Volvo Chief: Anti-Flash Backlash Lifts Our Boat
Auto industry types tend towards hopeless optimism. On Friday, the Detroit Free Press gave the car biz’s rose-colored eyewear wearers an RTL (reason to live). “ Big drop in March auto sales could be bottom, analyst says” sings the Freep’s now-standard, pre-monthly sales results tune: sales suck, they’re about to REALLY suck, but that’s it. We’ve hit bottom. Only this time the best the Freep can do is ONE auto analyst (Edmunds’ Jesse Toprak) and this money shot: “It is unlikely to get much worse.” Citation? “There has been encouraging economic news in the last two weeks. Housing starts rose 22% from January to February. Factory orders for durable goods such as home appliances increased 3.4% in February.” Yes, well, meanwhile, Volvo CEO Steven Armstrong told Autocar (or someone) that the NFSW world economy is good news for the brand that screwed itself by going upmarket. “We have a real opportunity for Volvo with respect to premium positioning. As people cut back, it becomes a little less acceptable to flaunt your money. Buyers who still want to reward themselves but don’t want to be ostentatious give us a great opportunity.” So great Ford can’t wait to ditch the brand.
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NFSW = No F#%king Swear Words
”We have a real opportunity for Volvo with respect to premium positioning. As people cut back, it becomes a little less acceptable to flaunt your money. Buyers who still want to reward themselves but don’t want to be ostentatious give us a great opportunity.” The scientific name for such hopeful thinking is "whistling past the graveyard."
Remember the good old days when Volvos were distinct, reliable, and reasonably priced? Then they went fwd.....