Why is there such a big gap between Volvo and Mercedes-Benz, BMW, and Audi?
First of all, Volvo's product line is so short that the number of models dwarfed by any of ABB's brands. Volvo only sells the series, while the V70 and XC70 in Europe are both old models, and there are only five main models. ABB, on the other hand, has more than 30 models, covering a wide range of market segments, from entry-level small cars to multi-million supercars. In addition, Volvo's sales network is far less complete than ABB's, and sales are naturally difficult to match.
Secondly, Volvo also lags behind its competitors in terms of service in 4S stores. Although Audi Benz's service needs to be improved, their showroom décor and staff image are high-end. On the contrary, Volvo clearly has a lot of room for improvement in this area.
In addition, Volvo's high cost of spare parts** and the high number of imported parts are also a factor limiting its sales. Due to the use of more costly safety and environmentally friendly materials, Volvo's spare parts** remain high, and some parts can only be purchased in Sweden, resulting in long waiting times for repairs and causing inconvenience to car owners.
There is a view that Volvo should remain its second- or third-tier brand, but this is not true. Every brand has its own ambition and dreams, and should not be limited to a specific market position. As Chinese consumers, we should encourage and support all brands to continue to progress and innovate.