RAMSAY (right) and Tiu, known for their active lifestyles, are Volvo’s poster boys with shared values of passion, dynamism and progre-siveness.
Volvo’s new global brand strategy called “Designed Around You” summarizes the company’s approach to understanding its owners as well as would-be owners, giving them a luxury experience that is a little more human-oriented—while at the same time linking firmly Volvo’s heritage of building safe and dependable cars.
Volvo, in the words of Volvo Car Corp. VP for Global Marketing Richard Monturo, is the most human-centric car brand in the industry expressing further the need to communicate this message to its global customers.
To share this message here, Volvo Philippines partnered with two of this generation’s new achievers enjoining them in a Full Throttle campaign focusing on real Volvo owners who share their real life experiences with their Volvos.
“Volvo Philippines’ choice of Ramsay and Tiu as brand advocates derives from our shared values of passion, dynamism and progressiveness,” said Roselyn Dimalanta, Volvo Philippines first executive vice president.
Volvo Active promoter
CHRIS with his XC60
Ramsay, known for his pursuit of daring and spine-tingling feats, is the poster boy for Volvo Active. Volvo Active is a program that supports exhilarating events from golf to car racing.
It complements Volvo Life, that is aimed to enrich the life experiences as well as make life less complicated of not just Volvo clients but those around them.
Aside from the famous “safe values” of Volvo, Dimalanta added that Volvo Life extends its care for people through regular safety information campaigns, post purchase programs, and experiential activities.
Socio-civic arm
Meanwhile, Chris Tiu, with his personal advocacies and partnerships that has the best interest of people and the environment in mind, best represents the socio-civic arm of Volvo Philippines.
The fact that both men are real Volvo car owners add to the credibility of speaking for a brand that has accompanied them to many of their life’s adventures.
Derek Ramsay has been driving a Volvo since he was in high school, from the sturdy Volvo 850 graduating to his current Volvo V60 Sportswagon.
DEREK with his V60
“I need a car that can keep up with me. My Volvo does just that. It’s speedy, sleek and smart and I know I can count on it. I’m spontaneous and can be crazy at times and knowing I’m safe in my Volvo just adds to the fun! It’s amazing how the car perfectly matches my lifestyle. It’s like the designers entered my head and designed the car just the way I like it,” said Ramsay, who added that his family’s belief in the brand was even strengthened when his father figured in two accidents, each time surviving unscathed because he was in a Volvo.
Since 2007
Chris Tiu has also been with Volvo since 2007 and was part of the company’s advocacy to promote true leadership in the youth.
Back then, he was the pride of the Ateneo as the star player of the Blue Eagles and has zipped around with the nimble Volvo C30 Sports Coupe. As his life grew more adventurous, he switched to a Volvo XC60 with the rugged good looks of the compact SUV complimenting his on-the-go lifestyle.
“My Volvo is elegant, safe and stylish and I feel that every thoughtful detail has been designed with my needs in mind,” remarked Tiu.
Volvo Philippines assistant vice president for Marketing Services Loi de Guzman announced that the company is in a significant moment in Volvo history where Volvo’s Designed Around You brand direction puts emphasis on how our cars are designed with people in mind.
“We have always put people at the center of our operations with our passion for life leading us to introduce car technologies that not only protect, but also help prevent accidents from happening in the first place. We believe that the voices of Chris Tiu and Derek Ramsay will echo the character, intelligence, perseverance, and excellence of our cars and are perfectly in tune with Volvo car owners’ characteristics of appreciating smart understated luxury with a human touch,” quipped De Guzman
Along with the assurance that Volvo continues to create cars with the sophisticated human touch, the brand globally known for safety also offers the market an enticing ownership package that allows owners to drive home a Volvo for as low as 20 percent down payment, 60 months to pay at zero percent interest. “It’s more fun to go full throttle knowing you and your loved ones are inside one of the world’s safest cabins,” assured De Guzman.