For Life: A Volvo Brand Extension
A project completed for the SVA Masters in Branding program
The Challenge
We have trusted Volvo cars to transport our families for decades. How can we extend Volvo into a new market while remaining true to it’s brand?
Introducing a Volvo Moving Company
Volvo is uniquely qualified to fill a white space in the moving industry. Moving is stressful and complicated. Families are in dire need of a thoughtful and trusted brand to transport their most cherished belongings to a new home. This is a great opportunity for Volvo. Caring for the environment is a centerpiece of their innovation. Volvo can leverage existing divisions to create efficiencies that help protect our planet while helping make our lives simpler, safer and more enjoyable.
Why should Volvo enter the moving business?
The moving industry will continue to grow due to the rising housing market, yet the industry is in dire need of a make-over. The internet abounds with so-called “rogue” movers who promise appealing estimates and take deposits only to later increase fees.
Relocation is increasing, sparked by new jobs, a change in lifestyle or marital status. About 1 in 6 Americans move every year. The average American will move 11.7 times during the course of their life.
The industry already has heavy hitters. How is Volvo positioned to succeed?
Many components to thrive in the moving industry already exist within The Volvo Group. First, Volvo is no stranger to commercial trucking. Volvo is the second largest heavy-truck brand in the world. Volvo Trucks produces 100,000 vehicles annually that make up 66% of The Volvo Groups annual revenue.
Volvo Group Logistics offers world class, sustainable logistics that deliver goods on time and on budget all over the world.
Volvo Group Packing offers a full range of re-usable and efficient packing containers that helps save time, optimizes load space and ultimately lowers the total cost of the entire process.
GHOST TRUCKS: an industry problem. Though the over-all frequency of moves in the industry is increasing, individual loads are trending toward smaller haul sizes. This causes many moving trucks on the road to operate at less than full capacity or even empty. This is a huge waste of fuel, time and resources.
Volvo's competitive advantage. Volvo Trucks has eight existing distribution centers across the United States. When Moved by Volvo trucks are not carrying a full load, Volvo can utilize the extra capacity to haul truck parts to different distribution centers across the US for more efficient use of time and fuel.
Volvo innovations help remove the pain points . The process of uprooting your family and moving to a new place can be a very emotionally challenging. The Moved by Volvo Quote app helps take the guess work out of estimates and planning so there are less surprises. Get a quick ballpark estimate by snapping pictures of you rooms and answering a few short questions.
Launch with Pilot Centers
The first Moved By Volvo pilot centers will open in the New York Tri-State area and Greater Los Angeles and leverage all eight existing Volvo Trucks distribution centers across the USA as well as vehicles from Volvo Trucks and services from Volvo Group Logistics and Volvo Group Packing.
Strategic pilot locations. Convenient access to airports and harbors in New Jersey and Long Beach, CA as well as the high frequency of moves between New York and California are key factors for these locations.
Create a specialized professional team. Great service and reassuring interactions are integral to the Volvo brand. All Moved By Volvo team members will have two levels of certification: ProMover Certification by the American Moving and Storage Association as well as our own Volvo Team Certification to ensure that we have the best talent working with our customers.
How much will this cost? Our Moved by Volvo launch plan will cost approximately $6.5 million a year to operate, a bargain to enter the $17 billion a year moving industry. However, Moved By Volvo is much more than a profitable business opportunity. It is a chance to make things better. That's the Volvo way.
