As a German young man, I was raised with the intense opinion that the only real premium cars in the world are German cars. This common understanding in the society is both pride of one of the biggest industries and a motor for the development and growth of this economic pillar. Since I became an adult, I started to initially travel across Europe and later intercontinental and I recognized, how different the definitions can be.
Especially in terms of design and by extend of the definition of the borderline between volume brands and premium brands I got in touch with many differences. This result of my observations triggered a thinking process in my mind about the little details, that differs the definition of premium, especially in design, depending on the home market of a brand. Lately my business partners and I did our yearly short trip to the Geneva Motor Show in February 2018. Our goal was to spread our horizon by visiting brands, we haven’t actively worked with in the past. One of them was Volvo – a brand that crossed our minds for a while now. Since the design relaunch in 2015, the new Volvo cars appear so much more attractive than in the past. So we discussed our idea of what has changed in the design language of the Volvo cars. Fortunately, our colleague Viktoria Pietrek worked at the Stockholm office of MINI in the marketing department, guiding the relaunch of the MINI website fo the Swedish market. I did a little interview with Viktoria, that you find in the video below (in German Language).
We discussed the question, what Swedish design is. Our conclusion was, that Swedish design is highly influenced by clear structures, the avoidance of unnecessary details and by the the usage of bright, cool colors. Not surprising, if you consider the living environment of the Swedish with dark and cold winters, this simplistic approach gives guidance and joy in difficult times.
So the design approach and along with that the customers perception is highly rooted in the social backbone. If we transfer this knowledge onto the definition of premium in general, the conclusion lies near, that the Swedish people differentiate a sophisticated brand from the mass production by cleanliness, simplicity and targeted communication.
So we asked ourselves if this Is an appropriate conclusion? From our point of view, it is. I found all these aspects in customer service in Sweden, in the marketing media of Swedish brands, in the way we have been treated on the car shows and in Volvo dealerships. So what is the key learning of our mental journey here?
If it comes to brand communication , we should highly anticipate the cultural aspects in the conception and operation of projects for Swedish brands. By extend, I think this counts equally for all Scandinavian countries and other regions in the world with similar environmental circumstances. But how do you define premium and why is that so? Do you see a connection between your cultural roots and your personal taste? We’re excited to discuss that with you. Just use #fluxxvolvo to get in touch with us.
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