• 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)

Don't miss...X
Left Right

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
Gaza & Robin Williams: Swedes' Google habits
Actor Robin Williams. Photo: AP

Gaza & Robin Williams: Swedes' Google habits

The internet search giant has revealed what Swedes googled for most over the summer period with the top 10 made up of diverse search topics ranging from sport to wasp stings READ  

Dad jailed for assaulting his infant twin sons
Photo: Jessica Gow/TT

Dad jailed for assaulting his infant twin sons

A man in central Sweden was sentenced to prison for aggravated assault on Friday after doctors noticed that both his twin sons had sustained serious and unexplained injuries. READ  

Swedish city all set for six-hour workday trial
Clocking in. File photo: Shutterstock

Swedish city all set for six-hour workday trial

Officials finalized plans on Friday for the "Gothenburg guinea pigs" who will test out the six-hour workday, a move it's hoped will cut down on sick leave, boost efficiency, and ultimately save Sweden money. READ  

Armed royal guards caught drunk on the job
Photo: Gunnar Lundmark/TT

Armed royal guards caught drunk on the job

Three Swedish soldiers risk prison after they were found to be drunk while guarding Stockholm's Royal Palace. The men, who were all armed at the time, were charged on Friday. READ  

What do the Swedes do when summer's over?
Photo: Isabela Vrba

What do the Swedes do when summer's over?

The heatwave is well and truly over, the days are getting shorter, and winter is coming. With this in mind, The Local's Isabela Vrba chatted to ten Stockholmers about how they plan to tackle the autumn. READ  

Swedes spend fortune on nail polish trend
Photo: Bertil Ericson/TT

Swedes spend fortune on nail polish trend

Swedes are spending more than ever on makeup - and a growing chunk is going directly to their fingernails, new figures showed on Friday. READ  

Sweden mulls stripping paracetamol from shops
The pharmacy section of a grocery store. Photo: Fredrik Sandberg/TT

Sweden mulls stripping paracetamol from shops

After a drastic increase in the number of paracetamol poisonings in Sweden, authorities have said the drug should only be available in pharmacies. READ  

Listeria fears prompt meat recall in Sweden
File photo: Andreas Hagerman/Flickr

Listeria fears prompt meat recall in Sweden

After finding traces of listeria in ham sold in Sweden, food companies decided on Friday to recall several Danish cold cuts. READ  

Sweden Floods
More rain expected as floods hit day four
Photo: Johan Nilsson/TT

More rain expected as floods hit day four

UPDATED: Sweden's floods showed no signs of abating over Thursday night, with highways closed, emergency teams working overtime, and more rain on the way. READ  

Ikea opens first store in the Balkans
An Ikea city centre store in Hamburg. Photo: TT

Ikea opens first store in the Balkans

Swedish furniture giant Ikea has opened its first store in the former Yugoslavia, near Croatia's capital Zagreb. The move marks the company's first step in an expansion to the Balkans market. READ  

'Sweden Democrats hold the key to elections'
Swedes celebrate first day of smelly fish season
Sweden elections: How do they work?
People-watching August 20th
Did you know the Bronx in NYC was named after a Swede?
Blog updates

17 August

Sea Fever (Around Sweden in a kayak) »

"I’m going to keep this post short and sweet as its not something I take any pleasure in writing. After much deliberation I have made the heartbreaking decision to abandon my trip after 1200km due to reoccurring injury. It is not a decision I have made lightly and it is one that has been truly devastating..." READ »


17 August

St. Louis strong (Blogweiser) »

"It’s typically a bad sign when my hometown makes news in Sweden. St. Louis was in the headlines here a few years ago when a tornado struck the airport. The city also caught attention after a politician talked about ‘legitimate rape’. Now, shooting and riots this week in Ferguson, a part of St. Louis, are..." READ »

"Iraq reminds me of the Yugoslav wars. It's the same story."
Swedes slam Danes for 'racist' art
Majority of Swedes favour more or just as many refugees
Lock your bathrooms: Swedish toilet invader on the the loose
'Assange will not leave until safe'
See more images from the southern Sweden floods
Sponsored Article
Find out what gives this Swedish school executive appeal
Serial chicken smuggler caught at Norway border. Again.
This gold coin may be the key to solving a Swedish massacre
The Swedish mentor (and why you may need one)
Reinfeldt calls for tolerance to refugees
People-watching August 16-17
Sweden celebrates 200 years of peace
Top ten literal Swedish words
'Terror training should be illegal': Liberal Party
Swedes talk about 200 years of national peace
Islamic extremist shakes Sweden with TV threat
Teacher fined for 'Hitler salute' in German class
Kiruna residents talk life in a town on the move
Sponsored Article
Introducing... ID cards and permits in Stockholm
Sponsored Article
Introducing...Your finances in Stockholm
Sponsored Article
Introducing...Housing in Stockholm
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

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:
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: