Volvo CEO Stefan Jacoby

Volvo should no longer be lumped into the premium category, according to the wishes of CEO Stefan Jacoby. It's not that the cars aren't good, but according to Autocar, Jacoby thinks it sends the wrong message. "It sounds like a pricing strategy, and it's got an expensive ring to it," he tells the UK pub. Having recently come to Volvo from a tenure as CEO of Volkswagen's American operation, Jacoby has no illusions about where his new brand sits. This latest statement dovetails with an earlier assertion of his that it's too early for Volvo to consider gunning for the BMW 7 Series or Mercedes S-Class, directly contradicting Li Shufu, chairman of new owner Geely.

Rather than put on airs, Jacoby wants Volvo to emphasize its unique Swedishness to stand apart from the herd. Going after the territory well-covered by the German juggernauts hasn't set Volvo's sales off in search of the 800,000 units per year Jacoby wants to be shifting come 2020, which lends a certain credence to the new strategy.

[Source: Autocar | Image: Damian Dovarganes/AP]