Ridicule, the Volvo EX40 targets urban men and women over 35, high socioeconomic status…
This page is translated from the original post "Ridicule : le Volvo EX40 vise les urbains de plus de 35 ans, H/F, CSP++…" in French.
- 29/09/2025 12:09
Some communications from car manufacturers leave us quite perplexed. The latest example with Volvo.
Volvo France is preparing to showcase its 100% electric SUV, the EX40, in a large-scale campaign organized with CANAL+ BRAND SOLUTIONS. The stated objective, we quote the press release: “to appeal to the 35+ H/F urban, CSP++, with a dynamic lifestyle”. In other words, men and women of higher socio-professional categories, well-off, aged 35 and over, living in cities, and probably loving to brunch on Sundays and play a bit of Padel occasionally before a well-deserved after-work… A specific target, studied in detail, which sometimes appears more inspired by market research than by everyday reality.
We know well that marketing studies often dictate the choices and directions of manufacturers. But sometimes, logic borders on the absurd. Is it really necessary to define automotive passion and mobility needs based on age groups and socio-professional categories? Buying a car remains primarily a matter of needs, desires… even passion. It’s about reaching the right audience without falling into stereotypes.
Cinema, glamour, and stars for Volvo
To put its EX40 in the spotlight, Volvo is investing in a premium initiative. On the occasion of the premiere of the series The Sentinels at the Grand Rex, the manufacturer organizes a contest for its CANAL+ subscribers and offers interviews with actors onboard Volvo models. An operation designed to blend cinema, digital media, and social networks.
The campaign is also accompanied by a movie trailer starting October 15, reusing images from the official spot to surprise viewers before revealing the commercial. The idea: enhance brand memorability while fitting into a content ecosystem of powerful stories.
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Ultimately, even if Volvo stages its EX40 in sophisticated campaigns, it remains essential to remember that a car is bought primarily for what it offers its driver, not for the marketing target we want to attach to it. Strangely, the best cars always sell the best…
READ ALSO: The Volvo EX90 switches to 800 Volts for faster charging
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