It's worth trying things out. Only then can you tell whether ideas are working. Sometimes plans work out, but you can see that despite their success, they are not fun. That includes the Volvo issue. For me, the brand has always been the lifeline from an automotive point of view. Drive a Volvo when there is no longer a new Saab or a Saab in acceptable condition. So it came about that Volvo found its way onto the blog as a logical Saab relative.
In addition, friend Mark and co-blogger now drives Volvo number 2, is happy with it, and the XC90 fits well into his Saab-dominated Swedish fleet. What else could go wrong there? Actually nothing. In the past few weeks there have been repeated here Volvo themes to read. A colorful selection as a test laboratory to find out what the readers are interested in and whether they like to read anything from Volvo at all.
The result is very amazing. Volvo texts perform well, almost no matter what you are writing about. That exceeds any expectation. Do Saab drivers like Volvo well? That seems to be the case. This is exactly where my two problems begin, which I was only able to recognize in the middle of the experiment.
Problem number 1. There are too many stories around Volvo.
From a Swedish point of view, the Volvo topic is multifaceted. Dramatic, to get to the point. Because in Sweden people are currently worried about the brand. The recent Geely decisions bring back memories of Saab. People are already talking about the GM effect. What happened? Under Geely direction, a Volvo becomes a Lynk & Co or a Polestar. Same base, different design, better performance data and a lower price. This is what happened recently with the Volvo XC90, which is also available in a new look as Lynk & Co.
Badge engineering at a high level, reminiscent of the cannibalization of Saab. In addition, Volvo saves in development and innovations are delayed. On the other hand, sales must break records at all costs. Is that related to the IPO in Stockholm and Shanghai, which is once again on the agenda for the end of the year?
Problem with the many Volvo topics for the blog: If you were to appreciate all events accordingly, the Volvo topic would be dominant. And that can't be.
Problem number 2. I don't enjoy it.
My second problem starts with the Volvo product range. There is exactly one car that I find exciting. The S60, which does not play a major role in the Volvo world. The rest? SUV everywhere you look and, to top it off, the new Volvo C40which a Swedish auto newspaper referred to as a "lump". And in the next sentence I realized, just like I do, that innovative design can be found elsewhere today. At Hyundai and Kia, for example.
Okay, I knew the range of products before I started the Volvo adventure on the blog. I could feel the boredom, but I was hoping for the spark that leaps over when you are intensely concerned with something. There was no spark, and the realization that even very good readership numbers do not justify every project followed immediately.
For me it is time to say goodbye to the Volvo issue. The brand is not disappearing 100% from the blog, but for me as an author it is no longer an issue. No passion and no fun. Life is too short to compromise of this nature. Volvo remains an excursion, a short romance with no happy ending. The relationship with the brand is still not without sympathy, even if this primarily concerns the old models. Readership numbers and clicks were never the goal of the project, and if I disappointed one or the other reader, then I am sorry.