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Brand | Volvo – The Success Story Of Workhorses Of The World

Volvo Success Story | The Brand Hopper

“I travel to the path unknown

I run for the distance not measured

I stop by the halts waiting for the goods

I crave for the journey yet to begin”

If the truck was a living thing, the above poem would reflect its life. Because trucks are the backbone of all the economies in the world. 

Particularly Volvo has been a pioneer in innovation and changed the way in which trucking is done. Started in the year 1928, Volvo has witnessed many ups and downs in its lifetime.

The Journey of Volvo Trucks

The 1920’s: During this period, the trucks were fitted with chain drive systems and rubber tubes. Also, the driver is exposed to the outside environment and changes in engine temperature. Volvo came up with shaft driven system with Pneumatic tires fitted with wooden spokes and a cabin for drivers which does not have the effects of engine and external environment.

Volvo at 1920s | The Brand Hopper Volvo at 1920s | The Brand Hopper

The 1930’s: With the growing competition from the well-established manufacturers of Europe and the approaching World War has forced Volvo to come up with the required vehicle designs and capabilities. It is during this period, Volvo started dominating Swedish roads and began exporting its trucks to other countries.

Volvo at 1930s | The Brand Hopper

Volvo at 1930s | The Brand Hopper

The 1940’s: The experience of making the vehicles for the army in World War 2 has improved the Volvo’s capability of making trucks capable of going through rough terrains which are considered as the basic ability of a truck. Also after the war, Volvo has introduced its first heavy-duty diesel truck which was delayed due to war.

Volvo at 1940s | The Brand Hopper

Volvo at 1940s | The Brand Hopper

The 1950’s: This period has changed the way trucking is done with the introduction of more efficient petrol engines. Also, Volvo has introduced sleeper cabs and power-assisted steering in the trucks for the comfort of long haul drivers.

The 1960’s: The road infrastructure across the world has improved with the introduction of the concept of state and national highways. This has forced the companies to produce more efficient and driver-friendly truck designs. The cabs were fitted with a rubber suspension system, spring seats and improved the design for higher visibility for the driver by fitting higher cabins.

The 1970’s: This is the era where speed matters. So the manufacturers have introduced turbo-charged engines for speed and Tilt cabs for easy maintenance which has revolutionized the trucking industry.

The 1980’s: This period witnessed an increase in the sophistication of trucks. The drivers were particular about their trucks and would like to customize them according to their tastes. So Volvo has to cater the trucks accordingly. For example, in the USA the drivers want their trucks with engines forward and the cabin mounted backward. In Europe, the drivers want their trucks with a cabin mounted on the top of the engine.

The 1990’s: This period marks the beginning of environmental concerns and the manufacturers started designing their trucks with fewer emissions, noise pollution with the help of Information technology.

The 2000’s: This millennium period concentrates on low-cost transportation along with an eco-friendly approach and efficiency. The companies have concentrated on optimizing the processes wherever possible.

The 2010’s to present: This age changed the traditional trucking ways and introduced the futuristic designs and engines. Volvo has experimented with low emissions alternate fuels like methane diesel, electric engines, etc.

Innovations lead by Volvo

Volvo is known for Innovation and Technology. Some of the innovations include

  • The invention of 3 point safety belt
  • Roll Over Stability Control System
  • Side Impact Protection System
  • A pedestrian system with braking
  • Blindspot information System
  • Whiplash Protection
  • Tilt Cabs
  • Turbo Charged Engines

Also Read: BMW – Roads May End, Not The Pleasure Of Driving This Obsession

Major Truck Manufacturers in the world

Company Country of Origin Year Founded
Ashok Leyland India 1948
Daimler Trucks Germany 1926
Volvo Trucks Sweden 1928
Hino Motors Japan 1942
Isuzu Motors Japan 1916
Iveco Italy 1975
MAN Truck & Bus Germany 1915
Mitsubishi Fuso Truck & Bus Japan 1932
Navistar International Corp USA 1902
Paccar USA 1905
Renault Trucks(Now a subsidiary of Volvo) France 1978
Scania Sweden 1911
Tata Motors India 1945
UD Trucks(Now a subsidiary of Volvo) Japan 1935

4P’s of Marketing by Volvo Trucks

Product:

Volvo supplies products according to the needs of the clients. Volvo has a product for every trucking need.

Long Haul Trucking FH series, FM series, VNL Series, VNR Series
Heavy Haul Trucking VNX Series, VAH Series
Heavy Duty Rough Terrain Trucking FMX Series, VDH Series
Light Duty Trucking FE Series, FL Series

Price

It is considered a premium truck brand. As the trucking industry is under immense competition from local and global brands in all the markets, Volvo has followed a competitive pricing strategy to stand its ground

For example in Indian Market

Tata Prima Heavy Duty Tipper costs about 45 Lakhs 

Scania P410 Heavy Duty Tipper costs about 55-60 Lakhs

Volvo FMX Heavy Duty Tipper costs about 80-90 Lakhs

As Volvo is a foreign brand in the Indian market, it has kept its truck’s price higher.

Place

Major Markets Served by Volvo Trucks:

Volvo serves all the continents in the world with a major focus on Europe and North American markets. Every new product introduced is based on these two markets.

Source: Statista

Promotion

Showcasing the ability of Volvo Trucks:

Even though Volvo Trucks are mainly serving the B2B market, their approach to influencing the decision-makers has been unique. Volvo has performed several live tests to showcase its truck’s abilities to the world. These live test videos have got millions of views and are still on the rise. They also introduce most of their new products in the famous Motors shows across the world.

SWOT Analysis

Strength
  • Volvo is a huge MNC with the backing of heavy capital, R&D
  • One of the Leaders in Trucking Industry
  • Diverse brands and Portfolio
  • Joint Venture with Other companies
Weakness
  • Volvo in 2014 has to recall some of the VNL models due to defects. It damaged the brand reputation
  • The Oil Prices and Pandemics have huge impact
Opportunity
  • The lack of advanced technology in developing countries can be a good business opportunity of Volvo to enter and capture the market
  • Can do some acquisitions in these countries to increase its presence
  • Electric and Hybrid Vehicle segment is a growing market
Threat
  • Local Players are catching up with the global players in terms of technology and innovation.
  • Other Global players are also Innovating constantly
  • Strict environmental laws are being implemented in most of the countries which would affect the companies growth
  • New entrants like Tesla

The Way Forward

With the awareness about the environment is increasing across the globe, manufacturing companies has shifted their focus to building hybrid and electric models. Volvo also announced an all-electric range of products to be introduced in 2021. Volvo has also announced some futuristic designs to be introduced in the coming future.

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