La marca sueca comienza, tras su compra por parte de Geely, a definir las estrategias de mercado para los últimos años. Según ha declarado su director ejecutivo, Stefan Jacoby (antes lo fue de Volkswagen USA), la intención es luchar con las marcas premium del sector en igualdad de condiciones.
Los chinos, por el momento, parecen dispuestos a inyectar el capital necesario para el desarrollo. Y es que, en los últimos años Volvo ha mantenido una polÃtica de ventas peculiar.
Lo curioso es que la casa de Gotemburgo defiende una imagen premium en los segmentos inferiores, como es el caso del C30, pero se mantiene como una alternativa ligeramente más económica a las berlinas germanas con su S80.
Según la última información, Volvo quiere plantar cara a los alemanes, aprovechándose del tamaño de su nuevo dueño. Ya han demostrado ser capaces de desarrollar tecnologÃa al más alto nivel (el sistema City Safe es la prueba); ahora tienen que convencer a los conductores de que son una alternativa real.
Al final, y si quieren jugar en el patio de los mayores, tendrán que romper moldes y desarrollar una berlina de representación. El problema es que desde la Serie 100 hasta el reciente S60, nunca han acometido una empresa semejante.
Para el desánimo, no podemos olvidar los que lo intentaron, y fracasaron, antes que los suecos. En la memoria de todos queda la última generación del Ford Scorpio, y entre los modelos actuales, el Volkswagen Phaeton.
Creo que Volvo puede tener mucho que decir entre las marcas premium; ha demostrado tener potencial para revolucionar segmentos inferiores, y con el apoyo de oriente, quizá sea el momento de ir un paso más allá.
En Sobreviraje | Nuevo Volvo S60. Misma tijera para distinto paño.
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