Being itself by being different gives Volvo Scandinavian edge

The secret to Volvo's success in China's increasingly fierce premium car market is "being ourselves", according to one of the company's senior executives.

"We have respect for what ABB and other brands are doing, but we are different," said Alain Visser, the Sweden-headquartered automaker's senior vice-president for marketing, sales and customer service.

"We have the incredibly large advantage that we are the only Scandinavian brand in the world. And we will use it in a unique way, by utilizing Scandinavian strengths such as technology, innovation, design and safety."