The message for Volvo Cars of North America dealers is: "Hang on, help is on the way."
Hang on for a March 5-8 meeting in San Antonio for details of how Volvo is going to present programs to help them become profitable. Hang on for the April launch of the C70 hardtop convertible. Hang on for more consistent advertising to help move the C70 off the lot.
That was the word from Volvo CEO Anne Belec and Executive Vice President of Marketing Hans Krondahl to about 120 dealers attending the make meeting Sunday.
Volvo dealers said they are cautiously optimistic.
"This will be a year that we get through," said Don Beyer, owner of Don Beyer Volvo in Alexandria, Va.
"In an industry where we rise or fall on the basis of our new product, this is a relatively dry year for us.
"Still, we have lots to look forward to with the C70. That car will have a halo effect for the brand."
To help, Volvo will begin national electronic and print advertising for the C70 in April.
In addition, Volvo told its dealers it wants to upgrade the look of stores, provide more training for sales and service people as well as engage in more consistent national advertising of its vehicles.
You may e-mail Greg Bowens at [email protected]