Volvo Revamps Its Image Catering Toward Mainstream Luxury Tastes
The Record, Bergen County, NJ › March 01, 2004
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Summary
Slowly but relentlessly, Volvo has been rolling away from its old image of a safe and sturdy, if stodgy, manufacturer of tank-like cars for the middle and upper classes, especially those of the liberal persuasion.
The politics image mostly derived from Sweden's broadminded people and take-care-of-everybody government, which were anathema to conservative nabobs.See the full content of this document
Extract
Volvo Revamps Its Image Catering Toward Mainstream Luxury Tastes
There's no question that the company is determined to bury its old image as a purveyor of solid - if sometimes unreliable and expensive to maintain - automobiles. The push i...
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