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Volvo Cars strengthens its brand
American Richard Montura has moved to Volvo Cars in Gothenburg to work on developing the company's brand. After having had a safety-conscious, somewhat restrained and frosty image, Volvo Cars is looking to promote what it calls a "safety-plus" feel.
In addition to safety, Volvo Cars aims to highlight the innate passion and energy of its employees. The brand will take on a more human image and emphasize the Scandinavian sense of style.
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