Located in the brand experience center of iapm, the golden landmark iapm in Shanghai, Volvo recently opened its doors after a comprehensive renovation and upgrade, preparing to become the "second living room" of the city for exclusive users.
According to Chin Peiji, President of Volvo Cars Greater China Sales Company, volvo brand experience center (Shanghai) has been expanded in the second phase on the basis of the first phase, which combines product experience and lifestyle, from core functions to functional highlights, and adds a product in-depth experience hall, including vehicle display, BAUER Vejian audio-visual experience, configuration optional experience, and boutique display, making it one of the most comprehensive Volvo brand experience centers in the world.
It should be pointed out that the upgrading of the Volvo Brand Experience Center in Shanghai is also Volvo's further reflection on the concept of sales and service under the direct operation model.
As we all know, the rapid rise of new energy has promoted the establishment of new sales models. The most intuitive change is that more and more car brands continue to pour into the bustling areas and major supermarkets, through the establishment of brand centers to obtain more exposure and close the distance with users.
Channel innovation breaks the traditional sales concept of automobile brands, but for any brand, how to go further with users under the direct operation model and provide users with more valuable services is the significance of direct operation.
Volvo's direct sales model was first applied to the sale of XC40 pure electric version. Volvo has stationed its own sales consultants in major 4S stores, using online one-price pricing to sell XC40 pure electric version. After that, Volvo used the agency direct sales model to sell THEREGGE T8 (plug-in hybrid) models. Agency system direct sales means that although the main body of sales is still a distributor, it has an independent city center exhibition hall to display and sell products.
In more than a year of exploring the direct sales model, Volvo has gained a new understanding. In fact, the brand experience center emphasizes the sense of belonging to the home, and the so-called second living room is actually a living social space provided by Volvo for users. Whether it is the exquisite afternoon tea or the atmosphere of the audio-visual theater created by the top sound of Borgward Vegen, Volvo hopes to create an authentic Nordic lifestyle that allows more people to experience the Nordic philosophy of happiness.
At the same time, the Sport Aesthetic Pure Electric SUV Volvo C40 RECHARGE also ushered in the debut of the city exhibition hall. As the most resolute traditional luxury brand in the electrification transformation, C40 Recharge announces Volvo's new offensive to open the electric era.
It is worth mentioning that with the continuous introduction of electric vehicle models, the transformation of the direct operation model has become more and more determined, and Volvo is taking advantage of the momentum on the road to electrification. In March this year, Volvo was the first among luxury car brands to announce that it would fully electrify by 2030, becoming a pure electric luxury brand, and all pure electric models would only be sold online.
According to the data, Volvo RECHARGE model sales accounted for 26% of global sales in the third quarter, a record high. Among them, plug-in hybrid models accounted for 22% of total sales in the third quarter, and pure electric vehicles accounted for 4% of sales.