Volvo makes music with cars, YouTube users to attract young buyers
Volvo has a few buyers problem right now. Like Automotive News note and JD Power The data shows, the average age of buyers for one of the brands’the best-sell models on the older side – around 60 years old. To look at why that’s a problem for Volvo, that average is about a decade older. than Buick’s average buyer age. And that’s a The brand used to have some of the oldest buyers in the industry. Therefore, Volvo is trying to reach younger buyers, Iroughly… the unique way.
To be more specific, trying to attract young people or even using cars to Compose music, Not a first for automakers. In fact, companies often use advertising, Notable approaches to Reach younger buyers. Chevy for example have a whole extreme sports / stunts thing when the brand launched Sonic compact in early 2010S. Volvo’s approach is a little different.
Volvocollaborate with a YouTuber as Andrew Huang, made a video basically Stomping use XC60 instead of broom and garbage can. Serious. The video is just over a minute long and includes scenes of seat belts, door and hood closing, infotainment system beeps, etc.
Head of Marketing at Volvo,Leigh Moynihan, called video a unique way of reaching audiences. “We wanted the opportunity to see if we could create a new piece for the XC60 that would introduce to our audience in a new and engaging way the various features of the vehicle. ” she speaks. And if the automaker really trying to reach a younger audience, they are on the right track. At least as far as the background is concerned. Moynihan said that using Huang’s YouTube channel as a platform for videos helps brands reach “the target market is people aged 25 to 44 years old. Huang’s subscribers are 25 to 34 years old”.
Video uploaded on August 30 and has had almost 35,000 views so far. One a lot of the reviews are positive. Even so, time will tell if all this translates to a traffic of young people going to dealers for payments and later purchases. XC60.