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Volvo to be more aggressive in the marketplace

A more aggressive and competitive marketing stance is to come from Volvo Cars in the future, according to its global chief marketing officer.

Richard Monturo accepted the role 10 months ago with a brief to refine the brand strategy and help rebuild the business.

Under its Chinese owners Geely, Volvo has ambitions to almost double its global sales from 450,000 to 800,000 by 2020.

Monturo told Marketing Week that Volvo will be “more nimble and more opportunistic in emerging markets and customer opportunities”.

It is using insights from consumer behaviour to shape the development of its technology and cars to fit those behaviours, and has also introduced a new brand strapline “Designed Around You".


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