Volvo Cars Ltd, a premium passenger vehicle manufacturer and distributor was founded in 1927 in Sweden by Assar Gabrielsson and Gustaf Larson. The Volvo vision is to be the world’s most progressive and desired premium car brand. Believing global success will be driven by making life less complicated for people, while strengthening our commitment to safety, quality, and the environment.
In 2016 Volvo Car Ireland had annual sales of 2009 units which represents 1.37% of the total market in Ireland and 10.8% of the served premium segment.
In Ireland, the premium automotive brands represent 27% of the entire market. Volvo cars are benchmarked against the premium car manufacturer Audi, BMW, and Mercedes. The main segments that premium brands compete in are the CD and DE Segment.
Volvo Car Ireland has a smaller share of both segments – CD –Volvo S60 (8.1% of Premium Segment) and the DE segment with the Volvo S80 (1.1% of Premium Segment). For many years, Volvo did not have the product to compete in these segments however in recent times the introduction of the Volvo S60 and most recently the S90 have addressed this shortfall.
Volvo needed to increase sales of their executive Saloon segment. In particular, they focused on the Volvo S60, a compact executive saloon. Previous National campaigns communicating discounts and increased specification failed to achieve any significant improvement in sales. An introduction to Wrkit (formerly Groupschemes) enabled Volvo to specifically target the corporate customer with an enhanced offer over and above what they would normally receive through a Dealership or Leasing company. The unique offer was limited and exclusively available to specific companies under the Wrkit umbrella.
The Solution & Outcome
Working closely with our team, Stephen Teap, Corporate Sales and Used Car Manager for Volvo selected twenty IT companies. An enhanced offer and supporting competition were simultaneously communicated to draw attention. Our Communications team developed three customised e-newsletters which saw an average of 183 offer clicks.
The communication translated to 16 registrations directly attributed to the Wrkit campaign.
“The campaign was a great success for us. The team at Wrkit really know their client behaviours so they were able to give us some great advice when it came to deciding who to target with the offer.” Stephen Teap – Corporate Sales and Used Car Manager