What are the criteria for a luxury car?Is it the design and configuration of the vehicle, or the history and reputation of the brand?For Volvo's Mr. Fang Xizhi, the standard of luxury cars is the ultimate service. He believes that no matter how luxurious the vehicle is, it cannot be called true luxury without the support of excellent service. Next, we'll take a closer look at how Volvo Cars is defining luxury standards with ultimate service.
In fact, many consumers do not have so many bells and whistles for brand services, and only hope that brands can think about what they think and understand their real needs, but now there are too many "luxury" services in the industry, which are actually "flashy". For example, some brands take helping users plan marriage proposals as a service highlight, and interpret luxury as the so-called "private customization", but never invest in maintenance and warranty.
Volvo's concept of luxury is different from others. They believe that the true luxury experience should not only be the enjoyment brought by the product, but the peace of mind and pleasure created by every detail in the whole life cycle of buying and using the car. At the 2021 Chengdu Auto Show, Volvo announced six new sales service commitments, which are the perfect embodiment of Volvo's luxury concept: "fill up a tank of fuel", "official gift for delivery", "wait for you to nine o'clock", "test drive as you like", "taste Wo refreshments", "Recommend and enjoy good gifts". Every seemingly "simple" policy has given the actual benefits to users, and even the pragmatic national goddess Gao Yuanyuan is willing to become the chief experience officer of "wholeheartedly committed".
For example, "filling up a tank of gas" gives many car owners the "pleasure" they should have. The policy of "filling up a tank of fuel" can be said to have broken the unspoken rules of the automotive industry, so that every new car taken from Volvo has a full tank of fuel, which brings the owner the pleasure of picking up the car and leaving. Although consumers are not short of this tank of fuel, they can feel the intimate warmth that Volvo brings to consumers in this way.
Since such a simple step can give users a better experience of picking up the car, why is no car company willing to break it?Even Mercedes-Benz, the leading luxury brand in terms of sales, why hasn't it made a move in this regard?Because to truly "care" about the user's feelings, it requires the investment of real money. Someone calculated an account for Volvo, based on 500 yuan per tank of oil, calculated according to Volvo's annual sales of 16.63 million units in China in 2020, the implementation of this policy means that manufacturers will spend 80 million yuan more per year. However, Volvo still insists on showcasing its service features to enhance the customer experience.
Imagine if the friend mentioned above bought a Volvo XC90 and wouldn't complain to me. What consumers have always wanted is warm and considerate service. Volvo's brand philosophy is "people-oriented", and it is this "wholeheartedness" from the invention of the three-point seat belt to the sharing of a free database of safety-related research fields.
We can clearly feel that Volvo Cars takes the ultimate service as the luxury standard, and is guided by this to continuously improve the level of its products and services. This concept of focusing on user needs and experience has not only won the love of consumers, but also made Volvo occupy a place in the global luxury car market. Fang Xizhi, Vice President of After-sales Service of Volvo Cars Greater China Sales Company, said, "In the future, Volvo Cars will continue to improve the level of after-sales service, continue to improve the level of after-sales service, and provide customers with more perfect after-sales solutions." "In the future, we expect Volvo to continue to adhere to this philosophy and lead the entire automotive industry to a higher level of service and service.
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