Volvo has played the "service card" to fight the second echelon of luxury brands

Economic Observation Network reporter Wang Shuaiguodang intelligence, service, driving fun, personalization has gradually become the chinese car market consumers more optimistic about the bright spot, has always emphasized safety performance Volvo Cars began to seek a new development strategy on this basis. This time, it focused on service.

"The six service commitments are Volvo's more distinctive service projects. Safety is Volvo's undertone label, and linking safety and service will become a unique label for Volvo in the future." Recently, Fang Xizhi, vice president of after-sales service of Volvo Cars Greater China Sales Company, said in an interview with the Economic Observer Network reporter that the service card has become the second card played by Volvo after safety.

Volvo Cars' systematic promotion of service upgrades can be traced back to the Chengdu Auto Show held at the end of July 2020. At that time, Volvo Cars issued six service commitments after-sales service, including free pick-up and delivery of cars, parts lifetime insurance and so on. A year later, at the 2021 Chengdu Auto Show, Volvo launched six major service commitments, deepening the service into the two major areas of sales and after-sales.

"Volvo's six service commitments are characterized by going beyond the concept of service slogans, which we did not use as an advertising gimmick, but as a project to improve the service, and really implemented in the implementation of the after-sales department." According to Fang Xizhi, Volvo Cars' free pick-up and delivery service is unlimited, and some customers even use it 10 times a year, saving customers a lot of time costs.

According to volvo cars' official statistics, since the launch of the free car delivery service, the proportion of customers using the door-to-door pick-up service in the whole network into the factory is 19%, and the frequency of use by each car owner is 1.8 times / year.

In addition, more than 400 customers have enjoyed volvo car parts lifetime warranty services, saving an average of 4,500 yuan per customer; 11,000 customers have used 55,440 days of offspring scooter services, with an average of 5 days per customer. In accordance with the market rental price plan, Volvo Cars has saved each customer a total of 2100 yuan in car rental costs.

In addition to improving the sales and after-sales service level of the vehicle itself, Volvo Cars, which is currently undergoing full transformation to electrification, has also begun to seek to improve the user experience of the new energy vehicle power supply end, including home charging scenarios, fast charging scenarios, public charging scenarios, and emergency scenarios. Among them, fast charging and emergency charging are services specially formulated by Volvo Cars to improve the convenience of customer cars.

Fast charging means that Volvo Cars is equipped with 120KW supercharge piles in 90 dealers across the country, which can realize that consumers can get no less than 90% of the car power after purchasing and maintaining a car; emergency charging is a one-click power-up service launched by Volvo, customers can place orders in the Wo World Mini Program, and Volvo promises to charge to 90% in 3 hours to send back.

User-centered service and service level improvement from sales, after-sales, energy replenishment and other fields is an important measure launched by Volvo Cars in response to the new trend of automobile development in the industry and in order to cooperate with its own electrification transformation, and it is also a major strategic upgrade of Volvo Cars' brand service concept.

In fact, in the domestic automotive market, there is no shortage of luxury car brands that rely on high-quality services to stand out from the fierce competition, such as Lexus and the newly emerging Lincoln Motors. Whether Volvo Cars can build its own complete service system and form a distinctive brand characteristic is related to whether it can further win the market competition.

Judging from the sales data of major luxury brand cars in the Chinese market for the whole year of 2021, Volvo Cars is constantly narrowing the sales gap between Italic and Lexus, which belong to the "second echelon of luxury". On January 5, Volvo Cars released sales data for 2021 showing that it will sell about 172,000 units in the Chinese market in 2021, an increase of 3% over 2020. Cadillac's sales in China in 2021 were 233,000 units, up 1.4% year-on-year; Lexus' cumulative sales from January to November were 202,000 units, down 3.04% from the same period last year.