Volvo toots the horn of its PHEVs but at the cost of EVs, shoots itself in the foot

Dinesh · Aug 2, 2022 03:35 PM

Volvo toots the horn of its PHEVs but at the cost of EVs, shoots itself in the foot 01

We’re not sure if the marketing people at Volvo thought this one through but maybe there was something in the Schnapps and meatballs when they ideated a video that heralded its plug-in hybrid ((PHEV) models… at the expense of its pure electric vehicles (EV) models.

From what we can remember, cannibalising your own models isn’t exactly the way to push the brand forward.

Also Read: Volvo Cars to go fully electric by 2030, says no future for petrol engine cars

We get it, every motorist has different motoring needs and requirements from their vehicle. For that very reason, electrified vehicles come in configurations of pure EVs or PHEVs.

It’s alright to poke a little fun at one at the expense of the other, after all plenty of carmakers have made a memorable, good-natured tiff with their competitors in ads.

Nonetheless, some of the marketing people at Volvo have shot themselves in the foot with their latest ad titled “The Chase.”

Also Read: Review: Volvo XC40 Recharge Pure Electric – Better as an EV?

The entire premise of it centres around the supposed chase to have all our electricity-dependent gadgets always charged up for when we need them and how there isn’t enough charging ports for them all.

Volvo toots the horn of its PHEVs but at the cost of EVs, shoots itself in the foot 01

Same goes for full EVs and the resultant range anxiety, especially if you have 2 plug-in vehicles in the same household, another point from the video. So yes, PHEVs make more sense but why the need to take a cheap shot at EVs; the very vehicles you sell alongside your PHEVs?

Hence, PHEVs are apparently the answer here. Giving you electric propulsion most of the time and when the batteries run low, the internal combustion engine kicks in.

Also Read: 2021 Volvo XC40 T5 Recharge PHEV launched in Malaysia, from RM 242k

As the description for the video goes, “Not ready to jump on the all-electric train (or car)? #VolvoRecharge plug in hybrids give you both worlds – electric most of the time, hybrid when you need it. We call them electric cars with a backup plan.”

Volvo toots the horn of its PHEVs but at the cost of EVs, shoots itself in the foot 02

All good and well but doesn’t that sound like a total middle-fingered salute to pure EVs… you know the very same ones that Volvo also sells?

Also Read: Review: Volvo S60 T8 R-Design – Much better than a Mercedes?

It’s definitely got us scratching our heads. Why sing praises regarding your PHEVs by taking a dump on your own EVs?

Volvo toots the horn of its PHEVs but at the cost of EVs, shoots itself in the foot 03

Lest we forget, Volvo has also announced it’ll be going full-electric by 2030. That's pure EVs, not PHEVs anymore. Does that mean the point of this video becomes redundant in a few years?

Also Read: Volvo: Limited range and Malaysia’s charging infra not a concern for luxury EV buyers

We’ve always loved the wholesome nature of Volvo’s marketing videos and maybe it’s best they stick to that, or at least realise the very EVs they’re flipping the bird to are also the very same models they sell.

Dinesh

Writer

“Better late than never.” Some despise it, others begrudgingly agree with it but he swears by it… much to the chagrin of everyone around him. That unfortunately stems from all of his project cars not running most of the time, which in turn is testament to his questionable decision-making skills in life. A culmination of many wrongs fortunately making a right; much like his project cars on the rare occasions they run, he’s still trying to figure out if another project car is the way to go.

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