The average Volvo owner is 50 years old; Can a YouTuber help attract young buyers?
Volvo is known for making safe cars, but young consumers have ignored the brand for several reasons. For one thing, its models have similar naming conventions and few outward differences. Sure, the Volvo S90 looks sleek, but many of its rivals offer better performance. Volvo has therefore developed a unique marketing strategy to pique young buyers’ interest in the automaker’s latest hybrid offerings. Can the power of a single social media influencer move more Volvo XC60 PHEVs off dealer lots?
Safety is paramount in the Volvo philosophy
Volvo has earned a reputation for making some of the safest cars on the road. A given model often comes with several advanced safety features, and some vehicles are even IIHS Top Safety Pick+ winners. The gauges and displays inside Volvo cars are also easy to read, making them less frustrating and distracting for the driver.
Additionally, the Swedish luxury automaker is implementing unique features such as the Care Key in its vehicles. Designed to create a safer experience for inexperienced drivers, it limits car speed to 180 km/h. Volvo cars are also equipped with a rollover protection system and side airbags.
But Volvo failed to attract young car buyers
Automotive News reports that the average Volvo customer is 50 years old. The Volvo XC60, which debuted in 2008, generally attracts 55-year-olds.
This crossover SUV only received one major redesign, but it still boasts a surprisingly modern interior. In fact, the infotainment system received a complete refresh for the 2022 model year. Even so, many younger buyers are skipping this SUV in favor of newer or redesigned models.
That’s why Volvo enlisted YouTuber Andrew Huang to help promote the relatively new Volvo XC60 Recharge. The social media influencer and music producer recently released a short “trailer” of the SUV, showcasing its pleasing sounds accompanied by a bass beat. Spectators are also treated to a demonstration of the vehicle’s most attractive features, such as the air cleaner and sunroof.
The video’s quick-editing style and Huang’s soundtrack will likely appeal to most of his mid-20s subscribers. Volvo Car USA marketing chief Leigh Moynihan is enthusiastic about the approval. She said Automotive News that the brand hopes this trailer will “introduce our audience to the various features of the car in a new and engaging way” and inspire customers to seek out more in-depth Volvo XC60 Recharge content on YouTube.
Does the XC60 Recharge 2023 deserve your attention?
The 2023 Volvo XC60 Recharge’s four-turbocharged engine and electric motor harness 455 hp and 523 lb-ft of torque. That’s mated to an eight-speed automatic transmission and standard all-wheel drive. VOLVO claims this engine can propel the XC60 Recharge to 60 mph in 4.5 seconds.
The battery allows this little crossover to travel 35 miles on electric power alone. A Level 2 charger, included with every purchase, will fully charge the battery in five hours.
As shown in Huang’s trailer, this SUV seats five passengers on standard wool-upholstered seats. Most drivers will have plenty of legroom inside the 185-inch-long vehicle. Additionally, the Volvo XC60 Recharge has one of the most competitive maximum cargo capacities in its segment, at over 63 cubic feet.
It also features several premium design cues, including a crystal shift knob and wooden dash inlays. Additionally, the graphics on the 9.0-inch infotainment screen are crisp in the trailer video, and this model also has a 12-inch digital gauge cluster. Google powers the infotainment interface, so it comes with Google Assistant and Maps built-in.
In addition to benefiting from the above bells and whistles, the 2023 Volvo XC60 Recharge offers two optional premium sound systems from Bower & Wilkins and Harman Kardon. Plus, you’ll find nearly all of the safety features available in the base model, starting at $57,200.
The XC60 Recharge 2023 seduces on its merits alone. Still, a little extra exposure on YouTube is well deserved.
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