How to improve sales performance

At the recent Guangzhou Auto Show, Volvo Cars launched the crossover with the new model V40 Cross Country. In the face of a complex auto market, Fu Qiang, President and Chief Executive Officer of Volvo Car Sales China, disclosed that Volvo’s sales in China should be at least Increased by more than 20%.

On the eve of the auto show, Volvo Life Miracle Club was established in Guangzhou. However, this club is not the owner of the traditional sense of the club, there is no meeting, racing or other club activities often organized. The club is the exclusive owner of Volvo Cars. The club members are Chinese consumers who have survived major Volvo car accidents in major traffic accidents.

On the same day, the first batch of Chinese members came to the event and received a membership certificate from Fu Qiang, President and CEO of Volvo Cars China Sales Corporation. From the safety car structure half a century ago, the three-point seat belt to the first backward-looking child safety seat in the 1960s, the establishment of the Volvo Traffic Accident Investigation Team in the 1970s, the SIPS side impact protection system in the 8/90s, and the WHIPS head and neck Safety protection system, to today's all-round urban security system, pedestrian airbags, especially in the field of children's vehicle safety, Volvo car safety technology continues to increase.

"China is Volvo's second home market." Fu Qiang revealed that Volvo's vision is to achieve "zero casualties."

When it comes to the V40, we cannot but mention the V60, another model launched on the market earlier this year. This sport utility model now has a monthly sales of more than 500 units. In this relatively narrow market segment, the monthly sales of competing models are basically in double digits, and the V60 may be the best-selling segment in this segment.

For this year's results, Fu Qiang revealed that the entire luxury car market has grown by approximately 20% this year, while Volvo sales have remained basically the same as before, failing to keep pace with the overall market growth. He predicts that the luxury car market will still grow at around 20% next year, and Volvo must also exceed 20% to exceed the overall growth rate. In May this year, Volvo’s share in the relevant market segment has fallen below 4%, and now it has returned to around 4.6%.

This year, Volvo sales in China have not changed much. Fu Qiang said in an interview that he is not satisfied with this phenomenon. He also indicated that sales performance is not what the next dose of potion can produce. This may be a It is at the expense of long-term benefits. “We have seen too many similar situations in this industry. We are quick to punch in the short term, leaving a lot of problems for a long time and affecting sustainable development.” Fu Qiang said that the efficiency of the channel should be improved next.