Depends on your audience. Volvo is not mass enough, and the brand recognition isn't as good as Mercedes or BMW in most countries. VW gained lots of recognition because of Golf GTi being in many games, even before VW entered Malaysia market.Some time ago when I was doing a speech I made reference to the Volvo XC90 and everyone looked at me with blank looks. I even called it the Volvo SUV and folks were still blur. Had to show them the pic and then only heard a few "ohhhhhh.. that one ah?"
Seriously. Volvo needs a better slogan and marketing team
Yes they need better marketing team, but at the same time, most people can't afford their cars anyway, they need to target BMW and Mercedes customer base.