Volvo is re-positioning its brand, from safety and family-orientation to design, craftsmanship and modern luxury.
A luxury concept car, Concept Universe, was unveiled at Auto Shanghai. We launched it to media and consumers by asking for their reactions.
Car design is usually kept very secret, but we invited consumers to share their thoughts, and feedback was collected and brought into the design process. Five months later Concept You was introduced at Frankfurt Auto Show.
The Concept You launch outperformed all quantitative and qualitative objectives, and made up for a great positive buzz around Volvo in 2011.