Saab cars are still hovering between life and death, the Swedish car manufacturer since April 2011 from the crisis-ridden, was removed several times, did not improve. Now, many analysts believe that, even with Chinese partners to achieve complete cooperation, and its future with great uncertainty.

    But with the representatives of the Swedish Volvo car, but in China, started a new campaign. Was the acquisition of Zhejiang Geely Automobile, Volvo Cars began to re-calibrate their brand positioning. "Human respect" brand slogan indicates that Volvo's brand strategy has been to turn to. Put the user experience to a new height of luxury brands want to return to the first queue is to be out of the Volvo step. Brand positioning adjustments, the Volvo has the kind of impact?

    2011 Äê 30 August to 5 September, the newspaper on the Volvo brand positioning Automobile Research Institute to conduct a survey of the steering. Current survey, a total of 2382 people in the industry to vote. The results showed that 38% believe that Volvo's brand positioning of the clear, can help achieve some of its marketing to enhance the effect. 35% of those who expressed a negative, while 27% of people will not say whether that also "hard to say."

    Glory and a question mark

    Volvo's future development prospects for the global forecast, the domestic industry which is not very optimistic. A few years ago and the brand lost market reduced, by BMW, Audi and Mercedes-Benz top three far behind the Volvo whether repeats similar success is still a question mark.

    August 23, 2011, Volvo released the brand strategic planning in Beijing, "people-centered," "modern luxury experience" and "advantage everywhere" as the three main demands, the original "security, low-key, high-grade "brand meaning has not been highlighted. Volvo Global Marketing Vice President Richard Meng is Snow said, "is positioning the brand concept, we have not even studied the Ming Dynasty furniture."

    After the acquisition by Ford, Volvo, mostly at a loss. Before the acquisition was lucky, the most recent quarterly earnings in the first quarter of 2007. The 2008 financial crisis is even more intensified its loss level. This is a direct firm to sell Ford's determination.

    However, since 2009, Volvo's strength has also been gradually restored. 2009 Volvo Cars of annual pre-tax loss of 6.53 billion U.S. dollars, compared with $ 1.465 billion in 2008, a loss of improvement. From the first quarter of 2010, Volvo is basically returned to profitability and a recovery in the year to maintain the momentum. According to official data released by Volvo, the 2010 full-year pretax profit of 2.34 billion kronor (about $ 360 million), representing an annual growth of 7.525 billion kronor ($ 1.17 billion). Volvo first half of 2011 operating profit of 1.2 billion kronor ($ 190 million), sales growth of 20.3% year on year to 230,746 vehicles as the main benefit in China, Europe and North America vehicle sales growth .

    However, prospects for the Volvo predict future global and domestic industry which is not very optimistic. A few years ago and the brand lost market reduced, by BMW, Audi and Mercedes-Benz top three far behind the Volvo whether repeats similar success is still a question mark.