Volvo changes marketing approach due to COVID-19

Apr. 04, 2021

In light of evolving customer behavior which has accelerated due to the coronavirus (COVID-19) pandemic, Volvo Construction Equipment (Volvo CE), Gothenburg, Sweden, has created a new marketing approach aimed at even closer engagement with the company´s customers.

The shift will involve:

  • Together with dealer partners, an increased focus on local market Volvo branded events to build stronger and more sustainable customer relationships
  • A commercial marketing approach aimed at seamless integration of developing digital and traditional marketing channels
  • Increased investment in digital channels and campaigns to reflect changing customer touchpoints and behaviors

Volvo CE will be refocusing on its own purpose-built audience outreach combining physical, digital and hybrid events. The move will allow for a more flexible, tailor-made offer, however and wherever the customer wants to interact with Volvo products and services, the company says.

The new approach has been influenced by changes in customer behavior and needs which have accelerated during the COVID-19 pandemic. The new approach also reflects increasing demands being made to do business in a more sustainable manner and to reduce the company’s environmental footprint.

“Whilst physical interaction remains very important, we are beginning to see significant changes in the way our customers want to engage with us both digitally and face-to-face. This is driven both by technological possibilities of doing business more efficiently and the increasing need to do business more sustainably,” Carl Slotte, head of Region Europe at Volvo CE.

As a result, Volvo CE has decided not to attend Bauma Munich 2022.

“Despite our withdrawal from next year´s event, we have not ruled out future participation at Bauma or other tradeshows,” Slotte adds. “We will continue to review the way our customers want to interact with us and base our strategy on their needs and demands.”

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