I don't think Volvo has all the eggs in one basket. The current lineup (in my opinion still overly broad for a company its size, but well-conceived) seems to cover a driver's lifespan. Some of the ads are OK, but most of the ones I've seen are generally too existential and bizarre. Here's the cost/quality thing again. To communicate this broad a line effectively will require tons of cash. They need to continue the brand image program (less existential, please) and add positioning advertising for each of the specific reasons. Each program would need to be targeted at particular market segments. Volvo hasn't the financial muscle to put behind this (unless William Clay Ford decides to pull out the checkbook and make it happen). To fund the appropriate advertising strategy would condemn us to another five years of bad light sockets.
--
(98 S70 T5SE misc mods, mostly lighting) (92 940GLE)