Volvo Down Under - A Swedish Success Story

Authors: Pedr Davis And Tony Davis, Hardbound, 287 Pages, ISBN: 9780947079147, First Edition, March 1990 - **Second-Hand book in excellent condition**

Volvo has had a colourful presence in Australia stretching back to the early 1960s.

The company has introduced a large number of interesting models and important innovations and has achieved a string of motor sport successes. But not everything touched has turned to gold.

In this unvarnished account, Pedr and Tony Davis look at all aspects of the story downunder.

Whether battling at Bathurst, competing in major rallies, driving down a suburban street, or hauling a road train across the desert, Volvo vehicles rarely fail to attract attention.

Despite having only 1 per cent of the Australian car market, Volvo is far better known than some other firms with twice the sales and four times the marketing budget. And the company's way of doing things has had a far bigger influence on the local industry than most outsiders realise.

What is it about Volvo which gives it a brand image out of all proportion to its size? Why is it the subject of a continuing love-hate relationship among Australians?

How did the company successfully defy the rule that said 'safety does not sell' and come from nowhere to overhaul the major players in the heavy truck and luxury car markets?

To many Australians, Volvo and Sweden are almost synonymous. The Volvo culture — exemplified by innovation, practicality, durability and safety, environmental initiatives, export emphasis and solid business acumen — has enabled the Australian organisation to stay healthy through booms and hard times when many of its European competitors have all but disappeared.

'Volvo Downunder' is the result of scores of interviews, a year of solid research and writing, and sifting through thousands of black and white prints and colour transparencies.

Rarely have so many facts and figures been assembled on one marque in Australia, yet the text is a highly readable journey through a fascinating era and will entertain even those with only a mild acquaintance with the surprising Swede.