In an event in Delhi earlier today, Volvo Auto India announced their first brand ambassador for the country, Jeev Milkha Singh. He’s the highest ranked Indian golfer in the world, first player from India to join the European Tour in 1998, and has been felicitated with a Padma Shree. In the last decade, April 2006 saw him win the Volvo China Open, and the season ending Volvo Master? in the same year. The ace golfer has just returned from the 2013 Jakarta Indonesia PGA Championship held from March 28-31. Jeev’s association comes at a time that Volvo Cars India is entering a new growth phase here.
The Swedish luxury carmaker has very often been associated with sports sponsorship here. Their presence has been noted in Golf tournaments, and the Chennai Open tennis matches. Last week, Volvo announced their association with cricket in India for the first time having signed on as official sponsor for this years debut IPL team, Sunrisers Hyderabad. The city is key market for Volvo in the country.
Volvo Auto India at present sells four luxury cars here. The even seater luxury SUV Volvo XC 90, Volvo XC 60 compact SUV, S 80 sedan and S60 sporty sedan. The V40 Cross Country launch will be their next luxury car here. Looking ahead at business operations here, local assembly is the most likely way to go if they stand a chance to compete with luxury car makers here in terms of sales volume.
Volvo Auto India looks at selling 20,000 units here by 2020. Sales growth for the company has been promising despite contracted sales volume, having sold 820 cars in 2012. Targets for 2013 are above 1000+ vehicles. At present, Volvo brings their luxury vehicles to thye Indian auto market via the CBU route but now that will make their cars more pricey keeping in mind 25% excise duty hike of in the recent Union Budget.
Tomas Ernberg, Managing Director, Volvo Auto India said, “The association came in very naturally to both of us and we came in to the synergy. Both Volvo Cars and Jeev Milkha Singh represent perfection and continual growth. Volvo and Jeev share enduring association since April 2006 when he won the Volvo Master and became the second Indian player to win on the European Tour. Further strengthening our relationship we are extremely proud to announce Jeev Milkha Singh as our brand ambassador. As a part of this association Jeev will be driving the Volvo XC90 that will provide him safety, comfort, luxury and ample boot space for his Golf sets.”
“I have a long standing relationship with Volvo, it is not just a luxury car but an emotion. I am excited to be a part of the Volvo Family and today I stand proud to be representing Volvo Cars as its Brand ambassador. I redeemed my career by winning the Volvo Masters in 2006 making my country proud by being the first Indian to win in Europe and since then have not looked back” said Jeev Milkha Singh about endorsing Volvo Cars in India.