

Is VOLVO Leadership causing VOLVO to Lose it's Soul?

It's been TWO YEARS

and Volvo leadership still refuses to have any discussion about this. VOLVO continues to create lasting damage to its own reputation.



I continue to received a lot of emails from Volvo enthusiasts and dealers all over the world asking why I can no longer offer labels with a Volvo logo.

Hopefully this notice will answer your questions.

As of April 2018

Volvo Trademark Holdings hired an attorney in the U.S. to send me a desist notice. This notice demanded the REMOVAL OF ALL PRODUCTS available for sale with any Volvo trademark logo.

I have been a Volvo enthusiast and huge supporter of Volvo Cars for over 35 years. I served as the president of the Southern California chapter of Volvo Club of America (VCOA) for over 12 years. I organized a lot of Volvo-related meets, events and shows during this time, many of them involving or coordinating with Volvo Corporate Public Relations from Volvo's offices in Irvine, California, along with a number of Volvo dealerships all over Southern California.



Since 2005 the Volvo Prancing Moose (and other Volvo enthusiast labels) have been a very public thing at these events and Volvo Cars was aware of it's scope and popularity among so many Volvo enthusiasts. Volvo Cars was even supportive of it, although not in any "official" way.

Since these stickers fostered positive relations between Volvo, Volvo dealers and Volvo car owners/enthusiasts, there was never a hint of an objection from anyone at Volvo, until NOW.

A number of VOLVO dealers have told me that VOLVO Corporate representatives used to (unoffically) refer them to ME if they called about things like defective Grills or Steering Wheel Airbag Emblems.





I'm certainly not getting rich making enthusiast labels for old Volvos, but it has been something I've become very good at and I have really enjoyed being able to help support old Volvo owners and enthusiasts all over the world.



After more than 13 YEARS of Volvo offering silent approval,

Volvo Trademark Holdings in Sweden hired attorneys in the USA to ORDER ME TO STOP!

Volvo has DECLARED that my use of their trademark on a sticker, i.e.; prancing moose, vintage engine/body labels, etc.,

is a THREAT to their BRAND.



Many, many attempts have been made by me and others to contact ANYONE at Volvo Trademark Holdings AND Volvo Cars in the USA and Sweden for a discussion about this, but Volvo has made it known that they REFUSE to discuss this.

I agree that Volvo may protect and prohibit the use of their trademark on any unauthorized product. It's their brand and they can do anything they want with it, including RUINING it for enthusiasts.

As a result, all such products are no longer available from my web page. I know this ban will bring substantial harm and frustration to many Volvo owners and enthusiasts.



IS BRAND LOYALTY NO LONGER A CONCERN FOR VOLVO?

Since the leadership at Volvo Cars is aware that this action will bring HARM to their customer base and their reputation,

I can only conclude they DO NOT CARE. It now seems that Volvo has only ONE concern; to sell you a new Volvo.



The days of Volvo supporting their HERITAGE OWNERS or actively cultivating BRAND LOYALTY is gasping its lasts breaths.

In my opinion Volvo Cars has received a great benefit for many years by having an enthusiastic community of passionate Volvo owners. Such a fan base provides for a lot of inexpensive advertising and it keeps a new car maker relevant to older car owners. Without such a fan base, a car company can only survive by finding new customers who have never considered a Volvo before. It is my sincere belief that Volvo will suffer by alienating this loyal fan base.



When I discussed this at length with the trademark attorney who Volvo hired in April 2018 (the only person so far who would listen), I made a formal request to be contacted by Volvo regarding my wish to discuss licensing, permissions, etc.

On April 18, 2018 , I received a response from the attorney, who made it clear that Volvo stated:

"VOLVO IS NOT INTERESTED IN ANY DISCUSSION!"

What do long-time Volvo enthusiasts think about this?

One insightful comment reads:

". . .to hell with your enthusiasm is the way I read into it."



Clearly from the numerous emails I have received and continue to receive every day from Volvo owners and enthusiasts and Volvo dealers all over the world , I know many will miss the products that I can no longer offer. If this concerns you then you may want to mention it to a Volvo retailer or to someone in Volvo corporate if you can actually make contact with anyone there.



Volvo Cars USA

1 Volvo Drive

Rockleigh NJ 07647 USA

Main: (800) 458-1552

Customer Service: (800) 550-5658

Ph: +1 201-768-7300

CONTACT INFORMATION BELOW:

https://www.media.volvocars.com/us/en-us/contacts 1 Volvo DriveRockleigh NJ 07647 USAMain: (800) 458-1552Customer Service: (800) 550-5658Ph: +1 201-768-7300

https://www.elliott.org/company-contacts/volvo/

https://www.volvocars.com/intl/footer/contact-us



I know this situation has impacted a lot of people? Google Analytics tells me this page has historically averaged 40,000 page views per month over the last 5 years. Since this situation began on April 2, 2018, page views have jumped over 140% to 100,000 page views per month. I appreciate the concern, support and attention Volvo enthusiasts around the world have communicated. Your support is certainly heartfelt and very appreciated.

Thank You!

- Dave Barton -