[Asia Economy Reporter Suyeon Woo] Recently, as it has become known that famous celebrities prefer Volvo cars, the Volvo brand is gaining attention among consumers as well. It is said that key figures in the entertainment industry are consecutively purchasing Volvo vehicles, recognizing Volvo's safety and Swedish-inspired design sensibility.
According to the industry on the 4th, top star couples such as Yeon Jeong-hoon & Han Ga-in, Rain & Kim Tae-hee, and Lee Hyori & Lee Sang-soon are known to own Volvo's flagship sport utility vehicle (SUV) XC90 as their personal cars.
It also drew attention to Volvo's safety once again when it was revealed that the couple Park Ji-yoon and Choi Dong-seok, who were involved in a wrong-way driving accident on the Gyeongbu Expressway recently, were riding in a Volvo XC90 at the time of the accident. Photos from the accident show that the vehicle's hood was severely damaged, but fortunately, the announcer Park's family inside the car reportedly sustained only minor injuries.
It is also reported that couples Yeon Jeong-hoon & Han Ga-in and Rain & Kim Tae-hee chose Volvo's flagship SUV model XC90 considering their children's safety. The XC90 is interpreted as being the choice of many celebrity couples due to its outstanding safety, which is the primary condition for selecting a family car. Actor Jo In-sung also attracted attention in 2018 when he personally purchased two XC90s at a Volvo dealership. It is said that he ordered one XC90 each for his father and himself.
Not only celebrity couples but also idols like Hwasa from MAMAMOO are often seen driving Volvo vehicles on TV. On the TV variety show "I Live Alone," Hwasa from MAMAMOO was shown driving while listening to music in a Volvo compact SUV XC40.
Consumers believe that celebrities choose Volvo cars because of the brand image reflecting practical Swedish sensibility and excellent safety. The celebrities' purchase of Volvo vehicles has sparked renewed interest, effectively generating viral marketing among consumers.
Riding on this marketing effect, Volvo sold 10,570 units in the domestic market last year, achieving the brand's first-ever entry into the "10,000-unit club." Although some consumers have expressed dissatisfaction due to increased waiting lists amid explosive popularity in the domestic market, Volvo has set a conservative target of around 12,000 units this year.
Rather than blindly increasing sales volume, Volvo plans to enhance the "quality of sales" by simultaneously building service and network infrastructure. Volvo Korea announced plans to invest 150 billion KRW by 2023 to strengthen services such as the service network, currently operating 27 service centers nationwide, which will be nearly doubled to 52, and expanding work bays from 160 to 312.
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