"Volvo Can Be the Luxury Brand of the Future Because… the World is Turning Swedish."
What was that song? I think I'm turning Japanese, I think I'm turning Japanese, I really think so. Well, apparently not. As an upscale buyer, Volvo wants me to embrace my inner Swede. Only I shouldn't get to feeling special. According to the chairman of Volvo Cars and president of Ford's European division, "We're looking to take customers from everybody." The Detroit News reports that Lewis Booth's immodest (not to say foolhardy) statement comes as part of Ford's decision to take the Swedish brand waaaaaay upmarket, to battle with the likes of Lexus, BMW and Mercedes [NB: no mention of Cadillac]. Booth reckons the move makes sense 'cause car buyers are catching up with Swedish values: "Care for the family, concern for the environment and a design aesthetic that values simplicity over all else." Needless to say, Peter Horbury, the British designer who penned Volvo's new look (and identified the average American Ford customer as "Dave"), agrees. Horbury issued the headline above, as well as declaring "Volvo is bought by somebody who is self-confident enough to make their own decision." So if Volvo is Ford's new upscale brand, where does that leave Lincoln? Perhaps their execs are busy asking each other talar du Ikea?