Australia behind the times: Volvo boss

The 'Bloody Volvo Driver' mindset is still alive Down Under – in terms of both new car buyers and the automotive media. Least that's the viewpoint of the Swedish brand's Australian boss, Matt Braid.

Speaking in Melbourne today, Braid said attitudes that placed Volvo firmly in the old school category are still an issue for the brand Down Under. But says the ex-Holden Volvo chief in a positive for the brand, the same impressions are largely absent in new car buyers under 40.

"Bloody Volvo Driver is still baggage that we're carrying," Braid told motoring.com.au.

"But that's mostly an issue with older [over-40] buyers and with the automotive media.

"The best indication that this is changing with the wider car-buying public is to look at who is driving Volvos out there on the roads – it's young families, young professionals. They are a better judge of the reality of the brand," he said.

Braid says the new breed of Aussie Volvo buyers see the Swedish marque as a "challenger brand". He admits though that in perception it still sits below the key German marques.

"Volvo needs to be different from the Germans. We're Scandinavian – we have a different approach to design and a different personality... In markets like the USA, there's less baggage -- our product is judged on its merits and we've been rewarded [with growing sales]."

Braid offers S60 as proof for Volvo's ability to compete head-to-head with the German marques in a product sense. In face of criticism that the car is too expensive Down Under, he suggest that "specification adjusted it's priced competitively" with its conquest targets such as Audi A4 and BMW 3 Series.

In the lead up to the important launch of Volvo's V40 luxury hatch very late in 2012 or Q1 of 2013, he says that it too will be priced competitively.

With Mercedes-Benz likely to go to market with its all-new A-Class ahead of the Volvo (pictured), is that an advantage for the Swedish brand, motoring.com.au asked?

"We are not banking on massive volume and the [emerging luxury compact hatch] segment will be hard fought," Braid cautioned.

"Our car has to be priced competitively but it will be well specified. Our intention is that V40 will be a true luxury hatchback, not a cheap entry level to the [Volvo] brand.

"The reality is we will not be able to wait to see Mercedes' pricing before we have to set V40 pricetags... Whether customers will agree with our perception of the value we will deliver, we will have to wait and see," Braid opined.

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