So… Volvo sent me this email tempting me to check out the Naughty Volvo. It sure looks hawt, but naughty…? I don’t know if I’ll take that.
Volvo has been focusing on safety, quality and environmental care with their design and their advertising for years. Volvo has been “luxurious”, “Scandinavian design”, and always “safe”. This “naughty” stuff confuses me with the new S60. And after asking what others think from a few of my friends on Twitter, it seems to confuse a few others as well.
I get that Volvo wants to reach to young and trendy female demographic. That’s one of the reasons they have been a very visible partner for dangerously popular Twilight movie series. Twilight fans are 90% female. I get that many moms love Twilight and especially because many moms of teenagers have told it is one of those things she can share with her daughter. While I do think Volvos make excellent first cars for teenagers, the $37,700 price tag truly makes Volvo S60 priced pretty “naughty” for the younger Twilight demographic. I think most moms wouldn’t want anything “naughty” to be promoted to their daughters though. So maybe the Naughty S60 is targeting naughty men..?
The Twilight product placement and partnership was brilliant to get Volvo’s image trendier, but I think the naughty branding is as far off as “Kid friendly Las Vegas”, especially because after checking out the car more closely, it has some amazing new safety technology called pedestrian detection making the car automatically stop if it detects something in the front of the car. That sounds more “nice” than “naughty” to me! What do you think?
