• Tom L Posted: 10/21/2009 7:29am PDT

    The Volvo brand has a lot of value because consumers equate Volvo to safety. Ford had really mismanaged the brand, they should have driven the products downmarket to reach a broader base of family buyers. Look at the old 500 and Freestyle and now the Flex. Should have been Volvos. And why haven't they ever offered a minivan with a Volvo badge?

  • richard avatar Richard Posted: 10/21/2009 7:49am PDT

    True, but I think there's something to be said with knowing your demographic and sticking to it. (Porsche is a good, cautionary example of brand creep.)
    On the other hand, if things keep going the way they're going, Ford may get a second chance.

  • Tom L Posted: 10/21/2009 8:37am PDT

    Hasn't Volvo crept over the last 20 years? I was a child of the 80's but I remember 20 years ago that Volvo's were safe, reliable (boring to my teenage eyes) family vehicles but weren't competing for the near-luxury market. Then in the 90's Ford bought Volvo and tried to push them up market and move away from boxy styling. So you could say that the brand crept away from its identity a while ago and that's why it's struggling.

  • oldsrocket88 Posted: 10/21/2009 7:48pm PDT

    Keep Volvo and scrap Mercury! Keep Volvo were it's at but continue to make it more mainstream. Like Ford has been doing. Growing up my parents had a Volvo wagon. It was a big ugly box. Wasn't a "near luxury" car even by '70s standards. A/C & criuse were about the only options it had.