• Sweden edition
 
Volvo cuts safety features on India market

Volvo cuts safety features on India market

Published: 12 Aug 2011 11:24 GMT+02:00
Updated: 12 Aug 2011 11:24 GMT+02:00

"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 (mortimore.geoff@gmail.com)

Your comments about this article

17:53 August 12, 2011 by kshatriya
first axe would fall on the airbag, ABS would become optional.
23:00 August 12, 2011 by local-aam
Congratulations! as Volvo people are rightly using their brains. In India, you mostly need to think about cars with lower price with low maintenance cost. Safety and other cool stuffs are mostly waste in there at least for the vast majority.
06:22 August 13, 2011 by porksteak
It's India. Half the family is riding on the roof.

They don't give a flip.
11:21 August 13, 2011 by johan rebel
Very sensible marketing policy. Offer what customers want and can afford. Indians' priority is to acquire the mobility that security blanket hugging Swedes take for granted, and will not give safety much thought, if at all.
12:02 August 13, 2011 by aveminus
In India imported cars attract 110% tax so they end up paying more than twice the cost of the actual car :)

Expensive cars are more of a status symbol. I guess most people would prefer to buy a low end Audi or a BMW than a high end Volvo :) Nothing personal against Volvo :) But then I guess they have not done enough advertising for their brand awareness :)
13:05 August 17, 2011 by vipspark
Funny.. I've been to India.. and there are variety of people. First of all cut the crap like.. there people riding on roof :) Believe me person riding on roof will not buy any car (forget about safety).. even here people who can't afford food are not riding Ferrari..but people who can afford it will never opt for Volvo (no hard feeling for Volvo again but it doen't have name). I WISH it would be good for Volvo to launch this segment car.. but I JUST wish because personally i dont feel that it's good marketing decision.
15:40 August 17, 2011 by Eagle63
Saab would never compromise on safety...
00:24 August 18, 2011 by Smallnose
They believe in karma, what's the use of safety belts then.

btw: 150 cars minus 10 cars for the Swedish embassy and consulate staff, 80 Swedish expats, 10 Danish expats, 10 Finnish expats, 10 Norwegian expats, 10 US expats, 10 UK expats, 5 Benelux expats, 5 Russian expats, are there any locals buying? Even Ferrari has bigger market share with locals.
00:41 August 27, 2011 by james7
Leave it to the Chinese to screw up a good car. In the future, when you buy a Volvo you will only get a steering wheel and four tires. Everything else will be extra.
22:40 September 5, 2011 by dcarlson12
India has more than a billion people. Killing off a few more in unsafe cars will just help the planet. Don't really mean that but if you see how they drive there, safety features would be a good idea. I don't see why you would want the optional pedestrian sensing feature to slow you down. You would never get up to normal speed given how many people there are....
12:59 September 22, 2011 by sjuttiosjusköterskorpåsjukhuset
With the way persons from India who are all too often treated in Sweden, why on EARTH should their counterparts and relatives in India even CONSIDER buying a Volvo or Saab????????????? Besides that, Volvos and Saabs are overrrated and expensive JUNK.
22:26 November 6, 2011 by dibble
Sorry cannot agree with you there. All of my Volvos have done as they said they would including my 1966 Amazon. Biggest problem I ever had was with a BMW.
12:03 November 22, 2011 by aravindnagastya
People are least bothered about Volvo in India, Since there are many major car companies like toyota honda maruti-suzuki and hyundai are there ... whatever, either volvo people reduce costs or they give cars for free ... Volvo is just a choice for Indians ... Poor Volvo )))
Today's headlines
Sport
Sweden's star striker Zlatan 'recovering well'
Zlatan Ibrahimovic is Sweden's top scorer in history. PHOTO: TT/Maja Suslin

Sweden's star striker Zlatan 'recovering well'

Zlatan Ibrahimovic is recovering well from the nagging heel problem that has stopped him playing for Sweden during its Euro 2016 qualifying campaign. READ  

International
Swedish sisters create viral Syria stir
A shot from the video on YouTube.

Swedish sisters create viral Syria stir

Two sisters from Södertälje near Stockholm are celebrating getting more than 1.3 million hits on YouTube, with a video calling for peace in war-torn Syria. READ  

Pirate Bay
Pirate Bay founder gets three years in prison
A 2013 image of Svartholm Warg. Photo: TT

Pirate Bay founder gets three years in prison

Swedish "hactivist" Gottfrid Svartholm Warg has been sentenced to three-and-a-half years in prison for hacking crimes. READ  

Royal family
Princess Madeleine to make Nobel comeback
Princess Madeleine at a previous Nobel banquet. Photo: TT

Princess Madeleine to make Nobel comeback

Sweden's Princess Madeleine is scheduled to appear at the Nobel Festival in Stockholm in December, after taking time out from her royal duties to focus on looking after her daughter. READ  

Politics
'We knew that Israel would be critical'
Foreign Minister Margot Wallström (left), with Sweden's Prime Minister Stefan Löfven. Photo: TT

'We knew that Israel would be critical'

Sweden's Foreign Minister has told The Local she respects Israel's decision to recall its ambassador after Sweden officially recognized the State of Palestine, and laughed off comments about IKEA furniture made by her Israeli counterpart. READ  

Analysis
'Store up your sunlight hours before winter'
Doctors say we should make the most of the autumn sunshine. Photo: Shutterstock

'Store up your sunlight hours before winter'

Spending time outdoors this autumn will help you survive a cold, dark Swedish winter. Baba Pendse, Head of Psychiatry at Lund University shares his top tips for battling the seasonal blues with The Local. READ  

