Volvo Car UK’s new marketing strategy director Mike Johnstone is set to “introduce an entirely new product portfolio to an entirely new type of customer” after joining from Harley-Davidson.
Johnstone joins Volvo from the post of international director of marketing at Harley-Davidson and will take responsibility for developing and implementing an integrated marketing strategy to help support Volvo's ambitious growth targets.
Johnstone said: "With Volvo's incredible new range of premium cars – and with more desirable products just around the corner – now is the perfect time to help the company market these cars to a new, wider audience."
Volvo sold 46,696 cars in the UK in 2016 – its highest annual sales figure for 25 years – and has targeted 60,000 registrations a year in the UK by 2020.
Models such as the new XC60 and the recently announced XC40 compact SUV will be pivotal to this, and will attract a fresh, younger audience to the brand to go alongside Volvo's traditional loyal customer base.
Jon Wakefield, managing director of Volvo Car UK, said: "Volvo is expanding rapidly in the UK, and we have the rare opportunity to introduce an entirely new product portfolio to an entirely new type of customer. Mike's expertise will be invaluable in achieving this, and I am delighted to have him on board."