沃尔沃近日发布了新的营销战略“Volvo Way to Market”，未来沃尔沃汽车集团将以行业首创的模式开展市场营销及销售工作。车厂未来将增加广告投入，同时更多依赖在线销售。不过，这并非意味着沃尔沃不再重视传统的经销商网络建设。沃尔沃汽车集团市场营销、销售及客户服务高级副总裁艾伦?维瑟表示，在可预见的未来，在汽车经销商网络中仍将以经销商为主。目前，沃尔沃试水在线营销已经获得成功，新款XC90 First Edition一共1927辆车仅47小时就售罄。维瑟表示，未来在线订购的消费者仍将采用在经销店提货的模式。此外，沃尔沃汽车集团总部计划逐步减少全球车展的参展频次，但仍会积极参加三大重点市场的国际车展，如：欧洲的日内瓦车展、中国国际车展（上海/北京）以及美国底特律车展。同时，沃尔沃将自己组织新产品展示会。最后，沃尔沃将减少对体育赛事的赞助，但将加大对沃尔沃环球帆船赛的投入。

 

Volvo aims to sell cars online and cut back on auto shows

Volvo has released details about a new strategy called "Volvo Way to Market" which will overhaul the company's marketing plan.

 

The Geely-owned automaker will increase its advertising budget and will focus on its digital presence as Volvo will start selling cars online. However, this doesn't mean the old fashioned way of buying a vehicle will be gone as Volvo sales chief Alain Visser told Reuters that "we don't see a car distribution network without dealers in the foreseeable future."

 

We remind you Volvo has already successfully tested selling cars online with the XC90 First Edition as all 1,927 units were purchased in just 47 hours. According to Visser, in the future those who will order a Volvo online will "still go through the seller network for delivery."

 

Another aspect of the Volvo Way to Market strategy refers to cutting back on auto shows as Volvo will focus only on three events: Geneva, the alternating Shanghai/Beijing and Detroit (NAIAS). The Swedish marque also says they plan on organizing their own events where the new products are going to be presented.

 

Lastly, Volvo will reduce its sponsoring activities with the exception of Ocean Race for which the company will enhance commitment and funding.