Sports
Plot for shared Scandi Winter Olympic bid
Skiers hit the slopes in Åre, western Sweden. Photo: TT

Plot for shared Scandi Winter Olympic bid

Norwegian sports officials have said they want to co-host the winter Olympics with Sweden in 2026. But there has so far been no official response from Sweden. READ  

National
Anti-Israel graffiti 'not a race crime': Court
Photo: TT

Anti-Israel graffiti 'not a race crime': Court

A teenage boy who painted anti-Israel slogans and symbols on the Concert Hall in Gothenburg has been convicted for the damages he caused, but he walked free from racial agitation charges. READ  

Entertainment
A closer look at Sweden's rising stars
Swedish actresses Sandra Huldt and Julia Ragnarsson. Julia (right) has been nominated for a Rising Star award. Photo: TT

A closer look at Sweden's rising stars

Like to be ahead of the game when it comes to the next big thing on the silver screen? We find out more about the Swedish nominees for the Rising Star award to be presented at Stockholm's International Film Festival next week. READ  

Science
Swedish women in two-year sex pill study
Contraceptive pills have been linked to mood swings. Photo: Shutterstock

Swedish women in two-year sex pill study

Three hundred women from across Sweden are taking part in a study designed to demonstrate that modern contraceptive pills don't lead to decreased libido or mood swings. READ  

RECEIVE OUR NEWSLETTER AND ALERTS
Lifestyle
Stockholm's shocking take on Halloween
Sport
Top ten quotes from Zlatan Ibrahimovic
Business & Money
Get your own office in Gothenburg or Stockholm - free for a day
Gallery
People-watching: October 30th
National
Sweden remains fourth best for gender equality
Blog updates

31 October

Editor’s Blog, October 31st (The Local Sweden) »

"Hello readers, Welcome to our latest 60-second round-up of the week’s news. First, Sweden made headlines around the..." READ »

 

29 October

Scariest day (Blogweiser) »

"This is what’s frightening me on Halloween. http://www.youtube.com/watch?v=D4OFZVCu8J0&list=UUJu5J7jG4uoYSjWbpFsJBuQ Follow my posts on FB. ..." READ »

 
 
 
National
Timeline: Julian Assange sex allegations
Sport
World Cup ski race on 'fake' Stockholm slope
Society
An Arctic tradition: hunting and handicraft
Society
Stockholm taxis offer free therapy sessions
National
The Local meets Health Minister Gabriel Wikström
Gallery
Property of the week: Österåker
Society
Homeless turtles get Stockholm police ride
National
Construction worker has 'Sweden's best beard'
National
Italian musician jazzes up Sweden's Lapland
Gallery
Zlatan's career in pictures
Finest.se
Gallery
People-watching: October 25th and 26th
Lifestyle
'Swedes are funnier than they think'
National
Swedish town 'like Venice' after heavy rains
Lifestyle
What's On in Sweden: October 24th - 31st
Gallery
People-watching: October 22nd
Gallery
In Pictures: Prince Carl Philip and Sofia Hellqvist
Lifestyle
Eight things to love about renting a Swedish apartment
National
Vasa ship cannon blasted in Sweden
National
Sub hunt: Day-by-day
National
Sub hunt: Stockholm islanders share their fears with The Local
Sponsored Article
The best options for oversea transfers
National
Dentist gives free care to Roma beggars
Gallery
Property of the week: Malmö
Gallery
PHOTOS: 'Foreign activity' in Swedish waters
TT
Society
QUIZ: How good is your Swedish?
Society
The nudity... and nine other things expat men notice in Sweden
Gallery
People-watching: October 15th
Gallery
Your views: Should outdoor smoking be banned in Sweden?
Business & Money
Sweden has 'large hole' in finances
Sponsored Article
Introducing... Finding a job in Stockholm
Society
Monster salmon caught in northern Sweden
Gallery
Property of the week: Lorensberg
National
Scandinavia's child bride
National
Ebola crisis: How is Sweden preparing?
Business & Money
How Sweden is becoming a cashless society
Gallery
Stockholm Burlesque Festival 2014
National
How a little red horse became a symbol for Sweden
Gallery
People-watching: October 12th
Business & Money
The hottest start-ups from southern Sweden
National
Stockholm is 'best' region for well-being
Sponsored Article
How to catch the first lobster of the year
Team SCA
Sponsored Article
All-female SCA team takes off on Volvo Ocean Race
Latest news from The Local in Austria

More news from Austria at thelocal.at

Latest news from The Local in Switzerland

More news from Switzerland at thelocal.ch

Latest news from The Local in Germany

More news from Germany at thelocal.de

Latest news from The Local in Denmark

More news from Denmark at thelocal.dk

Latest news from The Local in Spain

More news from Spain at thelocal.es

Latest news from The Local in France

More news from France at thelocal.fr

Latest news from The Local in Italy

More news from Italy at thelocal.it

Latest news from The Local in Norway

More news from Norway at thelocal.no

989
jobs available
Swedish Down Town Consulting & Productions
Swedish Down Town Consulting & Productions is an innovative business company which provides valuable assistance with the Swedish Authorities, Swedish language practice and general communications. Call 073-100 47 81 or visit:
www.swedishdowntown.com
PSD Media
PSD Media is marketing company that offers innovative solutions for online retailers. We provide modern solutions that help increase traffic and raise conversion. Visit our site at:
http://psdmedia.se
If you want to drink, that’s your business.
If you want to stop, we can help.

Learn more about English-language Alcoholics Anonymous in Sweden. No dues. No fees. Confidentiality assured.
AA-EUROPE.ORG/SWEDEN