[sustran] Volvo (auto) cuts safety features on India market

[Todd Edelman]

Foreword:

Even if - like me - you are sceptical about "lane departure warning and 
pedestrian detection technology" actually being able to help a lot, what 
is clear is that many people are not interested in everything Volvo 
offers, BUT want to have their cake and eat it, too, since from the 
outside the vehicle will look just as posh as the cars which are 
equipped with these things. They could even pretend... or get confused:

I can imagine a subversive anti-urban automobile advert where either a 
driver thinks that they are in their family's vehicle which has these 
extras, but is mistaken and hits someone..... and of course - from the 
opposite side of the windscreen - the mother of a child who runs into 
the street, with her thinking "oh, it's okay, that Volvo has that new... 
"---- SPLAT!

 From Todd, former Volvo driver against urban Volvos

**********

Volvo (auto) cuts safety features on India market

Published: 12 Aug 11 11:24 CET
Online: http://www.thelocal.se/35504/20110812/

In a bid to increase its automobile market share in India, Volvo has 
announced that it will make more low specification versions of its range 
available, with fewer safety features and smaller engines.

"The strategy is a response to the growing demand in India for high end 
cars but at lower prices," Spokesman Stefan Elfström told The Local.

“Like many other luxury car makers we are reacting to consumer 
preferences in India, where they are very price sensitive. We have 
decided to offer smaller engines, the T5 for example, instead of a six 
cylinder engine, and made other modifications so we can be more 
competitive,” he added.

The car maker is planning to launch cheaper versions of its high end 
cars, including the popular XC60 och S60, but without certain safety 
equipment that is, according to Volvo requested less often by buyers in 
the Indian market.

Features such as lane departure warning and pedestrian detection 
technology, which automatically slows the car down when it detects 
pedestrians nearby, are to be jettisoned to make the cars more 
price-competitive, which will help increase sales.

"With the introduction of lower specification cars, we are looking to 
increase our market share threefold,” said Elfström.

In India, Volvo sold 150 cars last year.

“We hope to be reaching four figures this year,” said Elfström.

The company will not forgo the fully equipped versions of the cars 
altogether though.

"We will still offer a version with everything included, but this is the 
same strategy as our competitors in India like Audi and BMW,” he concludes.

Geoff Mortimore (news at thelocal.se/08 656 6518)




-- 
Todd Edelman
Green Idea Factory / SLOWFactory

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