Ads shifted again to efficiency, most pointedly within the “Naughty Volvo” TV ads from 2010, which featured Volvos in showy high-speed maneuvers with a keening guitar soundtrack.
That similar yr, Volvo tantalized automotive buffs with a C30 idea automotive developed in partnership with Polestar racing, a brutish 405-horsepower all-wheel-drive capturing brake in a vivid blue coloration variously known as Rebel Blue, Cyan or “Swedish Racing Green.” When Volvo mentioned it might convey 250 limited-edition Polestar C30s to the States, it appeared Polestar’s AMG second had arrived.
Car corporations have sub-brands like AMG, STI and Abarth for good purpose. High-performance automobiles might be finnicky and costly to purchase and keep. The sub-branding retains these irksome traits from tarring the picture of the day-to-day autos. And it impresses automotive opinion makers with what an organization can produce when let off the leash.
But in 2010, on the peak of the efficiency push, Ford, which had bought Volvo in 1999, bought it to Zhejiang Geely Holding Group in China. It was the tip of Polestar’s obvious AMG ambitions. When the Polestar C30 arrived in U.S. dealerships in 2013, it had a modest 10 % extra horsepower than the inventory mannequin.
And therein lay a lesson in picture administration. Plans set in movement usually take 5 years to play out, each for manufacturing and advertising and marketing. Volvo’s message shift to efficiency left its monopoly on security susceptible. The cheaper Subaru mounted a problem. A 2006 print advert for its Tribeca S.U.V. was headlined, “Airbags Save Lives. All-Wheel Drive Saves Airbags.” Safety-focused advertisements continue today. Richard Muir, an account director at Volvo’s advert company from 2014 by 2016, recalled that “Subaru stole safety while Volvo was asleep at the wheel.”
Between the change in Volvo possession and shifts in advertising and marketing, the Polestar model turned hazier.
When Geely purchased the Polestar title from its racing associate (now Cyan Racing) in 2015, it repurposed Polestar as a brand new model of electrical automobiles and an innovation lab for Volvo.
Adding to the jumble, as we speak Polestar calls itself an unbiased model, though Volvo nonetheless presents a Polestar Engineered V60 T8 wagon, an electrical hybrid.