I have been quite critical over the path that Volvo took for their brand. The premium performance path was just not just open in my mind. I wasn’t alone. Without any doubt H√•kan Samuelsson has directed tho whole organization to an empty spot in the car buyers mind,¬†the smart premium car. The new XC90 has a quite classic Volvo design and was launched with only four cylinder engines. Even though I believe BMW has lower ecological footprint while building their cars and their engines are probably “cleaner” than Volvo’s, perception is almost averting as it comes to brand equity. Volvo probably has more cylinders up their sleeves – but still. A luxury SUV with an friendly attitude towards the environment and people. Yes, that will work..

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