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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.
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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