Sales in April were almost cut! How did the supposedly safest luxury car go downhill?

Speaking of domestic luxury brands, in addition to first-line car companies such as BBA, consumers may be more familiar with cadillac, Lexus, Jaguar Land Rover and Volvo and other second-tier car companies that have performed well. However, due to the small base and the problem of brand influence, these second-tier luxury brands are basically surviving in the way of "dimensionality reduction", after all, the strong price reduction makes them have a better cost performance in the face of BBA.

Volvo, known for its "safety", has been crowned the "Prince of Diving" because most of its models have great discounts. Unfortunately, after entering 2022, Volvo's sales have not risen but declined, and even performed particularly badly.

Volvo sales are almost waist-high

According to Volvo's latest sales data, Volvo's global sales in April were 47,150 units, down 24.8% year-on-year. Among them, the Chinese market fell very badly, and the sales volume in the whole of April was only 8579 vehicles, down 47.8% year-on-year, which can be said to be almost cut off.

You know, since Geely acquired Volvo many years ago, it has regained its vitality, and its sales in the Chinese market have grown all the way, and it seems to be very hot. Until 2021, Volvo's performance is still stable, and the overall sales volume has exceeded 170,000 vehicles, which is relatively excellent among the second-tier luxury brands. But looking at the results of 2022, Volvo suffered an unprecedented "disaster", the sales in April were actually not more than 10,000, and the sales in January and April were only 44277 units, and the speed of decline was visible to the naked eye.

The "security" label was gradually torn off

In Volvo's own rhetoric, that's the consequence of the shortage of spare parts. After all, looking at the global market, because the epidemic has led to a shortage of chips, the shortage of components is common. We also do not deny that Volvo has indeed been affected, but sales have been cut down, and obviously there are factors that have their own problems.

In the eyes of most people, Volvo and the word "safety" are inseparable, "the safest car in the world" and "Volvo even wears a seat belt" and other words are deeply rooted in the hearts of the people, which also makes safety synonymous with Volvo and selling points. But behind the large number of gimmicks, there are various recalls.

In particular, in July 2020, Volvo launched the largest recall in history worldwide, recalling 2.2 million vehicles produced between 2006 and 2019. After that, it has carried out many recalls because of the compatibility of the active safety main control module, the hidden danger of the seat belt system and the design error of the installation of the front windshield wiper, etc., and these are more or less related to safety, and it is indeed a bit embarrassing to think about.

More importantly, with the continuous development of the automobile market, most car companies also attach great importance to safety, and the rich installation of various active and passive configurations has greatly reduced volvo's outstanding selling point. Especially in the more than 300,000 models, the safety functions between each other are not much different, so when the proud advantage is not prominent, it is really easy to be hit.

The attitude of indifference is chilling

For Volvo, the most fatal problem is the problem of its own attitude.

In January this year, the Volvo XC60 was on the big side, it was heavily complained about by consumers for suspected reductions, and with 88 complaints, it measured the "champion" position of the train quality network. According to the owner's feedback, the Volvo XC60 produced in October and November last year quietly canceled the load compartment induction door function, and the models before October and after November were equipped with this function, but when buying a car, the manufacturer and dealer did not clearly inform, consumers naturally felt that they had suffered a loss, so the car was complained. Originally, it was not a big deal to solve the problem, but Ervo explained it with "the configuration is subject to the dealer's introduction, and the real car is subject", which is a bit chilling.

It is worth mentioning that Volvo's "one tendon" is not a matter of one day or two days, for example, the problem of low-frequency resonance has been complained about many times, but Volvo said that this is not a quality problem, and has not been given a solution, coupled with engine oil burning, tire pressure monitoring failure, engine failure lights and so on, Volvo basically has not made a complaint list.

It can be said that Volvo's current phenomenon is completely self-made, we do not talk about the price and retention rate, if you can first put the quality of repair, maintenance, warranty are mentioned, do not encounter problems on the blind, Volvo will certainly not decline so seriously. The indifferent attitude to the problem is undoubtedly another straw that overwhelms Volvo.

Editor's note

Maintaining sales by reducing prices alone will undoubtedly not work for Volvo. More attention should be paid to its own various quality problems, as well as the way to solve the problem, if Volvo has been so evasive not to face it, then over time it will hurt itself.

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