Fang Xizhi: Volvo is committed to putting people first and serving customers wholeheartedly.

In the automotive industry, luxury does not only mean high prices and exquisite designs. Volvo Cars Fang Xizhi said that a true luxury experience should be created throughout the entire life cycle of buying and using a car. Volvo adheres to this philosophy and improves user satisfaction by providing a comprehensive high-quality experience. First of all, in the car purchase process, Volvo provides personalized car purchase services, from customized selection to test drive experience, providing consumers with a more comfortable and convenient car purchase process. At the same time, Volvo also focuses on communication and interaction with consumers to meet their needs and expectations. Secondly, Volvo is committed to providing safety when using cars. In fact, many consumers’ expectations for brand services do not require an overly gorgeous appearance. They only hope that the brand can understand their needs and provide truly useful services. Value service. However, in the current market, we have seen many services that are in the name of "luxury" but actually lack substantial content. For example, some brands regard helping users plan marriage proposals as the highlight of their services, interpreting so-called "personal customization" as luxury, but rarely invest in maintenance and quality assurance.

However, Volvo’s view of luxury is different from other brands. They believe that the true luxury experience is not just the enjoyment brought by the product, but the peace of mind and pleasure created during the entire life cycle of car purchase and use. At the 2021 Chengdu Auto Show, Volvo released six new sales and service commitments, which perfectly demonstrated Volvo's concept of luxury. These commitments include "fill a tank of fuel", "official gift for car delivery", "waiting for you until nine o'clock", "make an appointment for a test drive", "taste Wowo refreshments", and "recommend and enjoy good gifts". Every commitment focuses on actual benefits and truly benefits users. Even the actual national goddess Gao Yuanyuan is willing to become the chief experience officer of "wholehearted commitment".

For example, Volvo Car Company has launched a policy called "Fill a Tank of Fuel", which has brought a pleasant experience to many car owners. This policy breaks through the traditional regulations of the automobile industry. Every new car picked up from the Volvo factory will be filled with a full tank of fuel. This initiative provides car owners with a convenient and comfortable experience to get on the road immediately after picking up their car. Although car owners don't actually need this tank of gas, Volvo conveys a caring and warm feeling to consumers in this way.

Why are no car companies willing to break this simple step to improve users’ car buying experience? Even Mercedes-Benz, the leading luxury brand in terms of sales, why haven't they taken any action in this regard? This is because truly caring about user experience requires a lot of investment. Taking Volvo as an example, someone has calculated an account. Using 500 yuan per tank of fuel as a standard, based on Volvo's annual sales of 166,300 vehicles in China in 2020, implementing this policy means that the manufacturer will spend an additional 80 million yuan every year. expenditure. However, Volvo still insists on showing its service characteristics to improve customer experience.

The concept advocated by Fang Xizhi provides a new thinking perspective for the automotive industry, aiming to create a luxurious experience throughout the entire life cycle of car buying and using. This concept focuses on every aspect, from car purchase to use, to after-sales service, and is committed to providing an excellent user experience and constantly optimizing and paying attention to it.

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