Getting the price right for their models in each market is vital for car manufacturers to achieve that all-important market share with target audiences. But it’s a challenging part of any global sales strategy. Here we look at how Volvo met that challenge when launching the new premium S60 model – and a new brand image – in the US, Germany and China.
The launch of the S60 in 2009 was crucial for the Swedish car manufacturer’s image transformation. The brand wanted to....