The old XC60 is at the end of the product lifecycle with declining branding, product and pricing competitiveness. The new XC60 needs to be launched with a brand-new image to consumers by enhancing the brand luxurious aspect to raise their desire to consider the product. The most important is to substantiate the price premium & increase the sales promptly with disruptive marketing communication.
The emotional needs for this segment generally include:
1) A vehicle to demonstrate the social status
2) A vehicle to show personal life style
Practical and rational needs for this segment generally include:
1) High-tech specs, good driving experience & releasing pressure
2) Balance between the social life and family needs both for weekends and daily working day
The key competitors have tried to occupy different emotions association: Benz GLC “Built for the hero in you” - Become a leader and social undertaker (social class); Audi Q5 “Enjoy freedom” - Be progressive and pursuing inner freedom (personal ideal); Cadillac XT5 “Style that enables the world to create bravely” – A brave innovator (showing the power and courage)
Under the explicit needs of consumers, we discovered a hidden rational hidden: they expect the happiness and relaxation after driving, but not fatigue or tension. Volvo is a human-centric brand that gives enhanced consumer experience via the new XC60. After driving XC60, consumers will be more relaxed and confident to face anything upcoming.
For emotional benefits, an excellent driving experience can inspire consumer to discover more, pursue for quality life and live an extraordinary life
By focusing on Volvo’s differentiated advantages in segment, i.e. the human-centric technology, the product positioning of XC60 is Humanistic Technology Luxury SUV.
We focus on communicating the end benefits that the product brings to consumers: Gives you an extraordinary experience to live an extraordinary life and arrive like never before.
Integrated communication includes : 1) Combining three products’ USPs, associate consumer image with well-known KOLs to share their own extraordinary life stories; 2) Expand coverage of target audience and expand rapidly the product awareness by sponsoring “Chef Nic” program; 3) After the launch ceremony, we invited the cross-industry KOLs to participate in the 720 hours in-depth test drive to endorse the product experience, which quickly creates a large number of initial product WOM to help achieve sales transaction.