At a glance

Volvo, the auto marque, has found success in Brazil through a transformation effort in how it reaches consumers and operates behind-the-scenes.

Why it matters

The automotive industry is transforming rapidly, with driving habits changing among younger consumers. A growing consciousness of the environment and clogged city streets are also reshaping attitudes towards cars.

Takeaways

  • Volvo’s messaging in Brazil has aimed to achieve relevance across the buyer journey – an approach it has called “assertive” marketing.
  • Its campaigns have tapped into particular events, as well as social-media trends, to engage consumers.
  • A focus on car safety remains at the forefront of Volvo’s strategy, but has been activated in intriguing ways.

Volvo has driven record-breaking success in Brazil through a multi-year brand transformation.