What is the relevance of brands in the car business?
There's an increasing noise level when it comes to brands. You have brands thrown at you all over the place from commercials, the media, and now the Internet. The brand is vitally important, and it will be more important as we head into the future for the reason that there is a supplier base of different components and anyone can put together a car. That car must mean something, and the brand is the sender of that message.
How do you sell people on the idea that Volvo can be exciting?
The obvious answer is to make cars that are a little bit more exciting. We are building cars that are more exciting. Safety is still on the top of the minds of everyone and we have a unique position, and we are certainly not going away from that position. But it changes a little the way we do our marketing.