It is currently the most embarrassing period for Volvo products and brands.
[1] The current model is slowly not competitive, and the new platform and new products have not yet landed.
Technically, Volvo's products can be simply divided into 40, 60, 90 series. The 40 Series uses the CMA platform, and the 60 and 90 Series use the SPA platform.
After Geely acquired Volvo, it has now absorbed a lot of the technology of the Volvo brand. Whether it is a CMA platform or a SPA platform, Geely's models are also widely used. This has actually affected the sales of Volvo products to some extent. Because users will feel that since the core technology is the same, why not buy a cheaper Geely or Lynk & Co?
Secondly, from the product point of view, Volvo's flagship model is XC90, this car has been rumored to be domestic, especially after bmw X5 has been determined to be domestic, the price may drop to more than 500,000, then it is in the same price range as the imported XC90. Then the pressure on the XC90 will be even greater. And the Volvo XC90 with the same platform as the Lynk & Co 09 has also been listed. It's almost the shell replacement of the Volvo XC90. The lowest price of this car is less than 300,000 yuan. Therefore, the XC90 is also under great pressure.
[2] High-end electric brand Polar star did not succeed
On the road to the development of new energy vehicles, Volvo and Geely jointly launched the Polar Star brand. The brand's original models were developed on volvo cars. It is precisely because it is too much like Volvo, so users feel that they lack the unique characteristics of the brand. Therefore, sales volume is also average. Later, it was rumored that in some second-hand e-commerce websites, PoleStar cars were sold at a 50% discount. It also casts a shadow over the brand's development.
It was only recently that Polestar acquired a unique design language through Polestar O. However, this model has not yet been officially produced, so before the car is officially produced, it is also an embarrassing period for the brand.
[3] Affected by the high-end of autonomy, the rise of new forces, Volvo survived in the cracks
As a second-tier luxury brand, Volvo originally could follow the BBA, but from last year's sales, we can see that Volvo not only has a relatively large gap with BBA sales, but even Tesla, Hongqi these brands, but also a lot ahead of Volvo. And like the ideal, Weilai, these new domestic car-making companies, are also eyeing Volvo's status. So at present Volvo is equivalent to surviving in the cracks. Therefore, for Volvo, it is also an embarrassing period of development.
[4] Before the launch of the new electric architecture model, it was the most embarrassing period for Volvo products and brands.
Volvo was able to give Lynk & Co the most advanced SPA platform because Volvo is already preparing to use the next generation of electrified architecture. Volvo plans to fully electrify in 2025, when the proportion of pure electric models will reach 50%, and the remaining 50% will be hybrid models, and strive to become a luxury pure electric car company by 2030.
It is said that Volvo's model based on the new electrification architecture will be launched this year, and the first model may be a replacement model of the XC90. The most obvious changes in the new models are to increase the weight of software and hardware, enhance the intelligence of vehicles, and strengthen the safety concept through intelligent equipment.
So before the launch of this new model, that is, now, on the one hand, its own technology has been used by Lynk & Co Geely, on the other hand, a new model, a new platform has not yet come out. So now is volvo products, the most embarrassing period for the brand.