Getting_the_price_right_AutoTalk_Sep_2014_fin英文电子资料.pdfVIP

Automotive GETTING THE PRICE RIGHT - GLOBALLY LAUNCHING THE NEW PREMIUM S60 MODEL - AND A NEW BRAND IMAGE As any auto manufacturer will tell you, getting before market launch saw the new model receive the price right for their models in each market is extraordinary praise from high numbers of the target vital to achieving that all-important market share market in US, Germany and China. An unexpectedly with the target audience. But it’s a challenging high number of drivers also considered the tested part of any global sales strategy. Getting the price prices to be entirely appropriate. right is even more important when introducing a transformed brand to market. Volvo successfully met that challenge when launching the new premium S60 model – and a new brand image - in ADVANCED RESEARCH TECHNIQUES China, the US and Germany. The launch of the S60 in 2009 was crucial for the Swedish car manufacturer’s image transformation, a strategy directed at reaching new target groups Y in the younger premium segment. To do this, the T E I S L brand had to move away from its rationally oriented A I B H A brand to an emotional one. This heralded the end C B R O of the boxy, angular Volvo design to a more elegant U R P P and stylish one. All this had to be achieved without