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Volvo's senior vice president of strategy, brand and retail, Bjorn Annwall highlighted the importance for the brand to be relevant and genuine and sending out a credible message in an interview with CNBC.

Anwell further emphasized on how marketing can't be just about making stories but should actually reflect the change and not just the message that 'something is changing.' Anwell gave the example of the Volvo Ocean Race, a round-the-world sailing contest, and this year used the event to collect data on the concentration of harmful microplastic in the sea in different parts of the world.

He told CNBC's Willem Marx that rather than just showing the Volvo name in conjunction with a race like that, the company is making something meaningful about it by focusing on the problem with plastic and micro plastics in the ocean and then thinking how can cars be designed with a higher content of recycled plastics.

Volvo is aiming for 25% of the plastic in its cars to be recycled by 2025. Volvo is further expecting 50% of cars coming off its production line to be sold via subscription.

Volvo's president and chief executive Hakan Samuelsson told CNBC that their car is going from (an) investment (of) capital goods in to a consumption per month and that consumption we call, really, is the freedom to move, which is really the beauty of a car. You can move wherever you want, whenever you want, but it has, of course, to be in a sustainable, personal and safe way."

Volvo in its latest campaign celebrated modern families with updated 'family parking' icons.

The Drum’s Social Purpose Awards are now open for entry.