Pursuits
Volvo Cars CEO Jacoby Aims to Move Brand ‘Upscale’
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Volvo Cars Chief Executive Officer Stefan Jacoby said he will reposition the Swedish carmaker as an “upscale” brand as he aims to take on luxury leader Bayerische Motoren Werke AG.
“I’m very committed to bring Volvo to where it belongs, in the top league of the premium manufacturers,” Jacoby told journalists today at Volvo’s Gothenburg headquarters. “We cannot say, ‘just do what BMW is doing.’ We need to find our Swedish-based definition of what Volvo should deliver.”