Volvo's transversely mounted engines -- not the engine itself but the fact that it runs East-West instead of North-South. I also hate their marketing practices that include charging extra for paint. Volvo cannot move upscale without serious loss of sales.


1995e341995e34 - 12/3/2007 11:07:06 AM
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volvo buyers are a unique crowd. while they may not cross-shop vs bmw/audi/benz, you may see a volvo wagon in the same driveway as any of those. the yuppie family wagon before the suv epedemic started

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M35MTM35MT - 12/3/2007 1:23:48 PMView My AgentSpace
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They have to do more than just jack up the price. The S40 shares components with the Mazda3, a FF platform. The entry level lux game is rear drive sport sedans, exuding luxury and class, not luxury and quirk (although there's nothing wrong with that, why cant they stay true to their niche?)

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S4cabriofoxoneS4cabriofoxone - 12/3/2007 8:44:54 PMView My AgentSpace
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I don't even think the S40 is all that luxurious. To me the interior looks like a slab of gray-ness with a strip of metal going through it.


ThierryHenry14ThierryHenry14 - 12/3/2007 1:28:36 PM
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Its just that Volvo has relied on Safety for years, and now that Safety is not an issue for any other manufacturers, they need a new marketing "tool".

I think that Volvo has things confused. They need to make their cars more powerfful/appealing. I know that myself, or anyone looking to purchase a vehicle have never mentioned the name Volvo while shopping for cars.

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EnnNorakEnnNorak - 12/3/2007 4:56:53 PM
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kaisersozedude, you hit the nail right on the head. I can't think of anyone who would buy it even today at a bargain price. Maybe Cerberus?

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ahk288ahk288 - 12/4/2007 12:49:56 PM
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I'm 19 and I completely agree with this post. Last summer I was in the market to replace my 1995 850 wagon and during the preliminary search, my dad said if you get an Audi or BMW it's more prone to damage than a Volvo. I don't think that Volvo isn't regarded as a high end luxury car because my s60 gets a ton of compliments, but the compan is so much more isolated to its demographic than other high end makers. When have you ever seen a professional athlete put 24s on an s80...it's just unheard of. So I think that since there isn't market penetration from Volvo into a different aspect of society, the name still applies to New England soccer moms.

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