Volvo sees targeting as key for 2014 vehicle launches

09/3/2013 | USA Today

Volvo will launch a new lineup of vehicles and an overhaul of existing models beginning in January, but it will skip an aptly timed Super Bowl spot in favor of more targeted ads. The company will kick off an expanded marketing effort with its V60 wagon. "We can't throw out the net and pull in as many fish as we can. We have to target just our fish. We're a tiny company," said Joe Haslem, head of Volvo's S60 and XC60 lines.

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