Volvo CEO Stefan Jacoby has said his company's products are "too complicated for the consumer," according to Automotive News. Jacoby said 75 percent of Volvo customers don't know "all the possibilities they have with their car." He contrasted the automaker with Apple's intuitive products, which make consumers feel in control of a device instead of overwhelmed by its capabilities. The executive also made it clear that in order for the company to thrive, it needs to better cater to the next generation of car buyers. That means finding ways to improve connectivity in the vehicle.

Jacoby also reinforced his belief in the company's upcoming plug-in hybrid models, saying the vehicles are the "mid-term future" for Volvo. The CEO mentioned that either gasoline or diesel plug-ins will play a big part in the Swedish automaker's product portfolio, and that in the future, every Volvo model could bow with a plug-in hybrid version as well.


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    • 1 Second Ago
  • 14 Comments
      carguy1701
      • 2 Years Ago
      Here's an idea: how making INTERESTING cars again?
      mapoftazifosho
      • 2 Years Ago
      I would say this is accurate of just about every auotmobile sold today except for a few base level work trucks/fleet vehicles. This could also be extended to phones, computers and well almost anything these days. Far too often people are incapable of teaching themselves how to find the answer to their questions..RTFM!!!
      CarCrazy24
      • 2 Years Ago
      Their cars aren't too complicated, they're just old and outdated. Bring some refreshed models with diesels to bring the mpg average up! The XC90 and S80 desperately need new upgrades, and they should DEFINITELY bring the V40 sold in Europe over here to U.S.
      Super D Spamalot
      • 2 Years Ago
      How about we start expecting people to get smarter rather then demanding everything around us get dumber? It's gotten to the point where stupid people are literally holding back progress.
        BG
        • 2 Years Ago
        @Super D Spamalot
        Of course stupid people are holding back progress!! Just look at schools in most of the USA. Vast amounts are spent to allow kids with various learning deficiencies to attend school, sometimes even with a full-time attendant paid by the state or school system. But high achievers are welcomed with cancelled calculus, AP physics, or AP language courses. Latin has almost disappeared. Two decades hence, who will be making advances in science and economics? Ergo, where should the maximum funds be devoted?
        derekwilkinson
        • 2 Years Ago
        @Super D Spamalot
        I came here to say the exact same thing. People are seriously stupid.
        sloanm101
        • 2 Years Ago
        @Super D Spamalot
        Amen!
      Kumar
      • 2 Years Ago
      We've seen this before from other automakers. Reducing engine options, forcing you to get a bunch of extra junk in a package to get a sunroof or heated seats. It's not all bad, but smacks of going downmarket. So basically this reads like they're saying they're no longer going to compete with BMW, Benz, etc who do the same, and join the rest of the automakers with a few barely customizable trim levels. Probably not a bad thing if it helps reduce overall costs (to consumers as well) and makes Volvo competitive again, but if they try to maintain current price points, they're toast.
      Lar
      • 2 Years Ago
      Simpler is better. Pay attention, other carmakers.
      desinerd1
      • 2 Years Ago
      Next up - BMW!
      Dawgz83948
      • 2 Years Ago
      Attn Volvo owners: "You are too dumb to use our cars. That is all."
      Trev
      • 2 Years Ago
      I'm really surprised that Volvo thinks their cars are too complicated. Volvos have the most functional and intuitive interiors in any premium car maker today. The only thing they need to do is update their navigation/infotainment systems. Other than that, I'd consider Volvo the benchmark for usability.
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