How to subscribe to a car

Volvo has something new coming out of the garage. Care by Volvo allows one to subscribe to – not own – a car.

Volvo’s latest campaign by agency of record Grey New York aims to position a new strategy as a behavioral sea change, predicting that owning a car will one day be seen as just another thing people “used to” do.

What Volvo wants to do is make life “less complicated” for consumers. To that end, its new ad highlights the do-not-own-a-car policy and an app that is called Care by Volvo. The brand’s new model, the Xc40 has a new sales strategy. It has come up with a two-year deal that includes an insurance policy underwritten by Liberty Mutual and an option to switch vehicles after one year in order to cover for standard wear and tear. Consumers simply use the app to sign up and a concierge will arrange delivery of the car to a local dealer.

The company, on its part, also believes that the simplified process will bring in new consumers – some of whom may have thought that they would never be able to own a car. The new scheme, points out Volvo, is not rental, it is ownership.

Source : http://www.adweek.com/brand-marketing/volvos-new-campaign-and-app-promote-a-radical-concept-subscribing-to-a-car/