Showing off has never been part of the Volvo brand

Safe, solid and understated in a Swedish way, or a wannabe luxury brand according to a Chinese taste for excess and ‘bling’: that’s the debate causing ripples at the top of Volvo Car. This article describes the dillema Volvo is facing in finding the right balance between conquering the Chinese market or staying true to its original Scandinavian roots and staying away from building a luxury sedan car. The difference between low and high on the FEM/MAS dimension combined with difference in status orientation (PDI).