Volvo to drive its marketing segment

Volvo Car Malaysia Sdn Bhd’s new managing director, Nalin Jain said the company wants to do more in the marketing sphere going forward.

He said Volvo Car Malaysia is currently undergoing a huge transformation programme that hinges on three pillars – people, process and technology.

Nalin was appointed Volvo Car Malaysia’s new managing director on March 1, taking over from Lennart Stegland who retired after a three-year stint.

He was the chief financial officer with Volvo Auto India prior to his Malaysian posting and has over 20 years’ experience in the automotive, consulting and technology fields.

For 2019, Volvo Car Malaysia is eyeing double-digits growth in sales this year from the 1,384 units it sold in 2018, driven by the introduction of new vehicles and continued, steady demand for existing models.

He says growth will be boosted by the company’s Volvo XC40, which was launched late last year.

“We have plans to introduce new models later this year, such as the Volvo S60 sedan, which has been well received globally. We will also launch a facelift of the Volvo XC90.

Nalin also says Volvo Car Malaysia will be expanding its outlet network this year.

“We currently have 12 outlets and hope to add three-to-four more this year. We recently also tied up with two new partners and hope to add more.

By expanding our network, we can serve our customers better and of course, be closer to them.”

To that end, Volvo has also launched its first advertising campaign specifically targeting the Malaysian market.

The ‘Drive-In Movies’ campaign from Grey Malaysia was created for the launch of the car marque’s new XC40 range.

The two films tell the personal stories of two of Malaysia’s brightest young upcoming talents, filmmaker Quek Shio Chuan and bartender Angel Ng.

“The new XC40 is a game-changer for Volvo, appealing directly to a younger and more dynamic audience. Quek and Angel are great examples of the modern face of Malaysia, and it’s great to be able to show the agility of the new XC40 against the backdrop of our beautiful country,” explained Rema Chetty, marketing and PR director of Volvo Malaysia .

In a bid to drive an uptake in test drives, hidden throughout the films are special XC40 codes which, when sent via a WhatsApp number, automatically enters viewers into a competition to win a test drive experience at the Majestic Hotel in Malacca.

Graham Drew, Grey Malaysia executive creative director added: “We’re so lucky to be able to shoot in such richly textured places as Chinatown. But the problem with most car films is that people just watch them and move on, it doesn’t occur to them that they can drive that amazing car they just watched.”

The campaign will run across Facebook, Instagram and YouTube and be supported by a print campaign in The Star containing a mini smartphone projector, enabling anyone to project the new films on their wall.


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