Article by:
Mark Rechtin
The tricky thing when trying to establish your brand as a player in the luxury stratosphere is pushing yourself past merely premium accouterment. This is what confronts marketers from marques such as Acura, Buick, Genesis, Infiniti, and Volvo when proving bona fides against established German luxury.
Volvo has long produced sturdy premium vehicles with just enough elegance to justify the higher purchase price over a loaded vehicle from a mainstream brand. But now we're seeing vehicles from Gothenburg like the S90 and V90 (and from what we hear, the redesigned XC90 coming next year) that place Volvo firmly on the luxury shopping list against the dominant German brands. Read the full article here.
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