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06 May 2021
Volvo differentiates on product safety
Brand positioningMarketing to womenAutomakers & marques
Volvo successfully leveraged thousands of datapoints to create a campaign that championed gender equality in automotive testing cars – and further demonstrated its brand values in making this research available to the entire industry.
Why it matters
Safety is a fundamental requirement in the automotive industry. But the auto industry’s testing is traditionally based on a male crash test dummies, meaning that the needs of women can often be overlooked.