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Know your customers: Volvo

There are 540,744 Volvos currently registered in the UK, making the Swedish premium brand the 16th most favoured marque among UK consumers.

One in 10 of those vehicles is a company owned vehicle. Female owners account for only 19% of Volvo’s registrations.

As can be expected with a premium brand which specialises in family transport (56.75% of its parc are estate cars), one in five Volvos is driven on a private registration plate, one in three has automatic transmission and two in three models have engines of at least 1,949cc volume. 

The longevity for which the Volvo brand is renowned is backed up by DVLA figures which show 36.5% of all UK Volvos are older than 10 years – that’s almost 200,000 cars, including significant numbers of 850, 940, 440 and 740 models.

Another 20%, or 100,000 cars, are aged seven to 10 years. This suggests that a strong value-priced service offering could help holders of the Volvo franchise to compete with independent specialists in the aftersales market.

In the UK the top 10 locations for Volvo dealers to target their services are Birmingham (3.03% of the Volvo parc), Chester (2.25%), Reading (1.98%), Peterborough (1.9%),
Guildford (1.89%), Nottingham (1.78%), Sheffield (1.71%), Tunbridge Wells (1.63%), Leicester (1.61%) and Southampton (1.49%).

However together these 10 cities account for only 19.27% of all UK Volvos.
Among the Volvo parc are a few unusual conversions. The DVLA figures include 308 limousines, 243 hearses and 255 ambulances.

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