What a turnaround.
Not that long ago, Swedish marque Volvo would have been considered one of the fussiest, if not one of the more unreliable European marques money could buy. And while the company has spent a mind-boggling amount of money changing the way they’re perceived as a brand, there’s always been a nagging concern that despite the handsome design and groundbreaking technology, the cars themselves were just as fussy and unreliable as they ever were.
But it seems that whatever concerns there may have been, they were misplaced. In the 2019 J.D. Power UK Vehicle Dependability Study, which canvassed more than 11,000 people on their ownership experiences, Volvo was ranked the highest among all the premium brands listed. This, as Volvo puts it, “confirm[s] the success of Volvo’s comprehensive brand renewal,” and we’re inclined to agree.
“We can have no finer judges of our achievements than the people who choose to drive our cars. Their advocacy is the perfect affirmation that our strategy for renewing our brand is giving them the products, service, and support they require. We are capturing the imagination & enthusiasm of Britain’s motorists, witnessed in the record-breaking sales momentum we have achieved so far this year.” – Jon Wakefield, Managing Director, Volvo Car UK
While it’s agreed that Volvo’s strategy on product renewal is reaping benefits, what’s been made obvious since the introduction of the XC40 small-SUV is that the company is capable of letting their fun-side out too. Hopefully the company will look to inject a bit of that joy and fizz into the rest of the range because if they do, the sky’s the limit for the Gothenburg brand.