Hannah certainly didn’t get enough time, just one weekend, in our S60 R-Design, but it seems we made an impression worth passing along to you guys.
Years ago, pre-www.com time, the only way to get information about products was advertising – that’s what made Ad Men so important. Advertising was king of information distribution. In Volvo world, we used advertising to tell a story about how tough, sporty (well sort of), and reliable a little car from Sweden could be and what it offered America. If you were sparked to learn more you had to visit a Volvo dealer.
Customers usually visited our dealers at least three times before purchasing a car, and there were stages of visits: brochures, fact finding and buying.
- Brochures. Most customers never wanted to talk with salespeople. They would come in, look for our brochure rack, grab what they needed and basically run out.
- Fact finding. This was the funny stage. Wearing tweed jackets, with a yellow writing pad under their arms, they would have a list of questions for a salesperson. Honestly, we called them “Yellow Padders.” They just wanted facts and usually left the dealership shortly there after.
- Then, if we did everything right, they’d come back in to buy.
Volvo’s were not for young people. They were for those who were expecting their first child and wanted a safe car. At that time we had the safest cars being offered, certainly nothing made domestically even came close. And today? Well you know I can not say we have the safest cars but you tell me which brand you would like to trust with your family.
Hannah had fun and I think came away with a much different understanding of what we are and where we are going. Check out why she has a crush on us in the Forbes article below.
Enjoy a safe weekend.