Volvo needs to stop copying the Germans says new CEO
Stefan Jacoby, Volvo CEO since August, has urged the Scandinavian outfit to get back to its roots and ‘stop copying the Germans’.
Jacoby wants the brand to focus on building more luxurious cars and to strive for more simplicity in its styling.
He is currently in the process of drawing up a strategy for expansion for the firm, directed by new Chinese owners Geely, who bought Volvo back in March.
The new strategy is expected to take the next six months to formulate, and it is understood that the main aim will be to double Volvo sales to 800,000 by 2020 with careful expansion of the model range.
Jacoby has also taken the opportunity to express his wariness of the company building a rival to the BMW 7 Series, despite company chairman Li Shufu having publicly expressed his enthusiasm for the idea.
He said: ''You can immediately recognise you’re sitting in a BMW or an Audi and I don’t think Volvo is there yet. Volvo at the moment is not sharp enough or in harmony with what the brand stands for.''
Credit: Fifth Gear
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