[Editor's note: Today (April 23) is World Book Day, and it has been 27 years. On this special day of reading, revisit the words of the writer Maugham: Reading is a refuge to carry with you, and a study room can resist this imperfect world. Under this epidemic, let us carefully read a good book to resist the ravages of the virus and enhance the power of expulsion. From Gothenburg to the Bund, a book that interprets the Volvo brand from a literary perspective. In this way, we may wish to follow the footsteps of literature to perceive the beauty brought by automobile culture and humanities. 】
From Gothenburg to the Bund 01 Prologue.mp35:28
From Heyan Parade
The whole book is writing Volvo, but it is not only Volvo, but also about Volvo's people, whether it is car owners, employees, or suppliers, dealers, the book will cherish life, love life, dare to take responsibility of the characteristics of the show vividly, they and Volvo's brand culture is integrated, Volvo is them, they are Volvo.
Yuan Xiaolin
Senior Vice President, Volvo Cars Group
President and CEO of Volvo Cars Asia Pacific
At the beginning of 2021, I met Mr. Yan Guangming at an event, and talked about the brand concept, historical heritage, and the integration of Nordic culture and Chinese culture with him for more than a decade from Volvo Cars. Talking about the depths, Yan Guangming said that why not write a book and talk about the connotation carried by Volvo from a cultural point of view, "That will be very exciting, volvo's story deserves to be understood by more people", he said at the time.
By the end of the year, the inspiration that had come to me had turned into a thick stack of manuscripts on my desk, and I was honored to be the first reader. With the delicate brushstrokes unique to Shanghai media people, Mr. Yan comprehensively sorted out volvo's three brand characteristics of "safety, sustainability and personalization" through three dimensions: "history and humanities", "ethics and faith" and "pursuit and ideal". In particular, he uses the characteristics of the two cities of "Gothenburg and Shanghai" as the entry point, which not only establishes a clever connection between Volvo's Nordic "background" and China's "development", but also "peeks into the leopard" and interprets Volvo's global brand culture from the perspective of Shanghai.
The whole book is writing Volvo, but it is not only Volvo, but also about Volvo's people, whether it is car owners, employees, or suppliers, dealers, the book will cherish life, love life, dare to take responsibility of the characteristics of the show vividly, they and Volvo's brand culture is integrated, Volvo is them, they are Volvo. Teacher Yan is not limited to "On Volvo", the historical changes of China's automobile industry are handy, the narrative pattern can be described as profound, not so much that this is a book about Volvo, but rather that he takes "Volvo" as a microcosm, showing the inheritance and development of the entire automobile industry.
The word "automobile" is not only the pearl in the industrial crown, but also contains a rich heritage and inheritance, condensing the wonderful development of mankind in the past century. What always resonates strongly in this book is that it always grasps the line of "culture", expounds volvo's development in the context of the development of the entire society, and fully demonstrates the social value and humanistic value of the development of the automotive industry. The word "car" does not only mean a means of travel or a few technologies, "car" is an extension of life, to create a better life. This is the thickness and weight represented by the "car", and it is also the core force of the century-old history and future development of the automotive industry.
In the face of industry changes, Volvo has always said that it must grasp "change" and "unchanged", what has changed is the change and development of technology, and what has not changed is the brand inheritance and its cultural attributes. What is Volvo's culture is always people-centered, always respecting nature and respecting life, behind which is the flow of love and life, is the expectation and unremitting creation of a better life. These qualities have universal significance, and these qualities are timeless.
Mr. Yan's book provides a good perspective for everyone to understand Volvo Cars, and more importantly, Volvo is also an entry point for everyone to understand the cultural heritage of the automotive industry. Recognize that this book may bring greater value to everyone.
Thank you to Mr. Yan Guangming for his love and hard work for Volvo Cars, and also to all the friends who support Volvo. Rich in the heart, in order to get rid of the superficial similarities in life. I would like to encourage you all!
(This article is excerpted from "From Gothenburg to the Bund", by Heyan Parade, published by Shanghai Jiao Tong University Press.) ）