Reference no: EM133118299

Case Study : Volvo Case

Volvo adopted a new design approach in the 1990's. This update of the brand's product design, called "Revolvolution", provided a remarkable boost to brand perception. The influence of Revolvolution has been truly visible in the design of the recent Volvo models that incorporate consistent, easily recognisable, design features. But more than just focusing on a few details of the car, Revolvolution has concerned a considerable shift in thinking towards a more distinctive Volvo identity.

The new Volvo design approach has a strong strategic basis. On the one hand, the new design language marked a revolutionary shift in the Volvo design history from the era of "boxy" design emphasising functionality - that had became a trademark of the brand - to an approach stressing dynamical and emotional characteristics. On the other hand, and most importantly, the new approach is still grounded on the prevailing Volvo core identity attributes, safety and Scandinavian values, that have a long history and form a major part of the perception of Volvo brand. The new approach is yet another evolutionary phase in the Volvo design history. The design elements not only include physical references to certain historical Volvo models.

The new design approach seems to preserve the brand heritage well and thus strongly maintain brand recognition. The corner stone of the brand, safety, has still been kept as the main point of focus. The key concept of Volvo design, "emotion with safety", is communicated through various design features and characteristics. Consistently used and strategy-driven design has strengthened the position of Volvo as one of the most distinctive brands in the automotive industry.

Question 1: What are the factors behind Volvo adopt a new design approach in 1990's?

Question 2: Emotional touch of consumer with the product will affect design and redesign of a product.